For the people of Cirque, staying power is a personal issue. And they maintain that the company has grown so enormously without losing even a spark of the fire of imagination and commitment that first gleamed 20 years ago. Marketer D’Amico says that focus on the art enables them to avoid selling Cirque du Soleil action figures, licensed lunchboxes, and other products that, while probably capable of filling an aisle at Wal-Mart, would surely empty the company of its heart. “As long as Cirque du Soleil stays true to its original mission and values, it will continue,” says D’Amico, who believes the vision has a long way to run. “All those things that tend to be on a poster in an office in a lot of companies — those are the things that we live and breathe.”