Digital start-ups are disrupting conventional companies by inserting themselves at every juncture within the buyer’s consumption chain. By decoupling—the act of separating actions that people are used to co-consuming—new digital companies are disrupting retailing, telecom and other industries. Decoupling permits consumers to benefit from the worth created at a decrease price or effort in contrast to what’s delivered by conventional companies. For these firms, the only solutions are to either recouple actions or rebalance to create and seize worth (i.e., revenues) from both actions individually. Here, digital applied sciences can be seen as an instrument that will both disrupt traditional…