“Creativity has to be at the forefront because if you don’t do that, then one day you will wake up and you will discover that your competitor has an edge on you,” says Cirque du Soleil executive vice chairman Daniel Lamarre.

He tells Adi Ignatius, host of HBR’s The New World of Work video series, why it’s important to stay true to your brand while experimenting with creative new ideas and how Cirque constantly analyzes audience feedback to measure the success of new acts.

Key topics include: creativity, strategy, brand management, risk management, art, innovation, brand values, experimentation, and media, entertainment, and professional sports. 

HBR On Strategy curates the best case studies and conversations with the world’s top business and management experts, to help you unlock new ways of doing business. New episodes every week.