@font-face{
  font-family:"Instrument Sans";
  font-style:normal;
  font-weight:400 700;
  font-display:swap;
  src:url(fonts/instrument-sans-latin.woff2) format("woff2");
  unicode-range:U+0000-00FF,U+0131,U+0152-0153,U+02BB-02BC,U+02C6,U+02DA,U+02DC,U+2000-206F,U+2074,U+20AC,U+2122,U+2191,U+2193,U+2212,U+2215,U+FEFF,U+FFFD;
}
@font-face{
  font-family:"Instrument Serif";
  font-style:normal;
  font-weight:400;
  font-display:swap;
  src:url(fonts/instrument-serif-latin.woff2) format("woff2");
  unicode-range:U+0000-00FF,U+0131,U+0152-0153,U+02BB-02BC,U+02C6,U+02DA,U+02DC,U+2000-206F,U+2074,U+20AC,U+2122,U+2191,U+2193,U+2212,U+2215,U+FEFF,U+FFFD;
}
@font-face{
  font-family:"Instrument Serif";
  font-style:italic;
  font-weight:400;
  font-display:swap;
  src:url(fonts/instrument-serif-italic-latin.woff2) format("woff2");
  unicode-range:U+0000-00FF,U+0131,U+0152-0153,U+02BB-02BC,U+02C6,U+02DA,U+02DC,U+2000-206F,U+2074,U+20AC,U+2122,U+2191,U+2193,U+2212,U+2215,U+FEFF,U+FFFD;
}


:root{
  --ink:#171714; --ink-2:#4A4943; --ink-3:#6E6C63;
  --paper:#FBFAF7; --paper-2:#F2EEE7; --card:#FFFEFB;
  --line:#E2DDD2; --line-soft:#ECE8DF;
  --accent:#1F5248; --accent-deep:#16413A; --accent-wash:#E8EFEC;
  --star:#B7862B;
  --sans:"Instrument Sans",-apple-system,BlinkMacSystemFont,"Segoe UI",Roboto,Helvetica,Arial,sans-serif;
  --serif:"Instrument Serif",Georgia,"Times New Roman",serif;
  --r:16px; --r-sm:10px;
  --gutter:20px; --max:1080px; --measure:40rem;
  --sec:48px; --tap:48px;
  --ease:cubic-bezier(.22,1,.36,1);
}
*,*::before,*::after{box-sizing:border-box}
html{-webkit-text-size-adjust:100%;scroll-behavior:smooth;background:var(--paper)}
@media (prefers-reduced-motion:reduce){html{scroll-behavior:auto}}
body{margin:0;background:var(--paper);color:var(--ink);font-family:var(--sans);font-size:17px;line-height:1.6;-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;overflow-x:hidden}
[hidden]{display:none !important}
img{max-width:100%;height:auto;display:block}
h1,h2,h3{font-family:var(--serif);font-weight:400;margin:0;color:var(--ink);letter-spacing:-.015em;text-wrap:balance}
h1{font-size:40px;line-height:1.06;letter-spacing:-.025em}
h2{font-size:31px;line-height:1.12;letter-spacing:-.02em}
h3{font-size:21px;line-height:1.25}
p{margin:0 0 .9em;max-width:var(--measure)}
p:last-child{margin-bottom:0}
a{color:inherit}
strong{font-weight:600}
ul,ol{margin:0;padding:0;list-style:none}
::selection{background:var(--accent);color:var(--paper)}
:focus-visible{outline:2px solid var(--accent);outline-offset:3px;border-radius:4px}
.skip{position:absolute;left:-9999px;top:0;background:var(--ink);color:var(--paper);padding:12px 16px;z-index:60}
.skip:focus{left:0}
section[id],main[id]{scroll-margin-top:68px}
.wrap{width:100%;max-width:calc(var(--max) + 2*var(--gutter));margin:0 auto;padding:0 var(--gutter)}

/* header */
.site-header{position:sticky;top:0;z-index:40;background:rgba(251,250,247,.9);backdrop-filter:saturate(180%) blur(12px);-webkit-backdrop-filter:saturate(180%) blur(12px);border-bottom:1px solid var(--line-soft)}
.header-inner{display:flex;align-items:center;justify-content:space-between;gap:12px;min-height:60px}
.brand{display:inline-flex;align-items:center;gap:9px;text-decoration:none;min-height:var(--tap)}
.brand-mark{width:11px;height:11px;border-radius:50%;background:var(--accent)}
.brand-name{font-family:var(--serif);font-size:21px;letter-spacing:-.017em;line-height:1}
.header-nav{display:none}

/* buttons */
.btn{display:inline-flex;align-items:center;justify-content:center;min-height:var(--tap);padding:13px 24px;border:0;border-radius:999px;font:500 17px/1.2 var(--sans);text-decoration:none;cursor:pointer;text-align:center;transition:background-color .2s var(--ease)}
.btn-primary,.btn-small{background:var(--accent);color:#fff}
.btn-small{min-height:42px;padding:10px 18px;font-size:15.5px}
.btn-block{display:flex;width:100%}
@media (hover:hover){.btn-primary:hover,.btn-small:hover{background:var(--accent-deep)}}
.btn[disabled]{opacity:.55;cursor:default}
.text-link{font-weight:500;color:var(--accent);text-decoration:none;padding:12px 4px}
.text-link:hover{text-decoration:underline;text-underline-offset:4px}

/* shared */
.card{background:var(--card);border:1px solid var(--line);border-radius:var(--r)}
.section{padding:var(--sec) 0}
.section-alt{background:var(--paper-2)}
.sec-head{margin-bottom:28px}
.kicker,.eyebrow{font-size:13px;font-weight:600;letter-spacing:.09em;text-transform:uppercase;color:var(--accent);margin:0 0 10px}
.sec-head h2{margin-bottom:12px}
.sec-head h2:last-child{margin-bottom:0}
.section-lede{font-size:18px;line-height:1.55;color:var(--ink-2);margin:0}
.sub-title{font-size:23px;margin:0 0 14px}
.muted{color:var(--ink-3)}
.small{font-size:13.5px;line-height:1.5}

/* hero */
.hero{padding:36px 0 44px}
.hero h1{margin-bottom:16px}
.lede{font-size:18px;line-height:1.55;color:var(--ink-2);margin-bottom:20px}
.offer{display:flex;flex-direction:column;gap:8px;margin:0 0 22px}
.offer li{display:flex;align-items:center;gap:10px;font-size:17px;line-height:1.35}
.offer li::before{content:"";flex:none;width:20px;height:20px;border-radius:50%;background:var(--accent) url("data:image/svg+xml,%3Csvg xmlns='http://www.w3.org/2000/svg' viewBox='0 0 18 18'%3E%3Cpath d='M5 9.2l2.6 2.6L13 6.4' fill='none' stroke='%23FBFAF7' stroke-width='1.9' stroke-linecap='round' stroke-linejoin='round'/%3E%3C/svg%3E") center/20px no-repeat}
.cta-row{display:flex;flex-wrap:wrap;align-items:center;gap:8px 18px}
.cta-row .btn{flex:1 1 100%}
.hero-figure{margin:32px 0 0}
.hero-figure figcaption{color:var(--ink-3);font-size:13.5px;margin-top:10px}

/* report mock */
.mock{background:var(--card);border:1px solid var(--line);border-radius:var(--r);padding:20px;box-shadow:0 18px 40px -30px rgba(23,23,20,.35);font-size:15.5px;line-height:1.55;min-width:0}
.mock p{max-width:none}
.tag{display:inline-block;font-size:11px;font-weight:600;letter-spacing:.08em;text-transform:uppercase;color:var(--accent);background:var(--accent-wash);border-radius:999px;padding:4px 10px 3px;line-height:1.3}
.mock-title{font-family:var(--serif);font-size:22px;line-height:1.2;margin:0}
.dash-top{display:flex;flex-wrap:wrap;align-items:center;justify-content:space-between;gap:8px 12px}
.dash-biz{margin:4px 0 14px}
.kpis{display:grid;grid-template-columns:repeat(3,minmax(0,1fr));gap:8px;margin:0 0 16px}
.kpis>div{background:var(--paper);border:1px solid var(--line-soft);border-radius:12px;padding:10px}
.kpis dt{font-size:12px;color:var(--ink-3);line-height:1.3;margin-bottom:4px}
.kpis dd{margin:0;font-family:var(--serif);font-size:28px;line-height:1}
.trend{margin:0 0 30px}
.trend-label{display:flex;justify-content:space-between;gap:8px;font-size:12.5px;color:var(--ink-3);margin:0}
.bars{display:grid;grid-template-columns:repeat(6,1fr);gap:8px;align-items:end;height:84px;border-bottom:1px solid var(--line);margin-top:20px}
.bars span{position:relative;display:block;height:var(--h);background:#E6E1D7;border-radius:6px 6px 0 0}
.bars span.on{background:var(--accent)}
.bars b{position:absolute;left:0;right:0;bottom:100%;font-weight:600;font-size:11px;color:var(--ink-2);text-align:center;padding-bottom:2px}
.bars i{position:absolute;left:0;right:0;top:100%;font-style:normal;font-size:11px;color:var(--ink-3);text-align:center;padding-top:4px}
.dash-rows{border-top:1px solid var(--line-soft)}
.dash-rows li{display:flex;justify-content:space-between;gap:12px;padding:8px 0;border-bottom:1px solid var(--line-soft);font-size:14px;color:var(--ink-2)}
.dash-rows li:last-child{border-bottom:0;padding-bottom:0}
.dash-rows strong{color:var(--ink);white-space:nowrap}
.stars,.review-stars{color:var(--star);letter-spacing:.06em}
.review-stars .off{color:#E0DACF}

/* calculator */
.calc{background:var(--card);border:1px solid var(--line);border-radius:var(--r);padding:20px;margin:0 0 24px}
.calc-title{font-family:var(--sans);font-size:13px;font-weight:600;letter-spacing:.09em;text-transform:uppercase;color:var(--ink-3);margin:0 0 16px}
.calc-grid{display:grid;gap:14px}
.field{display:grid;gap:6px;align-content:start}
.field label{font-size:15px;font-weight:500;color:var(--ink-2);line-height:1.35}
.field-hint{font-size:13.5px;line-height:1.4;color:var(--ink-3);margin:0}
.optional{color:var(--ink-3);font-weight:400}
input,select,textarea{font-family:var(--sans);font-size:17px;line-height:1.4;color:var(--ink);background:var(--paper);border:1px solid var(--line);border-radius:var(--r-sm);padding:12px 14px;min-height:50px;width:100%;-webkit-appearance:none;appearance:none}
textarea{min-height:88px;resize:vertical}
select{background-image:url("data:image/svg+xml,%3Csvg xmlns='http://www.w3.org/2000/svg' width='14' height='9' viewBox='0 0 14 9'%3E%3Cpath d='M1 1l6 6 6-6' fill='none' stroke='%236E6C63' stroke-width='1.6' stroke-linecap='round'/%3E%3C/svg%3E");background-repeat:no-repeat;background-position:right 14px center;padding-right:40px}
input:focus,select:focus,textarea:focus{outline:none;border-color:var(--accent);box-shadow:0 0 0 3px var(--accent-wash)}
.calc-out{margin-top:18px;padding-top:16px;border-top:1px solid var(--line-soft)}
.calc-line{font-size:13px;letter-spacing:.07em;text-transform:uppercase;color:var(--ink-3);margin:0 0 4px}
.calc-big{font-family:var(--serif);font-size:44px;line-height:1.05;color:var(--accent);margin:0}
.calc-unit{font-size:16px;color:var(--ink-2);margin:0 0 8px}
.calc-sub{font-size:15px;color:var(--ink-3);margin:0}
.calc-foot{margin:14px 0 0;font-size:14px;line-height:1.5;color:var(--ink-3)}
.punch{font-family:var(--serif);font-size:23px;line-height:1.35;margin:0;max-width:36rem}
.punch strong{font-weight:400;color:var(--accent);font-style:italic}

/* how it works */
.steps{display:grid;gap:12px;counter-reset:s}
.steps .card{padding:20px}
.step-num{display:inline-flex;align-items:center;justify-content:center;width:30px;height:30px;border-radius:50%;background:var(--accent);color:#fff;font-weight:600;font-size:15px;margin-bottom:12px}
.steps h3{margin-bottom:8px}
.steps p,.principles p,.path p{font-size:15.5px;line-height:1.55;color:var(--ink-2)}
.paths{margin-top:36px}
.path-grid{display:grid;gap:12px}
.path{background:var(--card);border:1px solid var(--line);border-radius:var(--r);padding:18px 20px}
.path p{margin:0 0 4px;max-width:none}
.path .path-kicker{font-size:12px;font-weight:600;letter-spacing:.07em;text-transform:uppercase;color:var(--ink-3)}
.path .path-head{font-family:var(--serif);font-size:22px;line-height:1.2;color:var(--ink)}
.path .path-time{font-size:14px;font-weight:600;color:var(--accent);margin-bottom:8px}
.path-easy{background:var(--accent-wash);border-color:rgba(31,82,72,.25)}
.path-easy .path-kicker{color:var(--accent)}
.paths-note{margin:12px 0 0;font-size:15px;color:var(--ink-2)}
.principles{display:grid;gap:18px;margin-top:36px;padding-top:28px;border-top:1px solid var(--line)}
.principles h3{font-size:19px;margin-bottom:4px}

/* examples */
.ex-sub{font-size:21px;margin:0 0 14px}
.examples{display:grid;gap:12px}
.examples + .ex-sub{margin-top:32px}
.biz-type{font-size:12.5px;font-weight:600;letter-spacing:.04em;text-transform:uppercase;color:var(--ink-3);margin:0 0 10px}
.mail-subject{font-family:var(--serif);font-size:20px;line-height:1.25;margin:0 0 10px;padding-bottom:10px;border-bottom:1px solid var(--line-soft)}
.mail-body p{margin-bottom:.7em}
.mail-body p:last-child{margin-bottom:0}
.mail-btn{display:inline-block;background:var(--accent);color:#fff;border-radius:999px;padding:9px 18px;font-weight:500;font-size:15px;margin:4px 0 10px !important}
.review-head{display:flex;gap:10px;align-items:center;margin:0 0 8px;line-height:1.35}
.avatar{flex:none;width:34px;height:34px;border-radius:50%;background:#E8E3D9;color:var(--ink-2);display:inline-flex;align-items:center;justify-content:center;font-weight:600;font-size:14px}
.reply{margin-top:14px;padding:12px 14px;border-left:2px solid var(--accent);background:var(--accent-wash);border-radius:0 10px 10px 0}
.reply-label{font-size:11.5px;font-weight:600;letter-spacing:.06em;text-transform:uppercase;color:var(--accent);margin:0 0 4px}

/* pricing */
.price-card{display:grid;overflow:hidden;max-width:none}
.pilot{background:var(--accent-wash);padding:24px 22px}
.pilot .pilot-title{font-family:var(--serif);font-size:30px;line-height:1.15;color:var(--accent-deep);margin:0 0 12px}
.pilot-points{display:grid;gap:10px}
.pilot-points li,.price-points li{position:relative;padding-left:26px;font-size:16px;line-height:1.5}
.pilot-points li::before,.price-points li::before{content:"";position:absolute;left:0;top:.2em;width:17px;height:17px;border-radius:50%;background:var(--accent) url("data:image/svg+xml,%3Csvg xmlns='http://www.w3.org/2000/svg' viewBox='0 0 18 18'%3E%3Cpath d='M5 9.2l2.6 2.6L13 6.4' fill='none' stroke='%23FBFAF7' stroke-width='1.9' stroke-linecap='round' stroke-linejoin='round'/%3E%3C/svg%3E") center/17px no-repeat}
.paid{padding:24px 22px}
.price-name{font-size:13px;font-weight:600;letter-spacing:.09em;text-transform:uppercase;color:var(--ink-3);margin:0 0 4px}
.price-amount{margin:0 0 6px;line-height:1}
.price-figure{font-family:var(--serif);font-size:56px;letter-spacing:-.03em}
.price-period{font-size:18px;color:var(--ink-2);margin-left:4px}
.price-qualifier{font-size:15px;color:var(--ink-2);margin:0 0 16px}
.price-points{display:grid;gap:8px;margin:0 0 20px;padding-top:16px;border-top:1px solid var(--line-soft)}
.price-points li{color:var(--ink-2);font-size:15.5px}
.price-points li::before{background-color:var(--ink-3)}

/* founders */
.founders{display:grid;gap:10px;margin:0 0 20px}
.founders .card{padding:16px 18px;font-size:16.5px;color:var(--ink-2)}
.founders strong{display:block;font-family:var(--serif);font-weight:400;font-size:24px;line-height:1.2;color:var(--ink)}
.honest{font-size:17px;color:var(--ink-2)}
.founders-mail{margin-top:10px;font-size:16px;color:var(--ink-2)}
.founders-mail a{color:var(--accent);text-underline-offset:3px}

/* faq */
.faq-list{max-width:760px;border-top:1px solid var(--line)}
.faq-list details{border-bottom:1px solid var(--line)}
.faq-list summary{list-style:none;cursor:pointer;display:flex;justify-content:space-between;align-items:center;gap:16px;padding:16px 0;font-size:17.5px;font-weight:500;line-height:1.35}
.faq-list summary::-webkit-details-marker{display:none}
.faq-list summary::after{content:"+";flex:none;font-size:24px;font-weight:300;line-height:1;color:var(--accent);transition:transform .2s var(--ease)}
.faq-list details[open] summary::after{transform:rotate(45deg)}
.faq-body{padding:0 0 18px;color:var(--ink-2);font-size:16px;line-height:1.6}
.faq-body p{max-width:65ch}

/* form */
.form-intro .section-lede{margin-bottom:18px}
.offer-stack{margin:0}
.form-card{padding:22px 20px;margin-top:24px}
.lead-form{display:grid;gap:14px}
.form-error{background:#FBEDEA;color:#8A2D1C;border-radius:var(--r-sm);padding:10px 14px;font-size:15px;margin:0;max-width:none}
.form-consent{margin:0;font-size:14px;line-height:1.5;color:var(--ink-3);max-width:none}
.form-consent a,.form-mail a{color:var(--accent);text-underline-offset:3px}
.form-foot{margin:6px 0 0;font-size:14.5px;color:var(--ink-3)}
.form-mail{margin:0;font-size:15.5px;font-weight:500}
.form-success{text-align:left}
.form-success h3{font-size:28px;margin-bottom:8px}
.success-mark{width:40px;height:40px;border-radius:50%;margin:0 0 14px;background:var(--accent) url("data:image/svg+xml,%3Csvg xmlns='http://www.w3.org/2000/svg' viewBox='0 0 18 18'%3E%3Cpath d='M5 9.2l2.6 2.6L13 6.4' fill='none' stroke='%23FBFAF7' stroke-width='1.9' stroke-linecap='round' stroke-linejoin='round'/%3E%3C/svg%3E") center/40px no-repeat}
.success-ref{font-size:14px;color:var(--ink-3)}

/* footer */
.site-footer{background:var(--ink);color:rgba(251,250,247,.7);padding:40px 0 calc(40px + 76px);font-size:15px}
.site-footer p{margin:0 0 8px}
.footer-brand{font-family:var(--serif);font-size:24px;color:var(--paper)}
.site-footer a{color:var(--paper);text-underline-offset:3px;text-decoration-color:rgba(251,250,247,.45)}
.footer-legal a{display:inline-flex;align-items:center;min-height:40px}
.footer-fine{font-size:13.5px;color:rgba(251,250,247,.5)}

/* sticky mobile CTA */
.sticky-cta{position:fixed;left:12px;right:12px;bottom:calc(12px + env(safe-area-inset-bottom,0px));z-index:45;display:flex;align-items:center;justify-content:center;min-height:52px;border-radius:999px;background:var(--accent);color:#fff;font-weight:600;font-size:17px;text-decoration:none;box-shadow:0 10px 30px -10px rgba(23,23,20,.5);transform:translateY(140%);opacity:0;pointer-events:none;transition:transform .3s var(--ease),opacity .3s var(--ease)}
.sticky-cta.show{transform:none;opacity:1;pointer-events:auto}

/* ---------- tablet ---------- */
@media (min-width:700px){
  :root{--gutter:32px;--sec:60px}
  h1{font-size:50px}
  h2{font-size:36px}
  .cta-row .btn{flex:0 0 auto}
  .calc-grid{grid-template-columns:repeat(3,1fr);gap:18px}
  .calc-out{display:grid;grid-template-columns:auto 1fr;column-gap:24px;align-items:end}
  .calc-line{grid-column:1/-1}
  .calc-big{grid-row:2}
  .calc-unit{grid-row:2;margin:0 0 6px}
  .calc-sub{grid-column:1/-1;margin-top:6px}
  .steps,.path-grid,.principles,.founders{grid-template-columns:repeat(3,1fr)}
  .examples{grid-template-columns:1fr 1fr}
  .lead-form{grid-template-columns:1fr 1fr;column-gap:16px}
  .lead-form>*{grid-column:1/-1}
  .lead-form>.field:nth-of-type(-n+4){grid-column:auto}
  .form-card{padding:28px}
}

/* ---------- desktop ---------- */
@media (min-width:960px){
  :root{--sec:72px}
  body{font-size:17.5px}
  h1{font-size:58px}
  h2{font-size:40px}
  .header-inner{min-height:66px}
  .header-nav{display:flex;gap:26px;margin-left:auto;margin-right:20px}
  .header-nav a{font-size:15.5px;font-weight:500;color:var(--ink-2);text-decoration:none;padding:10px 0}
  .header-nav a:hover{color:var(--ink)}
  .hero{padding:56px 0 64px}
  .hero-grid{display:grid;grid-template-columns:minmax(0,1.1fr) minmax(0,.9fr);gap:56px;align-items:center}
  .hero-figure{margin:0}
  .lede{font-size:19px;max-width:34rem}
  .offer{flex-direction:row;flex-wrap:wrap;gap:10px 22px;margin-bottom:26px}
  .sec-head{margin-bottom:32px}
  .sec-head .section-lede{max-width:44rem}
  .calc{padding:26px 28px}
  .calc-big{font-size:60px}
  .examples.ex-reviews{grid-template-columns:repeat(3,1fr)}
  .price-card{grid-template-columns:1fr 1fr}
  .pilot,.paid{padding:32px 34px}
  .pilot .pilot-title{font-size:36px}
  .form-grid{display:grid;grid-template-columns:minmax(0,.8fr) minmax(0,1.2fr);gap:56px;align-items:start}
  .form-card{margin-top:0;padding:32px}
  .sticky-cta{display:none}
  .site-footer{padding-bottom:48px}
  .footer-inner{display:grid;grid-template-columns:1fr auto;column-gap:40px}
  .footer-line,.footer-fine{grid-column:1}
  .footer-legal,.footer-mail{grid-column:2;text-align:right}
  .footer-brand{grid-column:1}
  .footer-legal{grid-row:1}.footer-mail{grid-row:2}
}

.form-intro h2{margin-bottom:12px}
.offer.offer-stack{flex-direction:column;gap:8px}

/* header logo image */
.brand-logo{display:block;height:36px;width:auto}
@media (min-width:960px){.brand-logo{height:42px}}

/* header CTA: fit "Start free trial" beside the logo on phones */
@media (max-width:479px){.site-header .btn-small{padding-left:13px;padding-right:13px}}


/* Works with — export sources strip (added 2026-09-24). Static, no motion. */
.works-with{margin-top:22px;padding-top:18px;border-top:1px solid var(--line-soft)}
.works-with .ww-cap{font-size:13px;font-weight:600;letter-spacing:.02em;color:var(--ink-3);margin:0 0 12px;max-width:none}
.ww-row{list-style:none;margin:0;padding:0;display:flex;flex-wrap:wrap;align-items:center;gap:12px 28px;color:#94918A}
.ww-row li{display:flex;align-items:center;height:28px;margin:0;padding:0}
.ww-logo{display:block;width:auto;height:20px;flex:none}
.ww-booksy{height:19px}
.ww-vagaro{height:23px}
.ww-fresha{height:20px}
.ww-glossgenius{height:12px}
.ww-acuity{height:15px}
.ww-square{display:inline-flex;align-items:center;gap:6px;font-family:var(--sans);font-size:18px;font-weight:600;letter-spacing:-.01em;line-height:1}
.ww-square .ww-logo{height:19px}
.ww-text{font-size:15px;font-weight:600;line-height:1}
.works-with .ww-note{font-size:12px;line-height:1.45;color:var(--ink-3);margin:12px 0 0;max-width:none}
@media (max-width:699px){
  .ww-row{gap:10px 22px}
}