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Unlocking the Customer Value Chain: How Decoupling Drives Consumer Disruption
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Unlocking the Customer Value Chain: How Decoupling Drives Consumer Disruption

4.47  ·  Rating details ·  338 ratings  ·  32 reviews
Based on six years of research, Harvard Business School professor Thales Teixeira shows how and why industries are disrupted, and what established companies can do to respond--as well as what potential startups must master if they hope to gain a competitive edge.

As it turns out, there is a pattern to disruption in an industry, whether the disruptor is Uber, Airbnb, or a do
Kindle Edition, 352 pages
Published February 19th 2019 by Currency
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Avnish Anand
I have been building new businesses for the last 12 years. I have read a lot of books and spoken to a lot of people who have also built new businesses. So I know a little about disruptive business models. And yet I was blown away by this book. Its easily one of the very best business books that you can find on understanding the dynamics of disruptive business models. I have been recommending it to everyone and getting a lot of thank you's.

The core argument in this book is to understand the busin
Scott Wozniak
Mar 14, 2021 rated it really liked it
This book is written by a Harvard professor and it feels like it. It's very formal in its tone and language. There are examples of companies in this book, but they are not the usual journalist-style business stories. So it takes more effort to read this book.

However, if you are willing to put the effort in, then there are some really useful insights in this book about how businesses make money--especially how they make money by taking market share from other businesses.

The first major section s
Dec 16, 2020 rated it did not like it
The authors contrived a model of "decoupling". The initial analysis of Best Buy made sense. But then they stretched "decoupling" to explain numerous effects.

Offering a free sample is "decoupling" the initial experience and payment. Creating a marketplace is "decoupling". Creating subscriptions is "decoupling".

The second half of the book is rehashing known concepts from online blog posts by other people (getting the first customers, do things that initially don't scale, etc).

If this were a 2-p
Shubham Bansal
Apr 24, 2020 rated it really liked it
Customers Journey is not a straight line.

This book attempts to provide another framework in the field of Human Centric Design. The main ideas revolve around trying to understand the progress a customer makes in order to complete a given task or fulfil a need. It sounds simple in theory, but the steps taken by the consumer is not like a series of beads connected together through a straight line. But, more like a Tree with branches originating in different dimensions.

At every step, the consumer h
Nacho Navarrete
Aug 16, 2020 rated it it was amazing
Shelves: emprendimiento
Uno de los mejores libros de innovación, disrupción y creación de valor para los clientes que he leído. A los que estén buscando un libro para tener ideas para un nuevo negocio u oportunidades para el que ya tiene, este es el libro.
Pedro César
Mar 26, 2020 rated it really liked it
Muito bom livro sobre a disrupção de gigantes, não através de novos produtos mas através de inovações do modelo de negócio, e de como os incumbentes podem reagir.
Tauri Laane
My notes from the book:
Your fate is in Your customer’s hands - there are plenty of examples like Nokia, that were not saved by technical innovation by itself; one always has to focus on the needs of the customer. Decoupling = the usual chain of business are being cut into pieces and the most beneficial part is served by new competition. One has to think out of the box - physical stores started to ask money from Samsung etc, when people visiting the store started to buy from Amazon. One has to th
Natarajan Mahalingam
Nov 01, 2021 rated it it was amazing
Unlocking the customer value chain: How decoupling drives consumer disruption by Thales S. Teixeira is one of the most critical, paradigm-shifting read on disruption & disruptors. Drawing on the "disruptive innovation" concept from Prof. Clayton M. Christensen, the author has, over a period of 8 years, researched multiple companies across a wide band of startups, large incumbents, and tech companies to identify a crucial link that disruptors break in the Customer Value Chain (CVC) of large incum ...more
Ahmad hosseini
Nov 28, 2021 rated it it was amazing
Most of the people believe that using new technologies is most important reason of startups and new companies but authors of this book think differently. They think focusing on customers and changing in their behavior is the main reason of startups success.
So the authors write this book based on this mindset and try to prove it by providing and examining different successful startups and companies. The authors mindset about the market and its changes is so interesting and somehow I agree with it
Oct 19, 2020 rated it really liked it
A new perspective into disruptive innovation, claiming that disruption comes from breaking the link (decoupling) between activities of a customer value chain in a way that enables a new player to take over a significant market share. The book takes a customer-centric point of view to Porter’s value chain tool, and looks into many examples of companies that have decoupled and recoupled it.

One interesting idea that stuck to my head was that to be innovative, companies should organise themselves a
Feb 15, 2022 rated it liked it
Shelves: customer-value
This is an average book, the whole idea could have been written in 50-100 pages at most.

The idea itself is not new, author basically reinvented the wheel by describing old knowledge with new fancy terms.
Customer Value Chain, Decoupling/Re-coupling = Lean thinking, Lean Mapping, Customer Journey, Service Blueprinting, Service Design, Customer Value, etc.

If you have no idea about those concepts, the book is well worth the reading, but, for those who already know these concepts, you will barely fin
Cristiano Franco
May 17, 2020 rated it it was amazing
Muito bom livro. Traz um olhar diferenciado para avaliar disrupções sob a ótica do mercado - clientes e cadeia de valor. Oferece questionamentos importantes para refletir sobre os modelos de negócios atuais e como startups estão se especializando para quebrar essas cadeias de valor expandir seus negócios.
Lexie Miller
Aug 04, 2021 rated it liked it
Interesting listen on the customer value chain. There was a lot of data to help make the point of who the customer is, what’s important to them at different stages and how we can reach them as a customer and marketer. Helpful graphs and charts as well.
Rick Yvanovich
Loved this book. As an accountant, linking all about Business Models and technology together is the linked we know is there but this book shows exactly where. This is the book you need to read to help with business transformation and survival today.
True disruption does not come from innovation in fancy technologies, it comes from innovation in business models via decoupling of value chain.

Companies do not thrive by finding ways to crush the competitors, they thrive by finding new ways to better serve customer needs.
Jozef Michalovčik
Mar 27, 2022 rated it really liked it
For some reason I have been dragging this book for over 2 months, unable to finish. Its a very interesting topic, couple of great stories and examples. But somehow i have been unable to dig deep and fully focus, which made it quite difficult to just keep reading.
Mar 25, 2022 rated it it was ok
A simple promising model stretched and applied far beyond its applicability or usefulness. Two or three nuggets of insight inundated by verbiage and spurious generalisations. This should have been a short HBR article.
Trevor Thompson
Jan 19, 2020 rated it really liked it
Nice read. Lengthy but full of really solid examples of modern companies. Lots of fascinating statistics. Author gets a little caught up in defining his own terms (which I’ve already forgotten) but otherwise great book.
Justinas Lapienis
Nov 22, 2020 rated it liked it
Its fine. The concept of decoupling is worth investigating, knowing and having an eye on.
I would rather had this as an academic 50-100 page paper (will case studies in text boxs) than a book.

3-4/5 stars.
Feb 16, 2020 rated it really liked it
Great framework of looking at businesses through customer value chains
Mike Burrell
Apr 05, 2020 rated it really liked it
Enjoyable and worth reading. Not exactly what I was looking for though.
Jul 19, 2020 rated it it was amazing
Fresh book, some new ideas, even for experienced readers...
Cristiano Herbert
Jun 24, 2022 rated it it was amazing
One of the best business books I have read in the last years.
Antonio Youssif
Jun 23, 2020 rated it it was amazing
This book is more valuable than an MBA, it must become a MUST reading for any person in every industry.

Outstanding and mind-blowing LECTURE.
Dec 19, 2021 rated it it was amazing
Shelves: my-books
Changed my view about disruption.
Midas Veraart
Mar 24, 2019 rated it really liked it
A great new view on the future of business and current innovation with hands on examples. First few chapters are great but after understanding the concept, the book becomes a little long.
Brahadishwar Karthikeyan
Jul 19, 2020 rated it it was amazing
Brilliant book for anyone who is interested in knowing more about business models and how it evolves in the tech space contributing directly to disruption.
Sunny Jaggi
Jun 03, 2021 rated it liked it
To Be Written
Kharlanov Sergey
Jul 01, 2020 rated it it was amazing
Shelves: business, non-fiction
Quite difficult book: a lot of unknown and unusual words, but main ideas are really good and I really like this book.
Jul 22, 2021 rated it really liked it
Shelves: pm-must-read, pm
A great theory and an easy read, but as with most business books I think could have gotten the same value in fewer pages.
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20 likes · 2 comments
“Decouplers often trip up on this step in two ways. First, they are overly generic in articulating the CVC. When mapping the process of buying a car, auto executives tend to describe it as: feel the need to buy car > become aware of a car brand > develop an interest in the brand > visit the dealer > purchase the car. This is a start, but it is not specific enough. Decouplers must ask: When do people actually need a new car? How exactly do people become aware of car brands? How do people become interested in a make or model? And so on. The generic process of awareness, interest, desire, and purchase isn’t specific enough to help. Decouplers also flounder by failing to identify all the relevant stages in the value chain. For the car-buying process, a better description of the CVC might be: become aware that your car lease will expire in one month > feel the need to purchase a new car > develop a heightened interest in car ads > visit car manufacturers’ websites > create a set of two or three brands of interest > visit third-party auto websites > compare options of cars in the same category > choose a model > shop online for the best price > visit the nearest dealer to see if they have the model in stock > see if they can beat the best online price > test-drive the cars > decide about financing, warranty, and other add-ons > negotiate a final price > sign the contract > pick up the car > use it > wait for the lease to expire again. With this far more detailed CVC, we can fully appreciate the complexity of the car-buying” 1 likes
“(1) Can you deliver more value in the value-creating activities without charging more? (2) Can you afford to capture less in the value-charging activities, everything else being equal? (3) Can you reduce eroded customer value without diminishing what you’re offering or capturing?” 0 likes
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