Decks change under deadline, websites change when there is budget, so the two drift apart one revision at a time. Have both inherit from one written narrative: same thesis, same ranked claims, same evidence. Different density is correct. Different claims are not.
The pattern
The website was built around the platform. The deck now leads with the lead program, because that is what the last twelve investor meetings wanted to talk about. The scientific figure on the science page shows three mechanisms; the deck shows one, redrawn by a different hand, with different colors and a different level of abstraction.
Nobody decided this. It happened one urgent revision at a time.
Why it breaks
The two surfaces have different owners, different revision cycles and different pressures.
A deck is revised under deadline, often the night before, by whoever is presenting. A website is revised when there is budget and someone to brief. So the deck tracks what the company is currently saying, and the website tracks what the company was saying at its last redesign.
Each individual change is defensible. The accumulated distance is not. And nobody sees the accumulated distance, because nobody reads both surfaces end to end in one sitting — except the investor doing diligence, who reads the deck on Tuesday and the website on Wednesday.
What they notice is not a formatting inconsistency. It is that the company does not appear to have settled what it is.
What changes
Both surfaces have to inherit from one structure rather than reference each other.
That structure is a written master narrative: the thesis, the ranked claims, the evidence, the sequence, and the scientific hierarchy underneath it. Each surface is then an expression of it at a different density, for a different use. A deck presented live carries less explanation because a presenter carries it. A website carries more, because nobody is standing beside the reader.
Different density is correct. Different claims are not.
The same applies to the figures. One scientific visual system, expressed as a slide, as a web graphic and as a print figure, is not the same as three drawings of the same idea.
The practical result
When the lead program takes over the story, that decision is made once, in the narrative, and both surfaces change because of it. The website is no longer a record of an older strategy.
Updates get faster, because the question “what does this change” has one answer instead of two.
And the moment that actually matters — an investor moving between a deck, a website and a data room in the same week — stops producing the impression that three different companies wrote them.
