The Great Decoupling: Why Value Will Live in Places Your Org Is Not Looking
The pandemic was a shock, but it also exposed something deeper: most companies misunderstand where their value actually lives. Restaurants were the clearest example. Overnight, dining rooms went dark. Theatres of experience, service, and ambience suddenly had no role. Yet some restaurants didn’t die. They discovered something simple: customers never hired the dining room. They hired the kitchen.
Once that became clear, everything changed.
Kitchens split into modular engines powering multiple brands. Delivery replaced the room. Subscription meals replaced reservations. Value detached from the format—and new models emerged.
Today, the same pattern is unfolding everywhere. Customer jobs evolve faster than business infrastructure. The companies that survive are the ones that identify their real value engines and free them from the structures built decades ago.
Below are the jobs that are underserved today, yet already visible in customer behavior. They point to where industries might heading next.
The Next Wave: Underserved Jobs That Signal the Future
1. Real-Time Health Diagnostics at Home
Emerging Job:
“I want to know what is wrong with me instantly, without entering a healthcare system.”
Millions want clarity, not appointments. They want answers, not waiting rooms. Healthcare has not caught up.
Decoupled Value Engine:
Diagnosis moves from hospitals to the home.
Micro-diagnostic devices run full tests in minutes and sync results to clinicians. Hospitals shrink to procedural hubs.
