First Lesson Taught in Harvard MBA in 18 Minutes | Thales Teixeira

Today's video features Thales S. Teixeira, V. Associate Professor at the University of California. Previously, he taught students at Harvard Business School for over 10 years. In his book, he explains how existing businesses can identify points where they fail to create value and offers methods to provide high value to customers. He examines the customer value chain, proposing a framework to identify and break apart the weakest link. He teaches how to generate ideas that offer high value to customers and how to attract customers away from established players with those ideas.

00:00 Intro
00:52 Chapter 1. Decoupling Customer Value Chain
04:03 Chapter 2. 3 Types of Decoupling
09:40 Chapter 3. 5 Steps to Steal Customers
16:21 Chapter 4. Decoupling in AI Field

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[hashamshafqat]

So the summary is, finding problems in any activity that are hard and take time, and then make it easier for customers.

[VuPham-bqte]

The full process for this kind of market analysis is: Choose a big general market you wanna play: Food, Tech, Medicine, Steel, Etc… -> Do the Industry Value chain analysis/ Customer Value Chain analysis to pick a node in that chain for you to jump in. Then do an STP analysis to find the easy-to-join, high growth rate, and profitable to build a business around. Remember to always choose things you have an interest in and know/ have an unfair advantage to do business.

[soundsless]

Take away:

Decouple the value chain activities and identify things that make customers unhappy:

* Expensive activities - make cheaper
* ⁠Time consuming activities - make faster
* ⁠Too much effort ( Time to value creation is long ) - make easier

[moeunvannroth]

People complain about his rewriting of Uber's history, but I learned something new about the customer value chain and decoupling.

[ShapeshifterOS]

In simple terms, creating ease of access and providing the path of least resistance to your potential customers.

[raymobula]

Excellent. In Design Thinking we use “the user journey”. Map out a typical task (or have the user map out a typical task), which steps are involved, which are the biggest pain points. Adding a value driven spin to it helps to see where a solution might have the biggest impact, allowing to capture the created value.
And yes, testing and pivoting is a part of it - you can’t predict the future!

[darknezx]

The Uber story was partly because they made a way any car driver could ferry passengers in a efficient/safe way, and they subsidized the heck out of the fares to gain market share at huge loss. The subsidized fare was critical and leaving that part out glamorizes Uber when it was never profitable for a long time in the past.

[RobStevens]

What’s interesting about most of the examples given here is the value eroding activities being avoided are REGULATORY. What these startups figured out is if you move fast enough, the regulatory environment often can’t keep up. Uber put a lot of unregulated drivers on the road. AirBnB put a lot of unregulated hoteliers on the market. Yes, some of them figured out how to automate or otherwise streamline regulatory hurdles, yet the others just ignored them and treated the eventual fines or other legal issues something they would deal with later (kicking the can).

[NanheeByrnesPhD]

As someone who enjoyed reading the late Clayton Christensen's "The Innovator's Dilemma, " which I personally view as a Thomas Kuhn's theory of scientific revolution applied to the business world, I am uncertain whether Thales Teixeira's theory is superior, as it seems to contradict Christensen's view. Specifically, Teixeira's point of attempting to decouple and disrupt existing business models could create resistance and be squashed by incumbents, as this upfront attack could face significant opposition.
I believe that Christensen's stealthy move of serving customers who were ignored by the existing giants is a better approach, as exemplified by Walmart or even Target versus Amazon. By targeting overlooked segments initially, disruptors can gain a foothold before eventually challenging the incumbents, rather than directly confronting their established models from the outset.

[avonzo]

Despite what some others say this is a great simplified insight to breaking down further the improbable aspects of an industry. I’m going for this book.

[AmiVider]

Excellent simplistic (easy to understand) explanation of what most digital products have done (and are trying to do)

[rlywhocares]

youtube algorithm, gimme more of this. thank you

[lzkxbwc]

The content of the video has more value than expected from the headline and thumbnail

[SevenOneTv.]

I still have this man book and just few days ago saw it in my kindle app to re-read it. Gems aplenty

[ReflectionOcean]

By "YouSum Live"

00:00:30 Understanding digital disruption and startup success
00:00:57 Decoupling the customer value chain with Uber
00:01:58 Importance of customer value chain in disruption
00:02:52 Identifying weak links for decoupling opportunities
00:04:26 Types of decoupling activities in various industries
00:07:16 Investors' preference for value-creating decouplers
00:07:41 Impact of decoupling on attracting unsatisfied customers
00:08:01 Coupling: expanding activities post decoupling
00:08:50 Uncertainty in profitability despite providing value
00:09:42 Steps in the decoupling process for startups
00:13:28 Recognizing the weakest link for successful disruption
00:15:09 Opportunities for decoupling arise from customer dissatisfaction
00:16:25 Utilizing AI for enhancing customer value through decoupling
00:18:24 Advice on applying decoupling concepts for business success

By "YouSum Live"

[theodore]

Take away
1. From customer spective, Identify the worth solving problems in term of money, time, effort
2. Predict competitor response
3. Fall in love with the problems not the AI aka solution. Make sure the worth-solving problems get done

[ChamaraPhilips]

This one really helps a lot for me. Knowing how to do things and knowing why it works are two different things. Thanks a lot for keeping it so compact yet comprehensive.

[Thesophisticatedinvestor]

Thank you for this master class! I love and appreciate the science of business. Well done!

[manthantiwari]

What a brilliant masterclass, He touched on some quite brilliant important points, which are essential for any business to inculcate,

He simply made us understand that how can solve the problem of one delicious cake, but many people want a piece. Instead of trying to divide the cake equally, what if you made smaller pastries? By offering smaller portions, you can satisfy more people. As you learn what people enjoy maybe they prefer chocolate or fruit flavors you can create even more pastries that meet their tastes. This is how a business can grows by starting small, understanding customer needs, and then expanding to meet those needs.