Bundling and unbundling are opposite strategies for shaping your customer-facing offering - they describe how you package what the customer buys, not simply which production steps you choose to outsource or insource (see the Orchestrator and Outsourcing / Insourcing patterns for that). Bundling combines several products or services - for example a product plus a complementary service - into a single package, often offered at a combined price lower than buying each part separately. Unbundling does the opposite: it breaks apart a broad, multi-part offering and focuses the value proposition entirely on one specific core element that customers value most, leaving everything else aside. Can you create more value for your customers by bundling complementary offerings together, or by stripping your offering down to its single most valuable core? Amazon Prime, for instance, bundles shipping, video and music into a single membership at a combined price below buying each separately, while Spotify unbundled the traditional album, letting customers stream individual songs instead of buying a full record.