{
  "docId": "019dd923-5e88-73ef-bd5d-75cbbd4aa9b3",
  "docSlug": "a8a07fd8e2556874",
  "documentTitle": "2018 Benedict Evans 2018 The End of the Beginning",
  "authorId": "BenedictEvans",
  "authorName": "Benedict Evans",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "independent_analyst",
  "sourceTypeLabel": "Independent analyst",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.777,
  "pageNumber": 48,
  "pageCount": 106,
  "prevPage": 47,
  "nextPage": 49,
  "slideType": "transition",
  "function": "transition",
  "density": "sparse",
  "nDataPoints": 0,
  "notes": "The slide uses a simple arrow diagram to represent a shift or evolution in business model.",
  "elementsJson": [
    "headline_text",
    "subtitle_text",
    "process_diagram"
  ],
  "metadataConfidence": 0.95,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3/48",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3#slide-48",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Packets versus preference",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-4e52-728e-9265-70fd1f718efd",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.86,
        "x": 0.07,
        "y": 0.25
      },
      "kind": "diagram",
      "text": "Retail as logistics to Retail as tastemaker",
      "attrs": null,
      "subkind": "process",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9c4eafaf-bc10-4ecf-907b-140ba1feb8f6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.16,
        "x": 0.03,
        "y": 0.96
      },
      "kind": "disclaimer",
      "text": "©2018 Andreessen Horowitz, Page 47",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b2b0fd3a-2961-4ffd-ad18-69ca3d7d3fd0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.58,
        "x": 0.03,
        "y": 0.05
      },
      "kind": "title",
      "text": "And pushing into new kinds of decision",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "60e533ae-52b2-4f98-a602-96ce0fb13a85",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.29,
        "x": 0.03,
        "y": 0.12
      },
      "kind": "title",
      "text": "Packets versus preference",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4ec484d6-10c8-4d2a-86ed-3dc8b06b60b8",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 60,
      "from": 40,
      "beatId": "019dd95a-07a7-7579-bd67-e9adc2016ceb",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "What Is",
      "beatSlug": "sparkline-what-is-3",
      "evidence": "Asset-light model breaks at groceries / tastemaking.",
      "position": 3,
      "confidence": 78,
      "parentBeatName": "Complication",
      "parentBeatSlug": "complication"
    },
    {
      "to": 60,
      "from": 40,
      "beatId": "019dd95a-07a7-7579-bd67-ff2e94a6f5cc",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Deeper Layer",
      "beatSlug": "onion-deeper-layer",
      "evidence": "Asset-light assumptions break at high-touch goods.",
      "position": 3,
      "confidence": 60,
      "parentBeatName": "Development",
      "parentBeatSlug": "development"
    }
  ],
  "loops": [
    {
      "to": 52,
      "from": 40,
      "name": "Myth Buster",
      "slug": "12-myth-buster",
      "bestFor": "Rebranding, changing market perception, correcting false assumptions",
      "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",
      "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth",
      "confidence": 82,
      "description": "Address a common misconception head-on to clear the room for a new truth"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}