/* Walkthrough: one job. Single scroll page, no JS. */
@font-face {
  font-family: "Archivo";
  src: url("/assets/fonts/archivo-latin.woff2") format("woff2-variations"),
       url("/assets/fonts/archivo-latin.woff2") format("woff2");
  font-weight: 100 900;
  font-stretch: 62% 125%;
  font-style: normal;
  font-display: swap;
}
@font-face {
  font-family: "Source Serif 4";
  src: url("/assets/fonts/source-serif-4-latin.woff2") format("woff2-variations"),
       url("/assets/fonts/source-serif-4-latin.woff2") format("woff2");
  font-weight: 200 900;
  font-style: normal;
  font-display: swap;
}
@font-face { font-family: "Archivo Fallback"; src: local("Arial"); size-adjust: 101%; ascent-override: 87%; descent-override: 21%; line-gap-override: 0%; }
@font-face { font-family: "Serif Fallback"; src: local("Georgia"); size-adjust: 97%; ascent-override: 104%; descent-override: 33%; line-gap-override: 0%; }

:root {
  --paper: #faf6f0;
  --paper-deep: #f3ece1;
  --ink: #1d1712;
  --ink-soft: #4a4239;
  --accent: #b4502a;
  --accent-dark: #8f3d1f;
  --line: #e3d8c6;
  --serif: "Source Serif 4", "Serif Fallback", Georgia, serif;
  --sans: "Archivo", "Archivo Fallback", Arial, sans-serif;
}

* { box-sizing: border-box; }
html { scroll-behavior: smooth; }
body {
  margin: 0;
  background: var(--paper);
  color: var(--ink);
  font-family: var(--sans);
  font-size: 18px;
  line-height: 1.65;
  -webkit-font-smoothing: antialiased;
}

.wrap { max-width: 700px; margin: 0 auto; padding: 0 24px; }

/* ---------- hero ---------- */
.hero { text-align: center; padding: 96px 24px 64px; max-width: 780px; margin: 0 auto; }
.kicker {
  display: inline-block;
  font-size: 13px; font-weight: 700; letter-spacing: 0.14em; text-transform: uppercase;
  color: var(--accent); margin-bottom: 28px;
}
.readtime {
  display: block;
  font-size: 13px; color: #8a7f70; letter-spacing: 0.04em;
  margin: -18px 0 28px;
}
.hero h1 {
  font-family: var(--serif); font-weight: 600;
  font-size: clamp(38px, 6vw, 60px); line-height: 1.12;
  margin: 0 0 24px; letter-spacing: -0.01em;
}
.hero .lede { font-size: 21px; line-height: 1.6; color: var(--ink-soft); max-width: 600px; margin: 0 auto 20px; }
.hero .respect {
  font-size: 15px; color: var(--ink-soft); max-width: 560px; margin: 32px auto 0;
  border-top: 1px solid var(--line); padding-top: 24px;
}
.hero .echo { font-size: 19px; line-height: 1.6; color: var(--ink); max-width: 600px; margin: 0 auto 20px; font-weight: 600; }

/* ---------- sections ---------- */
section.block { padding: 72px 0; border-top: 1px solid var(--line); }
.sec-no {
  font-size: 13px; font-weight: 800; letter-spacing: 0.16em;
  color: var(--accent); text-transform: uppercase; margin-bottom: 16px;
}
h2.stmt {
  font-family: var(--serif); font-weight: 600;
  font-size: clamp(28px, 4.4vw, 40px); line-height: 1.2;
  margin: 0 0 24px; letter-spacing: -0.01em;
}
.block p { margin: 0 0 18px; }
.block p:last-child { margin-bottom: 0; }
.block strong { font-weight: 700; }

/* friction list */
.friction { list-style: none; margin: 28px 0 0; padding: 0; }
.friction li {
  padding: 18px 0 18px 8px; border-top: 1px solid var(--line);
  font-size: 17px; line-height: 1.6;
}
.friction li:last-child { border-bottom: 1px solid var(--line); }
.friction b { color: var(--accent-dark); }

/* hypothesis list */
.path { list-style: none; margin: 28px 0 0; padding: 0; counter-reset: step; }
.path li { position: relative; padding: 0 0 26px 56px; font-size: 17px; }
.path li::before {
  counter-increment: step; content: counter(step);
  position: absolute; left: 0; top: 2px;
  width: 36px; height: 36px; border-radius: 50%;
  background: var(--accent); color: #fff;
  font-weight: 800; font-size: 16px;
  display: flex; align-items: center; justify-content: center;
}
.path li:last-child { padding-bottom: 0; }

/* figure */
figure.shot { margin: 36px 0 8px; }
figure.shot img {
  display: block; width: 100%; height: auto;
  border: 1px solid var(--line); border-radius: 10px;
  box-shadow: 0 18px 44px rgba(29, 23, 18, 0.10);
}
figure.shot figcaption {
  font-size: 14px; color: var(--ink-soft); margin-top: 12px; line-height: 1.55;
}

/* click path */
.clickpath {
  margin: 28px 0; padding: 22px 24px;
  background: var(--paper-deep); border-radius: 10px;
  font-size: 16px; line-height: 2.1;
}
.clickpath .step {
  display: inline-block; background: #fff; border: 1px solid var(--line);
  border-radius: 999px; padding: 2px 14px; margin: 2px 4px 2px 0; font-weight: 600;
}
.clickpath .arrow { color: var(--accent); font-weight: 800; margin: 0 2px; }

/* ---------- five answers ---------- */
.five { background: var(--ink); color: #f5efe4; }
.five .wrap { padding-top: 72px; padding-bottom: 72px; }
.five .sec-no { color: #e8a06a; }
.five h2.stmt { color: #fff; }
.five .note { color: #cbbfa9; font-size: 16px; margin-bottom: 40px; }
.answer { margin-bottom: 36px; }
.answer:last-child { margin-bottom: 0; }
.answer h3 {
  font-family: var(--serif); font-size: 23px; font-weight: 600;
  margin: 0 0 10px; color: #ffd9ad;
}
.answer p { margin: 0 0 12px; color: #efe7d6; font-size: 17px; }
.answer p:last-child { margin-bottom: 0; }

/* ---------- try it ---------- */
.try { text-align: center; padding: 96px 24px; max-width: 720px; margin: 0 auto; }
.try h2.stmt { margin-bottom: 16px; }
.try p { color: var(--ink-soft); font-size: 19px; max-width: 560px; margin: 0 auto 36px; }
.cta {
  display: inline-block;
  background: var(--accent); color: #fff;
  font-family: var(--sans); font-weight: 800; font-size: 19px;
  padding: 18px 44px; border-radius: 999px; text-decoration: none;
  box-shadow: 0 14px 30px rgba(180, 80, 42, 0.28);
}
.cta:hover { background: var(--accent-dark); }
.cta-sub { margin-top: 18px; font-size: 14px; color: var(--ink-soft); }

/* ---------- footer ---------- */
footer { border-top: 1px solid var(--line); padding: 40px 24px 56px; text-align: center; }
footer p { font-size: 14px; color: var(--ink-soft); margin: 4px 0; }

@media (max-width: 560px) {
  body { font-size: 17px; }
  .hero { padding: 72px 20px 48px; }
  section.block { padding: 56px 0; }
  .path li { padding-left: 48px; }
  .clickpath { line-height: 1.5; padding: 20px 16px; }
  .clickpath .step { display: block; text-align: center; margin: 0 auto; }
  .clickpath .arrow { display: block; text-align: center; transform: rotate(90deg); margin: 4px auto; }
}

/* Measurement funnel diagram (no fabricated data: stages and ratios only) */
.funnel { margin: 22px 0 18px; }
.f-stage {
  max-width: var(--w, 440px); margin: 0 auto;
  border: 1px solid #57503f; border-radius: 10px;
  background: rgba(255,255,255,0.04);
  padding: 12px 20px;
  display: flex; justify-content: space-between; align-items: baseline; gap: 14px;
}
.f-stage strong { font-size: 17px; color: #fff; white-space: nowrap; }
.f-stage span { font-size: 14px; color: #c9bda4; text-align: right; }
.f-arrow { text-align: center; color: #e8a06a; font-size: 18px; line-height: 1.4; }
@media (max-width: 560px) {
  .f-stage { padding: 10px 14px; }
  .f-stage strong { font-size: 15px; }
  .f-stage span { font-size: 13px; }
}