Lens family
187 analyses · Growth & Portfolio
Coke's 'Beyond Soda' Story Is Half True. The Real Bet Wasn't Water or Coffee.
Coca-Cola
Nestlé's Real Moat Isn't a Brand. It's a Man on a Bicycle.
Nestle
Unilever Didn't Reshape Its Portfolio. It Was Pushed.
Unilever
McDonald's Doesn't Localize Its Menu Out of Empathy. The Franchise Math Forces It.
McDonald's
McDonald's Bought an AI Company, Then Sold It 36 Months Later for a Profit. That Was the Plan Working.
McDonald's
Shake Shack's Famous Slow-Growth Strategy Was an Accident. Then It Became a Strategy.
Shake Shack
Marriott Bought 11 Brands. It Also Bought a Breach It Couldn't See.
Marriott
The Post-it Note Wasn't Born in 15% Time. It Survived a 12-Year Wait to Find a Use.
3M
Kering Bet Everything on One House. The House Caught Fire.
Kering
Richemont Spent €5 Billion to Learn It Bought the Wrong Business in 2018
Richemont
Rolex Said It Bought Bucherer for Sentiment. It Bought a Toll Booth on Its Own Sales.
Rolex
China Didn't Gut Estée Lauder. Three Broken Channels Did - All At Once.
Estee Lauder
Estée Lauder Owns Sixteen Brands and One Vulnerability. The Brands Hid It for Decades.
Estee Lauder
BASF Spent €8.7 Billion in China Because Standing Still in Germany Got More Dangerous.
BASF
Dow and DuPont Didn't Merge to Stay Married. They Merged to Get Divorced Cleanly.
Dow
DuPont Reinvented Itself for 200 Years. Almost Never on Purpose.
DuPont
The New York Times Didn't Buy a Word Game. It Bought a Front Door.
New York Times
AT&T Bought Time Warner for $108 Billion and Paid to Give It Away Four Years Later
Warner Bros Discovery
Thomson Reuters Didn't Build Its AI. It Bought the Startups and Plugged Them Into a Moat.
Thomson Reuters
Marvel Didn't Build a Universe. It Pawned Its B-List to Pay the Rent.
Marvel
Netflix Didn't Build a Games Company. It Built a Fence Around Your Attention.
Netflix
Comcast Stacked the Whole Media Pyramid. Then It Started Taking It Apart.
Comcast
Uber Eats Didn't Save Uber. It Bought Time Until the Rides Came Back.
Uber
Uber Eats Was a Lunch Experiment That Got Lucky. Then It Had to Grow Up.
Uber
AstraZeneca's China Bet Got So Big It Can't Be Unwound — Even by a Scandal.
AstraZeneca
Novartis Paid $8.7 Billion to Cure a Disease Once. The Hard Part Is Doing It Twice.
Novartis
Novo Nordisk Didn't Win the Obesity Race. It Was Built So It Couldn't Be Beaten to It.
Novo Nordisk
Sears Built a Brilliant Financial Empire. It Just Forgot It Was Running a Store.
Sears
Walmart Didn't Lose Germany on Culture. It Lost on the Way It Walked In.
Walmart
Walmart Spent $16B to Enter India. Only $2B Ever Got There.
Walmart