Lens family
431 analyses · Decision Forks
Under Armour Didn't Lose to Nike. It Sold Its Own Premium Away.
Under Armour
Under Armour Didn't Miss Athleisure. It Sold Its Brand to Costco Mexico to Hit a Number.
Under Armour
Uniqlo Conquered Asia. America Is the Footnote It Keeps Trying to Promote.
Uniqlo (Fast Retailing)
Ford Didn't Kill the Sedan. It Ratified a Verdict the Market Had Already Reached.
Ford
AT&T Didn't Retreat From Media. It Crawled Back Heavier Than It Left.
AT&T
Nokia Saw the iPhone Coming the Very Next Day. That's the Tragedy.
Nokia
Nokia's Burning Platform Memo Was Right. Saying It Out Loud Is What Killed It.
Nokia
Verizon Bought AOL and Yahoo to Beat Google. It Was Dead on Arrival.
Verizon
Vodafone Didn't Sell Verizon Wireless for $130 Billion. It Was Squeezed Out of It.
Vodafone
Philip Morris Says It's Killing Cigarettes. Its Cigarette Revenue Is Still Growing.
Philip Morris International
Airbnb Didn't Reverse Out of Experiences. It Did the One Thing a Reversal Never Does.
Airbnb
Booking.com Didn't Win Europe With a Vision. It Bought One for $294 Million.
Booking Holdings
GM's Bankruptcy Wasn't a Rescue. It Was the Bill Coming Due.
General Motors
GM Didn't Kill Cruise Over a Crash. It Killed It Over a Check It Could No Longer Split.
General Motors
Hyundai's EV "Surprise" Was Visible on a Balance Sheet Years Earlier
Hyundai
Volkswagen Never Went All-In on EVs. It Just Let You Think So.
Volkswagen
Lucid Burns Billions a Year on Purpose. The Question Isn't Profit — It's Patience.
Lucid
NIO Has Been 'About to Die' for Six Years. It Keeps Not Dying. Here's Why.
NIO
Tesla Didn't Give Away Its Patents. It Set a Trap That Looked Like a Gift.
Tesla
Tesla's Real Model 3 Bet Wasn't on Speed. It Was on Stalling the Cheap Car.
Tesla
Tesla Almost Sold to Google in 2013. The Apple Story Is Mostly a Ghost.
Tesla
Mercedes Didn't Split Off Its Trucks to Save the Brand. It Did It to Cash an Arbitrage.
Mercedes-Benz
Mercedes Didn't Reverse Its EV Plan. It Got Lapped on the One That Mattered.
Mercedes-Benz
Porsche Almost Swallowed a Company 15 Times Its Size. Then the Trade Ate Porsche.
Porsche
Goldman Sachs Tried to Bank Everyone. It Forgot It Was Built to Bank No One.
Goldman Sachs
HSBC Spent Four Decades Learning It Could Never Be an American Bank
HSBC
JPMorgan Didn't Win 2008. It Got Handed Two Wrecks and a $19 Billion Bill.
JPMorgan Chase
SVB Didn't Die From Bad Loans. It Died Because All Its Depositors Knew Each Other.
Silicon Valley Bank
UBS Didn't Choose Wealth Management. It Got Pushed Into the Lifeboat.
UBS
UBS Didn't Survive 2008. Switzerland Decided It Would.
UBS