.jma{--jma-navy:#081a22;--jma-navy-soft:#0d2a34;--jma-ink:#10272f;--jma-copy:#31464d;--jma-muted:#64777c;--jma-cream:#fbf8f0;--jma-paper:#fffdf8;--jma-teal:var(--color-teal);--jma-moss:var(--color-moss);--jma-amber:var(--color-orange);--jma-line:color-mix(in srgb, var(--jma-moss) 34%, transparent);--jma-example:color-mix(in srgb, var(--jma-teal) 8%, var(--jma-cream));background:var(--jma-cream);color:var(--jma-ink);overflow-x:clip}.jma *{box-sizing:border-box}.jma__pad{padding-inline:20px}.jma__wide{width:min(100%,1120px);margin-inline:auto}.jma__prose,.jma__editorial-prose{width:min(100%,680px)}.jma__section{padding-block:104px}.jma__section--roomy{padding-block:128px}.jma__body{font:400 18px/1.62 var(--font-sans);color:var(--jma-copy)}.jma__body p+p{margin-top:24px}.jma__eyebrow{font:500 13px/1.2 var(--font-sans);letter-spacing:.26em;text-transform:uppercase;color:var(--jma-teal);margin:0}.jma__title{max-width:900px;font:400 clamp(42px, 5vw, 70px)/1.04 var(--font-serif);letter-spacing:0;text-wrap:balance;margin:18px 0 0}.jma__title--plot-hole{max-width:760px}.jma__h2{font:400 clamp(36px, 4vw, 58px)/1.08 var(--font-serif);letter-spacing:0;text-wrap:balance;margin:20px 0 0}.jma__transition{max-width:820px;font:400 clamp(28px, 3.2vw, 44px)/1.22 var(--font-serif);text-align:center;text-wrap:balance;margin:72px auto}.jma__lead{max-width:720px;font:300 clamp(20px, 1.7vw, 25px)/1.55 var(--font-sans);color:color-mix(in srgb, var(--jma-cream) 86%, transparent);margin-top:30px}.jma__rule{background:var(--jma-teal);width:48px;height:1px}.jma__hero{background:var(--jma-navy);min-height:560px;color:var(--jma-cream);align-items:center;padding-top:86px;display:flex}.jma__hero-inner{width:min(100%,1180px);margin-inline:auto;padding-block:88px}.jma__hero-copy{width:min(100%,900px)}.jma__hero-meta{border-top:1px solid color-mix(in srgb, var(--jma-cream) 20%, transparent);font:400 15px/1.5 var(--font-sans);color:color-mix(in srgb, var(--jma-cream) 62%, transparent);margin-top:42px;padding-top:24px}.jma__why{padding-block:104px 112px}.jma__why-layout{grid-template-columns:minmax(520px,680px) minmax(240px,320px);grid-template-areas:"copy flow""close flow";align-items:start;column-gap:68px;display:grid}.jma__why-copy{grid-area:copy;width:min(100%,680px);min-width:0}.jma__why-copy .jma__h2{margin-top:0}.jma__why-body{max-width:680px;font:400 19px/1.62 var(--font-sans);color:var(--jma-ink);margin-top:34px}.jma__why-body p{margin:0}.jma__why-body p+p{margin-top:24px}.jma__why-stakes,.jma__why-conclusion{font-weight:500}.jma__why-close{border-top:1px solid var(--jma-line);max-width:680px;font:500 23px/1.46 var(--font-sans);color:var(--jma-ink);grid-area:close;margin:42px 0 0;padding-top:26px}.jma__mini-flow{grid-area:flow;place-self:center end;gap:0;width:min(100%,320px);display:grid}.jma__mini-node{border-block:1px solid var(--jma-line);font:500 13px/1.3 var(--font-sans);letter-spacing:.18em;text-align:center;color:var(--jma-ink);padding:18px 12px}.jma__mini-arrow{height:32px;color:var(--jma-teal);place-items:center;display:grid}.jma__asset{object-fit:contain;width:100%;height:auto;display:block}.jma__emphasis{border-left:2px solid var(--jma-teal);font:400 clamp(25px, 2.4vw, 35px)/1.35 var(--font-serif);color:var(--jma-ink);margin:34px 0;padding-left:22px}.jma__problem-opening{margin-inline:auto}.jma__body--opening{margin-top:34px}.jma__visual-beat{margin-inline:auto}.jma__visual-beat--fragmented{width:min(100%,980px);margin-top:68px;margin-bottom:72px}.jma__problem-transition{width:min(100%,680px);margin-inline:auto}.jma__problem-transition p:last-child{color:var(--jma-ink);margin-top:16px;font-weight:500}.jma__concept-landing{font:400 clamp(31px, 3.1vw, 38px)/1.28 var(--font-serif);color:var(--jma-ink);text-wrap:balance}.jma__concept-landing--left{width:min(100%,620px);margin:92px auto 0}.jma__meaning-sequence{width:min(100%,600px);margin:58px auto 0;position:relative}.jma__meaning-step{border-block:1px solid var(--jma-line);grid-template-columns:148px minmax(0,1fr);align-items:baseline;gap:28px;padding-block:20px;display:grid}.jma__meaning-step+.jma__meaning-arrow+.jma__meaning-step{margin-top:0}.jma__meaning-step span{font:500 13px/1.3 var(--font-sans);letter-spacing:.16em;text-transform:uppercase;color:var(--jma-teal)}.jma__meaning-step p{font:400 19px/1.5 var(--font-sans);color:var(--jma-copy);margin:0}.jma__meaning-arrow{height:28px;color:var(--jma-teal);place-items:center;display:grid}.jma__editorial-close{width:min(100%,680px);font:400 19px/1.62 var(--font-sans);color:var(--jma-copy);margin:72px auto 0}.jma__example{background:linear-gradient(90deg, transparent, var(--jma-example) 5%, var(--jma-example) 95%, transparent);border-left:1px solid var(--jma-teal);width:min(100%,1120px);margin-inline:auto;padding:42px;position:relative}.jma__example-head{align-items:center;gap:14px;margin-bottom:30px;display:flex}.jma__example-marker{object-fit:contain;flex:none;width:42px;height:42px}.jma__example-label{font:500 13px/1.2 var(--font-sans);letter-spacing:.24em;color:var(--jma-teal)}.jma__h2--flush{margin-top:0}.jma__example-setup{margin-inline:auto}.jma__example-visual{width:min(100%,900px);margin:50px auto 46px}.jma__diagnosis-block{width:min(100%,680px);font:400 18px/1.62 var(--font-sans);color:var(--jma-copy);margin-inline:auto}.jma__diagnosis-block>p{margin:0}.jma__diagnosis-block>p+p{margin-top:20px}.jma__diagnosis{font:400 clamp(28px, 3vw, 42px)/1.18 var(--font-serif);color:var(--jma-ink);margin:30px 0}.jma__responses{border-block:1px solid var(--jma-line);flex-wrap:wrap;gap:0;margin:28px 0;padding:0;list-style:none;display:flex}.jma__responses li{border-right:1px solid var(--jma-line);font:500 15px/1.25 var(--font-sans);color:var(--jma-ink);padding:14px 20px}.jma__zoom-copy{margin-inline:auto}.jma__manifestations{grid-template-columns:repeat(5,minmax(0,1fr));margin-top:42px;display:grid;position:relative}.jma__manifestations:before{content:"";background:var(--jma-line);height:1px;position:absolute;top:11px;left:9%;right:9%}.jma__manifestation{text-align:center;font:400 16px/1.4 var(--font-sans);color:var(--jma-ink);padding:32px 12px 0;position:relative}.jma__manifestation:before{content:"";background:var(--jma-cream);border:2px solid var(--jma-teal);border-radius:50%;width:11px;height:11px;position:absolute;top:6px;left:calc(50% - 5px)}.jma__manifestation-close{width:min(100%,680px);font:400 19px/1.6 var(--font-sans);color:var(--jma-copy);margin:54px auto 0}.jma__manifestation-close strong{font:400 27px/1.35 var(--font-serif);color:var(--jma-ink);margin-top:14px;display:block}.jma__chain{grid-template-columns:1fr 32px 1.35fr 32px 1fr 32px 1fr;align-items:stretch;margin-top:56px;display:grid}.jma__chain-node{border-block:1px solid var(--jma-line);text-align:center;min-height:118px;font:500 14px/1.45 var(--font-sans);letter-spacing:.08em;color:var(--jma-ink);place-items:center;padding:22px;display:grid}.jma__arrow{color:var(--jma-teal);font:300 24px/1 var(--font-sans);place-items:center;display:grid}.jma__mechanism{width:min(100%,840px);font:400 clamp(27px, 3vw, 42px)/1.32 var(--font-serif);text-align:center;color:var(--jma-ink);margin:58px auto 0}.jma__section-intro{margin-top:34px}.jma__question-shift{grid-template-columns:minmax(0,1fr) 44px minmax(0,1.35fr);align-items:center;width:min(100%,860px);margin-top:46px;display:grid}.jma__question-shift p{font:400 21px/1.5 var(--font-sans);color:var(--jma-ink);margin:0}.jma__question-shift p span{letter-spacing:.14em;text-transform:uppercase;color:var(--jma-teal);margin-bottom:10px;font-size:13px;font-weight:500;display:block}.jma__example--evidence{margin-top:72px;padding-block:38px}.jma__mechanism-cluster{border-block:1px solid var(--jma-line);grid-template-columns:repeat(2,minmax(0,1fr));gap:54px;width:min(100%,900px);margin:62px auto 0;padding-block:32px;display:grid}.jma__mechanism-cluster p{font:400 19px/1.62 var(--font-sans);color:var(--jma-copy);margin:0}.jma__mechanism-cluster strong{color:var(--jma-ink)}.jma__guardrail{border-top:1px solid var(--jma-line);width:min(100%,680px);font:400 18px/1.65 var(--font-sans);text-align:left;color:var(--jma-copy);margin:52px auto 0;padding-top:26px}.jma__guardrail-copy{margin:36px auto 0}.jma__pair-reveal{font:400 clamp(25px, 2.6vw, 38px)/1.3 var(--font-serif);color:var(--jma-ink);margin:0 0 36px}.jma__company-setup{width:min(100%,680px);margin-top:30px}.jma__company-setup strong{color:var(--jma-ink);font-weight:500}.jma__pair-grid{grid-template-columns:minmax(0,46fr) 8fr minmax(0,46fr);align-items:stretch;margin-top:48px;display:grid}.jma__pair-head{border-bottom:1px solid var(--jma-line);font:500 13px/1.3 var(--font-sans);letter-spacing:.18em;text-transform:uppercase;color:var(--jma-teal);padding-bottom:18px}.jma__pair-row{display:contents}.jma__pair-cell{border-bottom:1px solid var(--jma-line);font:300 18px/1.55 var(--font-sans);color:var(--jma-copy);padding-block:24px}.jma__pair-link{border-bottom:1px solid var(--jma-line);color:var(--jma-teal);place-items:center;display:grid}.jma__pattern{border-top:1px solid var(--jma-line);width:min(100%,760px);font:400 18px/1.65 var(--font-sans);color:var(--jma-copy);margin:48px auto 0;padding-top:34px}.jma__pattern p{margin:0}.jma__pattern p+p{margin-top:20px}.jma__pattern p:nth-child(2){color:var(--jma-ink);font-weight:500}.jma__pattern p:last-child{color:var(--jma-teal);margin-top:32px}.jma__climax{background:var(--jma-navy);color:var(--jma-cream)}.jma__climax .jma__h2{color:var(--jma-cream)}.jma__comparison{grid-template-columns:minmax(0,46fr) 8fr minmax(0,46fr);margin-top:58px;display:grid}.jma__comparison-field{border-block:1px solid color-mix(in srgb, var(--jma-cream) 20%, transparent);padding-block:24px 36px}.jma__comparison-label{font:500 13px/1.3 var(--font-sans);letter-spacing:.2em;text-transform:uppercase;color:var(--jma-teal)}.jma__comparison-copy{font:400 clamp(26px, 2.5vw, 36px)/1.34 var(--font-serif);color:var(--jma-cream);margin-top:22px}.jma__comparison-link{color:var(--jma-teal);place-items:center;display:grid}.jma__mismatch{border-top:1px solid color-mix(in srgb, var(--jma-teal) 50%, transparent);text-align:center;width:min(76%,820px);margin:62px auto 0;padding-top:34px}.jma__mismatch-kicker{font:300 20px/1.5 var(--font-sans);color:color-mix(in srgb, var(--jma-cream) 70%, transparent)}.jma__mismatch-main{font:400 clamp(32px, 4vw, 52px)/1.18 var(--font-serif);color:var(--jma-cream);text-wrap:balance;margin-top:18px}.jma__principle{border-block:1px solid var(--jma-teal);width:min(100%,820px);font:400 clamp(29px, 3.4vw, 46px)/1.3 var(--font-serif);text-align:center;color:var(--jma-ink);margin:52px auto 0;padding-block:42px}.jma__travel{text-align:center;font:400 18px/1.6 var(--font-sans);color:var(--jma-copy);margin:38px auto 0}.jma__travel strong{color:var(--jma-ink);margin-left:8px;font-weight:500}.jma__branch{background:var(--jma-teal);width:1px;height:52px;margin:0 auto}.jma__lanes{border-top:1px solid var(--jma-line);grid-template-columns:repeat(3,minmax(0,1fr));gap:44px 54px;padding-top:42px;display:grid}.jma__lane{min-width:0}.jma__lane h3{font:500 15px/1.3 var(--font-sans);letter-spacing:.14em;text-transform:uppercase;color:var(--jma-teal);margin:0}.jma__lane p{font:300 18px/1.62 var(--font-sans);color:var(--jma-copy);margin:13px 0 0}.jma__coherence{text-align:center;width:min(100%,760px);font:300 21px/1.6 var(--font-sans);color:var(--jma-copy);margin:64px auto 0}.jma__coherence strong{font:400 36px/1.2 var(--font-serif);color:var(--jma-ink);margin-top:10px;display:block}.jma__from-to{grid-template-columns:minmax(0,1fr) 48px minmax(0,1fr);align-items:center;margin-top:52px;display:grid}.jma__from-to p{border-block:1px solid var(--jma-line);font:400 22px/1.5 var(--font-sans);color:var(--jma-ink);margin:0;padding-block:26px}.jma__from-to p span{letter-spacing:.14em;text-transform:uppercase;color:var(--jma-teal);margin-bottom:12px;font-size:13px;font-weight:500;display:block}.jma__system-context{margin:58px auto 0}.jma__system-flow{grid-template-columns:repeat(11,auto);align-items:center;margin-top:50px;display:grid}.jma__system-node{border-block:1px solid var(--jma-line);text-align:center;min-height:104px;font:400 16px/1.4 var(--font-sans);color:var(--jma-ink);place-items:center;padding:18px 14px;display:grid}.jma__system-flow .jma__arrow{min-width:24px}.jma__system-close{width:min(100%,680px);font:400 19px/1.62 var(--font-sans);color:var(--jma-copy);margin:58px auto 0}.jma__system-close strong{color:var(--jma-ink)}.jma__priority-model{width:min(100%,1000px);margin:52px auto 0}.jma__priority-inputs{grid-template-columns:repeat(3,minmax(0,1fr));gap:8%;display:grid}.jma__priority-input{text-align:center;border-block:1px solid var(--jma-line);padding:28px 12px}.jma__priority-input h3,.jma__priority-output h3{font:500 14px/1.3 var(--font-sans);letter-spacing:.16em;text-transform:uppercase;color:var(--jma-teal);margin:0}.jma__priority-input p{font:300 17px/1.55 var(--font-sans);color:var(--jma-copy);margin:14px 0 0}.jma__converge{width:min(72%,720px);height:72px;color:var(--jma-moss);margin:0 auto;display:block}.jma__priority-output{border-block:2px solid var(--jma-teal);text-align:center;width:min(100%,560px);margin:0 auto;padding:30px}.jma__priority-landing{width:min(100%,620px);font:400 clamp(28px, 3vw, 38px)/1.3 var(--font-serif);text-align:center;color:var(--jma-ink);margin:48px auto 0}.jma__priority-example{margin-top:72px}.jma__versus{gap:18px;margin-top:24px;display:grid}.jma__versus p{border-bottom:1px solid var(--jma-line);font:300 18px/1.6 var(--font-sans);color:var(--jma-copy);margin:0;padding-bottom:18px}.jma__tests{grid-template-columns:minmax(0,46fr) 8fr minmax(0,46fr);margin-top:56px;display:grid}.jma__test-lead{font:400 21px/1.5 var(--font-sans);color:color-mix(in srgb, var(--jma-cream) 84%, transparent);margin-top:28px}.jma__test-field{border-block:1px solid color-mix(in srgb, var(--jma-cream) 20%, transparent);padding:30px 0 36px}.jma__test-field h3{font:500 14px/1.4 var(--font-sans);letter-spacing:.16em;color:var(--jma-teal);margin:0}.jma__test-copy{font:400 18px/1.6 var(--font-sans);color:color-mix(in srgb, var(--jma-cream) 86%, transparent);margin:24px 0 0}.jma__questions{margin:26px 0 0;padding:0;list-style:none}.jma__questions li{border-top:1px solid color-mix(in srgb, var(--jma-cream) 12%, transparent);font:300 18px/1.55 var(--font-sans);color:color-mix(in srgb, var(--jma-cream) 86%, transparent);padding:15px 0}.jma__tests-link{color:var(--jma-teal);place-items:center;display:grid}.jma__test-conclusion{text-align:center;width:min(100%,760px);font:400 clamp(28px, 3.2vw, 44px)/1.3 var(--font-serif);color:var(--jma-cream);margin:68px auto 0}.jma__test-conclusion span{color:var(--jma-teal);margin-top:10px;display:block}.jma__learning-intro{width:min(100%,680px);font:400 18px/1.62 var(--font-sans);color:color-mix(in srgb, var(--jma-cream) 86%, transparent);margin:68px auto 0}.jma__learning-intro p{margin:0}.jma__learning-intro p+p{margin-top:24px}.jma__learning{grid-template-columns:repeat(11,auto);align-items:center;margin-top:76px;display:grid}.jma__learning .jma__system-node{color:var(--jma-cream);border-color:color-mix(in srgb, var(--jma-cream) 18%, transparent)}.jma__closing-copy{margin-inline:auto}.jma__closing-reveal{width:min(100%,720px);font:400 clamp(28px, 3vw, 40px)/1.3 var(--font-serif);color:var(--jma-ink);text-wrap:balance;margin:76px auto 0}.jma__visual-beat--closing{width:min(100%,980px);margin-top:68px}.jma__closing-effects{width:min(100%,620px);font:400 19px/1.68 var(--font-sans);color:var(--jma-copy);margin:70px auto 0}.jma__landing{text-align:center;width:min(100%,820px);margin:124px auto 0;padding-bottom:142px}.jma__landing p{font:300 clamp(25px, 2.8vw, 38px)/1.4 var(--font-sans);color:var(--jma-copy);text-wrap:balance;margin:0}.jma__landing strong{font:400 clamp(38px, 4.8vw, 64px)/1.14 var(--font-serif);color:var(--jma-ink);margin-top:26px;display:block}@media (width>=640px){.jma__pad{padding-inline:36px}}@media (width>=768px){.jma__pad{padding-inline:44px}}@media (width>=1024px){.jma__pad{padding-inline:80px}}@media (width<=980px){.jma__why-layout{grid-template-columns:1fr;grid-template-areas:"copy""close""flow"}.jma__mini-flow{justify-self:center;width:min(100%,320px);margin-top:44px}}@media (width<=900px){.jma__section{padding-block:88px}.jma__section--roomy{padding-block:104px}.jma__why{padding-block:88px 96px}.jma__question-shift,.jma__from-to{grid-template-columns:1fr;gap:0}.jma__question-shift .jma__arrow,.jma__from-to .jma__arrow{min-height:44px;transform:rotate(90deg)}.jma__mechanism-cluster{grid-template-columns:1fr;gap:26px}.jma__lanes{grid-template-columns:repeat(2,minmax(0,1fr))}.jma__system-flow,.jma__learning{grid-template-columns:1fr}.jma__system-flow .jma__arrow,.jma__learning .jma__arrow{min-height:30px;transform:rotate(90deg)}}@media (width<=639px){.jma__hero{min-height:600px}.jma__hero-inner{padding-block:92px 72px}.jma__title{font-size:clamp(42px,12vw,56px)}.jma__title--plot-hole{max-width:520px}.jma__lead{font-size:19px}.jma__section{padding-block:76px}.jma__section--roomy{padding-block:94px}.jma__body{font-size:17px;line-height:1.65}.jma__visual-beat--fragmented{margin-top:52px;margin-bottom:56px}.jma__concept-landing--left{margin-top:68px}.jma__meaning-sequence{margin-top:44px}.jma__meaning-step{grid-template-columns:1fr;gap:8px}.jma__meaning-step p{font-size:17px}.jma__editorial-close{margin-top:56px;font-size:17px}.jma__why{padding-block:76px 84px}.jma__why-body{margin-top:30px;font-size:17px;line-height:1.6}.jma__why-body p+p{margin-top:22px}.jma__why-close{margin-top:38px;padding-top:24px;font-size:20px;line-height:1.5}.jma__mini-flow{grid-template-columns:1fr;margin-top:40px}.jma__mini-arrow{height:28px;transform:none}.jma__example{padding:26px 24px}.jma__example-marker{width:34px;height:34px}.jma__example-visual{margin-block:38px}.jma__diagnosis-block{font-size:17px}.jma__responses{display:grid}.jma__responses li{border-right:0;border-bottom:1px solid var(--jma-line)}.jma__manifestations{grid-template-columns:1fr;margin-top:30px}.jma__manifestations:before{width:1px;height:auto;inset:10px auto 10px 5px}.jma__manifestation{text-align:left;padding:0 0 24px 30px}.jma__manifestation:before{top:5px;left:0}.jma__manifestation-close{margin-top:38px;font-size:17px}.jma__example--evidence{margin-top:56px}.jma__question-shift p,.jma__from-to p{font-size:18px}.jma__mechanism-cluster p{font-size:17px}.jma__chain,.jma__system-flow,.jma__learning{grid-template-columns:1fr}.jma__chain-node,.jma__system-node{min-height:auto;padding:20px 16px}.jma__arrow{min-height:30px;transform:rotate(90deg)}.jma__pair-grid{grid-template-columns:1fr}.jma__pair-head{display:none}.jma__pair-row{grid-template-columns:1fr;display:grid}.jma__pair-cell{padding:18px 0}.jma__pair-cell:before{font:500 12px/1.3 var(--font-sans);letter-spacing:.16em;text-transform:uppercase;color:var(--jma-teal);margin-bottom:8px;display:block}.jma__pair-cell:first-child:before{content:"Customer behavior"}.jma__pair-cell:last-child:before{content:"Company response"}.jma__pair-link{border:0;min-height:30px;transform:rotate(90deg)}.jma__comparison,.jma__tests{grid-template-columns:1fr}.jma__comparison-link,.jma__tests-link{min-height:48px;transform:rotate(90deg)}.jma__comparison-link .jma__arrow,.jma__tests-link .jma__arrow{transform:none}.jma__mismatch{width:100%}.jma__lanes{grid-template-columns:1fr;gap:32px}.jma__travel strong{margin:6px 0 0;display:block}.jma__priority-inputs{grid-template-columns:1fr;gap:28px}.jma__priority-input{text-align:left}.jma__converge{width:36px;height:72px}.jma__system-close,.jma__closing-effects{font-size:17px}.jma__visual-beat--closing{margin-top:52px}.jma__landing{margin-top:100px;padding-bottom:124px}}