On Monday I spent an “Evening with Daniel Lamarre” — President and CEO of Cirque du Soleil. Following a brief film introducing Cirque, Mr. Lamarre engaged in a dialog with Adi Ignatius, Editor-in-Chief of the Harvard Business Review Group. Finally, the floor was opened for questions…

Amply inspired by this event, here are my handwritten notes for your viewing pleasure (click on the sketchbook pages for a closer look).

From the top floor of the Thomson Reuters Building, we quickly learned, like most lasting companies, Cirque du Soleil came from humble beginnings.

Founded on a grant offered for, and to celebrate the 450th anniversary of Quebec City, Cirque is now 5,000 employees strong; not surprisingly, 1,500 of this number are considered “artists” — a broad term at Cirque, which covers performers, directors, costume, lighting, etc. Cirque is currently developing a 3D experience with a little known director named James Cameron. Oh, and since Michael Eisner couldn’t buy, copy or beat them — he joined them.

Cirque is a global creative brand without a star — perhaps its most innovative feature. Imagine the entire brand and experience of Lady Gaga on steroids minus the Lady herself… add a legion of well-recruited acrobats and art directors – voila. Cirque has also been on the “social media metrics system” since its inception… success is measured by public reaction. Dear brands: Advertising Agencies will pitch this concept to you as innovation… if you sign based on this pitch, I have some anti-aging tonics in development you simply must see.

Compassion is an unusual feeling amidst the top of industry. One of the more impressive moments of the evening came when Daniel was asked about Spider Man on Broadway. “It could happen to us”… he went on to say how he can sympathize with a show undergoing public growing pains. Considering Cirque is opening a show at Radio City Music Hall, he could have easily thrown Spidey under the bus, but there was no Bloody Sunday for Bono at the hands of Daniel.

Speaking of Zarkana, this will be the first Cirque show with lyrics, a story line and video effects. Will it be like a Mime singing a monster ballad with a lightshow? Not so, according to Mr. Lamarre; rather, it will be “Cirque on Steroids”. For the marketing folks out there, you’d be interested to know Cirque’s audience is aging with the brand… they are aware of this. Now, it’s about a transition into another generation, and I’m sure the modified format will play a large role in this migration.

Unlike Volkswagon, Cirque doesn’t advertise a lemon, they crush it, Banana Shpeel being the primary example. This is important. Initially, when Cirque came to California, they were urged to change their name to Circus of the Sun. The resistance to make this essential accommodation set the tone for a global innovator. Oh, and the founder, Guy Laliberté was aptly described as a press-shy Richard Branson. That’s a pretty flattering description.

When the floor was opened to questions, I asked something along the lines of, “If Cirque has multiple shows, with multiple directors, and one director comes up with an idea, and it’s shared across the entire organization does this cause resentment? How do you manage to retain your talented creatives, when egos get involved?”

Mr. Lamarre began, “well, let’s say you work at Cirque…”

I quickly injected, “I accept.”

Business panel size laughs.

From there, Daniel  Lamarre humbly, and adeptly described the creative process inside the famed Cirque Du Soleil. When you are on a show, you are on that show for years… living and breathing each detail. So, creative folks, if you are out there and are looking to find a creative place to grow, consider joining the Cirque.

Promotional Synopsis

John F. Prato, Consul General of Canada & Cirque du Soleil cordially invite you to an evening with Daniel Lamarre, President & CEO, Cirque du Soleil who will be joined in conversation by Adi Ignatius, Editor-in-Chief, Harvard Business Review.

The discussion will center on Cirque du Soleil’s culture of innovation as it applies to the company’s ground-breaking business strategy – one that has allowed the legendary Canadian troupe to create a unique place for itself at the center of what was once a declining industry. Join us for an in-depth look at how Cirque du Soleil reinvented the circus and, in doing so, expanded and transformed the limits of live popular entertainment.

About Daniel Lamarre | President and Chief Executive Officer

As President and Chief Executive Officer of Cirque du Soleil, Daniel Lamarre is responsible for strategies at both the business development and operations level. He also oversees the organization’s financial sustainability, and the perpetuation of its culture and values.

Before joining Cirque du Soleil Founder Guy Laliberté’s team in January 2001, he served for nearly four years as president and CEO of TVA Group, Quebec’s largest private television broadcaster, where he was also responsible for strategic planning and business development.

Having launched his career in journalism, Mr. Lamarre moved into senior communications roles. From the early 1980s until the late 1990s, Daniel Lamarre held top positions in major public relations firms, including President and CEO of Burson-Marsteller, and Executive Vice-President and Senior Partner, and then President of National Public Relations, Canada’s largest public relations consulting firm.

Adi Ignatius | Editor-in-Chief, Harvard Business Review Group

Adi Ignatius joined Harvard Business Review as Editor-in-Chief in January 2009.

Previously, he was Deputy Managing Editor for TIME and was responsible for many of the magazine’s special editions, including the Person of the Year and TIME 100 franchises. Mr. Ignatius served as Executive Editor of TIME starting in 2002, and from 2004 to 2007, he also held the additional title of Editor of TIME Canada. He joined TIME as Deputy Editor of TIME Asia in 1996, based in Hong Kong, and was named Editor of that edition in 2000.  A frequent writer for TIME, he most recently penned cover stories on Google Inc., and the 2007 Person of the Year profile of Russian leader Vladimir Putin.

Previously, Mr. Ignatius worked for many years at the Wall Street Journal, where his work was nominated for a Pulitzer Prize, and later as Managing Editor of the Central European Economic Review and Business Editor of the Far Eastern Economic Review, publications owned by Dow Jones, Inc.

He was the editor of two New York Times Bestseller List books: President Obama: The Path to the White House and Prisoner of the State: The Secret Diaries of Premier Zhao Ziyang.

Disclaimer

As you will see from my hand written notes, I am a victim of my generation. Without Spell Check installed in my hand, I often make egregious spelling errors. So, despite these glaring foibles, I hope you enjoy my notes presented as-is. The “Smoking and Drinking” note on one page represented a set of notes from a distinctly different event, the details of which are unfit to share here. For now…