*, *::before, *::after { box-sizing: border-box; margin: 0; padding: 0; }

  :root {
    --ink: #1a1714;
    --ink-mid: #3d3830;
    --ink-muted: #6b6358;
    --ink-faint: #9c9389;
    --sand: #f5f1eb;
    --sand-dark: #ece6dc;
    --sand-border: #ddd6c8;
    --accent: #b85c2c;
    --accent-dark: #8f4420;
    --accent-light: #f5e6dc;
    --teal: #1d7a6a;
    --teal-light: #e1f2ee;
    --navy: #1a2f4a;
    --navy-light: #e6edf5;
    --gold: #c17d20;
    --gold-light: #faf0dc;
    --green: #2e6b3a;
    --green-light: #e8f3ea;
    --serif: 'DM Serif Display', Georgia, serif;
    --sans: 'DM Sans', system-ui, sans-serif;
    --max-w: 780px;
    --content-w: 680px;
  }

  html { font-size: 18px; }
  body {
    font-family: var(--sans);
    font-weight: 300;
    color: var(--ink);
    background: #fff;
    line-height: 1.75;
    -webkit-font-smoothing: antialiased;
  }

  /* ── HEADER ── */
  .site-header {
    background: var(--navy);
    color: #fff;
    padding: 0.5rem 2rem;
    font-size: 0.7rem;
    letter-spacing: 0.12em;
    text-transform: uppercase;
    font-weight: 500;
    display: flex;
    align-items: center;
    justify-content: space-between;
  }
  .site-header span { opacity: 0.55; }
  .badge-sector {
    background: var(--accent);
    color: #fff;
    padding: 0.25rem 0.75rem;
    border-radius: 2px;
    font-size: 0.65rem;
    letter-spacing: 0.1em;
  }

  /* ── HERO ── */
  .hero {
    background: var(--sand);
    border-bottom: 1px solid var(--sand-border);
    padding: 5rem 2rem 4rem;
  }
  .hero-inner { max-width: var(--max-w); margin: 0 auto; }
  .hero-kicker {
    font-family: var(--sans);
    font-size: 0.72rem;
    font-weight: 600;
    letter-spacing: 0.14em;
    text-transform: uppercase;
    color: var(--accent);
    margin-bottom: 1.25rem;
  }
  .hero h1 {
    font-family: var(--serif);
    font-size: clamp(2rem, 4.5vw, 3.2rem);
    line-height: 1.15;
    color: var(--ink);
    margin-bottom: 1.5rem;
    max-width: 700px;
  }
  .hero-meta {
    display: flex;
    flex-wrap: wrap;
    gap: 0.5rem 2rem;
    font-size: 0.8rem;
    color: var(--ink-muted);
    font-weight: 400;
    margin-bottom: 2rem;
  }
  .hero-meta strong { color: var(--ink); font-weight: 500; }
  .hero-deck {
    font-size: 1.05rem;
    font-weight: 300;
    color: var(--ink-mid);
    max-width: 620px;
    line-height: 1.7;
    border-left: 3px solid var(--accent);
    padding-left: 1.25rem;
  }

  /* ── LAYOUT ── */
  .content-wrap {
    max-width: var(--max-w);
    margin: 0 auto;
    padding: 0 2rem 5rem;
  }

  /* ── TOC ── */
  .toc {
    background: var(--sand);
    border: 1px solid var(--sand-border);
    border-radius: 4px;
    padding: 1.75rem 2rem;
    margin: 3rem 0;
  }
  .toc-title {
    font-family: var(--sans);
    font-size: 0.7rem;
    font-weight: 600;
    letter-spacing: 0.12em;
    text-transform: uppercase;
    color: var(--ink-muted);
    margin-bottom: 1rem;
  }
  .toc ol { padding-left: 1.25rem; }
  .toc li {
    font-size: 0.88rem;
    margin-bottom: 0.35rem;
    font-weight: 400;
    color: var(--ink-mid);
  }
  .toc a { color: var(--accent); text-decoration: none; }
  .toc a:hover { text-decoration: underline; }

  /* ── ARTICLE TYPOGRAPHY ── */
  article h2 {
    font-family: var(--serif);
    font-size: 1.7rem;
    font-weight: 400;
    line-height: 1.2;
    color: var(--ink);
    margin: 3.5rem 0 1rem;
    padding-top: 0.5rem;
    border-top: 2px solid var(--accent);
    padding-top: 1rem;
  }
  article h3 {
    font-family: var(--sans);
    font-size: 1.0rem;
    font-weight: 600;
    letter-spacing: 0.01em;
    color: var(--ink);
    margin: 2rem 0 0.65rem;
  }
  article p {
    font-size: 1rem;
    line-height: 1.8;
    color: var(--ink-mid);
    margin-bottom: 1.25rem;
  }
  article p strong {
    color: var(--ink);
    font-weight: 500;
  }
  article a { color: var(--accent); text-decoration: underline; text-decoration-thickness: 1px; }
  article a:hover { color: var(--accent-dark); }

  /* ── CALLOUT BOXES ── */
  .callout {
    margin: 2rem 0;
    padding: 1.25rem 1.5rem;
    border-radius: 4px;
    font-size: 0.92rem;
    line-height: 1.7;
  }
  .callout-stat {
    background: var(--navy-light);
    border-left: 4px solid var(--navy);
    color: var(--navy);
  }
  .callout-stat strong { font-weight: 600; }
  .callout-insight {
    background: var(--accent-light);
    border-left: 4px solid var(--accent);
    color: var(--ink-mid);
  }
  .callout-insight strong { color: var(--accent-dark); font-weight: 600; }
  .callout-warning {
    background: var(--gold-light);
    border-left: 4px solid var(--gold);
    color: var(--ink-mid);
  }
  .callout-warning strong { color: var(--gold); font-weight: 600; }
  .callout-success {
    background: var(--green-light);
    border-left: 4px solid var(--green);
    color: var(--ink-mid);
  }

  /* ── DATA TABLES ── */
  .table-wrap { overflow-x: auto; margin: 2rem 0; }
  table {
    width: 100%;
    border-collapse: collapse;
    font-size: 0.88rem;
    font-family: var(--sans);
    font-weight: 400;
  }
  thead tr {
    background: var(--navy);
    color: #fff;
  }
  thead th {
    padding: 0.75rem 1rem;
    text-align: left;
    font-weight: 500;
    font-size: 0.8rem;
    letter-spacing: 0.04em;
  }
  tbody tr { border-bottom: 1px solid var(--sand-border); }
  tbody tr:nth-child(even) { background: var(--sand); }
  tbody td {
    padding: 0.65rem 1rem;
    color: var(--ink-mid);
    vertical-align: top;
  }
  tbody td:first-child { font-weight: 500; color: var(--ink); }

  /* ── METRIC CARDS ── */
  .metric-grid {
    display: grid;
    grid-template-columns: repeat(auto-fit, minmax(150px, 1fr));
    gap: 1rem;
    margin: 2rem 0;
  }
  .metric-card {
    background: var(--sand);
    border: 1px solid var(--sand-border);
    border-radius: 6px;
    padding: 1.25rem 1rem;
    text-align: center;
  }
  .metric-value {
    font-family: var(--serif);
    font-size: 2rem;
    color: var(--accent);
    line-height: 1.1;
    display: block;
  }
  .metric-label {
    font-size: 0.75rem;
    font-weight: 500;
    letter-spacing: 0.06em;
    text-transform: uppercase;
    color: var(--ink-muted);
    margin-top: 0.3rem;
  }

  /* ── FRAMEWORK BOX ── */
  .framework {
    border: 1px solid var(--sand-border);
    border-radius: 4px;
    overflow: hidden;
    margin: 2rem 0;
  }
  .framework-header {
    background: var(--ink);
    color: #fff;
    padding: 0.75rem 1.25rem;
    font-size: 0.75rem;
    font-weight: 600;
    letter-spacing: 0.1em;
    text-transform: uppercase;
  }
  .framework-body { padding: 1.25rem 1.5rem; }
  .framework-body p { font-size: 0.92rem; margin-bottom: 0.75rem; }
  .framework-body p:last-child { margin-bottom: 0; }

  /* ── REVENUE STREAMS ── */
  .stream-grid {
    display: grid;
    grid-template-columns: repeat(auto-fit, minmax(200px, 1fr));
    gap: 0.75rem;
    margin: 1.5rem 0;
  }
  .stream-card {
    border: 1px solid var(--sand-border);
    border-radius: 4px;
    padding: 1rem 1.1rem;
    background: #fff;
  }
  .stream-title {
    font-size: 0.8rem;
    font-weight: 600;
    letter-spacing: 0.05em;
    text-transform: uppercase;
    color: var(--ink);
    margin-bottom: 0.35rem;
  }
  .stream-pct {
    font-family: var(--serif);
    font-size: 1.6rem;
    color: var(--accent);
    line-height: 1;
  }
  .stream-desc {
    font-size: 0.8rem;
    color: var(--ink-muted);
    margin-top: 0.3rem;
  }

  /* ── CASE STUDY BLOCK ── */
  .case-study {
    background: var(--teal-light);
    border: 1px solid #9fd4c8;
    border-radius: 4px;
    padding: 2rem 2rem;
    margin: 2.5rem 0;
  }
  .case-study-label {
    font-size: 0.68rem;
    font-weight: 700;
    letter-spacing: 0.14em;
    text-transform: uppercase;
    color: var(--teal);
    margin-bottom: 0.6rem;
  }
  .case-study h3 {
    font-family: var(--serif);
    font-size: 1.25rem;
    font-weight: 400;
    color: var(--ink);
    margin-bottom: 1rem;
  }
  .case-study p { font-size: 0.92rem; color: var(--ink-mid); margin-bottom: 0.85rem; }
  .case-study p:last-child { margin-bottom: 0; }

  /* ── MISTAKE LIST ── */
  .mistake-list { margin: 1.5rem 0; }
  .mistake-item {
    display: flex;
    gap: 1rem;
    margin-bottom: 1.25rem;
    padding-bottom: 1.25rem;
    border-bottom: 1px solid var(--sand-border);
  }
  .mistake-item:last-child { border-bottom: none; margin-bottom: 0; padding-bottom: 0; }
  .mistake-num {
    flex-shrink: 0;
    width: 32px;
    height: 32px;
    background: var(--accent);
    color: #fff;
    border-radius: 50%;
    display: flex;
    align-items: center;
    justify-content: center;
    font-size: 0.85rem;
    font-weight: 600;
    margin-top: 2px;
  }
  .mistake-content h4 {
    font-size: 0.95rem;
    font-weight: 600;
    color: var(--ink);
    margin-bottom: 0.3rem;
  }
  .mistake-content p { font-size: 0.9rem; color: var(--ink-muted); margin-bottom: 0; }

  /* ── CONCLUSION FRAMEWORK ── */
  .conclusion-steps {
    counter-reset: step;
    margin: 2rem 0;
  }
  .conclusion-step {
    counter-increment: step;
    display: flex;
    gap: 1.25rem;
    margin-bottom: 1.5rem;
    position: relative;
  }
  .conclusion-step::before {
    content: counter(step);
    flex-shrink: 0;
    width: 36px;
    height: 36px;
    background: var(--ink);
    color: #fff;
    border-radius: 2px;
    display: flex;
    align-items: center;
    justify-content: center;
    font-family: var(--serif);
    font-size: 1.1rem;
    margin-top: 2px;
  }
  .conclusion-step-text h4 {
    font-size: 1rem;
    font-weight: 600;
    color: var(--ink);
    margin-bottom: 0.3rem;
  }
  .conclusion-step-text p { font-size: 0.9rem; color: var(--ink-muted); margin-bottom: 0; }

  /* ── FOOTER ── */
  .article-footer {
    background: var(--sand);
    border-top: 1px solid var(--sand-border);
    padding: 2rem;
    margin-top: 3rem;
    font-size: 0.78rem;
    color: var(--ink-muted);
    line-height: 1.7;
    max-width: var(--max-w);
    margin-left: auto;
    margin-right: auto;
  }
  .article-footer strong { color: var(--ink); font-weight: 500; }

  /* ── PULLQUOTE ── */
  blockquote.pullquote {
    margin: 2.5rem 0;
    padding: 0 0 0 1.75rem;
    border-left: 3px solid var(--accent);
  }
  blockquote.pullquote p {
    font-family: var(--serif);
    font-size: 1.25rem;
    font-style: italic;
    color: var(--ink);
    line-height: 1.5;
    margin-bottom: 0.5rem;
  }
  blockquote.pullquote cite {
    font-size: 0.78rem;
    font-style: normal;
    color: var(--ink-muted);
    font-weight: 500;
    letter-spacing: 0.05em;
    text-transform: uppercase;
  }

  /* ── INLINE HIGHLIGHT ── */
  .hl { background: var(--accent-light); padding: 0 3px; border-radius: 2px; }

  /* ── SOURCE NOTES ── */
  .source-note {
    font-size: 0.78rem;
    color: var(--ink-faint);
    margin-top: -0.75rem;
    margin-bottom: 1.5rem;
    font-style: italic;
  }

  @media (max-width: 600px) {
    html { font-size: 16px; }
    .hero { padding: 3rem 1.25rem 2.5rem; }
    .content-wrap { padding: 0 1.25rem 4rem; }
    .hero h1 { font-size: 1.75rem; }
    .metric-grid { grid-template-columns: 1fr 1fr; }
    .stream-grid { grid-template-columns: 1fr; }
  }