# PHAT Deck — Full Slide Map (50 slides)

## Templates Available

| ID | Template | Text Nodes | Image? | Use For |
|----|----------|-----------|--------|---------|
| `2014:9230` | `CE_Cover template` | Project Title, month and year, Assaf's email, center line | No | Title/cover slides |
| `2014:9231` | `CE_Chapter head template` | Chapter head centered | No | Section dividers |
| `2014:9232` | `CE_Text_no image slide` | Slide title text (96px), Slide body (24px), Sources (20px) | No | Content slides, text-heavy |
| `2014:9248` | `CE_Text_and_image slide` | Slide context text (20px), Slide title text (96px), Slide body (24px), Sources (20px) | Yes (`Slide image` rect) | Content + visual |

## Layout Convention

```
Row = one section/chapter
[Chapter Head] → [Slide] → [Slide] → [Slide] ...
                  ↓ (next row)
[Chapter Head] → [Slide] → [Slide] ...
```

- Horizontal spacing: 1920px (slide) + 120px (gap) = 2040px per column
- Vertical spacing: 1080px (slide) + 200px (gap) = 1280px per row
- Chapter head always at col 0 of new row

---

## SECTION 1: OPENING (Row 0)

| # | Slide | Template | Notes |
|---|-------|----------|-------|
| 1 | Cover | `CE_Cover template` | Standard cover. Content: PHAT FoodTech, Jan 2026, email, tagline |
| 2 | My Field | `CE_Text_no image` | Title: "Strategy & Creative / Branding & Design", Body: Assaf bio, Sources: blank |
| 3 | Hello / What's Inside | `CE_Text_no image` | Title: "What's inside", Body: TOC with 8 chapters, Sources: blank |

**Image briefs:** None needed.

---

## SECTION 2: WHY PLANT-BASED FAILED (Row 1)

| # | Slide | Template | Image Brief |
|---|-------|----------|-------------|
| 4 | The Basic Facts (divider) | `CE_Chapter head` | — |
| 5 | The Promise That Didn't Pay Off | `CE_Text_and_image` | **Image:** Wilted/dead plant, or empty grocery shelf. Mood: failure, retreat. Muted greens and browns. |
| 6 | The Great Retreat | `CE_Text_and_image` | **Image:** Dairy aisle / grocery store shelves with plant-based products pushed aside. Or: graph/chart visualization of decline. |
| 7 | The Consumer Verdict | `CE_Text_no image` | Body is a structured failure list — text only works. |
| 8 | The Category Split | `CE_Text_no image` | Argument slide — comparison of milk vs cheese. Text-heavy, no image needed. |
| 9 | The Job Dairy Gets Hired For | `CE_Text_no image` | ⚠️ **GAP:** JTBD framework with 3 "jobs" (functional, emotional, social). Would benefit from a multi-column or card layout. Falls back to text_no_image but won't look as good. |
| 10 | The Molecular Target | `CE_Text_and_image` | **Image:** Molecular structure visualization, or macro dairy fat / butter texture. Scientific but warm. |
| 11 | Why Now | `CE_Text_no image` | 3 numbered forces. Text works fine. |

---

## SECTION 3: INDUSTRY LANDSCAPE (Row 2)

| # | Slide | Template | Image Brief |
|---|-------|----------|-------------|
| 12 | Industry Landscape (divider) | `CE_Chapter head` | — |
| 13 | The Cool Kids | `CE_Text_no image` | ⚠️ **GAP:** Two companies (SAVOR, YALI BIO) presented side-by-side with ✓/✗. Needs **comparison/two-column template**. Text_no_image will work but won't visually separate the two companies. |
| 14 | The Smart Kids | `CE_Text_no image` | ⚠️ **GAP:** Same as 13 — two companies side-by-side. |
| 15 | The Broad Field | `CE_Text_no image` | List of players — text only is fine. |
| 16 | The SCFA Gap | `CE_Text_no image` | ⚠️ **GAP:** Contains a 7-row comparison TABLE with emoji checkmarks. Current template has no table support. Will render as plain text which loses visual impact. Needs **table template**. |
| 17 | Killer Lines | `CE_Text_no image` | Bullet quotes — text only works. |

---

## SECTION 4: TARGET AUDIENCE (Row 3)

| # | Slide | Template | Image Brief |
|---|-------|----------|-------------|
| 18 | Who We're Selling To (divider) | `CE_Chapter head` | — |
| 19 | B2B First | `CE_Text_no image` | Strategy overview, list of target companies. Text only. |
| 20 | The Brand Builder | `CE_Text_and_image` | **Image:** Professional in a boardroom / brand review setting. Business-casual, decision-maker energy. Or: product on shelf. |
| 21 | The Innovation Scout | `CE_Text_and_image` | **Image:** Scientist or innovation lead at a trade show / lab. Curiosity, discovery. |
| 22 | The Technical Validator | `CE_Text_and_image` | **Image:** Food scientist in lab coat, testing samples. Technical precision, quality control. |

---

## SECTION 5: POSITIONING (Row 4)

| # | Slide | Template | Image Brief |
|---|-------|----------|-------------|
| 23 | What We Do (divider) | `CE_Chapter head` | — |
| 24 | The Breakthrough | `CE_Text_and_image` | **Image:** Golden/amber liquid, or macro butter texture. Premium, scientific. The "aha" moment. |
| 25 | How It Works | `CE_Text_no image` | ⚠️ **GAP:** THREE-COLUMN comparison (Dairy Fat / Plant Oils / PHAT Delivers). This is the most important structural gap — current templates can't do side-by-side comparison. Needs **multi-column template** or falls back to sequential text which kills the visual argument. |
| 26 | Positioning Statement | `CE_Text_no image` | 3 pitch levels (10-word, 30-sec, technical). Sequential text works. |
| 27 | Brand Manifesto | `CE_Text_no image` | ⚠️ **GAP:** This is a poetic/manifesto text that should be centered, large, breathing. Current text_no_image is left-aligned. Needs a **centered quote/manifesto template** or use chapter head style but with body text. |

---

## SECTION 6: THE NAME (Row 5)

| # | Slide | Template | Image Brief |
|---|-------|----------|-------------|
| 28 | The Name (divider) | `CE_Chapter head` | — |
| 29 | Why Rename | `CE_Text_no image` | Bullet list — text only. |
| 30 | Naming Criteria | `CE_Text_no image` | Criteria bullets — text only. |
| 31 | The Top Three | `CE_Text_no image` | ⚠️ Uses same table gap as slide 16, but smaller (3 rows). Can work as formatted text. |
| 32 | GILD Deep Dive | `CE_Text_and_image` | **Image:** Gold textures, gilded surface, luxury material. Warm gold palette. |
| 33 | VERUM Deep Dive | `CE_Text_and_image` | **Image:** Clean marble/stone texture, truth/authenticity. Latin/classical feeling. |
| 34 | PROOF Deep Dive | `CE_Text_and_image` | **Image:** Scientific proof — lab results, evidence, microscope. Clean and sharp. |
| 35 | What We Killed | `CE_Text_no image` | 6 naming territories listed. Text-heavy, works as-is. |

---

## SECTION 7: BRAND PILLARS (Row 6)

| # | Slide | Template | Image Brief |
|---|-------|----------|-------------|
| 36 | Brand Pillars (divider) | `CE_Chapter head` | — |
| 37 | Fat, Dialed In | `CE_Text_and_image` | **Image:** Precision instrument / molecular visualization. Exactness, control. |
| 38 | Grown, Not Made | `CE_Text_and_image` | **Image:** Microalgae under microscope, or green biology. Natural, organic, alive. |
| 39 | Your Lab Coat, Our Lipids | `CE_Text_and_image` | **Image:** Partnership — two people in lab, collaboration. Technical teamwork. |
| 40 | Receipts, Not Claims | `CE_Text_and_image` | **Image:** Data dashboard, sustainability metrics, verified stamp. Evidence-based. |

*Note: Pillar slides have a WHAT/PROOF/WHY structure. Body text handles this but could benefit from a structured pillar template with visual separation.*

---

## SECTION 8: TONE & VOICE (Row 7)

| # | Slide | Template | Image Brief |
|---|-------|----------|-------------|
| 41 | Tone & Voice (divider) | `CE_Chapter head` | — |
| 42 | The Spectrum | `CE_Text_no image` | ⚠️ **GAP:** Contains 5 spectrum scales (Formal↔Casual, etc.). This is inherently visual — a scale/slider graphic. Text_no_image can only list them as text, losing the visual impact. Needs **spectrum/scale template** or manual design. |
| 43 | Go-To Phrases | `CE_Text_no image` | Structured messaging toolkit. Text-heavy, works fine. |

---

## SECTION 9: VISUAL DIRECTIONS (Row 8)

| # | Slide | Template | Image Brief |
|---|-------|----------|-------------|
| 44 | Visual Directions (divider) | `CE_Chapter head` | — |
| 45 | Direction 1: Heavy Fats | `CE_Text_and_image` | **Image:** Mood board — butter gold, heavy typography, macro fat textures, amber/charcoal palette. Premium weight. |
| 46 | Direction 2: Lab Meets Kitchen | `CE_Text_and_image` | **Image:** Mood board — lab/kitchen split, clean whites, warm golds, scientific precision meets food warmth. |
| 47 | Recommendation | `CE_Text_no image` | Synthesis recommendation. Text only. |

---

## SECTION 10: CREDIBILITY & CLOSE (Row 9)

| # | Slide | Template | Image Brief |
|---|-------|----------|-------------|
| 48 | The Science Team | `CE_Text_no image` | ⚠️ **GAP:** 4 team members with titles and bios. Needs **team/grid template** with headshot placeholders. Text_no_image will list them sequentially which is flat and unimpressive for a credibility slide. |
| 49 | Validation | `CE_Text_and_image` | **Image:** Strauss/Danone logos or professional handshake. Partnership credibility. |
| 50 | Thank You | `CE_Cover template` | Reuse cover template as closer. Title → "Let's build the future of dairy", email → same, tagline → next steps. |

---

## Summary: Template Usage

| Template | Count | Slides |
|----------|-------|--------|
| `CE_Cover template` | 2 | 1, 50 |
| `CE_Chapter head template` | 9 | 4, 12, 18, 23, 28, 36, 41, 44 |
| `CE_Text_no image slide` | 21 | 2, 3, 7, 8, 9, 11, 13, 14, 15, 16, 17, 19, 25, 26, 27, 29, 30, 31, 35, 42, 43, 47, 48 |
| `CE_Text_and_image slide` | 18 | 5, 6, 10, 20, 21, 22, 24, 32, 33, 34, 37, 38, 39, 40, 45, 46, 49 |

**Total: 50 slides mapped.**

---

## 🚨 Template Gaps Identified

### GAP 1: Multi-Column / Comparison Template (CRITICAL)
**Affected slides:** 13, 14, 16, 25
**What's needed:** 2-3 column layout for side-by-side comparisons.
- Slides 13 & 14: Two companies with ✓/✗ lists
- Slide 16: Competition table (7 rows × 3 columns)
- Slide 25: Three-way comparison (Dairy / Plant / PHAT) — the most impactful slide in the deck

**Recommendation:** Create `CE_Comparison_2col` and optionally `CE_Comparison_3col` templates.

### GAP 2: Centered Quote / Manifesto Template (MODERATE)
**Affected slides:** 27
**What's needed:** Full-page centered text with breathing room. Large, poetic, manifesto-style.
- Current text_no_image is left-aligned with title + body structure
- Manifesto slides need centered, dramatic text without a title/body split

**Recommendation:** Create `CE_Quote template` — centered text block, no title, large serif font.

### GAP 3: Team / Grid Template (MODERATE)
**Affected slides:** 48
**What's needed:** Grid layout for 3-4 people with name, title, and optional headshot.
- Current templates can only list team sequentially in body text

**Recommendation:** Create `CE_Team template` — 2x2 or 1x4 grid with headshot placeholders.

### GAP 4: Table Template (NICE-TO-HAVE)
**Affected slides:** 16, 31
**What's needed:** Clean table layout. Could be handled by the comparison template (Gap 1).

### GAP 5: Spectrum / Scale Visual (NICE-TO-HAVE)
**Affected slides:** 42
**What's needed:** Visual spectrum bars (Formal ↔ Casual, etc.)
- Very specific to this one slide
- Could be a one-off manual design instead of a template

**Recommendation:** Skip as template. Handle manually or with a single custom element.

### Priority Order:
1. **Multi-Column Comparison** — affects 4 slides including the deck's key argument slide (25)
2. **Centered Quote** — affects 1 slide but it's the brand manifesto
3. **Team Grid** — affects 1 slide but it's a credibility closer
4. **Table** — covered by comparison template
5. **Spectrum** — one-off, manual design

---

## Visual Briefs Summary (18 image slides)

| Slide | Brief |
|-------|-------|
| 5 | Wilted plant or empty shelf — failure/retreat mood |
| 6 | Dairy aisle / grocery shelves — category in decline |
| 10 | Molecular structure / butter macro — science meets premium |
| 20 | Business professional / boardroom — brand decision-maker |
| 21 | Innovation lead at trade show / lab — curiosity, discovery |
| 22 | Food scientist in lab coat — technical precision |
| 24 | Golden/amber liquid, butter texture — breakthrough moment |
| 32 | Gold textures, gilded surface — luxury, alchemy |
| 33 | Clean marble, classical aesthetic — truth, authenticity |
| 34 | Lab results, microscope — scientific evidence |
| 37 | Precision instrument, molecular viz — exactness |
| 38 | Microalgae / green biology — natural, alive |
| 39 | Lab partnership, collaboration — technical teamwork |
| 40 | Data dashboard, sustainability — evidence-based |
| 45 | Mood board: butter gold, heavy type, amber — Direction 1 |
| 46 | Mood board: lab/kitchen split, clean whites — Direction 2 |
| 49 | Corporate logos / handshake — partnership credibility |

**Image sources:**
- **Generated** (nano-banana-pro): Slides 10, 24, 32, 33, 34, 37, 38, 45, 46 — abstract/conceptual images
- **Web-sourced**: Slides 5, 6, 20, 21, 22, 39, 40, 49 — real-world photos
- **Note:** Gemini API key needs fixing for generation. Web images work now.