A key principle of my framework is to do exactly what Best Buy eventually did: find ways to coexist peacefully with decouplers and decoupling, rather than trying to destroy or buy them out. You can kill a startup, but it’s only a matter of time before another disruptive business pops up. Likewise, you can tie customers’ hands so that they can’t move their business to the startups, but it’s only a matter of time before customers figure out how to free themselves from the bonds. To fend off disruption, coexistence is key!
