Unseen Billions™

Unseen Billions™

Haven't Told Anyone I Started a Substack Publication

The cost of being visible
READ THE LATEST
JCPenney didn’t lose $12 billion because Americans suddenly stopped shopping
By: Editmybrand · Forensic Brand Strategy. UNSEEN BILLIONS™
 • Unseen Billions™
Chipotle Spent $630 Million Buying Its Own Stock Instead of Fixing Its Tired Stores. That's Not a Turnaround, It's a Payout.
The Chipotle Brand Autopsy, Part 2: The Receipts
 • Unseen Billions™
Disney Broke Its Childhood Promise, Paid Its CEO $45.8 Million, and Lost $190 Billion.
By: Editmybrand · Forensic Brand Strategy. UNSEEN BILLIONS™
 • Unseen Billions™
Porsche's Boardroom Had Every Warning. It Chose the Wrong Ones. Cost: €70 Billion.
The Porsche Brand Autopsy, Part 2: The Receipts By Editmybrand · Forensic Brand Strategy UNSEEN BILLIONS™
 • Unseen Billions™
CEO Eddie Lampert Drained $2 Billion From Sears. Left It With Five Stores
By: Editmybrand · Forensic Brand Strategy. UNSEEN BILLIONS™
 • Unseen Billions™
Starbucks Paid Its Baristas Crumbs, Flew Its CEO Private, and Lost $9 Billion.
By Editmybrand · Forensic Brand Strategy. UNSEEN BILLIONS™
 • Unseen Billions™
Target Fired 2,300 Corporate Jobs, Kept the Board That Lost $60 Billion, and Called It a Turnaround.
Part 2 of The Target Brand Autopsy. By Editmybrand · Forensic Brand Strategy. UNSEEN BILLION
 • Unseen Billions™
Unseen Billions™
Unseen Billions™
Forensic brand autopsies for consumer brands. I track the structural leaks costing you millions before they show up in your P&L.
Recommendations
View all 6
The Shunpike
The Shunpike
Cory VA
Whiskey Shallows
Whiskey Shallows
Scott Parson
Retail Slop
Retail Slop
Howard Lake
User's avatar
David Brier
David Brier
User's avatar
Brittain Ladd
Brittain Ladd

Subscribe

Forensic brand autopsies for consumer brands. I track the structural leaks costing you millions before they show up in your P&L.
AboutArchiveRecommendationsSitemap

Unseen Billions™

© 2026 Unseen Billions™ · Privacy ∙ Terms ∙ Collection notice
Start your SubstackGet the app
Substack is the home for great culture