CEO Integrity Score
Guillaume FauryAirbus+10.0▲ 10.0Maziar Mike DoustdarNovo Nordisk0.0Benedetto VignaFerrari+24.6▲ 24.6Ester BaigetNovonesis+14.7▲ 14.7Henrik AndersenVestas+7.4▲ 7.4Howard SchultzStarbucks−23.5▼ 23.5Mary BarraGeneral Motors−18.6▼ 18.6Robert A. IgerThe Walt Disney Company+17.5▲ 17.5Alexander LacikPandora+14.3▲ 14.3Britt Meelby JensenAmbu+10.9▲ 10.9Jim FarleyFord Motor−10.4▼ 10.4Albert BourlaPfizer+6.0▲ 6.0Kristian VillumsenColoplast−2.5▼ 2.5Andrés RubioIntrum−37.3▼ 37.3Søren Krogh KnudsenColumbus−18.6▼ 18.6Ed BastianDelta−13.1▼ 13.1Jens H. LundDSV−5.1▼ 5.1Sveinn SölvasonEmbla+4.5▲ 4.5
Biggest movers
Poundland−95.4▼ 73.8 since 20 OctHomeplus−95.9▼ 4.3 since 25 OctBHV Marais−95.3▼ 3.0 since 29 OctMercer International−79.9▼ 2.3 since 21 OctGaleria−93.3▼ 1.7 since 25 OctGiFi−94.9▼ 1.4 since 25 Octsonnen−92.2▼ 0.6 since 25 OctCasas Bahia−91.9▲ 0.2 since 23 OctLiveWire−69.3New on the board
Max Noble Score
BHV Marais−95.3FiledMigatronic−100.0BankruptGaleria−93.3FiledAutismetilbuddet Haslev ApS−100.0BankruptGiFi−94.9FiledHAMMEL Møbler af 2009 A/S−100.0Bankruptsonnen−92.2FiledHamiconsult−100.0BankruptHomeplus−95.9FiledCPH Steel−100.0BankruptCasas Bahia−91.9FiledVelkommen group−86.0FiledPoundland−95.4FiledNimbus−85.6FiledChilli Beans−83.8FiledHumac−82.0FiledMercer International−79.9WarningLiveWire−69.3Warning
Max Noble
Menu
Subscribe

The verdict28 October 2026New

Intrum

The debt collector who fell behind on his own promise

Intrum spent two years telling the market it would grow. On Friday it said this year will be smaller than last. Nobody has broken a law. That is the uncomfortable part.

Read my verdict

The Morning Brief. Monday and Thursday, before the market opens. Free.

Danish and English editions · Monday and Thursday · Breaking BriefsChange
Your choices
Your editions
How often
Breaking Briefs
The 52 Laws of Business Power, The Signed First Edition: the cover
The Signed First Edition, the title page

The Max Noble Awards · 2027

Max Noble

requests the pleasure of your company

Sunday, 31 October 2027

Halloween · half past six

Copenhagen · Black tie

This copy is your ticket.

This copy

prepared for

Max Noble’s signature

No. of 500

The Signed First Edition, page 2
The Signed First Edition, page 3
The Signed First Edition, page 4
The Signed First Edition, page 5
The Signed First Edition, page 6
The Signed First Edition, page 7
The Signed First Edition, page 8
The Signed First Edition, page 9
The Signed First Edition, page 10
The Signed First Edition, page 11
The Signed First Edition, page 12
The Signed First Edition, page 13
The Signed First Edition, page 14
The Signed First Edition, page 15
The Signed First Edition, page 16
The Signed First Edition, page 17
The Signed First Edition, page 18
The Signed First Edition, page 19
The Signed First Edition, page 20
The Signed First Edition, page 21
The Signed First Edition, page 22
The Signed First Edition, page 23

Your number is waiting

Signed, numbered and prepared for you by name. Your number stays yours in every edition after it.

Claim your number
Closed

The book · 31 October 2027

The 52 Laws of Business Power

How Giants Rise. Why Giants Fall.

Law I is yours, free, in full. Turn the pages: the Fall of Nokia’s phones, its Rise from a paper mill, and where I stood when the screen in my hands was the future. About ten minutes to read. No email needed.

The Signed First Edition · 500 copies

  • Signed by me and numbered by hand
  • Prepared for you by name
  • Your invitation to the Max Noble Awards, Halloween 2027, Copenhagen
  • Your number stays yours in every edition after it

€20 holds your number today. Refunded in full until 15 August 2027. €49 in October; €69 in all.

Claim your numberOr listen to Law I

Prefer the Hardback (€39) or the pocket Concise (€19)? See every edition

The Morning BriefEdition 122 November 2026New

In my view, the children found the right price. LiveWire found it too late.

▲ RisersMost recent

  1. AirbusGuillaume Faury · CEO Integrity+10.0CEO Integrity▲ 10.0
  2. FerrariBenedetto Vigna · CEO Integrity+24.6CEO Integrity▲ 24.6
  3. NovonesisEster Baiget · CEO Integrity+14.7CEO Integrity▲ 14.7
  4. VestasHenrik Andersen · CEO Integrity+7.4CEO Integrity▲ 7.4
  5. The Walt Disney CompanyRobert A. Iger · CEO Integrity+17.5CEO Integrity▲ 17.5

▼ FallersMost recent

  1. LLiveWireElectric motorcycles−69.3Max Noble ScoreNew
  2. StarbucksHoward Schultz · CEO Integrity−23.5CEO Integrity▼ 23.5
  3. General MotorsMary Barra · CEO Integrity−18.6CEO Integrity▼ 18.6
  4. Ford MotorJim Farley · CEO Integrity−10.4CEO Integrity▼ 10.4
  5. ColoplastKristian Villumsen · CEO Integrity−2.5CEO Integrity▼ 2.5
The line to use todayNew technology wins from the bottom of the market, so launch at the price most buyers can pay, then climb.
Listen · 2 November: LiveWire and 2 more
The full Brief

The Integrity ScoreChecked 1 November 2026New

Airbus made a promise.

Promised
Around 820 planes delivered in 2025Guillaume Faury, CEO, 2019– · 20 February 2025
Delivered
793 planes delivered; profit and cash on target19 February 2026
Verdict
Partly kept Near miss

Their reason: A quality problem on the body panels of its best-selling plane forced a cut in December. Profit and cash held.

The sources Every promise I check

Your callThe CEO GameNew

Will Novo Nordisk's sales drop less than 3% in 2026?

YesMax Noble Odds1.82+40 XPNoMax Noble Odds2.22+40 XP

Max Noble Odds: 55% chance they keep it. Against the odds you win more, and lose more. The 2026 annual report settles it, expected 3 February 2027.

The law of the weekThe 52 Laws of Business Power

Law No. 2: Own What the Supplier Cannot Price

Denmark, 1989. A Dane who wanted a Mac went to the shop that became Humac. For more than three decades the shop was where Denmark met the Mac, at one point in 22 stores.

Claim your number

Signed, numbered first edition. Pocket edition from €19.

In the room

Bring the verdict to your people.

For event organisersThe Laws of Business Power, on stage

A keynote for leadership meetings and conferences. Now booking autumn 2027.

For teachers and studentsThe School

Strategy, taught on real companies, in real time. For business schools and classrooms.