Sublime

pioneered a new strategy that opened up a new value-cost frontier through a step change in the kind and degree of value offered.

Cirque du Soleil succeeded because it realized that to win in the future, companies must stop competing with each other. The only way to beat the competition is to stop trying to beat the competition.

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And once you learn that, you’ll never be the same again.”3

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Competition should not occupy the center of strategic thinking.

How do you go about identifying the ocean of noncustomers to create new demand? How can you systematically redefine market boundaries to open up a new value-cost frontier that makes the competition irrelevant?

With growing clarity and focus, our research questions emerged. Specifically, how can a company break out of this red ocean of bloody competition and generate strong, profitable growth? What does it take to reach beyond the best,