Lens family
25 analyses · Decision ForksThe Reversal
Walmart Built Its Marketplace in 2009. It Spent a Decade Pretending It Hadn't.
Walmart
Salesforce Cut 10% of Staff on January 4; Elliott's Stake Surfaced on January 23
Salesforce
SAP's Cloud Pivot Runs on a Calendar: Security Patches for the Old Software End in 2030
SAP
Atlassian Closed Every Exit but the Cloud, One End-of-Life Deadline at a Time
Atlassian
Elon Musk Reversed Himself All the Way to Owning Twitter. Then He Kept Reversing.
X (Twitter)
Apple's $99 Pencil and the 2010 'Blew It' Quote: A Reversal Built on Missing Context
Apple
UMG Pulled Its Music From TikTok and Lost Almost Nothing. That Was the Whole Point.
Universal Music
Spotify's Audiobook Reversal Cut Its Royalty Bill by an Estimated $150 Million a Year
Spotify
Mercedes Sold 168,800 EVs in 2025, Down 9%, While BMW Grew to 442,072
Mercedes-Benz
VW's 'All-In' EV Pivot Reserved a Third of €180 Billion for Combustion From Day One
Volkswagen
Hyundai's EV "Surprise" Was Visible on a Balance Sheet Years Earlier
Hyundai
Airbnb Froze Experiences in 2023, Then Relaunched Them in 2025 With a Services Layer
Airbnb
AT&T Bought DirecTV and Time Warner, Unwound Both, and Kept $156 Billion in Net Debt
AT&T
Southwest's Own Slides Proved Free Bags Was Worth Keeping. It Killed the Policy Anyway.
Southwest
Netflix's Three Great U-Turns All Followed the Same Signal: A Collapsing Subscriber Count
Netflix
Netflix Said Ads Were 'Exploiting Users.' Three Years Later It Sold Them Itself.
Netflix
Toyota Was 'Wrong' on EVs. It Was Also the Most Right Carmaker on Earth.
Toyota
The Conviction Behind Toyota's Hybrid Win Also Made It a Pure-EV Laggard
Toyota
GM Chose the Word 'Aspires' in 2021 — and the Walk-Back Arrived on Schedule
General Motors
A $550M Sports-Site Deal Pushed the NYT Past 10 Million Subscribers
New York Times
BP Has Done This Before. 'Beyond Petroleum' Was a Logo, Not a Strategy.
BP
Shell's Climate Retreat Was Engineered to Be Durable
Shell
Only a Near-Monopoly Could Afford Adobe's $348M Subscription Gamble
Adobe
From 'Linux Is a Cancer' to the World's Largest Open-Source Owner: Anatomy of Microsoft's Great Reversal
Microsoft
New Coke Won the Blind Taste Tests and Still Died in 79 Days
Coca-Cola
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