Unlocking the Customer Value Chain: How Decoupling Drives Consumer Disruption

by Thales S. Teixeira

I think of the CVC as one big oil pipeline, with each segment of the pipeline a CVC activity. In a coupled process, all the segments are tightly welded together, and oil (i.e., value) flows continuously from the beginning of the pipeline to the end. I then seek to understand how my clients can break up these segments of the pipeline and still ensure that value flows evenly and constantly from one end to the other. That can only happen, of course, if there are no leaks at any point in the pipeline. If leakage does occur, then the company has created an opportunity for a competitor to come in, put a bucket under the leak, and capture much of the value without having to build the expensive drilling and pipeline infrastructure that my client has built.