@import url('https://fonts.googleapis.com/css2?family=DM+Sans:wght@400;500;600;700&family=Instrument+Serif:ital@0;1&display=swap');
:root{--ivory:#f8f6f3;--plum:#4f3f2d;--plum-dark:#382d21;--blush:#eee7e0;--rose:#ad9273;--ink:#35302b;--muted:#6e6862;--line:#dfd9d3;--serif:'Instrument Serif',Georgia,serif;--sans:'DM Sans',Arial,sans-serif}
*{box-sizing:border-box}html{scroll-behavior:smooth}body{margin:0;background:var(--ivory);color:var(--ink);font-family:var(--sans);font-size:15px;line-height:1.55}button,a{-webkit-tap-highlight-color:transparent}button{font:inherit;cursor:pointer}a{color:inherit}button:focus-visible,a:focus-visible,main:focus-visible{outline:3px solid #9b7f5e;outline-offset:5px}button:disabled{cursor:default;opacity:.35}h1,h2,h3,p,figure{margin:0}h1,h2{font-family:var(--serif);font-weight:400;line-height:1.02;letter-spacing:-.035em}em{font-weight:400;color:var(--plum)}h3{font-size:19px;line-height:1.3;font-weight:500}p{color:var(--muted)}.skip-link{position:fixed;top:-80px;left:20px;background:white;padding:12px;z-index:100}.skip-link:focus{top:12px}
.topbar{height:82px;display:flex;align-items:center;gap:26px;padding:0 3.5vw;border-bottom:1px solid var(--line);position:fixed;inset:0 0 auto;background:var(--ivory);z-index:10}.wordmark{font-family:var(--serif);font-size:36px;line-height:1;text-decoration:none;white-space:nowrap;color:var(--plum);letter-spacing:-1.6px}.wordmark span{color:var(--muted)}nav{display:flex;gap:3px;flex:1;justify-content:center;overflow-x:auto;scrollbar-width:none;padding:7px}nav::-webkit-scrollbar{display:none}nav button{background:none;border:0;border-radius:25px;white-space:nowrap;padding:9px 13px;font-size:12px;color:var(--muted)}nav button:hover{background:var(--blush);color:var(--plum)}nav button[aria-current]{background:var(--plum);color:white}.status{border:1px solid var(--line);border-radius:30px;padding:6px 12px;font-size:10px;letter-spacing:.1em;text-transform:uppercase;white-space:nowrap;color:var(--plum)}
main{padding:82px 0 68px;outline:0}.slide{max-width:1500px;min-height:calc(100svh - 150px);margin:auto;padding:42px 6vw 30px;animation:enter .35s ease}.slide[hidden]{display:none}.eyebrow,.small-label,.phase{font-size:10px;letter-spacing:.17em;text-transform:uppercase;font-weight:600;color:var(--plum)}.eyebrow{display:flex;align-items:center;gap:14px;margin-bottom:17px}.eyebrow:before{content:'';height:1px;width:30px;background:var(--rose)}h2{font-size:clamp(38px,4.4vw,65px)}.subtitle{font-size:15px;max-width:760px;margin-top:15px;line-height:1.65}.slide-heading{margin-bottom:28px}.micro{font-size:11px;line-height:1.65}.deck-footer{height:68px;position:fixed;inset:auto 0 0;display:flex;align-items:center;justify-content:space-between;padding:0 3.5vw;border-top:1px solid var(--line);background:var(--ivory);z-index:10}.footer-label{font-size:9px;font-weight:600;letter-spacing:.18em;color:var(--muted)}.footer-label span{margin:0 14px;color:var(--rose)}.deck-controls{display:flex;gap:15px;align-items:center}.deck-controls button{border:none;background:transparent;color:var(--plum);padding:9px 6px;font-size:12px}.deck-controls button:hover:not(:disabled){background:var(--blush);border-radius:5px}.counter{font-size:12px;font-variant-numeric:tabular-nums;letter-spacing:.1em;color:var(--muted);width:64px;text-align:center}#print{border-left:1px solid var(--line);padding-left:20px;margin-left:5px}
.cover{padding:0;display:grid;grid-template-columns:.95fr 1.05fr;max-width:1600px}.cover-copy{padding:45px 3.5vw 32px 6vw;display:flex;flex-direction:column;align-items:flex-start;justify-content:center}.cover h1{font-size:clamp(44px,4.5vw,68px);margin:6px 0 24px}.lead{font-size:17px;line-height:1.6;color:var(--ink)}.description{font-size:13px;margin:17px 0;max-width:350px}.categories{display:flex;gap:18px;font-size:10px;text-transform:uppercase;letter-spacing:.13em;margin:5px 0 27px}.categories span+span{border-left:1px solid var(--line);padding-left:18px}.primary{background:var(--plum);color:var(--ivory);border:1px solid var(--plum);padding:13px 22px;font-size:12px;display:flex;gap:30px;align-items:center}.primary:hover{background:var(--plum-dark)}.primary span{font-size:21px}.cover .micro{margin-top:16px;max-width:290px}.cover-image{position:relative;background:#e6ddd3;min-height:630px;overflow:hidden}.cover-image img{width:100%;height:100%;position:absolute;inset:0;object-fit:cover;object-position:center;filter:saturate(.86)}.cover-image figcaption{position:absolute;bottom:13px;left:18px;right:18px;text-align:center;font-size:9px;color:#473c2f;background:#f8f6f3dc;padding:5px 10px;z-index:2}.image-note{position:absolute;top:32px;left:30px;font-family:var(--serif);font-size:26px;line-height:1.15;background:#f8f6f3de;padding:16px 20px}.image-note span,.image-note em{display:block}
.problem-layout{display:grid;grid-template-columns:.85fr 1.15fr;gap:55px;align-items:stretch}.size-editorial{background:var(--blush);padding:30px;position:relative}.size-labels{display:flex;gap:12px;margin:26px 0 15px}.size-labels span{border:1px solid #c4baae;width:70px;height:73px;display:grid;place-items:center;font:40px var(--serif);color:var(--plum);background:#f8f6f388}.size-labels span:nth-child(2){transform:rotate(-7deg)}.size-editorial>p{font:36px/1.1 var(--serif);color:var(--ink);margin:23px 0}.measurement-words{display:flex;gap:12px;flex-wrap:wrap;border-top:1px solid #c9bfb3;padding-top:14px;font-size:10px;color:var(--plum)}.issue-list article{display:flex;gap:20px;border-bottom:1px solid var(--line);padding:16px 0}.issue-list article:first-child{padding-top:0}.issue-list article:last-child{border:0}.index{font:28px var(--serif);color:var(--rose)}.issue-list h3{margin-bottom:7px}.issue-list p{font-size:13px;max-width:540px;line-height:1.7}.takeaway{border-top:1px solid var(--line);margin-top:25px;padding-top:16px;color:var(--plum);font-size:13px}
.solution-layout{display:grid;grid-template-columns:.9fr 1.1fr;gap:65px;align-items:center}.concept-card{background:var(--blush);padding:24px 28px;border:1px solid #d4cabf;box-shadow:10px 10px 0 #f2ede7}.concept-top{display:flex;justify-content:space-between;align-items:center;gap:12px}.concept-top .wordmark{font-size:28px}.concept-top .small-label{font-size:8px}.sample-title{font:33px var(--serif);margin:20px 0 8px;color:var(--plum)}.concept-card>p{font-size:12px;max-width:320px}.concept-card dl{font-size:12px;margin:20px 0 10px}.concept-card dl>div{border-top:1px solid #cec4b8;display:flex;justify-content:space-between;gap:20px;padding:12px 0}.concept-card dt{color:var(--muted)}.concept-card dd{margin:0;color:var(--plum);text-align:right;font-weight:500}.sample-footer{font-size:9px;border-top:1px solid #cec4b8;padding-top:10px;color:var(--muted)}.journey{list-style:none;margin:0;padding:0}.journey li{display:flex;gap:20px;position:relative;padding-bottom:25px}.journey li:last-child{padding-bottom:0}.journey li>span{border:1px solid #cec4b8;width:32px;height:32px;flex-shrink:0;display:grid;place-items:center;font-family:var(--serif);color:var(--plum);border-radius:50%;background:var(--ivory);z-index:1}.journey li:not(:last-child):before{content:'';position:absolute;top:30px;bottom:0;left:15px;width:1px;background:var(--line)}.journey h3{font-size:17px;margin-bottom:5px}.journey p{font-size:12px;max-width:390px}
.comparison-wrap{overflow-x:auto}table{border-collapse:collapse;width:100%;font-size:12px;table-layout:fixed}caption{text-align:left;font-size:10px;color:var(--muted);margin-bottom:10px}th,td{text-align:left;padding:17px 18px;border-bottom:1px solid var(--line);font-weight:400;vertical-align:top}thead th{font-size:11px;color:var(--muted);background:#f1ece6;font-weight:500}thead th:first-child{width:20%}thead th:last-child{background:var(--plum);color:white}th small{display:block;font-size:9px;opacity:.8;margin-top:3px}tbody th{color:var(--plum);font-weight:500}tbody td:last-child{background:var(--blush);color:var(--plum)}.comparison-bottom{display:flex;justify-content:space-between;align-items:center;margin-top:24px;gap:24px}.comparison-bottom p{font:26px/1.1 var(--serif);color:var(--ink)}.comparison-bottom>span{font-size:10px;color:var(--muted);max-width:360px}
.business-grid{display:grid;grid-template-columns:1fr 1.12fr;gap:45px}.revenue-panel{background:var(--plum);padding:30px;color:var(--ivory)}.revenue-panel .small-label{color:#dcd0c2}.revenue-panel h3{font:40px/1.05 var(--serif);margin:15px 0}.revenue-panel>p{font-size:12px;color:#e4ddd5;max-width:360px}.revenue-loop{display:flex;gap:0;border-top:1px solid #81705c;border-bottom:1px solid #81705c;margin:24px 0 14px;padding:14px 0;justify-content:space-between;font-size:10px}.revenue-panel .panel-note{font-size:10px}.cost-panel{padding:6px 0}.cost-panel h3{font-size:17px;margin-bottom:18px}.cost-list{display:grid;grid-template-columns:1fr 1fr;gap:0 22px;list-style:none;padding:0;margin:0}.cost-list li{padding:20px 0;border-top:1px solid var(--line);font-size:12px;display:flex;gap:12px;align-items:center}.cost-list li span{font:24px var(--serif);color:var(--rose)}.cost-note{font-size:12px;line-height:1.7;margin-top:16px;background:var(--blush);padding:16px}
.market-grid{display:grid;grid-template-columns:1fr 1fr 1.05fr;gap:18px}.market-stat{background:var(--plum);color:white;padding:28px 25px}.market-stat .small-label{color:#e1d6c9;font-size:9px}.market-stat strong{display:block;font:65px/1 var(--serif);letter-spacing:-.02em;margin:24px 0 22px}.market-stat strong span{display:block;font:18px var(--serif);letter-spacing:0;margin-top:4px}.market-stat p{font-size:12px;color:#e6dfd6;max-width:260px}.stat-tag{display:inline-block;font-size:9px;border-top:1px solid #90806e;margin-top:22px;padding-top:12px;width:100%}.market-stat.secondary{background:var(--blush);color:var(--plum)}.secondary .small-label,.secondary p{color:var(--plum)}.secondary strong{font-size:55px;margin-top:29px}.secondary .stat-tag{border-color:#c5b8aa}.market-focus{padding:25px 15px 20px 20px;border-left:1px solid var(--line)}.market-focus h3{font:28px/1.2 var(--serif);margin:22px 0 17px}.market-focus p{font-size:12px}.market-focus>strong{display:block;font-size:11px;font-weight:500;color:var(--plum);margin-top:22px}.source-note{margin-top:22px;padding-top:14px;border-top:1px solid var(--line);font-size:10px;line-height:1.7}.source-note p+p{margin-top:5px}.source-note a{text-underline-offset:3px;color:var(--plum)}
.outreach-steps{list-style:none;display:grid;grid-template-columns:repeat(4,1fr);padding:0;margin:0;gap:0}.outreach-steps li{position:relative;border-left:1px solid #cfc5b9;padding:23px 20px 60px;background:var(--blush);min-height:280px}.outreach-steps li:nth-child(even){background:#f2ede8}.phase{font-size:8px;letter-spacing:.12em}.outreach-steps h3{font:26px/1.1 var(--serif);margin:23px 0 15px;color:var(--plum)}.outreach-steps p{font-size:12px;line-height:1.7}.step-number{position:absolute;bottom:15px;right:18px;font:28px var(--serif);color:#968470}.metric-strip{display:flex;gap:22px;align-items:center;flex-wrap:wrap;border-top:1px solid var(--line);border-bottom:1px solid var(--line);padding:18px 0;margin-top:26px}.metric-strip>span:not(.small-label){font-size:11px;color:var(--plum)}.metric-strip .small-label{margin-right:auto}.outreach-note{margin-top:13px;font-size:10px}
.closing{max-width:none;position:relative;background:var(--plum-dark);color:var(--ivory);display:flex;flex-direction:column;align-items:center;justify-content:center;text-align:center;padding:32px 20px;overflow:hidden}.closing .eyebrow{color:#d3c4b2;margin-bottom:20px;font-size:9px}.closing-brand{font:37px var(--serif);letter-spacing:-1.5px;color:#ece5dd}.closing-brand span{color:#c5b6a4}.closing h2{font-size:clamp(70px,8.2vw,122px);line-height:.92;margin:22px 0 22px}.closing h2 em{color:#d9cbbb}.closing p{font-size:14px;color:#e1d9cf;line-height:1.8}.closing-rule{width:45px;height:1px;background:#978571;margin:24px 0 17px}.thank-you{text-transform:uppercase;font-size:10px;letter-spacing:.25em;color:#f1ece6}.closing-footnote{font-size:9px;color:#c4b7a9;margin-top:22px;letter-spacing:.05em}.noscript-note{padding:20px;text-align:center}
@keyframes enter{from{opacity:0;transform:translateY(7px)}to{opacity:1;transform:translateY(0)}}
@media(min-width:1500px){.slide{padding-left:80px;padding-right:80px}.cover{padding:0}.cover-copy{padding-left:80px}.cover-image{min-height:700px}}
@media(min-width:1000px) and (max-height:800px){.topbar{height:68px}.deck-footer{height:56px}main{padding-top:68px;padding-bottom:56px}.slide{min-height:calc(100svh - 124px);padding-top:28px;padding-bottom:24px}.cover{padding:0}.cover-image{min-height:610px}.cover-copy{padding-top:30px;padding-bottom:28px}.slide-heading{margin-bottom:22px}h2{font-size:50px}.eyebrow{margin-bottom:13px}.subtitle{margin-top:12px}.closing h2{font-size:94px}.closing{padding:25px}.closing h2{margin:16px 0}.closing .eyebrow{margin-bottom:12px}.closing-rule{margin:18px 0 12px}}
@media(max-width:1150px){.topbar{gap:15px;padding-inline:24px}.status{display:none}nav{justify-content:flex-end}nav button{padding:8px 10px;font-size:11px}.slide{padding-left:5vw;padding-right:5vw}.cover{padding:0}.cover-copy{padding-left:5vw}.cover h1{font-size:49px}.image-note{font-size:23px;left:18px}.problem-layout,.solution-layout{gap:35px}.market-stat{padding:24px 20px}.market-stat strong{font-size:58px}.secondary strong{font-size:46px}.market-focus{padding-left:16px}.outreach-steps h3{font-size:23px}.outreach-steps li{padding-inline:16px}}
@media(max-width:800px){.topbar{height:110px;flex-wrap:wrap;gap:0;padding:13px 20px 0;align-content:flex-start}.topbar>.wordmark{font-size:32px}.topbar nav{order:3;flex-basis:100%;justify-content:flex-start;margin:8px -7px 0;padding-top:6px;padding-bottom:8px}.status{display:block;margin-left:auto;font-size:8px;padding:5px 9px}nav button{font-size:11px;padding:8px 12px}main{padding-top:110px;padding-bottom:64px}.slide{min-height:calc(100svh - 174px);padding:30px 24px}.cover{display:flex;flex-direction:column;padding:0}.cover-copy{padding:33px 24px 30px}.cover h1{font-size:54px;margin:7px 0 22px}.desktop-break{display:none}.cover .lead{font-size:16px}.description{max-width:410px}.cover-image{min-height:0;height:auto;aspect-ratio:3/2}.cover-image img{object-fit:cover}.image-note{top:15px;font-size:20px;padding:10px 14px}.cover-image figcaption{font-size:8px;bottom:8px}.cover .micro{max-width:100%}h2{font-size:45px}.eyebrow{font-size:9px}.subtitle{font-size:13px}.slide-heading{margin-bottom:26px}.problem-layout,.solution-layout,.business-grid{grid-template-columns:1fr;gap:28px}.size-editorial{padding:24px}.size-labels{margin:18px 0}.size-editorial>p{font-size:32px;margin:18px 0}.issue-list article{padding:18px 0}.takeaway{font-size:12px}.solution-layout{max-width:570px}.concept-card{padding:23px}.journey p{max-width:none}.journey li{padding-bottom:24px}.comparison-wrap table{min-width:650px}.comparison-bottom{align-items:flex-start;flex-direction:column;gap:15px}.comparison-bottom p{font-size:27px}.business-grid{gap:24px}.revenue-panel h3{font-size:38px}.cost-panel{padding:0}.cost-list li{padding-block:16px}.market-grid{grid-template-columns:1fr 1fr;gap:14px}.market-focus{grid-column:1/-1;border-left:none;border-top:1px solid var(--line);padding:20px 0 0}.market-focus h3{margin-top:13px;font-size:28px}.market-stat{padding:22px}.market-stat strong{font-size:56px}.secondary strong{font-size:44px}.market-stat strong span{font-size:17px}.source-note{font-size:10px}.outreach-steps{grid-template-columns:1fr 1fr;gap:12px}.outreach-steps li{min-height:280px;padding:20px 18px 50px}.outreach-steps h3{font-size:26px}.phase{font-size:8px}.metric-strip{gap:14px 20px}.metric-strip .small-label{width:100%}.closing{padding:40px 24px;min-height:calc(100svh - 174px)}.closing h2{font-size:96px}.closing p{font-size:13px}.closing-footnote{font-size:8px}.deck-footer{height:64px;padding-inline:20px}.footer-label{font-size:8px;letter-spacing:.08em}.footer-label span{margin:0 7px}.deck-controls{gap:8px}#print{padding-left:12px;margin-left:0}.deck-controls button{font-size:11px}.counter{font-size:10px;width:52px}}
@media(max-width:480px){.cover h1{font-size:46px}.cover-image{aspect-ratio:1/1}.cover-image img{object-fit:cover}.image-note{font-size:18px;top:14px;left:14px}.slide{padding:28px 20px}.cover{padding:0}.cover-copy{padding:29px 20px}.lead br{display:none}.cover .lead{max-width:325px}h2{font-size:39px}.subtitle{font-size:12px}.eyebrow{font-size:8px;letter-spacing:.12em}.eyebrow:before{width:22px}.topbar{padding-inline:16px}.deck-footer{padding-inline:14px}.footer-label{display:none}.deck-controls{width:100%;justify-content:space-between;gap:10px}.deck-controls button{padding:10px 7px}.counter{font-size:11px}.market-grid{grid-template-columns:1fr}.market-focus{grid-column:auto}.market-stat strong,.secondary strong{font-size:64px;margin:19px 0}.market-stat p{max-width:none}.market-stat strong span{display:inline-block;margin-left:10px;font-size:19px}.market-stat .stat-tag{margin-top:17px}.outreach-steps{grid-template-columns:1fr}.outreach-steps li{min-height:210px;padding:22px 22px 48px}.outreach-steps h3{font-size:28px;margin-top:17px}.outreach-steps h3 br{display:none}.outreach-steps p{max-width:330px}.cost-list{gap:0 13px}.cost-list li{font-size:11px;gap:8px}.closing h2{font-size:85px}.closing-brand{font-size:32px}.closing p br{display:none}.closing-footnote{max-width:240px;line-height:1.8}}
@media(prefers-reduced-motion:reduce){html{scroll-behavior:auto}.slide{animation:none}*{transition:none!important}}
@media print{@page{size:A4 landscape;margin:0}html,body{background:var(--ivory);width:297mm;font-size:11px;-webkit-print-color-adjust:exact;print-color-adjust:exact}.topbar,.deck-footer,.skip-link,.primary,.noscript-note{display:none!important}main{padding:0}.slide,.slide[hidden]{display:block!important;width:297mm;height:210mm;min-height:0;max-width:none;padding:14mm 17mm;break-after:page;page-break-after:always;overflow:hidden;animation:none}.slide:last-child{break-after:auto;page-break-after:auto}.cover{display:grid!important;grid-template-columns:1fr 1fr;padding:0}.cover-copy{padding:17mm 10mm 16mm 17mm}.cover-image{min-height:0;height:210mm}.cover-image img{object-fit:cover}.cover h1{font-size:54px}.cover .lead{font-size:16px}.cover .micro{margin-top:16px}.slide-heading{margin-bottom:25px}h2{font-size:54px}.eyebrow{font-size:10px}.subtitle{font-size:14px}.problem-layout{grid-template-columns:.85fr 1.15fr;gap:35px}.solution-layout{grid-template-columns:.9fr 1.1fr;max-width:none;gap:50px}.business-grid{grid-template-columns:1fr 1.12fr;gap:35px}.market-grid{grid-template-columns:1fr 1fr 1.05fr}.market-focus{grid-column:auto;border-left:1px solid var(--line);border-top:0;padding:25px 15px 20px 20px}.market-stat strong{font-size:58px}.secondary strong{font-size:48px}.market-stat strong span{display:block;font-size:18px;margin-left:0}.outreach-steps{grid-template-columns:repeat(4,1fr)}.outreach-steps li{min-height:280px}.outreach-steps h3{font-size:24px}.comparison-wrap{overflow:visible}.comparison-wrap table{min-width:0}.closing{display:flex!important;justify-content:center;min-height:0;padding:15mm}.closing h2{font-size:112px}.closing p{font-size:15px}.closing-footnote{max-width:none}.source-note a{color:var(--plum)}a{text-decoration:underline}}

@media screen and (min-width:801px){.cover-image img{object-fit:contain}.cover-image{background:#e7ded4}}
@media print{.cover-image img{object-fit:contain}.cover-image{background:#e7ded4}}

@media print{.slide.cover,.slide.cover[hidden]{display:grid!important}.slide.closing,.slide.closing[hidden]{display:flex!important}}
