decoupling is a wave of business model innovation. By their very nature, these waves are pervasive, drawing in many new players from inside and outside the industry. Most of these players are small, nimble, and unpredictable in their trajectories. But you can track their collective trajectory if you study their general motivation, dynamics, and range of options. Don’t focus just on the particular startup or tech disruptor that is coming after you. Broaden your perspective, observe the entire incoming wave, and respond to that.
