Lens family
429 analysesDecision Forks ✕
Estée Lauder Didn't Bet on China. It Bet on a Loophole — and Stayed Quiet When Beijing Closed It.
Estee Lauder
Emirates Didn't Find a Hub. It Built One Where the World Has to Change Planes.
Emirates
Enron Didn't Fall Because of Mark-to-Market. That Was the Cover Story.
Enron
BlackBerry Saw the Touchscreen Coming. Its Own Boardroom Is What Killed It.
BlackBerry
Palm Didn't Miss the Smartphone. It Invented It, Then Took Itself Apart.
Palm
RadioShack Didn't Die From the Smartphone. It Sold Smartphones for Carriers Who Didn't Need It.
RadioShack
Circuit City Didn't Die From Firing Its Best Staff. It Had Already Done That Once.
Circuit City
Pan Am Didn't Die of Deregulation. It Died of the Plane It Begged Boeing to Build.
Pan Am
Atari Didn't Bury E.T. in the Desert. It Buried Its Own Quality Control First.
Atari
Marvel Didn't Storytell Its Way Out of Bankruptcy. It Financial-Engineered Its Way Out.
Marvel
Airbus Bet €15 Billion the World Would Fly Through Hubs. The World Flew Around Them.
Airbus
The Door Plug Blew Out at 14,830 Feet. The Real Hole Was in the Paperwork.
Boeing
Under Armour Didn't Stall Because of a Warm Winter. It Ran Out of Quarters to Borrow Against.
Under Armour
H&M's $4 Billion Pile of Unsold Clothes Wasn't Shein's Fault. It Was a Confession.
H&M
Zoom Didn't Win the Pandemic. The Pandemic Borrowed Zoom's Future and Spent It in One Year.
Zoom
Zoom Didn't Crash After COVID. It Split in Two — and Only Half Is Dying.
Zoom
Nokia Didn't Miss the Smartphone. It Built 57 of Them.
Nokia
T-Mobile Got Rich Hating Carriers. Then It Quietly Became One.
T-Mobile
GM Never Promised to Go All-Electric. Read the Word It Chose.
General Motors
Toyota Was Right About Hybrids. That's Exactly Why It Got the Future Wrong.
Toyota
Toyota Was 'Wrong' on EVs. It Was Also the Most Right Carmaker on Earth.
Toyota
The Cybertruck Was Supposed to Reinvigorate Tesla. It's Becoming the Anchor.
Tesla
Tesla Didn't Choose Volume Over Margin. The Math Chose for It.
Tesla
The Cayenne Didn't Save Porsche. The Boxster Did. The Cayenne Made It Rich.
Porsche
Lehman Wasn't Too Sick to Save. Someone Decided Not To.
Lehman Brothers
Morgan Stanley Spent 16 Years Becoming Boring on Purpose. It Worked.
Morgan Stanley
UBS Booked $27.7 Billion in Profit on a Deal It Was Pressured Into. The Bill Just Arrived.
UBS
P&G Didn't Cut 170 Brands to 65. The Real Number Is Messier — and the Lesson Is Bigger.
Procter & Gamble
Everyone Else Is Hedging the Energy Transition. ExxonMobil Is Betting Against It.
ExxonMobil
Beyond Meat Didn't Have a Bad Business. It Had a Vanishing Customer.
Beyond Meat