One company. One body of evidence. Several teams working apart. One verdict.
Your leaders investigate your own company in independent teams. A panel of three, your CEO, Max Noble and an outside judge, decides which diagnosis survives. You leave with the threats that matter, ranked, and a 90-day plan.
Denmark's Apple shop chain is back after a near-death, and AI's biggest borrower is being charged like a company in trouble.
The Morning Warning List: the companies in Denmark and the world showing the signs before a fall, each with its Max Noble Score. Two minutes to read. In plain words.
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An opinion on businesses, never investment advice. Leave anytime with one reply.
Everything at Max Noble leads somewhere. Start with what is free, test your own company, and when the stakes are real, bring your leaders into the Warroom. Clients don't leave after the verdict. We stay to check that it worked.
The daily warning list, the 5 Minute Stories, the films and the cases. How giants fall, told so anyone can follow.
Ten honest questions about your own company. A score, a grade and the three things to fix first.
Your leaders investigate your company in independent teams. A panel of three delivers the verdict and a 90-day plan.
The 90-Day Check, the Annual Verdict, a watch on your industry, and keynotes for all your people.
How giants fall.
Each episode tells how one company rose and fell. Then we open the case with the tools business schools teach: Five Forces, VRINO, PESTEL, the power-interest matrix. Three lessons at the end, one line each.
Denmark's best-known company, seen through PESTEL: what the world around a business can give, and what it can take away.
One company, one fatal choice, sixty seconds to watch it fall. New every week on YouTube.
BANKRUPT Shorts on YouTubeThe same stories on screen, for class and for the curious.
The full story in 12 to 15 minutes, told by Max Noble.
Coming soonThe airline that sold Danes the sun.
On 29 October 2008 the planes stayed on the ground. About 1,100 people lost their jobs after 46 years of flying.
The chain Danes loved, and stopped shopping at.
Coop announced the closure on 31 January 2023. The last store closed in 2024. The name outlived the shops.
Europe's greatest battery hope.
It filed for protection with $5.8 billion of debt and about $30 million in the bank. Enough for roughly a week.
How giants fall.
New episodes go to the list first. Subscribe free →How we grade a company: The Max Noble Score → · The Column: Why Ferrari doesn't sell cars →
Most advice ends when the consultant leaves. A verdict is only worth something if it changes what you do. So we come back, check what moved, and tell you honestly what didn't.
Max returns with the panel's questions. Every item on the agenda is marked done, moving or stuck, with the evidence.
A new Warroom on the same company. You see, in numbers, whether the weak spots got smaller.
A short private note on the customers, suppliers and rivals around you that show warning signs.
How Giants Fall and Read a company in five minutes. For kick-offs, conferences and leadership days, in English or Danish.
Book a keynote →Offered to Warroom clients. Scope and fee agreed together, in writing. Clients are never judged in public.
Max Noble lectures in business strategy and hosts BANKRUPT, a series on great companies that failed. He holds an MSc in Applied Economics and Finance from Copenhagen Business School and is the author of First Impressions – The 42 Laws of First Impressions. He has given keynotes across Europe and the United States.
BANKRUPT: How Giants Fall · the book, in preparation. The list reads the first chapter.
Nobody in that room was stupid. That's what makes it interesting.
A short list every morning at 05:00: the companies in Denmark and the world showing the signs that come before a fall, each with its grade and the reasons. Two minutes to read. Free.
No. We judge businesses, not share prices. Nothing here tells you to buy, sell or hold anything.
Never the companies we write about. Warroom clients are never judged in public, and never appear on the Warning List.
The fee follows the brief: format, length and audience. Every talk can be in Danish or English. Send an enquiry and you'll get a clear proposal.
You get the written verdict within a week. Then we stay: a call after 30 days, the 90-Day Check, and the Annual Verdict a year later. You decide how far you want to go.
No. They are there to help you judge whether Max Noble is for you. If you already know, apply for the Warroom or send an enquiry directly.
Share the date, the audience and what you want people to leave with. I read every enquiry and reply personally.
8 dates left for autumn 2027Thank you. I'll be in touch personally.
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