Twyla Tharp is an American dancer, choreographer, and author who lives and works in New York City. In 1966, she formed her own company Twyla Tharp Dance. Her work often uses classical music, jazz, and contemporary pop music. From 1971 to 1988, Twyla Tharp Dance toured extensively around the world, performing original works. In 1973, Tharp choreographed Deuce Coupe to the music of The Beach Boys for the Joffrey Ballet. Deuce Coupe is considered to be the first crossover ballet. source
I tell young entrepreneurs to use the leader in their industry and as a benchmark as they work to create their own brand. Don't look at what your competition is doing - if you emulate the leader in your industry, you will achieve a higher level of engagement with consumers and make their buying experience richer.