Unlocking the Customer Value Chain: How Decoupling Drives Consumer Disruption

This is the best business book I have read in a long time. Unlocking the Customer Value Chain proposes a novel framework for understanding the rise of tech-driven disruption across myriad industries in the last 20 years, placing a strong emphasis not on the technology itself but how it drives value for consumers.The author identifies commonalities between the way tech has changed the competitive landscape for companies as diverse as retailers, telcos, and auto manufacturers. Initially, I was surprised to learn that something insightful could be said across such a wide array of situations, but was ultimately persuaded by Teixeira's thoroughness in laying out his case. I suspect the book's framing is somewhat less valuable in a B2B context, but that is not an area I can speak to with much confidence.As someone who works in technology, the insights here will be especially valuable as I attempt to assess competitive threats to my employers's business. I think others will feel the same, and highly recommend this book.

I had always thought that startup disrupters were successful because of new technologies, but Teixeira convincingly demonstrates that much of the disruption is instead a reimagining of existing business models.Through a clear and well thought out argument, Teixeira shows the reader how to identify the customer value chain, the value-creating and value-destroying parts of a business model. Using a variety of examples, he shows how successful competitors (and startup disruptors) have singled out vulnerable spots in existing business models to gain market share. It quickly becomes evident that it is not the sudden emergence and use of new technology or software, but rather a smarter take on the business design that has given us many of the new tech elite and brought the downfall of the old guard.This book offers excellent advice for incumbents on how to protect their existing businesses and similarly for startups looking for market opportunities. A must-read for the modern strategist and entrepreneur!

This is one of the most significant business books I have read in my entire life. The author makes an extremely compelling case on how technological innovations are not the main cause for industry disruption. Across multiple industries, Thales shows how business model innovation is the catalyst for disruption. My favorite example was how he breaks down the way Uber disrupted the transportation industry by decoupling the processes of getting from A to B by developing a revolutionary business model. This is supported by the proliferation of services that are now sold as "The Uber for something else" like Postmates and Turo.I recommend this book to anyone that is trying to start a company that is looking for direction. The concepts explained in the book allow anyone to find the holes that customers are trying to find an alternative for. I would also recommend this book to anyone at an established company that wants to understand how disruption actually works and how to take action in order to avoid the same fate as the taxi industry.Don't wait to buy this book, it's one of the best investments in myself I have ever made. I will be looking forward to Thales Teixeira's next book.

You could pass on this book and not read it. That would be a massive mistake (unless you already know all the content inside).I read it 3 times, end to end and i am not done with it. It's like a treasure. There is so much relevant and actionable piece of information to use from it.What does it talk about?Basically because one guy, Thales, talked to lots of businesses (large and small) and really used his brain to understand what's going on (it took him years), you've got this content / analysis on a platter. It explains you simply what's going on in term of disruption. Stop thinking about AI this AI that like i used to do... it gives you headaches. Technology is an enabler, not the solution.There is no point in me summing up this book, there is no shortcut guys, you have to read it by yourself and understand it so that you can enter the next level. When someone talk to you on this topic or throw you some statements you can provide one of the most relevant viewpoint i have read so far. I have met countless consultants, leaders and others who actually miss the point and i think that's why success rate in transformation is so low.I am trying to build a framework in Transformation as i am upset with what is out there. It's low quality, it's not fully relevant or it's made for business to spend millions of dollars for nothing. Happy to chat with any of you about this topic (just linkedin my name).A part of this book resonates so much with my experience. I built my own business in 2010 and i remember a chat with Adeo Ressi (the founder of the Founder Institute) who told me my product would need to be 10x better and i would have to care about this and that. Thales must had had the same feedback from entrepreneurs. Then Thales offers entrepreneurs a fantastic way to think about their positioning and business model. I had such a tough time because back in 2010 i didn't know about this approach. Now that i read about it and understand it, i map my value chain and discover potential business opportunities, way faster than before.The reason why i cannot give it 5 stars is because some context is missing. If you are an organization and are misaligned with the customer you will need to realign. This realignment is done through change and this book, although covering recoupling and pre-emptive decoupling with rebalancing is light on change. You will need to read Beyond performance 2.0 to understand how to drive change.Thanks Thales. Great job.

This is a great business read on understanding the business model changes are the underlying key to revenue growth. Most people and analysts are all caught up in the technology that powers the "digital transformation" when in reality, first comes the business model that unlocks new value and second comes the technology. I recommend this book for anyone trying to get understand and simplify the strategy behind the business model transformation. The technology will take care of itself.

This is a long overdue book. Many articles attempt and fail to describe (in detail) the relationship between customers, companies and technology. Whilst it’s true that the big four continue to take more control of our lives, this book brilliantly describes how customers will always find a way to break new grounds. Whilst tech is the latest enabler, we all recognise (including the author) this scale and structure of change feels materially different.

The book offers a unique and insightful perspective on digital disruption. Plenty of real world examples of how incumbents have reinvented their business models and how startups have disrupted entire industries truly bring light to Thales Teixeira's work.In particular enjoyed chapter III which provides previously unknown insights on how to build disruptive businesses, using some of today's largest tech companies as examples.

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 business model from a customers view point. Thales lays it out in the form of a framework he calls the Customer Value Chain. This framework splits the various steps in the customer journey and classifies them as value creating and value destroying. A disruptive business can take one or more parts of this chain and build a business around it by offering a superior customer experience. By doing so, they disrupt the existing business models - often taking away their most profitable and value enhancing components.This is an elegant framework. Reminds me of those elegant mathematical proofs. Simple yet rigorous. As Thales puts his framework to test in various scenarios from different industries, its effectiveness in explaining disruption becomes apparent. There are enough practical examples to explain the different points.A corollary of this model is the debunking of the technology myth - that disruptive business models are built on technological innovations. Unless, you are building a tech product, technology only enhances and enables the scaling up of the business. Disruptive business models need the fuel of intelligent insights that comes from understanding the customer value chain.It also offers useful advice to the incumbents. On how to deal with disruption.

Fiz um seminário com o professor Thales Teixeira antes do lançamento do livro e gostei muito da forma inovadora e sistemática que o professor criou para destrinchar uma experiência do consumidor e entender as propostas de valor das diferentes etapas. Foi muito útil para olhar a minha indústria de uma forma mais estruturada e antecipar pontos fracos para disrupção, bem como encontrar oportunidades em outros setores.Quão mais difundida for a estrutura de pensamento que o professor descreve, mais ela será tida como uma ferramenta para entender o impacto profundo que algumas startups tiveram nos seus espaços, como Uber e AirBnB.Recomendo a compra do livro e a leitura.

'Disruption' has become such a buzzword that beyond a point, it had started to sound cliched to me. Until I read through this book. The crystal clear thought process of Prof. Teixeira and the ease with which he explains the phenomenon from both sides of the table (startups and incumbents) is simply mind blowing to say the least. This is a must read for anyone in the current business world, finding it tough to wrap their heads around the new digital age. Hat tip to Prof. Teixeira!

Good insigths and approach. Provides a different perspective on how to tackle customer value, to elevate the connection with the customer.The book is great - just spends too much time trying to sell the Idea of Decoupling.Would be outstanding if worked more on "what are the opportunities for Decoupling".

May be a bit missing is an area of imense change in all that has to do with climate, environment, cirulair economy, polution etc.