{ "schemaVersion": "deck-intelligence.v1", "id": "019dd923-5e88-73ef-bd5d-75cbbd4aa9b3", "slug": "a8a07fd8e2556874", "title": "2018 Benedict Evans 2018 The End of the Beginning", "subtitle": "Benedict Evans", "author": "Benedict Evans", "pageCount": 106, "kind": "consulting-deck", "orientation": "landscape", "aspectRatio": 1.777, "document": { "id": "019dd923-5e88-73ef-bd5d-75cbbd4aa9b3", "slug": "a8a07fd8e2556874", "title": "2018 Benedict Evans 2018 The End of the Beginning", "rawTitle": "2018 Benedict Evans 2018 The End of the Beginning", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "authorDisplay": "Benedict Evans", "kind": { "slug": "consulting-deck", "label": "Consulting deck" }, "sourceType": { "slug": "independent_analyst", "label": "Independent analyst" }, "fileName": "2018-Benedict-Evans-2018-The-End-of-the-Beginning.pdf", "sourceUrl": "http://www.ben-evans.com", "sourceDate": "2018-11-01 00:00:00", "presentationDate": null, "ingestedAt": "2026-04-25 11:55:50+00", "status": "ready", "pageCount": 106, "orientation": "landscape", "aspectRatio": 1.777, "targetCompany": null, "targetTicker": null, "metadata": { "local_root": "/tmp/legacy-images/a8a07fd8e2556874", "origin_corpus": "consulting" } }, "coverage": { "pageCount": 106, "pagesIndexed": 106, "pagesWithImages": 106, "pagesWithMetadata": 106, "imageCoveragePct": 100, "metadataCoveragePct": 100, "componentCount": 546, "chartCount": 59, "metricSlides": 0, "toolMatches": 139, "documentToolMatches": 0, "frameworkMatches": 18, "arcMatches": 2, "beatMatches": 10, "loopMatches": 7, "patternMatches": 0, "storymakersMatch": true, "scoreAvailable": true, "reviewAvailable": true, "activistThesisAvailable": false, "pitchdeckMetadataAvailable": false, "pitchdeckProfileAvailable": false }, "blocks": [], "matches": { "arcs": [ { "arc": { "name": "The Sparkline", "slug": "sparkline", "status": "active", "bestFor": "Keynotes, TED-style talks", "canonId": "019dd956-606e-720c-905a-42607ac0bf50", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "What Is -> What Could Be -> What Is -> What Could Be -> New Bliss", "description": null, "familyLabel": null, "categoryName": "Narrative & Transformation", "categorySlug": "narrative-transformation" }, "matchId": "019dd95a-0543-7581-99b3-d8998022df0e", "evidence": "Deck oscillates between 'what is' (small current share) and 'what could be' (vast TAM) across retail, ads, groceries, cars, TV, money, healthcare; closes on 'New Bliss' of new structural layers (pp.5, 13, 38, 63, 84, 87-106).", "isPrimary": true, "confidence": 78, "extraction": { "at": "2026-04-29 13:07:28.977035+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null } }, { "arc": { "name": "The Onion", "slug": "onion", "status": "active", "bestFor": "Root cause analysis, diagnostics", "canonId": "019dd956-627f-76b1-b286-0c575846d572", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Surface Observation -> First Layer -> Deeper Layer -> Core Insight -> Implications", "description": null, "familyLabel": null, "categoryName": "Analysis & Information", "categorySlug": "analysis-information" }, "matchId": "019dd95a-0543-7581-99b3-de1ac36ce452", "evidence": "Each section digs progressively deeper: surface market sizes -> hidden new problems -> root cause needs new structural layers (pp.6-39, 40-86, 87-101).", "isPrimary": false, "confidence": 60, "extraction": { "at": "2026-04-29 13:07:28.977035+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null } } ], "beats": [ { "to": 21, "arc": { "name": "The Sparkline", "slug": "sparkline", "status": "active", "bestFor": "Keynotes, TED-style talks", "canonId": "019dd956-606e-720c-905a-42607ac0bf50", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "What Is -> What Could Be -> What Is -> What Could Be -> New Bliss", "description": null, "familyLabel": null, "categoryName": "Narrative & Transformation", "categorySlug": "narrative-transformation" }, "from": 1, "name": "What Is", "beatId": "019dd95a-07a7-7579-bd67-e351080d69aa", "matchId": "019dd95a-0543-7581-99b3-d8998022df0e", "beatType": { "name": "What Is", "slug": "sparkline-what-is-1", "status": "active", "canonId": "019dd9b8-25d5-7468-8649-454886d75343", "version": 1, "description": null }, "evidence": "Most people online but money is not; ecommerce only 4-10% of retail.", "position": 1, "isPrimaryArc": true, "parentBeatType": { "name": "Setup", "slug": "setup", "status": "active", "canonId": "019dd9b8-020e-7505-af9b-d9b9a4679bcc", "version": 1, "description": "Where the deck grounds the reader before doing anything else. Almost every arc opens here." }, "alignedBlockIds": null, "matchConfidence": 78 }, { "to": 39, "arc": { "name": "The Sparkline", "slug": "sparkline", "status": "active", "bestFor": "Keynotes, TED-style talks", "canonId": "019dd956-606e-720c-905a-42607ac0bf50", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "What Is -> What Could Be -> What Is -> What Could Be -> New Bliss", "description": null, "familyLabel": null, "categoryName": "Narrative & Transformation", "categorySlug": "narrative-transformation" }, "from": 22, "name": "What Could Be", "beatId": "019dd95a-07a7-7579-bd67-e5cf04440644", "matchId": "019dd95a-0543-7581-99b3-d8998022df0e", "beatType": { "name": "What Could Be", "slug": "sparkline-what-could-be-2", "status": "active", "canonId": "019dd9b8-266a-7046-9259-94dc86700d37", "version": 1, "description": null }, "evidence": "Global spread, $40tr opportunity outside US.", "position": 2, "isPrimaryArc": true, "parentBeatType": { "name": "Turn", "slug": "turn", "status": "active", "canonId": "019dd9b8-0396-702b-ac2f-9901f8dd8b54", "version": 1, "description": "The pivot — solution proposed, catalyst introduced, decision made. Common (15/20 arcs) but not universal: Triple-take, AIDA, PAS, Voyage-return and Pixar substitute it with a strong reflection or development beat." }, "alignedBlockIds": null, "matchConfidence": 78 }, { "to": 60, "arc": { "name": "The Sparkline", "slug": "sparkline", "status": "active", "bestFor": "Keynotes, TED-style talks", "canonId": "019dd956-606e-720c-905a-42607ac0bf50", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "What Is -> What Could Be -> What Is -> What Could Be -> New Bliss", "description": null, "familyLabel": null, "categoryName": "Narrative & Transformation", "categorySlug": "narrative-transformation" }, "from": 40, "name": "What Is", "beatId": "019dd95a-07a7-7579-bd67-e9adc2016ceb", "matchId": "019dd95a-0543-7581-99b3-d8998022df0e", "beatType": { "name": "What Is", "slug": "sparkline-what-is-3", "status": "active", "canonId": "019dd9b8-2701-72ba-a477-4121f4fb5d33", "version": 1, "description": null }, "evidence": "Asset-light model breaks at groceries / tastemaking.", "position": 3, "isPrimaryArc": true, "parentBeatType": { "name": "Complication", "slug": "complication", "status": "active", "canonId": "019dd9b8-0275-7709-b2d6-4f77c3fc7579", "version": 1, "description": "The point in the narrative where the audience should feel discomfort. Required for argumentative arcs." }, "alignedBlockIds": null, "matchConfidence": 78 }, { "to": 86, "arc": { "name": "The Sparkline", "slug": "sparkline", "status": "active", "bestFor": "Keynotes, TED-style talks", "canonId": "019dd956-606e-720c-905a-42607ac0bf50", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "What Is -> What Could Be -> What Is -> What Could Be -> New Bliss", "description": null, "familyLabel": null, "categoryName": "Narrative & Transformation", "categorySlug": "narrative-transformation" }, "from": 61, "name": "What Could Be", "beatId": "019dd95a-07a7-7579-bd67-ec0137160981", "matchId": "019dd95a-0543-7581-99b3-d8998022df0e", "beatType": { "name": "What Could Be", "slug": "sparkline-what-could-be-4", "status": "active", "canonId": "019dd9b8-27e2-7569-ac66-6dc8c846d377", "version": 1, "description": null }, "evidence": "Software eats cars, TV, money, healthcare ($80tn TAM).", "position": 4, "isPrimaryArc": true, "parentBeatType": { "name": "Turn", "slug": "turn", "status": "active", "canonId": "019dd9b8-0396-702b-ac2f-9901f8dd8b54", "version": 1, "description": "The pivot — solution proposed, catalyst introduced, decision made. Common (15/20 arcs) but not universal: Triple-take, AIDA, PAS, Voyage-return and Pixar substitute it with a strong reflection or development beat." }, "alignedBlockIds": null, "matchConfidence": 78 }, { "to": 106, "arc": { "name": "The Sparkline", "slug": "sparkline", "status": "active", "bestFor": "Keynotes, TED-style talks", "canonId": "019dd956-606e-720c-905a-42607ac0bf50", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "What Is -> What Could Be -> What Is -> What Could Be -> New Bliss", "description": null, "familyLabel": null, "categoryName": "Narrative & Transformation", "categorySlug": "narrative-transformation" }, "from": 87, "name": "New Bliss", "beatId": "019dd95a-07a7-7579-bd67-f275560b5907", "matchId": "019dd95a-0543-7581-99b3-d8998022df0e", "beatType": { "name": "New Bliss", "slug": "sparkline-new-bliss", "status": "active", "canonId": "019dd9b8-2879-72f7-8968-bcfac0921b99", "version": 1, "description": null }, "evidence": "New organising layers (ML, crypto); 'I sell whatever I want'.", "position": 5, "isPrimaryArc": true, "parentBeatType": { "name": "Resolution", "slug": "resolution", "status": "active", "canonId": "019dd9b8-045d-703b-8dd7-e92aba3ba91b", "version": 1, "description": "How the deck ends. Required in 19/20 arcs. The exception (Sparkline) ends with new bliss which is functionally a resolution." }, "alignedBlockIds": null, "matchConfidence": 78 }, { "to": 21, "arc": { "name": "The Onion", "slug": "onion", "status": "active", "bestFor": "Root cause analysis, diagnostics", "canonId": "019dd956-627f-76b1-b286-0c575846d572", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Surface Observation -> First Layer -> Deeper Layer -> Core Insight -> Implications", "description": null, "familyLabel": null, "categoryName": "Analysis & Information", "categorySlug": "analysis-information" }, "from": 1, "name": "Surface Observation", "beatId": "019dd95a-07a7-7579-bd67-f5afde33ab85", "matchId": "019dd95a-0543-7581-99b3-de1ac36ce452", "beatType": { "name": "Surface Observation", "slug": "onion-surface-observation", "status": "active", "canonId": "019dd9b8-0b39-73c0-b415-6c4cf34cc343", "version": 1, "description": null }, "evidence": "Visible mismatch between users online and money online.", "position": 1, "isPrimaryArc": false, "parentBeatType": { "name": "Setup", "slug": "setup", "status": "active", "canonId": "019dd9b8-020e-7505-af9b-d9b9a4679bcc", "version": 1, "description": "Where the deck grounds the reader before doing anything else. Almost every arc opens here." }, "alignedBlockIds": null, "matchConfidence": 60 }, { "to": 39, "arc": { "name": "The Onion", "slug": "onion", "status": "active", "bestFor": "Root cause analysis, diagnostics", "canonId": "019dd956-627f-76b1-b286-0c575846d572", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Surface Observation -> First Layer -> Deeper Layer -> Core Insight -> Implications", "description": null, "familyLabel": null, "categoryName": "Analysis & Information", "categorySlug": "analysis-information" }, "from": 22, "name": "First Layer", "beatId": "019dd95a-07a7-7579-bd67-f94d4bea5b9d", "matchId": "019dd95a-0543-7581-99b3-de1ac36ce452", "beatType": { "name": "First Layer", "slug": "onion-first-layer", "status": "active", "canonId": "019dd9b8-0bd1-75b2-9773-18ea7796621c", "version": 1, "description": null }, "evidence": "Industrialisation/digitisation spreading globally.", "position": 2, "isPrimaryArc": false, "parentBeatType": { "name": "Development", "slug": "development", "status": "active", "canonId": "019dd9b8-0332-7008-b3aa-11b0840a57b1", "version": 1, "description": "The middle stretch in arcs that have one. Often where length problems creep in." }, "alignedBlockIds": null, "matchConfidence": 60 }, { "to": 60, "arc": { "name": "The Onion", "slug": "onion", "status": "active", "bestFor": "Root cause analysis, diagnostics", "canonId": "019dd956-627f-76b1-b286-0c575846d572", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Surface Observation -> First Layer -> Deeper Layer -> Core Insight -> Implications", "description": null, "familyLabel": null, "categoryName": "Analysis & Information", "categorySlug": "analysis-information" }, "from": 40, "name": "Deeper Layer", "beatId": "019dd95a-07a7-7579-bd67-ff2e94a6f5cc", "matchId": "019dd95a-0543-7581-99b3-de1ac36ce452", "beatType": { "name": "Deeper Layer", "slug": "onion-deeper-layer", "status": "active", "canonId": "019dd9b8-0c69-7473-8222-610daa3e4df7", "version": 1, "description": null }, "evidence": "Asset-light assumptions break at high-touch goods.", "position": 3, "isPrimaryArc": false, "parentBeatType": { "name": "Development", "slug": "development", "status": "active", "canonId": "019dd9b8-0332-7008-b3aa-11b0840a57b1", "version": 1, "description": "The middle stretch in arcs that have one. Often where length problems creep in." }, "alignedBlockIds": null, "matchConfidence": 60 }, { "to": 86, "arc": { "name": "The Onion", "slug": "onion", "status": "active", "bestFor": "Root cause analysis, diagnostics", "canonId": "019dd956-627f-76b1-b286-0c575846d572", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Surface Observation -> First Layer -> Deeper Layer -> Core Insight -> Implications", "description": null, "familyLabel": null, "categoryName": "Analysis & Information", "categorySlug": "analysis-information" }, "from": 61, "name": "Core Insight", "beatId": "019dd95a-07a7-7579-bd68-006a77cd2b44", "matchId": "019dd95a-0543-7581-99b3-de1ac36ce452", "beatType": { "name": "Core Insight", "slug": "onion-core-insight", "status": "active", "canonId": "019dd9b8-0d41-766a-8ad4-4ba6c6e72446", "version": 1, "description": null }, "evidence": "Software unbundles entire industries, not just retail.", "position": 4, "isPrimaryArc": false, "parentBeatType": { "name": "Turn", "slug": "turn", "status": "active", "canonId": "019dd9b8-0396-702b-ac2f-9901f8dd8b54", "version": 1, "description": "The pivot — solution proposed, catalyst introduced, decision made. Common (15/20 arcs) but not universal: Triple-take, AIDA, PAS, Voyage-return and Pixar substitute it with a strong reflection or development beat." }, "alignedBlockIds": null, "matchConfidence": 60 }, { "to": 106, "arc": { "name": "The Onion", "slug": "onion", "status": "active", "bestFor": "Root cause analysis, diagnostics", "canonId": "019dd956-627f-76b1-b286-0c575846d572", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Surface Observation -> First Layer -> Deeper Layer -> Core Insight -> Implications", "description": null, "familyLabel": null, "categoryName": "Analysis & Information", "categorySlug": "analysis-information" }, "from": 87, "name": "Implications", "beatId": "019dd95a-07a7-7579-bd68-075b9671c439", "matchId": "019dd95a-0543-7581-99b3-de1ac36ce452", "beatType": { "name": "Implications", "slug": "onion-implications", "status": "active", "canonId": "019dd9b8-0dda-7730-893d-deaac7e9c295", "version": 1, "description": null }, "evidence": "ML and crypto are the new organising layers.", "position": 5, "isPrimaryArc": false, "parentBeatType": { "name": "Reflection", "slug": "reflection", "status": "active", "canonId": "019dd9b8-0510-73fd-8d00-1c7e45f7bc98", "version": 1, "description": "The \"so what\" beat. Used by analytical arcs (Triple-take, Onion) and learning arcs (Voyage-return, Tragedy)." }, "alignedBlockIds": null, "matchConfidence": 60 } ], "loops": [ { "to": 13, "from": 6, "loop": { "name": "33_build_up", "slug": "33-build-up", "status": "active", "bestFor": "Pricing justification, cost estimation, market sizing", "canonId": "019dd956-733a-746e-88fd-04b2e4b51b61", "version": 1, "bodyDocId": "019df22a-2420-77be-bc41-ded96d08cb21", "structure": "The Base -> Add Component A -> Add Component B -> Add Component C -> The Total", "description": "Start from zero and add components to arrive at a total", "familyLabel": null, "categoryName": "Consulting Framework", "categorySlug": "consulting-framework" }, "matchId": "019dd95a-08f8-7619-ac2f-f4c6f2c09407", "evidence": "Sequential add: ecommerce -> restaurants -> gas -> cars -> consumer spending; closing 'What's the opportunity?' total.", "position": 1, "objective": "Stack retail-adjacent markets to a $12tr opportunity", "confidence": 85, "extraction": { "at": "2026-04-29 13:07:29.779839+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null } }, { "to": 21, "from": 14, "loop": { "name": "33_build_up", "slug": "33-build-up", "status": "active", "bestFor": "Pricing justification, cost estimation, market sizing", "canonId": "019dd956-733a-746e-88fd-04b2e4b51b61", "version": 1, "bodyDocId": "019df22a-2420-77be-bc41-ded96d08cb21", "structure": "The Base -> Add Component A -> Add Component B -> Add Component C -> The Total", "description": "Start from zero and add components to arrive at a total", "familyLabel": null, "categoryName": "Consulting Framework", "categorySlug": "consulting-framework" }, "matchId": "019dd95a-08f8-7619-ac2f-f9f9e0a27615", "evidence": "Digital ads -> marketing -> reaching customers -> globally $1tr spent.", "position": 2, "objective": "Stack ads + marketing to $1tr 'what should I buy' spend", "confidence": 78, "extraction": { "at": "2026-04-29 13:07:29.779839+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null } }, { "to": 39, "from": 22, "loop": { "name": "04_tale_two_worlds", "slug": "04-tale-two-worlds", "status": "active", "bestFor": "Competitive analysis, benchmarking, case for change", "canonId": "019dd956-674f-750b-b15d-f082e2717f4e", "version": 1, "bodyDocId": "019df22a-2420-77be-bc41-ded96d08cb21", "structure": "Current State -> Desired State / Benchmark -> The Gap & Implication", "description": "Show the gap between two states to drive urgency or highlight opportunity", "familyLabel": null, "categoryName": "Comparison", "categorySlug": "comparison" }, "matchId": "019dd95a-08f8-7619-ac2f-fe9cd7983f0c", "evidence": "Spread of industrialisation/computers/spending; 'USA in middle of pack'; unicorns outside Silicon Valley.", "position": 3, "objective": "Benchmark USA vs global to expand the opportunity to $40tr", "confidence": 80, "extraction": { "at": "2026-04-29 13:07:29.779839+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null } }, { "to": 52, "from": 40, "loop": { "name": "12_myth_buster", "slug": "12-myth-buster", "status": "active", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "canonId": "019dd956-6aac-748b-b08d-f2b9c3727326", "version": 1, "bodyDocId": "019df22a-2420-77be-bc41-ded96d08cb21", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "description": "Address a common misconception head-on to clear the room for a new truth", "familyLabel": null, "categoryName": "Persuasion", "categorySlug": "persuasion" }, "matchId": "019dd95a-08f8-7619-ac30-024544ee6a33", "evidence": "From easy to hard; 1994 Amazon plan ('no warehouses, no stock'); friction with new high-touch waves.", "position": 4, "objective": "Break the 'ecommerce is asset-light' belief", "confidence": 82, "extraction": { "at": "2026-04-29 13:07:29.779839+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null } }, { "to": 60, "from": 53, "loop": { "name": "06_zoom_in", "slug": "06-zoom-in", "status": "active", "bestFor": "Technical deep-dives, case studies, detailed analysis", "canonId": "019dd956-6846-74db-82be-dff5b058b072", "version": 1, "bodyDocId": "019df22a-2420-77be-bc41-ded96d08cb21", "structure": "The Big Picture -> Key Area of Focus -> Specific Detail -> Implication", "description": "Start broad, then progressively focus on specific details that prove your point", "familyLabel": null, "categoryName": "Analysis", "categorySlug": "analysis" }, "matchId": "019dd95a-08f8-7619-ac30-042b10210384", "evidence": "Groceries break the Amazon model; tastemaking; 'rent is the new CAC'.", "position": 5, "objective": "Zoom into groceries and tastemaking as the breaking case", "confidence": 70, "extraction": { "at": "2026-04-29 13:07:29.779839+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null } }, { "to": 86, "from": 61, "loop": { "name": "02_pattern_hunter", "slug": "02-pattern-hunter", "status": "active", "bestFor": "Time-pressed audiences, building consensus, when data is strong", "canonId": "019dd956-6695-771a-be2e-f1748ef041a4", "version": 1, "bodyDocId": "019df22a-2420-77be-bc41-ded96d08cb21", "structure": "Evidence A -> Evidence B -> Evidence C -> Pattern/Conclusion", "description": "Group multiple pieces of evidence that together point to a pattern or conclusion", "familyLabel": null, "categoryName": "Logical Reasoning", "categorySlug": "logical-reasoning" }, "matchId": "019dd95a-08f8-7619-ac30-08ca5ddeba61", "evidence": "Repeated 'Software eats __?' / 'What's the real opportunity?' refrains across four domains.", "position": 6, "objective": "Stack 'software eats X' evidences into a pattern across cars, TV, money, healthcare", "confidence": 85, "extraction": { "at": "2026-04-29 13:07:29.779839+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null } }, { "to": 101, "from": 87, "loop": { "name": "09_precedent", "slug": "09-precedent", "status": "active", "bestFor": "Risk mitigation, strategy validation, building confidence in new approaches", "canonId": "019dd956-695f-7615-8f82-39d919918314", "version": 1, "bodyDocId": "019df22a-2420-77be-bc41-ded96d08cb21", "structure": "The Precedent Case -> What Happened -> The Parallel -> Applied Learning", "description": "Use historical or external examples to validate your approach", "familyLabel": null, "categoryName": "Validation", "categorySlug": "validation" }, "matchId": "019dd95a-08f8-7619-ac30-0f162d7895f3", "evidence": "Mirror slides '1993: Why does the internet matter?' vs '2018: Why does crypto matter?' with parallel definitions.", "position": 7, "objective": "Use 1993 internet as precedent for 2018 crypto/ML organising layers", "confidence": 80, "extraction": { "at": "2026-04-29 13:07:29.779839+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null } } ], 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"parallel-structure", "layer": "Loop", "evidence": "Mirror slide of p97: same definition format, swapping internet for crypto.", "confidence": 90 }, { "id": 98, "slug": "callback", "layer": "Loop", "evidence": "Calls back the 1993 'why does the internet matter' frame.", "confidence": 85 }, { "id": 121, "slug": "metaphor-analogy", "layer": "Slide", "evidence": "1993 internet definition reused as analogy for 2018 crypto.", "confidence": 85 } ], "page_number": 99 }, { "tools": [ { "id": 165, "slug": "picture-superiority-effect", "layer": "Slide", "evidence": "Photo of young Bezos with 'I sell books' caption.", "confidence": 80 } ], "page_number": 103 }, { "tools": [ { "id": 165, "slug": "picture-superiority-effect", "layer": "Slide", "evidence": "Two contrasting Bezos photos carry the entire argument.", "confidence": 90 }, { "id": 78, "slug": "contrast-pairs", "layer": "Loop", "evidence": "Young/skinny Bezos 'I sell books' vs jacked Bezos 'I sell whatever I want'.", "confidence": 88 }, { 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Aligns strongly with Storymakers in micro craft (action titles, color discipline, contrast pairs, callbacks) but is more pattern-essay than recommendation deck — no explicit 'Now What' or ask.", "imagesInspected": 7, "extractionSeconds": 366.04456 }, "score": { "backend": "codex", "scoredAt": "2026-05-02 11:56:48.962+00", "subScores": { "scqa_arc": 73, "action_titles": 68, "mece_structure": 61, "closing_strength": 34, "evidence_quality": 83, "clarity_of_thesis": 82, "production_quality": 78, "visual_storytelling": 87 }, "totalScore": 71, "coveragePct": 100, "explanations": { "scqa_arc": "The flow broadly follows Situation on slides 3-5, Complication and Question through slides 7-39, and Answer via new problems and new layers on slides 40-101, but it often behaves like an analytical tour rather than a tight SCQA chain.", "action_titles": "Many slides use insight-bearing titles, especially slide 8, \"But still only just reaching 10% of US retail spending,\" but repeated topic labels such as \"Market sizes\" on slide 6 and \"Organising the internet\" on slides 88-90 dilute the discipline.", "mece_structure": "The deck has coherent blocks around market size, geographic spread, new problems, and new layers, but ecommerce, advertising, consumer spending, and sector case studies overlap without a fully MECE hierarchy.", "closing_strength": "Slides 102-106 provide a thematic close with Bezos, Blue Origin, and a thank-you slide, but they do not translate the argument into a clear recommendation, call to action, or next-step agenda.", "evidence_quality": "Most claims are backed by charts, market sizes, benchmarks, or precedents across slides 7-86, though some strategic leaps in the new layers and crypto section on slides 87-101 are more conceptual than evidenced.", "clarity_of_thesis": "The thesis is identifiable by slide 5, \"Most people are online... 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The pillars overlap because opportunity sizing, new problems, and new solutions recur across multiple sections instead of being cleanly separated.", "closingCritique": "The last five slides provide a memorable Bezos/Amazon expansion metaphor on slides 103-105, but slide 106 is only \"Thank you.\" There is no explicit call to action, decision, or next-step synthesis near the end.", "openingCritique": "The first five slides establish stakes by slide 5 with \"Most people are online... But most of the money is not,\" which is a real hook. It does not fully lead with the answer in the first three slides, which repeat \"The end of the beginning\" before the thesis becomes concrete.", "extractionSeconds": 72.525, "narrativeCritique": "The deck has a recognizable setup -> tension -> analysis -> resolution arc: slides 1-5 set up maturity and the money gap, slides 6-39 size the opportunity, slides 40-101 analyze harder problems and new layers, and slides 102-106 close with a metaphor. The missing act is a crisp resolution with explicit implications or recommendations after the long analytical middle.", "titleQualityScore": 66, "titleQualityCritique": "The best titles are insight-bearing, such as slide 5 \"Most people are online... 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Used by analytical arcs (Triple-take, Onion) and learning arcs (Voyage-return, Tragedy)." }, "alignedBlockIds": null, "matchConfidence": 60 } ], "loops": [], "locked": true }, { "page": 105, "type": "setup", "title": "This is a full-bleed image slide, likely used as a section divider or visual impact slide.", "function": "filler", "rawType": "filler", "block": null, "metadata": { "slideType": "filler", "slideTypeCanon": { "name": "Filler", "slug": "filler", "status": "active", "canonId": "019de52d-0829-76f9-9abe-4c11ee7bf4ab", "version": 1, "description": null }, "function": "filler", "functionCanon": { "name": "Filler", "slug": "filler", "status": "active", "canonId": "019de52d-1568-702b-ad12-428490978783", "version": 1, "description": null }, "density": "sparse", "densityScore": 1, "componentCount": 1, "textChars": 26, "nDataPoints": 0, "notes": "This is a full-bleed image slide, likely used as a section divider or visual impact slide.", "elementsJson": [ "photo" ], "confidence": 1, "extraction": { "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "at": "2026-05-02 17:37:50.211+00", "seconds": 1.56, "promptVersion": "v2-canon-conditioned" } }, "links": { "slide": "/slides/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3/105", "deck": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3", "deckAnchor": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3#slide-105", "deckJson": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3.json" }, "components": [ { "bbox": { "h": 1, "w": 1, "x": 0, "y": 0 }, "kind": "image", "text": "Blue Origin rocket landing", "attrs": null, "canon": { "kind": { "name": "Image", "slug": "image", "status": "active", "canonId": "019de52c-f978-701f-a720-51d029d769e7", "version": 1, "description": "Photo, illustration, screenshot or icon." }, "tool": null, "subkind": { "name": "Photo", "slug": "photo", "status": "active", "canonId": "019de52c-fd37-757f-b4a8-ca26d4888875", "version": 1, "description": null }, "framework": null }, "subkind": "photo", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 17:37:50.211+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "3929fd2b-86ff-4c78-bf00-f5031cb1eaeb", "parentComponentId": null } ], "metrics": [], "tools": [ { "tool": { "name": "Metaphor & Analogy", "slug": "metaphor-analogy", "status": "active", "bestFor": null, "canonId": "019dd956-adea-7729-bca1-70810d6238a9", "version": 1, "bodyDocId": null, "description": "Making abstract concepts concrete through familiar comparisons", "familyLabel": null, "categoryName": "Slide", "categorySlug": "slide" }, "agent": "Storyteller", "layer": "slide", "agents": [ "Storyteller" ], "matchId": "019dd95a-1c76-72c8-a85d-176114d45c42", "evidence": "Rocket landing as metaphor for 'beginning is over'.", "pageRefs": null, "priority": "Core", "whenToUse": null, "confidence": 65, "extraction": { "at": "2026-04-29 13:07:34.754207+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 105, "whyItWorks": null, "antipattern": null, "cardinality": null, "narrativePurpose": null }, { "tool": { "name": "Picture Superiority Effect", "slug": "picture-superiority-effect", "status": "active", "bestFor": null, "canonId": "019dd956-c201-7014-bb58-3e85e3e11dfd", "version": 1, "bodyDocId": null, "description": "Pictures remembered 6x better than words - prioritize visuals over text", "familyLabel": null, "categoryName": "Slide", "categorySlug": "slide" }, "agent": "Designer", "layer": "slide", "agents": [ "Designer" ], "matchId": "019dd95a-1c76-72c8-a85d-125063fe73dc", "evidence": "Blue Origin landing photo as visual closer.", "pageRefs": null, "priority": null, "whenToUse": null, "confidence": 80, "extraction": { "at": "2026-04-29 13:07:34.754207+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 105, "whyItWorks": null, "antipattern": null, "cardinality": null, "narrativePurpose": null } ], "frameworks": [], "arcBeats": [ { "to": 106, "arc": { "name": "The Sparkline", "slug": "sparkline", "status": "active", "bestFor": "Keynotes, TED-style talks", "canonId": "019dd956-606e-720c-905a-42607ac0bf50", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "What Is -> What Could Be -> What Is -> What Could Be -> New Bliss", "description": null, "familyLabel": null }, "from": 87, "name": "New Bliss", "beatId": "019dd95a-07a7-7579-bd67-f275560b5907", "matchId": "019dd95a-0543-7581-99b3-d8998022df0e", "beatType": { "name": "New Bliss", "slug": "sparkline-new-bliss", "status": "active", "canonId": "019dd9b8-2879-72f7-8968-bcfac0921b99", "version": 1, "description": null }, "evidence": "New organising layers (ML, crypto); 'I sell whatever I want'.", "position": 5, "isPrimaryArc": true, "parentBeatType": { "name": "Resolution", "slug": "resolution", "status": "active", "canonId": "019dd9b8-045d-703b-8dd7-e92aba3ba91b", "version": 1, "description": "How the deck ends. Required in 19/20 arcs. The exception (Sparkline) ends with new bliss which is functionally a resolution." }, "alignedBlockIds": null, "matchConfidence": 78 }, { "to": 106, "arc": { "name": "The Onion", "slug": "onion", "status": "active", "bestFor": "Root cause analysis, diagnostics", "canonId": "019dd956-627f-76b1-b286-0c575846d572", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Surface Observation -> First Layer -> Deeper Layer -> Core Insight -> Implications", "description": null, "familyLabel": null }, "from": 87, "name": "Implications", "beatId": "019dd95a-07a7-7579-bd68-075b9671c439", "matchId": "019dd95a-0543-7581-99b3-de1ac36ce452", "beatType": { "name": "Implications", "slug": "onion-implications", "status": "active", "canonId": "019dd9b8-0dda-7730-893d-deaac7e9c295", "version": 1, "description": null }, "evidence": "ML and crypto are the new organising layers.", "position": 5, "isPrimaryArc": false, "parentBeatType": { "name": "Reflection", "slug": "reflection", "status": "active", "canonId": "019dd9b8-0510-73fd-8d00-1c7e45f7bc98", "version": 1, "description": "The \"so what\" beat. Used by analytical arcs (Triple-take, Onion) and learning arcs (Voyage-return, Tragedy)." }, "alignedBlockIds": null, "matchConfidence": 60 } ], "loops": [], "locked": true }, { "page": 106, "type": "setup", "function": "summarize", "rawType": "closing_ask", "block": null, "metadata": { "slideType": "closing_ask", "slideTypeCanon": { "name": "Closing ask", "slug": "closing_ask", "status": "active", "canonId": "019de52d-0aa4-750f-8aa1-8d622dd99f5c", "version": 1, "description": null }, "function": "summarize", "functionCanon": { "name": "Summarize", "slug": "summarize", "status": "active", "canonId": "019de52d-1541-704f-b86f-bf7b75056373", "version": 1, "description": null }, "density": "sparse", "densityScore": 3, "componentCount": 2, "textChars": 44, "nDataPoints": 0, "notes": null, "elementsJson": [ "headline_text" ], "confidence": 1, "extraction": { "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "at": "2026-05-02 17:37:53.592+00", "seconds": 4.816, "promptVersion": "v2-canon-conditioned" } }, "links": { "slide": "/slides/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3/106", "deck": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3", "deckAnchor": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3#slide-106", "deckJson": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3.json" }, "components": [ { "bbox": { "h": 0.02, "w": 0.15, "x": 0.03, "y": 0.95 }, "kind": "source-note", "text": "©2018 Andreessen Horowitz. Page 105", "attrs": null, "canon": { "kind": { "name": "Source note", "slug": "source-note", "status": "active", "canonId": "23484952-494b-4a5e-b1ad-550d0d70e948", "version": 1, "description": "Attribution / source / caveat placed at the slide footer. Numbered footnotes use attrs.numbered." }, "tool": null, "subkind": null, "framework": null }, "subkind": null, "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 17:37:53.592+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "e2d68753-ef95-4e83-a6dd-1998081c94f0", "parentComponentId": null }, { "bbox": { "h": 0.07, "w": 0.15, "x": 0.425, "y": 0.465 }, "kind": "title", "text": "Thank you", "attrs": null, "canon": { "kind": { "name": "Title", "slug": "title", "status": "active", "canonId": "019de52c-f7dd-76d9-b848-b1f12bd85cf4", "version": 1, "description": "Slide title or headline." }, "tool": null, "subkind": { "name": "Headline", "slug": "headline", "status": "active", "canonId": "019de52c-fae1-7463-9a7c-d60668eced0d", "version": 1, "description": null }, "framework": null }, "subkind": "headline", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 17:37:53.592+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "5b550766-9bcf-474e-8e0b-97914c557019", "parentComponentId": null } ], "metrics": [], "tools": [], "frameworks": [], "arcBeats": [ { "to": 106, "arc": { "name": "The Sparkline", "slug": "sparkline", "status": "active", "bestFor": "Keynotes, TED-style talks", "canonId": "019dd956-606e-720c-905a-42607ac0bf50", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "What Is -> What Could Be -> What Is -> What Could Be -> New Bliss", "description": null, "familyLabel": null }, "from": 87, "name": "New Bliss", "beatId": "019dd95a-07a7-7579-bd67-f275560b5907", "matchId": "019dd95a-0543-7581-99b3-d8998022df0e", "beatType": { "name": "New Bliss", "slug": "sparkline-new-bliss", "status": "active", "canonId": "019dd9b8-2879-72f7-8968-bcfac0921b99", "version": 1, "description": null }, "evidence": "New organising layers (ML, crypto); 'I sell whatever I want'.", "position": 5, "isPrimaryArc": true, "parentBeatType": { "name": "Resolution", "slug": "resolution", "status": "active", "canonId": "019dd9b8-045d-703b-8dd7-e92aba3ba91b", "version": 1, "description": "How the deck ends. Required in 19/20 arcs. The exception (Sparkline) ends with new bliss which is functionally a resolution." }, "alignedBlockIds": null, "matchConfidence": 78 }, { "to": 106, "arc": { "name": "The Onion", "slug": "onion", "status": "active", "bestFor": "Root cause analysis, diagnostics", "canonId": "019dd956-627f-76b1-b286-0c575846d572", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Surface Observation -> First Layer -> Deeper Layer -> Core Insight -> Implications", "description": null, "familyLabel": null }, "from": 87, "name": "Implications", "beatId": "019dd95a-07a7-7579-bd68-075b9671c439", "matchId": "019dd95a-0543-7581-99b3-de1ac36ce452", "beatType": { "name": "Implications", "slug": "onion-implications", "status": "active", "canonId": "019dd9b8-0dda-7730-893d-deaac7e9c295", "version": 1, "description": null }, "evidence": "ML and crypto are the new organising layers.", "position": 5, "isPrimaryArc": false, "parentBeatType": { "name": "Reflection", "slug": "reflection", "status": "active", "canonId": "019dd9b8-0510-73fd-8d00-1c7e45f7bc98", "version": 1, "description": "The \"so what\" beat. Used by analytical arcs (Triple-take, Onion) and learning arcs (Voyage-return, Tragedy)." }, "alignedBlockIds": null, "matchConfidence": 60 } ], "loops": [], "locked": true } ], "arcBeats": [ { "from": 1, "to": 21, "label": "What Is", "description": "Most people online but money is not; ecommerce only 4-10% of retail." }, { "from": 22, "to": 39, "label": "What Could Be", "description": "Global spread, $40tr opportunity outside US." }, { "from": 40, "to": 60, "label": "What Is", "description": "Asset-light model breaks at groceries / tastemaking." }, { "from": 61, "to": 86, "label": "What Could Be", "description": "Software eats cars, TV, money, healthcare ($80tn TAM)." }, { "from": 87, "to": 106, "label": "New Bliss", "description": "New organising layers (ML, crypto); 'I sell whatever I want'." } ], "loops": [ { "from": 6, "to": 13, "label": "Build Up", "description": "Stack retail-adjacent markets to a $12tr opportunity" }, { "from": 14, "to": 21, "label": "Build Up", "description": "Stack ads + marketing to $1tr 'what should I buy' spend" }, { "from": 22, "to": 39, "label": "Tale Two Worlds", "description": "Benchmark USA vs global to expand the opportunity to $40tr" }, { "from": 40, "to": 52, "label": "Myth Buster", "description": "Break the 'ecommerce is asset-light' belief" }, { "from": 53, "to": 60, "label": "Zoom In", "description": "Zoom into groceries and tastemaking as the breaking case" }, { "from": 61, "to": 86, "label": "Pattern Hunter", "description": "Stack 'software eats X' evidences into a pattern across cars, TV, money, healthcare" }, { "from": 87, "to": 101, "label": "Precedent", "description": "Use 1993 internet as precedent for 2018 crypto/ML organising layers" } ] }