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New generation of startups threaten blue-chips like CVS and UnitedHealth

Thales Teixeira
New generation of startups threaten blue-chips like CVS and UnitedHealth

If you want to understand business innovation’s cutting-edge approach, the online watch retailer Watch Outfitters, founded by 17-year-old Jonah Saya, is a good place to start. Watch Outfitters is one of a new breed of startups with one defining trait: breaking, or decoupling, the links in the “customer value chain.” These disruptors focus on offering customers one or a couple of activities (trialing products, comparing them, selecting them, shipping them, consuming them, disposing of them, and so on), leaving it to established businesses to fulfill the rest. Now decoupling is advancing into new markets like health care, education, agriculture and industrial firms.