# #deck Channel Summary

## Overview
This channel documents CE's work on a client investor deck for a plant-based food company (PHAT). The primary issue was resolving a data contradiction the CEO flagged: why a $30B market narrative conflicted with declining $8B graphs. The team investigated, identified the root cause (global vs. US geography mislabeling), and corrected the slide with proper sourcing.

## Key Decisions & Outcomes
- **Root cause identified:** Slide 6 mixed two geographies without labeling them—$30B (global market) vs. $8B (US-only decline)
- **Narrative reframed:** US market decline repositioned as proof of the problem PHAT solves (taste/texture gap)—turning a contradiction into strategic thesis
- **Slide 7 created & corrected** with:
  - Headline changed from "$30B" to "$28.6B global" (precise, sourced)
  - Graph labeled "U.S. market" to clarify scope
  - Footnote added with full attribution (GFI 2024 State of the Industry Report via Euromonitor)
  - Source made clickable (gfi.org/marketresearch/)

## Active/Open Items
None identified—work appears complete as of final message (2026-03-29).

## Key Links & References
- **Client deck:** https://docs.google.com/presentation/d/1H0gtkiFYcWKWMMbSpYeW2QuMlxSccmW_qYfeYNiNb2E/edit
- **Corrected Slide 7:** https://docs.google.com/presentation/d/1H0gtkiFYcWKWMMbSpYeW2QuMlxSccmW_qYfeYNiNb2E/edit#slide=id.g3d34654375a_1_0
- **Source reference:** https://gfi.org/marketresearch/