What can the “classical music” world learn from the things Cirque Du Soleil did to overcome their condition in a dying industry and become a cultural staple in the modern world? In short: rather than trying to outperform or outpace the competition, it is a far more profitable choice to create uncontested markets where no competition exists. This often implies swimming against the current, valuing integrity above all else, and being willing to commit assets and talent into areas that have no guarantees of securing a return on an investment.