2018 Benedict Evans 2018 The End of the Beginning · page 104 of 106
Uses a before-and-after visual framing to illustrate business model expansion.
Consulting deck · case_study · illustrate_case · balanced density
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Callback loop · 85%
Pays off the 1994 Amazon plan referenced on p51.
Contrast Pairs loop · 88%Young/skinny Bezos 'I sell books' vs jacked Bezos 'I sell whatever I want'.
Payoff loop · 80%Resolves the deck's 'end of the beginning' thesis with one image pair.
Picture Superiority Effect slide · 90%Two contrasting Bezos photos carry the entire argument.
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