{"id":5220,"date":"2025-05-12T08:03:46","date_gmt":"2025-05-11T22:03:46","guid":{"rendered":"https:\/\/murrayslatter.me\/?p=5220"},"modified":"2025-05-12T08:03:48","modified_gmt":"2025-05-11T22:03:48","slug":"what-i-am-investing-in-and-why-axon-enterprises-axon","status":"publish","type":"post","link":"https:\/\/murrayslatter.me\/?p=5220","title":{"rendered":"What I Am Investing In and Why: Axon Enterprises (AXON)"},"content":{"rendered":"\n<p><strong>1. My Introduction to Axon<\/strong><\/p>\n\n\n\n<p>I first heard about Axon Enterprises through David Gardner on his Rule Breaker podcast with The Motley Fool. Gardner highlighted Axon as a Rule Breaker stock\u2014exhibiting several of the six core traits: first mover, top dog in an important emerging industry, visionary leadership, and a mission that matters.<\/p>\n\n\n\n<p>That mission\u2014to redesign the future of public safety through non-lethal enforcement technology\u2014stood out. Axon, known for the Taser, was expanding into entirely new digital arenas of law enforcement, and I could see it wasn\u2019t just building products; it was building an ecosystem.<\/p>\n\n\n\n<p><strong>2. The Spark of Conviction<\/strong><\/p>\n\n\n\n<p>I added Axon to my watchlist in 2019 and began researching regularly. I spent one hour a week (sometimes more, sometimes less) diving into their earnings calls, leadership philosophies, and product innovation pipeline. The more I learned, the more the business passed what I call my sniff test\u2014a sense that this company had real operational leverage and values alignment with its customers.<\/p>\n\n\n\n<p>By April 2020, during the COVID-induced market crash, I saw my opportunity. Great companies at great prices are rare\u2014so I began building a position.<\/p>\n\n\n\n<p><strong>3. What I Liked from the Start<\/strong><\/p>\n\n\n\n<p>Axon\u2019s mission to equip law enforcement officers with non-lethal tools was not only ethical\u2014it was also strategically aligned with what police departments themselves wanted: safer enforcement, better public trust, and fewer fatalities. Tasers were not just a product\u2014they were becoming an indispensable part of the policing toolkit.<\/p>\n\n\n\n<p>But what set Axon apart wasn\u2019t just the hardware. It was the network effects and system lock-in being built through innovations like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Axon Body Cameras<\/li>\n\n\n\n<li>Evidence.com (a secure, cloud-based digital evidence platform)<\/li>\n\n\n\n<li>Axon Records (a digital records management system)<\/li>\n\n\n\n<li>And most recently, Draft One, a tool that leverages audio\/video data to automate incident report generation<\/li>\n<\/ul>\n\n\n\n<p>Each product builds upon the last, expanding the value chain and making it hard for clients to switch providers.<\/p>\n\n\n\n<p><strong>4. My Portfolio Strategy<\/strong><\/p>\n\n\n\n<p>I initially started with a small, risk-adjusted position, as I typically do. Over the years, I dollar-cost averaged into Axon as my conviction grew. Today, Axon represents approximately 10% of my portfolio, built from an initial capital base of around 3%.<\/p>\n\n\n\n<p>It sits in the G2 Fund \u2013 Future Leaders category of my portfolio. Axon is EBIT profitable, growing rapidly, and expanding its product ecosystem across law enforcement, defense, and adjacent civilian markets. It has the makings of a future compounder.<\/p>\n\n\n\n<p><strong>5. Leadership &amp; Culture<\/strong><\/p>\n\n\n\n<p>Axon\u2019s leadership team, particularly CEO Rick Smith, is mission-driven. His vision is bold\u2014he wants to make the bullet obsolete\u2014and his execution backs it up. The culture at Axon is one of purposeful innovation. They are not afraid to reinvent, iterate, and go against the grain.<\/p>\n\n\n\n<p>They\u2019ve consistently shown that they can move beyond the hardware margins of Taser into higher-value recurring software revenue\u2014without losing their mission-centered DNA.<\/p>\n\n\n\n<p><strong>6. Flywheel &amp; Innovation Stack<\/strong><\/p>\n\n\n\n<p>The brilliance of Axon lies in its incremental innovation model. Every new product enhances and extends existing offerings. You can\u2019t just buy Axon\u2019s camera\u2014you need Evidence.com to manage it. You can\u2019t just buy Records\u2014you need the whole platform to extract its full utility.<\/p>\n\n\n\n<p>And Draft One is a perfect example. Built on top of Axon video and data infrastructure, it reduces officer time spent writing reports\u2014freeing them to be in the field and improving report accuracy.<\/p>\n\n\n\n<p>This solution-based innovation stack is where Axon\u2019s power lies\u2014and why their Annual Recurring Revenue (ARR) is scaling rapidly, up 121% YoY as of their last earnings call.<\/p>\n\n\n\n<p><strong>7. Total Addressable Market (TAM)<\/strong><\/p>\n\n\n\n<p>While I\u2019ll dive deeper into this in a future post, here\u2019s a high-level snapshot of Axon\u2019s TAM by vertical:m<\/p>\n\n\n\n<p>Their current strength in U.S. public safety is being extended through international expansion and adjacent verticals\u2014effectively tripling or quadrupling the available runway.<\/p>\n\n\n\n<p><strong>8. My Antithesis: What Would Change My Mind<\/strong><\/p>\n\n\n\n<p>While I\u2019m deeply bullish, I remain aware of potential risks:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Regulatory restrictions or litigation around non-lethal weapons<\/li>\n\n\n\n<li>Government budget cuts that reduce law enforcement procurement<\/li>\n\n\n\n<li>Competitive innovation from entrenched defense players or AI-first startups<\/li>\n\n\n\n<li>Overreach or mission drift that weakens their identity<\/li>\n<\/ul>\n\n\n\n<p>But for now, the risks seem low relative to the execution quality and TAM expansion.<\/p>\n\n\n\n<p><strong>Final Reflection<\/strong><\/p>\n\n\n\n<p>Axon is a company I would be proud to hold for decades. It is building mission-critical systems in a way few companies do: with high moral clarity, strong operational leverage, and deep integration into how society functions. It is not just innovating in law enforcement\u2014it\u2019s reinventing how justice can be served efficiently and safely.<\/p>\n\n\n\n<p>That\u2019s why I\u2019m long\u2014and likely to stay that way.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>1. My Introduction to Axon I first heard about Axon Enterprises through David Gardner on his Rule Breaker podcast with The Motley Fool. Gardner highlighted Axon as a Rule Breaker stock\u2014exhibiting several of the six core traits: first mover, top [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-5220","post","type-post","status-publish","format-standard","hentry","category-uncategorized","clearfix"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What I Am Investing In and Why: Axon Enterprises (AXON) - Murray Slatter<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/murrayslatter.me\/?p=5220\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What I Am Investing In and Why: Axon Enterprises (AXON) - Murray Slatter\" \/>\n<meta property=\"og:description\" content=\"1. 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If the answer is \u201ceveryone\u201d, you\u2019re probably\u2026","rel":"","context":"In &quot;Investing&quot;","block_context":{"text":"Investing","link":"https:\/\/murrayslatter.me\/?cat=11"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/08\/IMG_1794.jpeg?fit=639%2C426&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/08\/IMG_1794.jpeg?fit=639%2C426&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/08\/IMG_1794.jpeg?fit=639%2C426&ssl=1&resize=525%2C300 1.5x"},"classes":[]},{"id":5064,"url":"https:\/\/murrayslatter.me\/?p=5064","url_meta":{"origin":5220,"position":1},"title":"Why Investment Properties Are Not the Holy Grail","author":"Murray Slatter","date":"May 26, 2017","format":false,"excerpt":"The insanity of the model - Loose cash consistency, to make capital gains. 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But as\u2026","rel":"","context":"In &quot;Investing&quot;","block_context":{"text":"Investing","link":"https:\/\/murrayslatter.me\/?cat=11"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/01\/IMG_9878.jpeg?fit=570%2C380&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/01\/IMG_9878.jpeg?fit=570%2C380&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/01\/IMG_9878.jpeg?fit=570%2C380&ssl=1&resize=525%2C300 1.5x"},"classes":[]},{"id":5920,"url":"https:\/\/murrayslatter.me\/?p=5920","url_meta":{"origin":5220,"position":2},"title":"What I Am Investing In and Why: Ferrari","author":"Murray Slatter","date":"August 31, 2025","format":false,"excerpt":"A Different Kind of Investment\u2014A Familiar Kind of Flywheel Ferrari isn\u2019t my typical investment. 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But every now and then, a business comes along that\u2014despite having a very different\u2026","rel":"","context":"In &quot;Investing&quot;","block_context":{"text":"Investing","link":"https:\/\/murrayslatter.me\/?cat=11"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/08\/IMG_1800.gif?fit=800%2C450&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/08\/IMG_1800.gif?fit=800%2C450&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/08\/IMG_1800.gif?fit=800%2C450&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/08\/IMG_1800.gif?fit=800%2C450&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":5227,"url":"https:\/\/murrayslatter.me\/?p=5227","url_meta":{"origin":5220,"position":3},"title":"What I Am Investing In and Why: Palantir Technologies (PLTR)","author":"Murray Slatter","date":"May 17, 2025","format":false,"excerpt":"1. How I Discovered Palantir I was first introduced to Palantir in 2021, shortly after the company went public. At the time, I already had a strong sense of the company\u2019s DNA\u2014having read Zero to One by Peter Thiel, Palantir\u2019s co-founder. I respected Thiel\u2019s thinking around contrarian innovation, defensibility, and\u2026","rel":"","context":"In &quot;Investing&quot;","block_context":{"text":"Investing","link":"https:\/\/murrayslatter.me\/?cat=11"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/05\/Palantir.png?fit=1199%2C722&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/05\/Palantir.png?fit=1199%2C722&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/05\/Palantir.png?fit=1199%2C722&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/05\/Palantir.png?fit=1199%2C722&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/05\/Palantir.png?fit=1199%2C722&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":5928,"url":"https:\/\/murrayslatter.me\/?p=5928","url_meta":{"origin":5220,"position":4},"title":"What I Am Investing In and Why: Tesla (NASDAQ: TSLA)","author":"Murray Slatter","date":"August 31, 2025","format":false,"excerpt":"1. 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Elon Musk, the enigmatic founder and CEO, has always been a\u2026","rel":"","context":"In &quot;Investing&quot;","block_context":{"text":"Investing","link":"https:\/\/murrayslatter.me\/?cat=11"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/08\/IMG_1796-scaled.png?fit=1200%2C555&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/08\/IMG_1796-scaled.png?fit=1200%2C555&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/08\/IMG_1796-scaled.png?fit=1200%2C555&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/08\/IMG_1796-scaled.png?fit=1200%2C555&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/08\/IMG_1796-scaled.png?fit=1200%2C555&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":5922,"url":"https:\/\/murrayslatter.me\/?p=5922","url_meta":{"origin":5220,"position":5},"title":"What I Am Investing In and Why: Microsoft","author":"Murray Slatter","date":"August 31, 2025","format":false,"excerpt":"The Simplest Thesis in My Portfolio Some companies require deep analysis to understand their edge. Microsoft isn\u2019t one of them. In my view, Microsoft is perhaps the single most mission-critical company in the world. Not in theory, but in practice. It powers the core operations of enterprises, governments, schools, and\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/08\/IMG_1799.jpeg?fit=1200%2C675&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/08\/IMG_1799.jpeg?fit=1200%2C675&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/08\/IMG_1799.jpeg?fit=1200%2C675&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/08\/IMG_1799.jpeg?fit=1200%2C675&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/murrayslatter.me\/wp-content\/uploads\/2025\/08\/IMG_1799.jpeg?fit=1200%2C675&ssl=1&resize=1050%2C600 3x"},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/murrayslatter.me\/index.php?rest_route=\/wp\/v2\/posts\/5220","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/murrayslatter.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/murrayslatter.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/murrayslatter.me\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/murrayslatter.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5220"}],"version-history":[{"count":1,"href":"https:\/\/murrayslatter.me\/index.php?rest_route=\/wp\/v2\/posts\/5220\/revisions"}],"predecessor-version":[{"id":5221,"href":"https:\/\/murrayslatter.me\/index.php?rest_route=\/wp\/v2\/posts\/5220\/revisions\/5221"}],"wp:attachment":[{"href":"https:\/\/murrayslatter.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5220"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/murrayslatter.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5220"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/murrayslatter.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5220"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}