United States · Media & entertainment
Will Disney grow its profit by 10% or more in 2026, as promised?
Max Noble Odds: 75% chance of Yes. The unlikely answer pays more.
How the room called it
Climb the ladder →CEO Storm Watchby Max NobleNew
Missed by the newspapersWednesday 4 November 2026
Beauty · L’Oréal · France
L’Oréal broke two of three climate promises.
The fine: €3 million. Its profit: €6 billion
Partly keptL’Oréal promised to cut its CO2, with a fine if it failed. It failed two of three promises and paid about €3 million. Last year it made about €6 billion in profit. Almost nobody noticed.
- €3mthe fine for missing two of three promises
- €6bnL’Oréal’s profit in 2025
- 2 of 3climate promises broken
Read the story +10 XP
Storm warning
- Gathering
- Building
- Breaking
Your callWill L'Oréal's profit grow in 2026, as its CEO promised?
Max Noble Odds: 85% chance of Yes. The unlikely answer pays more.
What leaders promised the world, checked before the press. The next storm or hidden hero: tomorrow morning. The front page →
The Power Game · by Max Noble
From intern to CEO, on real companies.
Real companiesReal CEOsReal decisions, liveReal people
I’m Max Noble. Here is fifty thousand dollars. Your first call is on the house.
Your fortune$50,000+$200 for making the call
Intern→Analyst→Director→CFO→CEO
United States · Media & entertainment
The Walt Disney Company: read the story · virtual money, never real
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
No. of 500
Your number is waiting
Signed, numbered and prepared for you by name. Your number stays yours in every edition after it.
Claim your numberCover
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.
Prefer the Hardback (€39) or the pocket Concise (€19)? See every edition
The verdict4 November 2026New
Embla Medical
Embla Medical and the end of the range that counts
In February Embla promised its sales would grow 5 to 8 per cent this year. It now expects about 5. The ceiling fell twice. The floor has not moved.
Read my verdictWhat you now know
- A forecast range is two numbers: the floor is the promise, the ceiling is the hope.
- When a range is narrowed, read which end moved; a falling top means the hope is fading, not the promise.
- Count the narrowings: once is housekeeping, twice is a direction.
83 dated verdicts published since 20 October 2026: 61 in the Morning Brief, 18 settled promises, 4 columns, each with its source. Verdicts that came true
The Column, every morning. One company, one law, before your first meeting. Free.
You are in. Tomorrow’s column comes to your inbox before your first meeting.
The Morning BriefEdition 134 November 2026New
In my view, the rescue fixed the debt.
▲ RisersMost recent
▼ FallersMost recent
The line to use today
Run the new system beside the old one until it proves it can keep the shelves full.
Listen · 4 November: GiFi and 4 more
The full Brief The Morning Brief. Monday and Thursday, before the market opens. Free.
You are in. The next Brief comes to your inbox.
Your callThe Power GameNew
Maziar Mike DoustdarPresident & CEO, 2025–, Novo NordiskWill Novo Nordisk's sales drop less than 3% in 2026?
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 numberSigned, numbered first edition. Pocket edition from €19.