{ "kind": "all", "value": "all", "collectionKey": "slides:all:all:all-document-kinds:all-producers:all-orientations", "filters": { "documentKinds": [], "sourceTypes": [], "orientations": [] }, "total": 319975, "page": 1867, "pageSize": 30, "pageCount": 10666, "rows": [ { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 22, "slideType": "industry_trends", "function": "analyze_data", "notes": "The chart uses a stacked bar approach to show the ecommerce component within Parcels, Delivery & collection, and Cars.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/22", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-22", "loopMatches": [ { "to": 30, "from": 19, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-046fa515f72c", "evidence": "p.19 'traditional view' -> p.20 'is that a useful split?' -> p.21+ 'much more useful: ecommerce as logistics' reframes the metric.", "position": 2, "objective": "Replace 'ecommerce as % of retail' with 'ecommerce as logistics'", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 78, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 23, "slideType": "data_table", "function": "analyze_data", "notes": null, "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/23", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-23", "loopMatches": [ { "to": 30, "from": 19, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-046fa515f72c", "evidence": "p.19 'traditional view' -> p.20 'is that a useful split?' -> p.21+ 'much more useful: ecommerce as logistics' reframes the metric.", "position": 2, "objective": "Replace 'ecommerce as % of retail' with 'ecommerce as logistics'", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 78, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 24, "slideType": "data_table", "function": "analyze_data", "notes": "The chart highlights that while general ecommerce is dominated by parcel shipping, food retail relies significantly more on delivery and collection models.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/24", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-24", "loopMatches": [ { "to": 30, "from": 19, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-046fa515f72c", "evidence": "p.19 'traditional view' -> p.20 'is that a useful split?' -> p.21+ 'much more useful: ecommerce as logistics' reframes the metric.", "position": 2, "objective": "Replace 'ecommerce as % of retail' with 'ecommerce as logistics'", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 78, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 25, "slideType": "data_table", "function": "analyze_data", "notes": "The chart highlights the growth of delivery spending relative to traditional dining channels.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/25", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-25", "loopMatches": [ { "to": 30, "from": 19, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-046fa515f72c", "evidence": "p.19 'traditional view' -> p.20 'is that a useful split?' -> p.21+ 'much more useful: ecommerce as logistics' reframes the metric.", "position": 2, "objective": "Replace 'ecommerce as % of retail' with 'ecommerce as logistics'", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 78, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 26, "slideType": "industry_trends", "function": "analyze_data", "notes": "The chart shows a clear divergence and rapid growth in delivery employment relative to warehousing in the final year of the dataset.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/26", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-26", "loopMatches": [ { "to": 30, "from": 19, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-046fa515f72c", "evidence": "p.19 'traditional view' -> p.20 'is that a useful split?' -> p.21+ 'much more useful: ecommerce as logistics' reframes the metric.", "position": 2, "objective": "Replace 'ecommerce as % of retail' with 'ecommerce as logistics'", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 78, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 27, "slideType": "data_table", "function": "analyze_data", "notes": "The chart highlights the significant acceleration in revenue growth in recent years.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/27", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-27", "loopMatches": [ { "to": 30, "from": 19, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-046fa515f72c", "evidence": "p.19 'traditional view' -> p.20 'is that a useful split?' -> p.21+ 'much more useful: ecommerce as logistics' reframes the metric.", "position": 2, "objective": "Replace 'ecommerce as % of retail' with 'ecommerce as logistics'", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 78, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 28, "slideType": "market_sizing", "function": "size_opportunity", "notes": "The chart uses a stacked bar format to show the total retail market split by delivery type, with ecommerce as a subset.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/28", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-28", "loopMatches": [ { "to": 30, "from": 19, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-046fa515f72c", "evidence": "p.19 'traditional view' -> p.20 'is that a useful split?' -> p.21+ 'much more useful: ecommerce as logistics' reframes the metric.", "position": 2, "objective": "Replace 'ecommerce as % of retail' with 'ecommerce as logistics'", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 78, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 29, "slideType": "market_sizing", "function": "size_opportunity", "notes": "The chart segments US retail into 'Could be parcels' and 'Could be custom delivered or collected', with Amazon's revenue shown as a small slice of the former.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/29", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-29", "loopMatches": [ { "to": 30, "from": 19, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-046fa515f72c", "evidence": "p.19 'traditional view' -> p.20 'is that a useful split?' -> p.21+ 'much more useful: ecommerce as logistics' reframes the metric.", "position": 2, "objective": "Replace 'ecommerce as % of retail' with 'ecommerce as logistics'", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 78, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 30, "slideType": "market_sizing", "function": "size_opportunity", "notes": "The slide uses a stacked bar chart to illustrate the difference between 'parcels' and 'custom delivered or collected' retail models.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/30", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-30", "loopMatches": [ { "to": 30, "from": 19, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-046fa515f72c", "evidence": "p.19 'traditional view' -> p.20 'is that a useful split?' -> p.21+ 'much more useful: ecommerce as logistics' reframes the metric.", "position": 2, "objective": "Replace 'ecommerce as % of retail' with 'ecommerce as logistics'", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 78, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 31, "slideType": "industry_trends", "function": "analyze_data", "notes": "The chart illustrates the shift in Amazon's business model towards a marketplace platform.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/31", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-31", "loopMatches": [ { "to": 41, "from": 31, "name": "Tale Two Worlds", "slug": "04-tale-two-worlds", "bestFor": "Competitive analysis, benchmarking, case for change", "matchId": "019dd95a-08f8-7619-ac2e-0b8396f6ac75", "evidence": "Amazon GMV share (31-32) juxtaposed with Shopify/Nike going direct (33-39), ending in 'how do you reach customers?'", "position": 3, "objective": "Contrast Amazon-marketplace bundling vs Shopify/Nike direct-to-consumer", "structure": "Current State -> Desired State / Benchmark -> The Gap & Implication", "confidence": 70, "description": "Show the gap between two states to drive urgency or highlight opportunity" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 32, "slideType": "industry_trends", "function": "analyze_data", "notes": "The chart illustrates the trend of Chinese suppliers bypassing traditional intermediaries to sell directly to end customers via platforms like Amazon.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/32", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-32", "loopMatches": [ { "to": 41, "from": 31, "name": "Tale Two Worlds", "slug": "04-tale-two-worlds", "bestFor": "Competitive analysis, benchmarking, case for change", "matchId": "019dd95a-08f8-7619-ac2e-0b8396f6ac75", "evidence": "Amazon GMV share (31-32) juxtaposed with Shopify/Nike going direct (33-39), ending in 'how do you reach customers?'", "position": 3, "objective": "Contrast Amazon-marketplace bundling vs Shopify/Nike direct-to-consumer", "structure": "Current State -> Desired State / Benchmark -> The Gap & Implication", "confidence": 70, "description": "Show the gap between two states to drive urgency or highlight opportunity" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 33, "slideType": "data_table", "function": "quantify_impact", "notes": "The final bar for 2020 is segmented by quarter (Q1, Q2, Q3).", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/33", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-33", "loopMatches": [ { "to": 41, "from": 31, "name": "Tale Two Worlds", "slug": "04-tale-two-worlds", "bestFor": "Competitive analysis, benchmarking, case for change", "matchId": "019dd95a-08f8-7619-ac2e-0b8396f6ac75", "evidence": "Amazon GMV share (31-32) juxtaposed with Shopify/Nike going direct (33-39), ending in 'how do you reach customers?'", "position": 3, "objective": "Contrast Amazon-marketplace bundling vs Shopify/Nike direct-to-consumer", "structure": "Current State -> Desired State / Benchmark -> The Gap & Implication", "confidence": 70, "description": "Show the gap between two states to drive urgency or highlight opportunity" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 34, "slideType": "problem_statement", "function": "frame_problem", "notes": "The slide uses a simple visual contrast (grey vs red circles) to highlight the shift in market dynamics.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/34", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-34", "loopMatches": [ { "to": 41, "from": 31, "name": "Tale Two Worlds", "slug": "04-tale-two-worlds", "bestFor": "Competitive analysis, benchmarking, case for change", "matchId": "019dd95a-08f8-7619-ac2e-0b8396f6ac75", "evidence": "Amazon GMV share (31-32) juxtaposed with Shopify/Nike going direct (33-39), ending in 'how do you reach customers?'", "position": 3, "objective": "Contrast Amazon-marketplace bundling vs Shopify/Nike direct-to-consumer", "structure": "Current State -> Desired State / Benchmark -> The Gap & Implication", "confidence": 70, "description": "Show the gap between two states to drive urgency or highlight opportunity" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 35, "slideType": "industry_trends", "function": "analyze_data", "notes": null, "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/35", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-35", "loopMatches": [ { "to": 41, "from": 31, "name": "Tale Two Worlds", "slug": "04-tale-two-worlds", "bestFor": "Competitive analysis, benchmarking, case for change", "matchId": "019dd95a-08f8-7619-ac2e-0b8396f6ac75", "evidence": "Amazon GMV share (31-32) juxtaposed with Shopify/Nike going direct (33-39), ending in 'how do you reach customers?'", "position": 3, "objective": "Contrast Amazon-marketplace bundling vs Shopify/Nike direct-to-consumer", "structure": "Current State -> Desired State / Benchmark -> The Gap & Implication", "confidence": 70, "description": "Show the gap between two states to drive urgency or highlight opportunity" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 36, "slideType": "industry_trends", "function": "analyze_data", "notes": "The chart shows a clear crossover point around 2009-2010 where 'Best' overtook 'Cheap' in search interest.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/36", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-36", "loopMatches": [ { "to": 41, "from": 31, "name": "Tale Two Worlds", "slug": "04-tale-two-worlds", "bestFor": "Competitive analysis, benchmarking, case for change", "matchId": "019dd95a-08f8-7619-ac2e-0b8396f6ac75", "evidence": "Amazon GMV share (31-32) juxtaposed with Shopify/Nike going direct (33-39), ending in 'how do you reach customers?'", "position": 3, "objective": "Contrast Amazon-marketplace bundling vs Shopify/Nike direct-to-consumer", "structure": "Current State -> Desired State / Benchmark -> The Gap & Implication", "confidence": 70, "description": "Show the gap between two states to drive urgency or highlight opportunity" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 37, "slideType": "peer_benchmark", "function": "compare_peers", "notes": null, "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/37", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-37", "loopMatches": [ { "to": 41, "from": 31, "name": "Tale Two Worlds", "slug": "04-tale-two-worlds", "bestFor": "Competitive analysis, benchmarking, case for change", "matchId": "019dd95a-08f8-7619-ac2e-0b8396f6ac75", "evidence": "Amazon GMV share (31-32) juxtaposed with Shopify/Nike going direct (33-39), ending in 'how do you reach customers?'", "position": 3, "objective": "Contrast Amazon-marketplace bundling vs Shopify/Nike direct-to-consumer", "structure": "Current State -> Desired State / Benchmark -> The Gap & Implication", "confidence": 70, "description": "Show the gap between two states to drive urgency or highlight opportunity" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 38, "slideType": "industry_trends", "function": "analyze_data", "notes": "The chart highlights L'Oreal as having the highest ecommerce penetration among the listed companies.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/38", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-38", "loopMatches": [ { "to": 41, "from": 31, "name": "Tale Two Worlds", "slug": "04-tale-two-worlds", "bestFor": "Competitive analysis, benchmarking, case for change", "matchId": "019dd95a-08f8-7619-ac2e-0b8396f6ac75", "evidence": "Amazon GMV share (31-32) juxtaposed with Shopify/Nike going direct (33-39), ending in 'how do you reach customers?'", "position": 3, "objective": "Contrast Amazon-marketplace bundling vs Shopify/Nike direct-to-consumer", "structure": "Current State -> Desired State / Benchmark -> The Gap & Implication", "confidence": 70, "description": "Show the gap between two states to drive urgency or highlight opportunity" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 39, "slideType": "key_takeaways", "function": "summarize", "notes": null, "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/39", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-39", "loopMatches": [ { "to": 41, "from": 31, "name": "Tale Two Worlds", "slug": "04-tale-two-worlds", "bestFor": "Competitive analysis, benchmarking, case for change", "matchId": "019dd95a-08f8-7619-ac2e-0b8396f6ac75", "evidence": "Amazon GMV share (31-32) juxtaposed with Shopify/Nike going direct (33-39), ending in 'how do you reach customers?'", "position": 3, "objective": "Contrast Amazon-marketplace bundling vs Shopify/Nike direct-to-consumer", "structure": "Current State -> Desired State / Benchmark -> The Gap & Implication", "confidence": 70, "description": "Show the gap between two states to drive urgency or highlight opportunity" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 40, "slideType": "diagnosis", "function": "diagnose", "notes": "The slide uses a simple comparison framework to highlight the shifting cost structures in retail.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/40", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-40", "loopMatches": [ { "to": 41, "from": 31, "name": "Tale Two Worlds", "slug": "04-tale-two-worlds", "bestFor": "Competitive analysis, benchmarking, case for change", "matchId": "019dd95a-08f8-7619-ac2e-0b8396f6ac75", "evidence": "Amazon GMV share (31-32) juxtaposed with Shopify/Nike going direct (33-39), ending in 'how do you reach customers?'", "position": 3, "objective": "Contrast Amazon-marketplace bundling vs Shopify/Nike direct-to-consumer", "structure": "Current State -> Desired State / Benchmark -> The Gap & Implication", "confidence": 70, "description": "Show the gap between two states to drive urgency or highlight opportunity" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 41, "slideType": "market_landscape", "function": "frame_problem", "notes": "The slide uses a simple flow diagram to contrast 'Logistics' and 'Discovery' as the two primary drivers of customer reach costs.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/41", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-41", "loopMatches": [ { "to": 41, "from": 31, "name": "Tale Two Worlds", "slug": "04-tale-two-worlds", "bestFor": "Competitive analysis, benchmarking, case for change", "matchId": "019dd95a-08f8-7619-ac2e-0b8396f6ac75", "evidence": "Amazon GMV share (31-32) juxtaposed with Shopify/Nike going direct (33-39), ending in 'how do you reach customers?'", "position": 3, "objective": "Contrast Amazon-marketplace bundling vs Shopify/Nike direct-to-consumer", "structure": "Current State -> Desired State / Benchmark -> The Gap & Implication", "confidence": 70, "description": "Show the gap between two states to drive urgency or highlight opportunity" } ], "arcBeatMatches": [ { "to": 41, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7", "arcName": "The Onion", "arcSlug": "onion", "beatName": "First Layer", "beatSlug": "onion-first-layer", "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.", "position": 2, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 42, "slideType": "section_divider", "function": "transition", "notes": null, "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/42", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-42", "loopMatches": [], "arcBeatMatches": [ { "to": 82, "from": 42, "beatId": "019dd95a-07a7-7579-bd64-b003998d1a6c", "arcName": "The Onion", "arcSlug": "onion", "beatName": "Deeper Layer", "beatSlug": "onion-deeper-layer", "evidence": "Advertising, TV, then 'harder problems' (cars, energy, biology) extend the pattern.", "position": 3, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 43, "slideType": "industry_trends", "function": "analyze_data", "notes": "The chart illustrates the decline in total advertising spend relative to GDP, despite the rise of internet advertising.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/43", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-43", "loopMatches": [ { "to": 51, "from": 43, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-0c6f65c9efc6", "evidence": "p.44-45 'Does online advertising really exist?' -> cookie apocalypse -> 'if you even need advertising'.", "position": 4, "objective": "Challenge 'online advertising' as a single category and show the cookie collapse", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 72, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 82, "from": 42, "beatId": "019dd95a-07a7-7579-bd64-b003998d1a6c", "arcName": "The Onion", "arcSlug": "onion", "beatName": "Deeper Layer", "beatSlug": "onion-deeper-layer", "evidence": "Advertising, TV, then 'harder problems' (cars, energy, biology) extend the pattern.", "position": 3, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 44, "slideType": "data_table", "function": "analyze_data", "notes": "The chart highlights the dominance of Search, Amazon, and Facebook in the US online ad market.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/44", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-44", "loopMatches": [ { "to": 51, "from": 43, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-0c6f65c9efc6", "evidence": "p.44-45 'Does online advertising really exist?' -> cookie apocalypse -> 'if you even need advertising'.", "position": 4, "objective": "Challenge 'online advertising' as a single category and show the cookie collapse", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 72, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 82, "from": 42, "beatId": "019dd95a-07a7-7579-bd64-b003998d1a6c", "arcName": "The Onion", "arcSlug": "onion", "beatName": "Deeper Layer", "beatSlug": "onion-deeper-layer", "evidence": "Advertising, TV, then 'harder problems' (cars, energy, biology) extend the pattern.", "position": 3, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 45, "slideType": "market_landscape", "function": "analyze_data", "notes": "The chart uses a stacked bar format to contrast the composition of online vs offline advertising revenue.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/45", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-45", "loopMatches": [ { "to": 51, "from": 43, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-0c6f65c9efc6", "evidence": "p.44-45 'Does online advertising really exist?' -> cookie apocalypse -> 'if you even need advertising'.", "position": 4, "objective": "Challenge 'online advertising' as a single category and show the cookie collapse", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 72, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 82, "from": 42, "beatId": "019dd95a-07a7-7579-bd64-b003998d1a6c", "arcName": "The Onion", "arcSlug": "onion", "beatName": "Deeper Layer", "beatSlug": "onion-deeper-layer", "evidence": "Advertising, TV, then 'harder problems' (cars, energy, biology) extend the pattern.", "position": 3, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 46, "slideType": "data_table", "function": "analyze_data", "notes": "The chart highlights the 2020 data point in red.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/46", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-46", "loopMatches": [ { "to": 51, "from": 43, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-0c6f65c9efc6", "evidence": "p.44-45 'Does online advertising really exist?' -> cookie apocalypse -> 'if you even need advertising'.", "position": 4, "objective": "Challenge 'online advertising' as a single category and show the cookie collapse", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 72, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 82, "from": 42, "beatId": "019dd95a-07a7-7579-bd64-b003998d1a6c", "arcName": "The Onion", "arcSlug": "onion", "beatName": "Deeper Layer", "beatSlug": "onion-deeper-layer", "evidence": "Advertising, TV, then 'harder problems' (cars, energy, biology) extend the pattern.", "position": 3, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 47, "slideType": "transition", "function": "transition", "notes": "The image is a cultural reference to advertising, used here to add gravitas to the strategic questions posed in the deck.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/47", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-47", "loopMatches": [ { "to": 51, "from": 43, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-0c6f65c9efc6", "evidence": "p.44-45 'Does online advertising really exist?' -> cookie apocalypse -> 'if you even need advertising'.", "position": 4, "objective": "Challenge 'online advertising' as a single category and show the cookie collapse", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 72, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 82, "from": 42, "beatId": "019dd95a-07a7-7579-bd64-b003998d1a6c", "arcName": "The Onion", "arcSlug": "onion", "beatName": "Deeper Layer", "beatSlug": "onion-deeper-layer", "evidence": "Advertising, TV, then 'harder problems' (cars, energy, biology) extend the pattern.", "position": 3, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 48, "slideType": "industry_trends", "function": "present_framework", "notes": "Uses a simple linear process flow to describe the industry shift.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/48", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-48", "loopMatches": [ { "to": 51, "from": 43, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-0c6f65c9efc6", "evidence": "p.44-45 'Does online advertising really exist?' -> cookie apocalypse -> 'if you even need advertising'.", "position": 4, "objective": "Challenge 'online advertising' as a single category and show the cookie collapse", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 72, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 82, "from": 42, "beatId": "019dd95a-07a7-7579-bd64-b003998d1a6c", "arcName": "The Onion", "arcSlug": "onion", "beatName": "Deeper Layer", "beatSlug": "onion-deeper-layer", "evidence": "Advertising, TV, then 'harder problems' (cars, energy, biology) extend the pattern.", "position": 3, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 49, "slideType": "problem_statement", "function": "frame_problem", "notes": "The chart shows how ad spend is eroded by various intermediaries (Agency, DSP, Demand side tech, Unknown, SSP, Supply side tech) before reaching the publisher.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/49", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-49", "loopMatches": [ { "to": 51, "from": 43, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-0c6f65c9efc6", "evidence": "p.44-45 'Does online advertising really exist?' -> cookie apocalypse -> 'if you even need advertising'.", "position": 4, "objective": "Challenge 'online advertising' as a single category and show the cookie collapse", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 72, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 82, "from": 42, "beatId": "019dd95a-07a7-7579-bd64-b003998d1a6c", "arcName": "The Onion", "arcSlug": "onion", "beatName": "Deeper Layer", "beatSlug": "onion-deeper-layer", "evidence": "Advertising, TV, then 'harder problems' (cars, energy, biology) extend the pattern.", "position": 3, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 50, "slideType": "market_landscape", "function": "frame_problem", "notes": "The slide uses a simple three-column layout with circular containers to contrast the capabilities of different market participants.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/50", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-50", "loopMatches": [ { "to": 51, "from": 43, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-0c6f65c9efc6", "evidence": "p.44-45 'Does online advertising really exist?' -> cookie apocalypse -> 'if you even need advertising'.", "position": 4, "objective": "Challenge 'online advertising' as a single category and show the cookie collapse", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 72, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 82, "from": 42, "beatId": "019dd95a-07a7-7579-bd64-b003998d1a6c", "arcName": "The Onion", "arcSlug": "onion", "beatName": "Deeper Layer", "beatSlug": "onion-deeper-layer", "evidence": "Advertising, TV, then 'harder problems' (cars, energy, biology) extend the pattern.", "position": 3, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }, { "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "docSlug": "a210209197557aae", "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling", "authorId": "BenedictEvans", "authorName": "Benedict Evans", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "independent_analyst", "sourceTypeLabel": "Independent analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 51, "slideType": "client_example", "function": "illustrate_case", "notes": "The slide highlights a shift in marketing strategy from external endorsements to founder-led brand building.", "imagePath": null, "matchCount": 1, "evidence": null, "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/51", "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6", "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-51", "loopMatches": [ { "to": 51, "from": 43, "name": "Myth Buster", "slug": "12-myth-buster", "bestFor": "Rebranding, changing market perception, correcting false assumptions", "matchId": "019dd95a-08f8-7619-ac2e-0c6f65c9efc6", "evidence": "p.44-45 'Does online advertising really exist?' -> cookie apocalypse -> 'if you even need advertising'.", "position": 4, "objective": "Challenge 'online advertising' as a single category and show the cookie collapse", "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth", "confidence": 72, "description": "Address a common misconception head-on to clear the room for a new truth" } ], "arcBeatMatches": [ { "to": 82, "from": 42, "beatId": "019dd95a-07a7-7579-bd64-b003998d1a6c", "arcName": "The Onion", "arcSlug": "onion", "beatName": "Deeper Layer", "beatSlug": "onion-deeper-layer", "evidence": "Advertising, TV, then 'harder problems' (cars, energy, biology) extend the pattern.", "position": 3, "confidence": 60, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 82, "from": 16, "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a", "arcName": "The Mountain", "arcSlug": "mountain", "beatName": "Rising Action", "beatSlug": "mountain-rising-action", "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.", "position": 2, "confidence": 50, "parentBeatName": "Development", "parentBeatSlug": "development" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true } ] }