Forensic brand autopsies for consumer brands. I track the structural leaks costing you millions before they show up in your P&L.
| Platform |  | Pricing | Freemium | Publishes | Twice weekly |
|---|---|---|---|---|---|
| Issues | 43 | Founded | 6 months ago | Last Issue | 3 days ago |
| Active | |||||
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unseenbillions.substack.comLatest Issues
Peloton Reports Tomorrow. I'm Calling It Now.
Tomorrow morning, Peloton will tell Wall Street it’s making more money than ever.
It will also tell Wall Street it’s losing customers. About one in every ten, gone in a single year.
Both will be true at the same time. Almost nobody readin...
Walmart’s $6.7 Billion Ego: What Germany and Britain Taught Its Boardroom, and What Ego Can Cost You
Why do American retailers think they can win in Europe?
This is the thing my mind can’t grasp. Why would a European give up a local brand they trust just because the new one is American? Do these executives really believe people feel...
The LinkedIn Gatekeepers Tried to Bury Me. Now Their Executives Are Reading My Work.
I was five years old when my teacher handed me a song in Swahili and asked me to translate it into Swedish in front of the class. Every word. Out loud. I don’t speak Swahili. I never have. But I was Black, and to her, that was enough.
Thin...
JCPenney Broke. Bed Bath & Beyond Was Emptied. Saks Crumbled. The Five Warning Signs of Retail Collapse, and Where Kohl’s Stands
The receipts were public for years. Here’s the five-sign pattern plus my dated call: Kohl’s will not file for bankruptcy before October 2031.
What suppliers could see before the bankruptcy filings, scored across eight retailers, and what K...
Spotify Gaslit: The $11 Billion Music Business. Who Really Won?
A research database for brand failure. A new Brand Autopsy every week. Every autopsy comes with a dated prediction, and every prediction is scored against the same framework.
If you write songs for a living, the rules that decide your pay...
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Authors
The writers behind this newsletter.
Why do billion-dollar brands fail? I investigate the decisions, people, and patterns hiding behind the headlines. Forensic brand autopsies, insider stories, CEO tracking, and weekly investigations into what happens before the collapse.
Journalist since 1978. A lifetime covering Moore's Law
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