Cirque du Soleil redefined “circus” creating a “blue ocean” where their value proposition could stand alone. Before Cirque du Soleil “circus” meant animals, brave performers and a nomadic tribe. After Cirque du Soleil circus means astounding acrobatics, cultural tie ins (Beatles, Michael Jackson) and "you come to us" fixed locations (Vegas) in addition to touring shows.
Cirque du Soleil found a "blue ocean" of uncontested space within one of the oldest business models in the world proving the value of "blue oceans". This Curatti.com post shares ways Small to Medium Sized Businesses (SMBs) can find blue oceans of their own in 2914.