{ "schemaVersion": "deck-intelligence.v1", "id": "019dd923-5e88-73ef-bd5d-853951586965", "slug": "76ea6cc397533e35", "title": "2022 Benedict Evans 2022 The New Gatekeepers", "subtitle": "Benedict Evans", "author": "Benedict Evans", "pageCount": 103, "kind": "consulting-deck", "orientation": "landscape", "aspectRatio": 1.778, "document": { "id": "019dd923-5e88-73ef-bd5d-853951586965", "slug": "76ea6cc397533e35", "title": "2022 Benedict Evans 2022 The New Gatekeepers", "rawTitle": "2022 Benedict Evans 2022 The New Gatekeepers", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "authorDisplay": "Benedict Evans", "kind": { "slug": "consulting-deck", "label": "Consulting deck" }, "sourceType": { "slug": "independent_analyst", "label": "Independent analyst" }, "fileName": "2022-Benedict-Evans-2022-The-New-Gatekeepers.pdf", "sourceUrl": "www.ben-evans.com", "sourceDate": "2022-11-01 00:00:00", "presentationDate": null, "ingestedAt": "2026-04-25 11:55:50+00", "status": "ready", "pageCount": 103, "orientation": "landscape", "aspectRatio": 1.778, "targetCompany": null, "targetTicker": null, "metadata": { "local_root": "/tmp/legacy-images/76ea6cc397533e35", "origin_corpus": "consulting" } }, "coverage": { "pageCount": 103, "pagesIndexed": 103, "pagesWithImages": 103, "pagesWithMetadata": 103, "imageCoveragePct": 100, "metadataCoveragePct": 100, "componentCount": 558, "chartCount": 63, "metricSlides": 0, "toolMatches": 223, "documentToolMatches": 0, "frameworkMatches": 17, "arcMatches": 2, "beatMatches": 7, "loopMatches": 11, "patternMatches": 0, "storymakersMatch": true, "scoreAvailable": true, "reviewAvailable": true, "activistThesisAvailable": false, "pitchdeckMetadataAvailable": false, "pitchdeckProfileAvailable": false }, "blocks": [], "matches": { "arcs": [ { "arc": { "name": "The Triple Take", "slug": "triple-take", "status": "active", "bestFor": "Data-driven presentations, research findings", "canonId": "019dd956-6221-73ad-bc12-378f8eb1f018", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "The Facts (What) -> The Implications (So What) -> The Action (Now What)", "description": null, "familyLabel": null, "categoryName": "Analysis & Information", "categorySlug": "analysis-information" }, "matchId": "019dd95a-0543-7581-99b3-5568450d33ea", "evidence": "Agenda (p2) names three pillars exactly mapping to Facts/Implications/Action: 'End of free money', 'New gatekeepers', 'Dreams for the future' (sections at p3, p18, p70).", "isPrimary": true, "confidence": 82, "extraction": { "at": "2026-04-29 13:07:28.977035+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null } }, { "arc": { "name": "The Mountain", "slug": "mountain", "status": "active", "bestFor": "Case studies, success stories, dramatic reveals", "canonId": "019dd956-62dc-71fd-9964-679ce4773319", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Setup & Stakes -> Rising Action -> Climax -> Resolution", "description": null, "familyLabel": null, "categoryName": "Analysis & Information", "categorySlug": "analysis-information" }, "matchId": "019dd95a-0543-7581-99b3-5836e9006609", "evidence": "Setup macro stakes -> rising tour through gatekeeper categories -> 'market reset' climax p67 -> resolution in future bets p70+.", "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": 17, "arc": { "name": "The Triple Take", "slug": "triple-take", "status": "active", "bestFor": "Data-driven presentations, research findings", "canonId": "019dd956-6221-73ad-bc12-378f8eb1f018", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "The Facts (What) -> The Implications (So What) -> The Action (Now What)", "description": null, "familyLabel": null, "categoryName": "Analysis & Information", "categorySlug": "analysis-information" }, "from": 3, "name": "The Facts (What)", "beatId": "019dd95a-07a7-7579-bd65-0e7f8fe4365a", "matchId": "019dd95a-0543-7581-99b3-5568450d33ea", "beatType": { "name": "The Facts (What)", "slug": "triple-take-the-facts-what", "status": "active", "canonId": "019dd9b8-092b-754c-8eaa-ede3ffdcb060", "version": 1, "description": null }, "evidence": "'End of free money' divider p3; macro data, layoffs, hiring perspective", "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. 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"claude-legacy", "runId": null, "seconds": null, "promptVersion": null } }, { "to": 44, "from": 40, "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-ac2e-83470125308a", "evidence": "p41 Anker $2bn case, p43-44 Shein 'new bundle and new channel build new global business'", "position": 5, "objective": "Use Anker/Shein as proof that new channels create new winners", "confidence": 75, "extraction": { "at": "2026-04-29 13:07:29.779839+00", "model": "claude-legacy", "runId": null, 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null, "promptVersion": null } }, { "to": 58, "from": 51, "loop": { "name": "21_before_after", "slug": "21-before-after", "status": "active", "bestFor": "Product demos, process improvements, ROI justification", "canonId": "019dd956-6e68-73fd-a295-fe90145c2da8", "version": 1, "bodyDocId": "019df22a-2420-77be-bc41-ded96d08cb21", "structure": "The Old Way (Pain) -> The Moment of Change -> The New Way (Glory) -> The Measurable Delta", "description": "Show the dramatic contrast between the old way and the new way through side-by-side comparison", "familyLabel": null, "categoryName": "Comparison", "categorySlug": "comparison" }, "matchId": "019dd95a-08f8-7619-ac2e-8b9d55219f3a", "evidence": "Blockbuster $5bn cap p51, Netflix vs YouTube p57, MrBeast vs top-10 Netflix p58", "position": 7, "objective": "Show legacy media's decline and streaming/creator-economy displacement", "confidence": 72, "extraction": { "at": "2026-04-29 13:07:29.779839+00", "model": "claude-legacy", "runId": null, 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(1) The buried claim: action titles place the conclusion on the page before any analysis is read, so a busy reader doesn't reverse-engineer it from the chart. (2) The spineless deck: because each title is a claim, slides have to ladder up to the governing thought; logical gaps become visible as topic-shaped titles in a sequence that no longer reads as a story.", "antipattern": "Topic labels disguised as titles — Volume by quarter, Key findings, Pricing strategy, Margins have been impacted. No verb, or a passive verb with no agent, or a fact (Revenue grew 12%) without the so-what. Also: titles that overreach the chart's evidence, multi-claim X-grew-but-Y-fell welded titles, and mechanical repetition of the same X-drove-Y template across the deck.", "cardinality": null, "narrativePurpose": "Forces the deck to carry its argument in the title bar so a senior reader can extract the recommendation without opening a single slide; converts a binder of topics into a navigable pyramid where every slide is a node defending the apex." }, { "tool": { "name": "Chart Selection Guide", "slug": "chart-selection-guide", "status": "active", "bestFor": null, "canonId": "019dd956-b1a0-700b-ba17-0e16c4d5bcae", "version": 1, "bodyDocId": null, "description": "Choosing the right chart type for your data and message", "familyLabel": null, "categoryName": "Slide", "categorySlug": "slide" }, "agent": "Designer", "layer": "slide", "agents": [ "Designer" ], "matchId": "9afdc4fb-dad9-49d9-8336-0a6d66c7de4c", "evidence": "The slide features a stacked bar chart, which is suitable for showing how different categories contribute to a whole.", "pageRefs": null, "priority": null, "whenToUse": null, "confidence": 0.7, "extraction": { "at": "2026-07-17 03:20:51.661196+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 10, "whyItWorks": null, "antipattern": null, "cardinality": null, "narrativePurpose": null }, { "tool": { "name": "Data-Ink Ratio", "slug": "data-ink-ratio", "status": "active", "bestFor": null, "canonId": "019dd956-afc8-70da-b378-92834d36fde6", "version": 1, "bodyDocId": null, "description": "Maximize data, minimize non-data ink - remove chartjunk and decoration", "familyLabel": null, "categoryName": "Slide", "categorySlug": "slide" }, "agent": "Designer", "layer": "slide", "agents": [ "Designer" ], "matchId": "8cff0b99-41e3-4c87-b9c9-029e3761f031", "evidence": "The slide features a chart with a high data-ink ratio, making it easy to read and understand.", "pageRefs": null, "priority": "Core", "whenToUse": null, "confidence": 0.7, "extraction": { "at": "2026-07-17 03:20:51.69179+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 10, "whyItWorks": null, "antipattern": null, "cardinality": null, "narrativePurpose": null }, { "tool": { "name": "Chart Selection Guide", "slug": "chart-selection-guide", "status": "active", "bestFor": null, "canonId": "019dd956-b1a0-700b-ba17-0e16c4d5bcae", "version": 1, "bodyDocId": null, "description": "Choosing the right chart type for your data and message", "familyLabel": null, "categoryName": "Slide", "categorySlug": "slide" }, "agent": "Designer", "layer": "slide", "agents": [ "Designer" ], "matchId": "d73a29d5-d46e-41a2-ac59-855873aff92f", "evidence": "The slide features a line chart, which is suitable for showing trends over time.", "pageRefs": null, "priority": null, "whenToUse": null, "confidence": 0.7, "extraction": { "at": "2026-07-17 03:20:51.75492+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 11, "whyItWorks": null, "antipattern": null, "cardinality": null, "narrativePurpose": null }, { "tool": { "name": "Reveal vs. Headline Strategy", "slug": "reveal-vs-headline-strategy", "status": "active", "bestFor": "Use whenever a deck carries a single load-bearing thesis to a defined audience: headline when the audience is senior, time-poor, scanning, or already aligned with the thesis; reveal when the thesis is contrarian, the audience needs to feel the gap before accepting the bridge, or the deck is a single-pass in-room persuasion artefact. 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Adjacent failures: chronological deck labelled reveal, reveal climax on the final slide with no call to action, and headline deck without an SCQA opening.", "cardinality": null, "narrativePurpose": "Forces the loop-layer author to commit to a single shape — headline or reveal — before sequencing slides, so cadence, slide-one job, and call-to-action placement all flow from one named choice instead of drifting into a hybrid that pleases neither scanners nor sit-forward audiences." }, { "tool": { "name": "Thesis archetype", "slug": "thesis-archetype", "status": "active", "bestFor": null, "canonId": "019dd9e1-4b0b-7428-9b26-f171d1e753fb", "version": 1, "bodyDocId": null, "description": "A canonical investment / activist thesis shape (breakup, fraud, governance).", "familyLabel": null, "categoryName": null, "categorySlug": null }, "agent": null, "layer": "slide", "agents": null, "matchId": "4af86db4-464b-4d6a-a8c2-8133d80c8fb1", "evidence": "The slide features a clear and concise headline that sets up a thesis or main argument.", "pageRefs": null, "priority": null, "whenToUse": null, "confidence": 0.9, "extraction": { "at": "2026-07-17 03:20:51.845911+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 12, "whyItWorks": null, "antipattern": null, "cardinality": "optional", "narrativePurpose": null }, { "tool": { "name": "Action Titles", "slug": "action-titles", "status": "active", "bestFor": "Any decision-grade deliverable — strategy recommendation, board update, investment memo, M&A review, post-mortem — where the reader is being asked to agree, decide, or act and will skim the title bar at speed.", "canonId": "019dd956-ac70-700b-a608-ba58e78f5dcc", "version": 1, "bodyDocId": "816dad3c-9983-41c1-a86e-978ebd582841", "description": "The McKinsey-bred discipline of writing every slide title as a complete declarative sentence with a verb and an insight, not a topic label. 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(1) The buried claim: action titles place the conclusion on the page before any analysis is read, so a busy reader doesn't reverse-engineer it from the chart. (2) The spineless deck: because each title is a claim, slides have to ladder up to the governing thought; logical gaps become visible as topic-shaped titles in a sequence that no longer reads as a story.", "antipattern": "Topic labels disguised as titles — Volume by quarter, Key findings, Pricing strategy, Margins have been impacted. No verb, or a passive verb with no agent, or a fact (Revenue grew 12%) without the so-what. 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(1) The buried claim: action titles place the conclusion on the page before any analysis is read, so a busy reader doesn't reverse-engineer it from the chart. (2) The spineless deck: because each title is a claim, slides have to ladder up to the governing thought; logical gaps become visible as topic-shaped titles in a sequence that no longer reads as a story.", "antipattern": "Topic labels disguised as titles — Volume by quarter, Key findings, Pricing strategy, Margins have been impacted. No verb, or a passive verb with no agent, or a fact (Revenue grew 12%) without the so-what. Also: titles that overreach the chart's evidence, multi-claim X-grew-but-Y-fell welded titles, and mechanical repetition of the same X-drove-Y template across the deck.", "cardinality": null, "narrativePurpose": "Forces the deck to carry its argument in the title bar so a senior reader can extract the recommendation without opening a single slide; converts a binder of topics into a navigable pyramid where every slide is a node defending the apex." }, { "tool": { "name": "Chart Selection Guide", "slug": "chart-selection-guide", "status": "active", "bestFor": null, "canonId": "019dd956-b1a0-700b-ba17-0e16c4d5bcae", "version": 1, "bodyDocId": null, "description": "Choosing the right chart type for your data and message", "familyLabel": null, "categoryName": "Slide", "categorySlug": "slide" }, "agent": "Designer", "layer": "slide", "agents": [ "Designer" ], "matchId": "3496d0f1-1344-49bd-b8d0-5ade44460ed1", "evidence": "The slide features a grouped bar chart, which is suitable for comparing data across different categories.", "pageRefs": null, "priority": null, "whenToUse": null, "confidence": 0.7, "extraction": { "at": "2026-07-17 03:20:52.065527+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 15, "whyItWorks": null, "antipattern": null, "cardinality": null, "narrativePurpose": null }, { "tool": { "name": "Audience frame", "slug": "audience-frame", "status": "active", "bestFor": null, "canonId": "2a1eefbd-5be8-4600-898b-49dbfcf73ec8", "version": 1, "bodyDocId": null, "description": "Tools for modelling and segmenting the audience (persona, JTBD, segmentation).", "familyLabel": null, "categoryName": null, "categorySlug": null }, "agent": null, "layer": "slide", "agents": null, "matchId": "86ff0d72-3426-447f-8112-7328c429a9dc", "evidence": "The slide provides context and sets up a frame for the audience to understand the data.", "pageRefs": null, "priority": null, "whenToUse": null, "confidence": 0.7, "extraction": { "at": "2026-07-17 03:20:52.12661+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 16, "whyItWorks": null, "antipattern": null, "cardinality": "optional", "narrativePurpose": null }, { "tool": { "name": "Action Titles", "slug": "action-titles", "status": "active", "bestFor": "Any decision-grade deliverable — strategy recommendation, board update, investment memo, M&A review, post-mortem — where the reader is being asked to agree, decide, or act and will skim the title bar at speed.", "canonId": "019dd956-ac70-700b-a608-ba58e78f5dcc", "version": 1, "bodyDocId": "816dad3c-9983-41c1-a86e-978ebd582841", "description": "The McKinsey-bred discipline of writing every slide title as a complete declarative sentence with a verb and an insight, not a topic label. 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