Lens family
429 analysesDecision Forks ✕
HSBC Didn't Collapse. It Keeps Dying in the Same Place: Anywhere That Isn't Asia.
HSBC
AIG Didn't Have One Fire. It Had Two, Burning Toward Each Other.
AIG
AstraZeneca Turned Down $117 Billion. The Real Reason Wasn't the One the Board Gave.
AstraZeneca
Purdue's Crisis Response Wasn't a Failure. It Worked for Seventeen Years.
Purdue Pharma
23andMe Sold You a Spit Kit Once and Called It a Platform. The Math Never Worked.
23andMe
Paramount Had Better Offers. One Person's Vote Beat All of Them.
Paramount
AT&T Spent ~$167 Billion to Become a Media Company. It Exited for a Fraction and Called It a Pivot.
AT&T
AT&T Tried to Buy T-Mobile. It Accidentally Funded the Company That Ate Its Lunch.
T-Mobile
MoviePass Didn't Lose a Bet. It Was Selling One Story to Customers and Another to the SEC.
MoviePass
BuzzFeed Didn't Die From an AI Bet. It Died From a Balance Sheet.
BuzzFeed
Gucci's Famous Comeback Had Two Engines. Everyone Remembers Only One.
Kering (Gucci)
Coco Chanel Never Owned Chanel. That's the Whole Strategy.
Chanel
Burberry's Famous Comeback Never Happened the Way You Were Told
Burberry
Estée Lauder Didn't Get Caught Out by China. It Hid the Truth for Two Years.
Estée Lauder
L'Oreal Didn't Crack China and India With Genius. It Cracked Them by Failing Slowly.
L'Oreal
United Didn't Crack the Airline Business. It Just Refused to Die in It.
United Airlines
BlackBerry Didn't Miss the iPhone. It Missed Three Things Underneath It.
BlackBerry
RadioShack Didn't Die From Amazon. It Sold Its 50% Margins for a Phone Kiosk.
RadioShack
Borders Didn't Lose to Amazon in 2001. It Rented Its Future to Amazon and Forgot to Buy It Back.
Borders
P&G Will Happily Kill Its Own Cash Cow — As Long As It Holds the Knife.
Procter & Gamble
Philip Morris Set Out to Kill Its Own Cigarette. It Got Halfway, and the Half That Stalled Tells You Why.
Philip Morris International
The 747 Almost Killed Boeing. But It Didn't Do It Alone.
Boeing
Boeing Is in Decline. But the Decline and the Company Are Two Different Things.
Boeing
Boeing Hired an Engineer to Fix a Finance Problem. The Board That Caused It Is Still There.
Boeing
Boeing Didn't Skip the Clean Sheet to Save Money. It Got 48 Hours to Decide.
Boeing
Everyone Else Walked Away From the A380. Emirates Bought the Whole Niche.
Emirates
Pan Am Bet $525 Million on 25 Jumbo Jets. It Forgot to Build a Floor Under Them.
Pan Am
Southwest's Own Slides Proved Free Bags Was Worth Keeping. It Killed the Policy Anyway.
Southwest
Adidas Didn't Just Fix Itself. It Got Paid to Bury Its Worst Mistake.
Adidas
Gap Built Two Brands to Save Itself. They Saved It Into a Corner.
Gap