Unseen Billions™
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 | 29 | Founded | 5 months ago | Last Issue | 5 days ago |
| Active | |||||
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unseenbillions.substack.comLatest Issues
Let’s Expose the Boardroom Failures of Nike, Target, Sears, and Starbucks: 13 Common Patterns That Make Companies Lose Billions
What my Brand Autopsy research database reveals about the boardrooms behind twenty struggling brands, and the leaders who got paid anyway.
People love to expose the powerful.
The $200 Billion Self-Destruction of Nike: A Forensic Autopsy of the Ecosystem.
Why would anyone buy a stock that hasn’t gone up in years?
That’s the question I asked on May 10, when I published my first Nike Brand Autopsy. In 2016, Nike made $2.16 in profit for every share of stock investors owned. In 2025, nine year...
Peloton Didn’t Misread the Pandemic. It Built a $47 Billion Cage
Why would anyone pay almost $2,000 for a bike?
Go ahead. Try to answer that without lying to yourself.
You can’t. I did the math, and I still don’t believe this is real.
The Bike costs $1,695. The Bike+ costs $2,695, and neither p...
Adidas's Boardroom Couldn't Read the Room: How 40 Years of Missing America Cost Billions
I love Adidas. I truly mean it. I begged my mom for Superstars in fifth grade, wore Stan Smiths in every color, and my dad still buys me Adidas gear because he knows it’s my thing. I probably own more Adidas than any other brand I wear, inc...
Forever 21's Boardroom Had Every Warning Sign for Ten Years. It Chose Expansion Over Evolution. Cost: $4.4 Billion.
Why did Forever 21 die twice?
A story first. Numbers after. I was in college in the Bay Area when my best friend from Sweden flew out to visit me. We were broke. We were young. LA felt like a movie we’d already watched a hundred times.
W...
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Forensic brand autopsies. I expose why major consumer brands fail before the board sees it coming. Subscribe for weekly breakdowns of retail collapse and strategic misreads.
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