{
  "docId": "019dd923-5e88-73ef-bd5d-853951586965",
  "docSlug": "76ea6cc397533e35",
  "documentTitle": "2022 Benedict Evans 2022 The New Gatekeepers",
  "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": 65,
  "pageCount": 103,
  "prevPage": 64,
  "nextPage": 66,
  "slideType": "transition",
  "function": "present_framework",
  "density": "sparse",
  "nDataPoints": 0,
  "notes": "The slide uses a hub-and-spoke style process flow to show the transition from centralized production/logistics to fragmented, targeted segments.",
  "elementsJson": [
    "headline_text",
    "subtitle_text",
    "process_diagram"
  ],
  "metadataConfidence": 0.95,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-853951586965/65",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-853951586965",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-853951586965.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-853951586965#slide-65",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Now all the advantages of scale are in question",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-4e51-732b-a10d-589313f440be",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.4,
        "w": 0.7,
        "x": 0.15,
        "y": 0.3
      },
      "kind": "diagram",
      "text": "Outsourced production, short runs -> New channels, new logistics -> Social, video, streaming -> New segments, smaller demos, targeting",
      "attrs": null,
      "subkind": "process",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "45e7f573-94f4-4856-b18a-70c238e62d43",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.055,
        "w": 0.495,
        "x": 0.203,
        "y": 0.055
      },
      "kind": "title",
      "text": "The big brand bundle... unbundled",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c2dbffab-8c3e-4628-9bc5-6eca3ec355c1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.025,
        "w": 0.415,
        "x": 0.203,
        "y": 0.133
      },
      "kind": "title",
      "text": "Now all the advantages of scale are in question",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e1e2c917-7eed-45cb-8cf9-3fb9a881a4af",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Contrast Pairs",
      "slug": "contrast-pairs",
      "agent": "Storyteller",
      "layer": "loop",
      "matchId": "019dd95a-1b83-7130-933e-5dca2f0aa2af",
      "evidence": "Bundle (p64) vs unbundled (p65) explicit pair",
      "confidence": 80
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1b83-7130-933e-59e55dd9f1a5",
      "evidence": "Title '...unbundled' completes the before/after; subhead 'all advantages of scale in question'",
      "confidence": 88
    }
  ],
  "frameworks": [
    {
      "name": "process",
      "slug": null,
      "matchId": "9c279487-06b6-446e-b4b8-b947557f0434",
      "evidence": "Sequential flow of four stages connected by arrows.",
      "confidence": 0.8
    }
  ],
  "arcBeats": [
    {
      "to": 69,
      "from": 18,
      "beatId": "019dd95a-07a7-7579-bd65-11bd74463cfe",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Implications (So What)",
      "beatSlug": "triple-take-the-implications-so-what",
      "evidence": "'The New Gatekeepers' divider p18; retail media, unbundling, brand reset",
      "position": 2,
      "confidence": 82,
      "parentBeatName": "Reflection",
      "parentBeatSlug": "reflection"
    },
    {
      "to": 69,
      "from": 59,
      "beatId": "019dd95a-07a7-7579-bd65-217ee690948d",
      "arcName": "The Mountain",
      "arcSlug": "mountain",
      "beatName": "Climax",
      "beatSlug": "mountain-climax",
      "evidence": "'A market reset' + 'blank canvas for new businesses' p67",
      "position": 3,
      "confidence": 60,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 69,
      "from": 59,
      "name": "Aha Moment",
      "slug": "03-aha-moment",
      "bestFor": "Data-heavy sections, research findings, analytical arguments",
      "matchId": "019dd95a-08f8-7619-ac2e-8fd26fbad1b9",
      "evidence": "p64 'big brand bundle' -> p65 'unbundled' -> p67 'market reset, blank canvas'",
      "position": 8,
      "objective": "Land thesis: software unbundles every layer of the brand bundle",
      "structure": "The Problem/Question -> What the Data Shows -> The Insight",
      "confidence": 80,
      "description": "Establish a tension, present data, then deliver the insight that changes everything"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}