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      "docSlug": "b1ac5794d68b3e09",
      "documentTitle": "2021 Benedict Evans 2021 Three Steps to the Future",
      "authorId": "BenedictEvans",
      "authorName": "Benedict Evans",
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      "documentKindLabel": "Consulting deck",
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      "sourceTypeLabel": "Independent analyst",
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      "aspectRatio": 1.778,
      "pageNumber": 87,
      "slideType": "market_sizing",
      "function": "size_opportunity",
      "notes": "The slide uses a linear progression of circles to illustrate the shift in tech focus toward larger total addressable markets.",
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      "evidence": "Ascending TAM stages from $90bn (books) to $50tr (consumer spending)",
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          "name": "Ladder Abstraction",
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          "bestFor": "Training, thought leadership, making complex ideas accessible",
          "matchId": "019dd95a-08f8-7619-ac2e-4b7640f24877",
          "evidence": "Concrete Apple > music+Netflix → platform leverage → $50tr TAM ladder (p87) → Tesla valuation = entire car industry",
          "position": 7,
          "objective": "Climb from concrete music numbers to the universal principle that tech now competes with whole industries",
          "structure": "The Concrete Example -> The Pattern It Represents -> The Universal Principle -> Back to Specific Application",
          "confidence": 75,
          "description": "Move between concrete examples and abstract principles to make ideas stick"
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          "arcSlug": "onion",
          "beatName": "Core Insight",
          "beatSlug": "onion-core-insight",
          "evidence": "Conclusion: platform leverage + tech expanding TAM from $90bn books to $50tr consumer",
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          "confidence": 70,
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          "beatName": "The Action (Now What)",
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          "evidence": "Past + conclusion: apply unbundling pattern to predict winners",
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