Dollar Shave Club shook up the tried-and-true razorblade market dominated by Gillette. They found unrecognized needs that enabled them to provide new values for men who don’t like to shop and are irritated when they run out of blades.  And they were able to price them at less than the established brands.  This ValueMap illustrates how Dollar Shave Club created a unicorn by using digital technologies to effect direct-to-customer sales and inventive web advertising.