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"evidence": "'12% Market Disconnect' callout breaks pattern visually.", "confidence": 80 }, { "id": 109, "slug": "information-gap-theory", "layer": "Loop", "evidence": "Disconnect creates curiosity gap that following slides fill.", "confidence": 70 } ], "page_number": 23 }, { "tools": [ { "id": 118, "slug": "action-titles", "layer": "Slide", "evidence": "Title flags only auto industry had enough LFVC spend to analyse.", "confidence": 88 } ], "page_number": 24 }, { "tools": [ { "id": 118, "slug": "action-titles", "layer": "Slide", "evidence": "Title: 'low spend in LFVC is especially surprising' with 2.0x ROI.", "confidence": 92 }, { "id": 152, "slug": "unexpected-pattern", "layer": "Slide", "evidence": "Title explicitly frames the 2x finding as 'especially surprising'.", "confidence": 88 }, { "id": 154, "slug": "concrete-language", "layer": "Slide", "evidence": "2.0x ROI multiplier stated as a hard ratio.", "confidence": 80 } ], "page_number": 25 }, { "tools": [ { "id": 118, "slug": 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small-multiples with annotation visuals. The Moneyball metaphor adds a memorable hook most consulting decks would skip.", "secondary_arcs": [ { "id": 11, "slug": "triple-take", "beats": [ { "name": "The Facts (What)", "end_page": 12, "evidence": "Study scope and Canadian spend benchmarks.", "position": 1, "start_page": 3 }, { "name": "The Implications (So What)", "end_page": 25, "evidence": "Halo effect, marginal ROI, LFVC opportunity.", "position": 2, "start_page": 13 }, { "name": "The Action (Now What)", "end_page": 27, "evidence": "Four-point Call to Action slide.", "position": 3, "start_page": 26 } ], "evidence": "Facts (study + benchmarks) -> implications (halo, marginal ROI) -> action (CTA p.27).", "confidence": 60 } ], "images_inspected": 5, "slide_frameworks": [ { "frameworks": [ { "name": "Response Curves", "slug": "response-curves", "evidence": "Title and chart subtitle name 'Spend vs. Sales Response Curves by Media Channel'.", "confidence": 95 } ], "page_number": 18 } ] }, "matchedAt": "2026-04-26 00:11:21+00", "slidesSeen": 27, "deckSummary": "Strong textbook-grade alignment with Storymakers: clean Consultant's Gambit arc, action titles on nearly every slide, pyramid-first 5-insight summary, and disciplined small-multiples with annotation visuals. The Moneyball metaphor adds a memorable hook most consulting decks would skip.", "imagesInspected": 5, "extractionSeconds": 327.32852 }, "score": { "backend": null, "scoredAt": "2026-04-24 09:23:24+00", "subScores": { "mece_pillars": 71.5, "scqa_opening": 90, "slide_type_mix": 80.15384615384616, "lead_with_answer": 55, "narrative_pacing": 100, "action_title_density": 100 }, "totalScore": 82.2, "coveragePct": 100, "explanations": { "mece_pillars": "6 pillars, balance=0.59", "scqa_opening": "first-third narrative: SC", "slide_type_mix": "N31% · S27% · W31% · W12%", "lead_with_answer": "delayed thesis: key_takeaways on page 6", "narrative_pacing": "0% filler/appendix, middle density 78%", "action_title_density": "18/19 substantive slides have action titles (95%)" }, "slidesAnalyzed": 27 }, "review": { "backend": null, "verdict": "A well-structured analytical-thesis deck with thesis-bearing section dividers and number-anchored titles — use the pillar architecture and action-title craft as a Storymakers exemplar, but not the opening or the call-to-action close.", "reviewedAt": "2026-04-24 10:54:15+00", "slidesSeen": 27, "suggestions": [ "Insert an answer-first slide between p.2 and p.3 that states the recommendation in one sentence ('Canadian advertisers should grow media spend ~4%/yr and rebalance 53% into TV to unlock $1.4B in missed sales') so the rest reads as proof, not discovery", "Rebuild p.27 as a phased action plan — what to do in the next 90 days, next year, next 4 years — with the $2.0-2.3B incremental spend figure from p.20 as the headline number", "Either promote LFVC (p.21-25) to a fully-evidenced pillar with multi-industry data or demote it to a single 'emerging opportunity' slide in an appendix; the current treatment over-weights a single-industry signal" ], "closingScore": 65, "openingScore": 72, "topStrengths": [ "Section dividers double as thesis statements (p.7, p.9, p.13, p.17, p.21) — readers can navigate the argument from the divider list alone", "Action titles consistently carry the number that proves the point (p.8 1.7%, p.10 5%, p.14 +23%, p.20 53%, p.23 20% vs 8% CAGR)", "Strong evidentiary anchor up front: p.3 establishes a first-of-its-kind $700M / 105-brand / 4-year dataset, earning analytical credibility for everything that follows" ], "topWeaknesses": [ "No answer-first slide in the first 3 pages — the actual recommendation is buried until p.20; p.6 lists five insights but does not lead with the verdict", "The 'Call to Action' close (p.26-27) is a label, not a plan — no owners, sequencing, or quantified ask beyond restating the case", "The fifth pillar (LFVC, p.21-25) feels bolted on: only one industry had data (p.24) yet it gets four slides, weakening the MECE balance of the four core pillars" ], "narrativeScore": 78, "pillarCritique": "The four section dividers (p.7, p.9, p.13, p.17, p.21) are genuinely MECE pillars — each declares a thesis ('Canadians can justify more spend', 'underinvested in TV', 'TV halos digital', 'TV wins on next dollar', 'LFVC is the upside') rather than topic dumps, which is the structural strength of the deck.", "closingCritique": "There is an explicit 'CALL TO ACTION' divider and slide (p.26-27), which is more than most decks deliver, but the closing callout merely restates the case rather than prescribing concrete actions, owners, or a phased rebalancing plan. The recommendation slide at p.20 ('allocate just over half into TV') is actually stronger than the formal close.", "openingCritique": "The first 5 slides land the study scope and dataset ($700M+, 105 brands, 4 years) credibly, and p.6 surfaces the five insights — but the thesis ('increase TV spend, capture halo effect') is implied rather than declared up front. A one-line answer-first slide before p.6 would lift this to 85+.", "extractionSeconds": 71.771736, "narrativeCritique": "Clean SCQA arc: study setup (p.3-5), five-insight problem frame (p.6), four numbered pillars each opened by a divider that states its own conclusion (p.7, p.9, p.13, p.17, p.21), and a closing call to action (p.26-27). 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Wins the WYSIATI battle on purpose — the loudest fragment on the page becomes the author's chosen sentence rather than whichever chart label happens to be largest." }, { "tool": { "name": "List presentation", "slug": "list-presentation", "status": "active", "bestFor": null, "canonId": "019dd9e1-4ef7-777d-ba68-9074c2b3bcf1", "version": 1, "bodyDocId": null, "description": "Bulleted, numbered, or checklist enumerations.", "familyLabel": null, "categoryName": null, "categorySlug": null }, "agent": null, "layer": "slide", "agents": null, "matchId": "ee3c578e-e1c6-4999-a60a-553e2f68925f", "evidence": "The slide contains bullet points listing key takeaways.", "pageRefs": null, "priority": null, "whenToUse": null, "confidence": 0.7, "extraction": { "at": "2026-07-16 21:03:02.311528+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 6, "whyItWorks": null, "antipattern": null, "cardinality": "common", "narrativePurpose": null } ], "frameworks": [], "arcBeats": [ { "to": 12, "arc": { "name": "The Consultant's Gambit", "slug": "consultants-gambit", "status": "active", "bestFor": "Business cases, project proposals, strategic recommendations", "canonId": "019dd956-5e0a-73c8-b305-81c38c959e9c", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Situation & Context -> Problem & Complication -> Solution & Approach -> Evidence & Proof -> Impact & Next Steps", "description": null, "familyLabel": null }, "from": 6, "name": "Problem & Complication", "beatId": "019dd95a-0680-7418-820d-b1bdf31f78b6", "matchId": "019dd95a-0542-7728-a78d-b5489c8ae0cf", "beatType": { "name": "Problem & Complication", "slug": "consultants-gambit-problem-complication", "status": "active", "canonId": "019dd9b8-064a-777f-a374-e9a8c43dedd4", "version": 1, "description": null }, "evidence": "5 insights, 1.7% spend, 5% TV gap, $1.4B missed sales.", "position": 2, "isPrimaryArc": true, "parentBeatType": { "name": "Complication", "slug": "complication", "status": "active", "canonId": "019dd9b8-0275-7709-b2d6-4f77c3fc7579", "version": 1, "description": "The point in the narrative where the audience should feel discomfort. Required for argumentative arcs." }, "alignedBlockIds": null, "matchConfidence": 92 }, { "to": 12, "arc": { "name": "The Triple Take", "slug": "triple-take", "status": "active", "bestFor": "Data-driven presentations, research findings", "canonId": "019dd956-6221-73ad-bc12-378f8eb1f018", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "The Facts (What) -> The Implications (So What) -> The Action (Now What)", "description": null, "familyLabel": null }, "from": 3, "name": "The Facts (What)", "beatId": "019dd95a-0680-7418-820d-c323f729f0d8", "matchId": "019dd95a-0542-7728-a78d-b856eb949724", "beatType": { "name": "The Facts (What)", "slug": "triple-take-the-facts-what", "status": "active", "canonId": "019dd9b8-092b-754c-8eaa-ede3ffdcb060", "version": 1, "description": null }, "evidence": "Study scope and Canadian spend benchmarks.", "position": 1, "isPrimaryArc": false, "parentBeatType": { "name": "Setup", "slug": "setup", "status": "active", "canonId": "019dd9b8-020e-7505-af9b-d9b9a4679bcc", "version": 1, "description": "Where the deck grounds the reader before doing anything else. Almost every arc opens here." }, "alignedBlockIds": null, "matchConfidence": 60 } ], "loops": [], "locked": true }, { "page": 7, "type": "setup", "title": "The slide uses a baseball metaphor, likely implying a 'home run' or 'hitting the mark' theme for the section.", "function": "transition", "rawType": "section_divider", "block": null, "metadata": { "slideType": "section_divider", "slideTypeCanon": { "name": "Section divider", "slug": "section_divider", "status": "active", "canonId": "019de52d-066a-7402-9554-6ae504999041", "version": 1, "description": null }, "function": "transition", "functionCanon": { "name": "Transition", "slug": "transition", "status": "active", "canonId": "019de52d-1365-7149-92aa-66df859e75fd", "version": 1, "description": null }, "density": "sparse", "densityScore": 11, "componentCount": 3, "textChars": 162, "nDataPoints": 0, "notes": "The slide uses a baseball metaphor, likely implying a 'home run' or 'hitting the mark' theme for the section.", "elementsJson": [ "headline_text", "action_title", "subtitle_text", "photo" ], "confidence": 1, "extraction": { "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "at": "2026-05-02 19:49:38.798+00", "seconds": 4.205, "promptVersion": "v2-canon-conditioned" } }, "links": { "slide": "/slides/019dd923-5ca1-7489-b633-b99b3055536e/7", "deck": "/decks/019dd923-5ca1-7489-b633-b99b3055536e", "deckAnchor": "/decks/019dd923-5ca1-7489-b633-b99b3055536e#slide-7", "deckJson": "/decks/019dd923-5ca1-7489-b633-b99b3055536e.json" }, "components": [ { "bbox": null, "kind": "callout", "text": "Media is driving growth in Canada", "attrs": null, "canon": { "kind": { "name": "Callout", "slug": "callout", "status": "active", "canonId": "019de52c-f8d3-761a-8953-7d37080de5e2", "version": 1, "description": "Highlighted callout box." }, "tool": { "name": "Visual emphasis", "slug": "visual-emphasis", "status": "active", "bestFor": null, "canonId": "019dd9e1-474b-736b-a8eb-a794dd88241c", "version": 1, "bodyDocId": null, "description": "Drawing the eye to one element above the rest of the slide.", "familyLabel": null }, "subkind": null, "framework": null }, "subkind": null, "groupRole": null, "confidence": null, "extraction": { "at": "2026-04-24 03:30:31+00", "model": "claude-code-default", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "019dd951-9f65-74fd-b792-12036fe0c00d", "parentComponentId": null }, { "bbox": { "h": 0.4, "w": 0.2, "x": 0.4, "y": 0.5 }, "kind": "image", "text": "Baseball on a surface", "attrs": null, "canon": { "kind": { "name": "Image", "slug": "image", "status": "active", "canonId": "019de52c-f978-701f-a720-51d029d769e7", "version": 1, "description": "Photo, illustration, screenshot or icon." }, "tool": null, "subkind": { "name": "Photo", "slug": "photo", "status": "active", "canonId": "019de52c-fd37-757f-b4a8-ca26d4888875", "version": 1, "description": null }, "framework": null }, "subkind": "photo", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:49:38.798+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "1dc7e2c2-12b6-4230-8162-06803d8cdea4", "parentComponentId": null }, { "bbox": { "h": 0.3, "w": 0.9, "x": 0.05, "y": 0.15 }, "kind": "title", "text": "1 CANADIAN COMPANIES CAN JUSTIFY AN INCREASE IN THEIR OVERALL MEDIA SPEND: Media is driving growth in Canada", "attrs": null, "canon": { "kind": { "name": "Title", "slug": "title", "status": "active", "canonId": "019de52c-f7dd-76d9-b848-b1f12bd85cf4", "version": 1, "description": "Slide title or headline." }, "tool": null, "subkind": { "name": "Headline", "slug": "headline", "status": "active", "canonId": "019de52c-fae1-7463-9a7c-d60668eced0d", "version": 1, "description": null }, "framework": null }, "subkind": "headline", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:49:38.798+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "e4bdc73e-df3b-48cd-8c43-f416e6cb7645", "parentComponentId": null } ], "metrics": [], "tools": [ { "tool": { "name": "Contrast Pairs", "slug": "contrast-pairs", "status": "active", "bestFor": null, "canonId": "019dd956-9b77-70d3-88b1-f34e26f60860", "version": 1, "bodyDocId": null, "description": "Creating tension through opposites: Before↔After, Problem↔Solution, Pain↔Relief", "familyLabel": null, "categoryName": "Loop", "categorySlug": "loop" }, "agent": "Storyteller", "layer": "loop", "agents": [ "Storyteller" ], "matchId": "019dd95a-0e0a-742d-9e83-01a33d70a23b", "evidence": "Loop opens current-spend vs optimal-spend comparison.", "pageRefs": null, "priority": "Core", "whenToUse": null, "confidence": 70, "extraction": { "at": "2026-04-29 13:07:31.083846+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 7, "whyItWorks": null, "antipattern": null, "cardinality": null, "narrativePurpose": null }, { "tool": { "name": "Action Titles", "slug": "action-titles", "status": "active", "bestFor": "Any decision-grade deliverable — strategy recommendation, board update, investment memo, M&A review, post-mortem — where the reader is being asked to agree, decide, or act and will skim the title bar at speed.", "canonId": "019dd956-ac70-700b-a608-ba58e78f5dcc", "version": 1, "bodyDocId": "816dad3c-9983-41c1-a86e-978ebd582841", "description": "The McKinsey-bred discipline of writing every slide title as a complete declarative sentence with a verb and an insight, not a topic label. Each title is a sub-claim that ladders up to the deck's governing thought; read in sequence, the titles reconstruct the executive summary.", "familyLabel": null, "categoryName": "Slide", "categorySlug": "slide" }, "agent": "Architect", "layer": "slide", "agents": [ "Architect" ], "matchId": "019dd95a-0e0a-742d-9e82-fd0059cc291e", "evidence": "Divider title plus callout 'Media is driving growth in Canada'.", "pageRefs": null, "priority": "Core", "whenToUse": "Any decision-grade deliverable — strategy recommendation, board update, investment memo, M&A review, post-mortem — where the reader is being asked to agree, decide, or act and will skim the title bar at speed.", "confidence": 90, "extraction": { "at": "2026-04-29 13:07:31.083846+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 7, "whyItWorks": "Solves two failure modes at once. (1) The buried claim: action titles place the conclusion on the page before any analysis is read, so a busy reader doesn't reverse-engineer it from the chart. (2) The spineless deck: because each title is a claim, slides have to ladder up to the governing thought; logical gaps become visible as topic-shaped titles in a sequence that no longer reads as a story.", "antipattern": "Topic labels disguised as titles — Volume by quarter, Key findings, Pricing strategy, Margins have been impacted. No verb, or a passive verb with no agent, or a fact (Revenue grew 12%) without the so-what. Also: titles that overreach the chart's evidence, multi-claim X-grew-but-Y-fell welded titles, and mechanical repetition of the same X-drove-Y template across the deck.", "cardinality": null, "narrativePurpose": "Forces the deck to carry its argument in the title bar so a senior reader can extract the recommendation without opening a single slide; converts a binder of topics into a navigable pyramid where every slide is a node defending the apex." } ], "frameworks": [], "arcBeats": [ { "to": 12, "arc": { "name": "The Consultant's Gambit", "slug": "consultants-gambit", "status": "active", "bestFor": "Business cases, project proposals, strategic recommendations", "canonId": "019dd956-5e0a-73c8-b305-81c38c959e9c", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Situation & Context -> Problem & Complication -> Solution & Approach -> Evidence & Proof -> Impact & Next Steps", "description": null, "familyLabel": null }, "from": 6, "name": "Problem & Complication", "beatId": "019dd95a-0680-7418-820d-b1bdf31f78b6", "matchId": "019dd95a-0542-7728-a78d-b5489c8ae0cf", "beatType": { "name": "Problem & Complication", "slug": "consultants-gambit-problem-complication", "status": "active", "canonId": "019dd9b8-064a-777f-a374-e9a8c43dedd4", "version": 1, "description": null }, "evidence": "5 insights, 1.7% spend, 5% TV gap, $1.4B missed sales.", "position": 2, "isPrimaryArc": true, "parentBeatType": { "name": "Complication", "slug": "complication", "status": "active", "canonId": "019dd9b8-0275-7709-b2d6-4f77c3fc7579", "version": 1, "description": "The point in the narrative where the audience should feel discomfort. 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