The Fourth Wave of Disruption with Thales Teixeira

Video Description

📢 Go to www.JeanMoncrieff.com for all episodes of The Freedom Experience. Guest: Thales Teixeira is a former Harvard Business School professor, co-founder of Decoupling.co, and bestselling author of Unlocking the Customer Value Chain. His research on “decoupling” reveals how startups disrupt industries not by inventing new technology, but by breaking apart the customer value chain — and focusing on one activity customers care about most. In this episode, Thales and Jean explore how startups like Uber, Airbnb, and Dollar Shave Club created massive disruption by narrowing their focus, why customer dissatisfaction (not technology) drives innovation, and how AI is shaping what he calls the “fourth wave” of disruption. Whether you’re a startup founder or leading an established company, you’ll learn how to identify weak links in your industry, apply AI strategically, and build a business model that enhances real customer value. 📢 “Freedom is the ability to choose.” 🔑 KEY TAKEAWAYS – Why customer dissatisfaction, not technology, drives disruption – The three waves of disruption: unbundling, disintermediation, and decoupling – How startups succeed by focusing on one “sliver” of the value chain – The role of AI in the fourth wave of disruption – Why established companies struggle to innovate – A practical framework for applying AI to customer value drivers – Why freedom in business — and life — comes from having options 📌 Links & Resources Learn more about Thales: www.decoupling.co Read Unlocking the Customer Value Chain: https://www.amazon.com/Unlocking-Customer-Value-Chain-Decoupling/dp/152476308X/ref=sr_1_1 Connect on LinkedIn: https://www.linkedin.com/in/thales-teixeira-391587/ ⌚️ TIMESTAMPS 00:00 Introduction to Decoupling and Customer Value Chain 12:14 The Role of Startups in Decoupling 23:28 AI and the Fourth Wave of Disruption 28:07 Understanding Customer Value Drivers 30:55 Enhancing Customer Value with AI 33:39 Avoiding Common AI Implementation Mistakes 35:28 Customer-Centric Innovation 38:29 Nurturing Innovation in Organizations 40:33 Building Systems Before Scaling 43:03 The Journey of Writing a Book 44:43 Identifying Opportunities in Customer Value Chains 48:24 Defining Freedom in Choices 👍 Like this episode? Hit subscribe and leave a review — it helps more business owners find the show and build for freedom, not just scale. 👋 WHO AM I? I’m Jean Moncrieff — a business transformation coach, entrepreneur, and creator of entrepreneurial freedom. I help business owners break through growth plateaus, unlock momentum, and reclaim their freedom. With a background in building eight-figure businesses, I’m passionate about helping others achieve sustainable success. 🔗 CONNECT WITH ME: LinkedIn: www.linkedin.com/in/jeanmoncrieff/ Instagram: www.instagram.com/jean.moncrieff Website: www.jeanmoncrieff.com Masterclass: emerge.scoreapp.com Newsletter: www.jeanmoncrieff.com/newsletter Small Giants Community: smallgiants.org