Based on years of research visiting startups, tech companies, and incumbents, Co-Founder at Decoupling.co and former Harvard Business School associate professor Thales Teixeira shows how and why consumer industries are disrupted, and what established companies can do about it—while highlighting the specific strategies startups use to gain a competitive edge. Unlocking the Customer Value Chain demystifies how disruption takes place and what companies can do to defend against it.