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About the Moat & Competition Bundle
What keeps rivals from simply copying the move. Which companies answered it best, and what did it cost them? The knowledge of these decisions will help you glean insights, inspiration and actionable ideas. The Moat & Competition Bundle comprises 78 verified decision records with dated outcomes from Atlassian, Dell, Best Buy, Macy's, Nike, Nordstrom, eBay, Uber and 55 more.
Every record follows the same structure, which is what makes the set useful rather than merely interesting. You see when the fork came, what was on the table, what the company chose and the reason it gave, what it committed, and what happened at one, three and five years. Every fact is cited to its source, and where we offer a judgment, it is labeled as one. Across the 78 records, which span 1891 to 2026, 73 carry dated outcomes; 58 of the decisions held, 6 were reversed, 8 held in part, and 6 are still too early to call.
Why it is worth your time
The Moat & Competition Bundle brings together every verified record in the moat & competition family, the casebooks of 4 decision types (Moat Anatomy, The Flywheel, Ecosystem Lock-in and Standards War) in one set, with forks between 1891 and 2026. If the question you are working on sits anywhere in this family, the bundle saves you buying the casebooks one at a time and lets you read across them: the same fields, the same checks, and every source named.
Who reaches for it
Strategy and corporate development teams whose question sits anywhere in this family, consultants who serve clients across it, and faculty building a course around it. If you would otherwise buy two or three of these casebooks, the bundle is the cheaper and more useful way in.
What it saves you
Assembling comparable precedents by hand is slow work: find each decision, date it, read the filings and the coverage, pull out the same fields, and check every number. At three to four hours a record, this set is roughly 273hours of a strategist's time. It is $999, once, and every record has already been through the same fields and the same checks.
How people use it
In the memo, you cite the records that match your question, outcomes and sources included, straight from the Word appendix. In the room, the PowerPoint gives you one record per slide with an action title and a source line. In the model, you sort the Excel by verdict, horizon or capital committed. And in your AI workspace, you load the JSON as vetted context, so the assistant reasons from verified records instead of inventing them.
What is in the download
The casebooks in this bundle
4 decision types, each with its own casebook page and free sample record. The bundle is all of them in one download.
Moat Anatomy
What actually protects them once the playbook is visible?
The Flywheel
What self-reinforcing loop compounds the advantage?
Ecosystem Lock-in
How do they keep customers inside the walls?
Standards War
How did they win — or lose — the fight to set the standard?
A sample record
One record, free, exactly as it appears in the files. The other 77 verified records are in the purchased files.
| Company | Fork date | The fork | Options | Choice | Stated rationale | What happened | Judgment analyst | Sources |
|---|---|---|---|---|---|---|---|---|
| Atlassian Read the story → verified | 2014 | Whether to hire commissioned salespeople or keep letting the product sell itself |
| Make the sales hire | The Data Center product raised the average selling price from roughly $4,000 to roughly $48,000, giving enough margin to fund a commissioned rep | 5 years · 2026-03 Workforce reorganization toward sales: announced layoffs of roughly 10% of its workforce explicitly to pivot toward AI and enterprise sales | reversibility medium verdict held | WorkOS / Crossing the Enterprise Chasm Podcast (2023); Atlassian Corporation / LinkedIn (2023); Intercom Blog / Scale Podcast (2020-09); Wikipedia (2026) |
Who is in this bundle
78 verified records across these companies.
- Adidas
- Adobe
- Airbnb ×3
- Alphabet (Google)
- AMD ×2
- American Express
- Apple
- ASML
- Atlassian
- Best Buy
- BMW
- Caterpillar
- Coca-Cola
- Crocs ×2
- Deere (John Deere)
- Dell
- Delta Air Lines
- Diageo ×2
- eBay
- Electronic Arts
- Eli Lilly
- Epic Games
- Etsy
- Ferrari
- Hermes vs LVMH
- Hershey ×2
- Hilton
- Home Depot
- Home Depot vs Lowe's
- Intuit ×2
- Intuitive Surgical
- L'Oreal
- LVMH ×2
- Macy's ×2
- Marriott
- Microsoft ×3
- Moderna
- Nike ×2
- Nordstrom ×2
- Novo Nordisk
- Nvidia
- Nvidia vs AMD
- Oracle
- Palantir
- Patagonia
- PepsiCo
- Progressive
- Ralph Lauren
- Red Bull
- Roku
- Salesforce ×2
- ServiceNow
- Shopify
- Sony
- Stripe
- Tesla ×2
- Thomson Reuters
- Toyota
- TSMC
- Uber
- Unity
- Universal Music
- Visa
Questions
- What do I get in the Moat & Competition Bundle?
- 78 verified decision records from Atlassian, Dell, Best Buy, Macy's, Nike, Nordstrom and 57 more. Each one tells you when the fork came, what was on the table, what the company chose and why, what it committed, and what happened at one, three and five years, with every source named, as Excel, JSON, PowerPoint, Word and PDF.
- How do I know the records are accurate?
- Every record is drawn only from the story it comes from and that story's sources. Every fact carries a citation and a verbatim excerpt, a mechanical check rejects anything the story does not contain, a second model from a different vendor reads the record against the story, and a third arbitrates any disagreement. Only records that pass all of it are in the files.
- Is this a subscription?
- No. It is a one-time purchase, re-issued whenever a story a record rests on changes. The library license keeps every casebook current for a flat annual fee.