In contrast to traditional circuses, the product of the Cirque du Soleil is not a collection of different acts by star performers. It is an integration of acts into a single narrative with a universal appeal that catches the imagination and creates a bond with the audience. The the creative product is the result of a team effort.
Though true to its commitment to creativity, it has transformed itself from a happy-go-lucky, creative commune into a streamlined, far-sighted, hard-nosed, and profit-wise conglomerate. Can the Cirque continue to reinvent itself, producing "extreme creativity" time and again? And are spin-offs of the brand a good thing? Will the process of growth be at the price of the Cirque's soul?