{
  "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": 68,
  "pageCount": 103,
  "prevPage": 67,
  "nextPage": 69,
  "slideType": "quote_slide",
  "function": "summarize",
  "density": "sparse",
  "nDataPoints": 0,
  "notes": null,
  "elementsJson": [
    "quote_block"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-853951586965/68",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-853951586965",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-853951586965.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-853951586965#slide-68",
  "components": [
    {
      "bbox": {
        "h": 0.044,
        "w": 0.238,
        "x": 0.204,
        "y": 0.572
      },
      "kind": "paragraph",
      "text": "Jeff Bezos, 2009",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "cb83635c-e9a9-4b1d-8299-bbe6c07d2008",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.188,
        "w": 0.592,
        "x": 0.204,
        "y": 0.305
      },
      "kind": "quote",
      "text": "“Advertising is the price you pay for having an unremarkable product or service”",
      "attrs": null,
      "subkind": "pull-quote",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "75510363-f41a-4d02-84dd-7dfdb936dac7",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "Advertising is the price you pay for having an unremarkable product or service — Jeff Bezos, 2009",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd952-4e51-732b-a10d-97e5174d38a3",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Credibility Transfer",
      "slug": "credibility-transfer",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-1b83-7130-933e-85ee01519b11",
      "evidence": "Quote 'advertising is the price of an unremarkable product' (Bezos)",
      "confidence": 88
    },
    {
      "name": "Metaphor & Analogy",
      "slug": "metaphor-analogy",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-1b83-7130-933e-882f5acc315d",
      "evidence": "Memorable metaphorical framing of advertising",
      "confidence": 70
    }
  ],
  "frameworks": [],
  "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
}