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(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." }, { "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-16c4-7148-8112-52d0ec8ca00d", "evidence": "Title names DIOR's diverse-content strategy.", "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": 85, "extraction": { "at": "2026-04-29 13:07:33.319977+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 48, "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." }, { "tool": { "name": "Core Message Extraction", "slug": "core-message-extraction", "status": "active", "bestFor": "Any slide that carries an argument or finding. The diagnostic: if the slide has a chart on it, it needs a core message. 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Run extraction whenever the current title is a topic (Q3 performance, Customer satisfaction) rather than a claim, or when a reader could reasonably draw more than one conclusion from the visible evidence.", "confidence": 80, "extraction": { "at": "2026-04-29 13:07:33.319977+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 49, "whyItWorks": "Solves the two failure modes of slide writing simultaneously: the topic title (which outsources interpretation to the audience and produces three different conclusions in three different heads) and the multi-thesis stapler (which exceeds working memory and gets remembered as fragments). Aligns with how readers actually consume decks — Heath & Heath's Find the Core, the journalist's nut graf, and Minto's governing thought all converge on the same cognitive economics.", "antipattern": "Topic titles disguised as core messages (Customer satisfaction, no verb, no stake); multi-thesis sentences stapled with and; hedged sentences (may show signs of possible softening); chart-caption titles (Revenue fell 4%) that restate what the chart already shows instead of naming the so-what; meta-commentary (this slide explores...) that describes the slide rather than concluding it.", "cardinality": null, "narrativePurpose": "Forces the slide author to do the interpretive work before the slide ships, so the audience does not have to do it during the meeting. 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": "Closing Techniques", "slug": "closing-techniques", "status": "active", "bestFor": null, "canonId": "019dd956-af13-774b-a4fd-7db0a3a88d51", "version": 1, "bodyDocId": null, "description": "Strong endings: Callback, challenge, vision, clear CTA, memorable line", "familyLabel": null, "categoryName": "Slide", "categorySlug": "slide" }, "agent": "Storyteller", "layer": "slide", "agents": [ "Storyteller" ], "matchId": "019dd95a-16c4-7148-8112-632abb56e272", "evidence": "Summary slide closes on '2 segments + 5 practices' — explicit recap CTA.", "pageRefs": null, "priority": null, "whenToUse": null, "confidence": 82, "extraction": { "at": "2026-04-29 13:07:33.319977+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 50, "whyItWorks": null, "antipattern": null, "cardinality": null, "narrativePurpose": null }, { "tool": { "name": "Executive summary", "slug": "executive-summary", "status": "active", "bestFor": null, "canonId": "019dd9e1-4b63-72d5-9734-da757d91ca61", "version": 1, "bodyDocId": null, "description": "A condensed view of the entire argument on a single slide / block.", "familyLabel": null, "categoryName": null, "categorySlug": null }, "agent": null, "layer": "slide", "agents": null, "matchId": "62d24624-fd9e-4f8b-927a-88a095520537", "evidence": "This slide is titled 'Summary' and contains a paragraph that summarizes the key points, which is a clear indication of an executive summary.", "pageRefs": null, "priority": null, "whenToUse": null, "confidence": 0.9, "extraction": { "at": "2026-07-16 21:07:41.286224+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 50, "whyItWorks": null, "antipattern": null, "cardinality": "common", "narrativePurpose": null } ], "frameworks": [ { "matchId": "7249306e-0d19-4728-a6ec-821e27298248", "evidence": "The slide maps market growth to specific consumer drivers and attitudes.", "framework": null, "confidence": 0.8, "extraction": { "at": "2026-05-02 19:38:54.212+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 7, "frameworkName": "causal-chain" }, { "matchId": "604e5151-ff24-4e2c-a808-7a2923e4fade", "evidence": "Breakdown of luxury consumers by birth year cohorts", "framework": null, "confidence": 0.9, "extraction": { "at": "2026-05-02 19:38:54.447+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 9, "frameworkName": "audience-segmentation" }, { "matchId": "0fb9846e-7af3-4afa-9b07-5a09fec6f1f7", "evidence": "The slide segments consumers into heavy, medium, and light spenders to analyze their contribution to sales and growth.", "framework": null, "confidence": 0.9, "extraction": { "at": "2026-05-02 19:38:54.527+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 10, "frameworkName": "market-segmentation-pyramid" }, { "matchId": "d5d93677-9468-4702-a922-5ec6fa1dd526", "evidence": "The slide segments the luxury consumer base into 'Existing' and 'Newcomers' based on purchase timing.", "framework": null, "confidence": 0.9, "extraction": { "at": "2026-05-02 19:38:55.308+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 11, "frameworkName": "audience-segmentation" }, { "matchId": "019dd95a-1d21-7467-a461-93eba5e912a5", "evidence": "Axes 'Annual spending' (Heavy/Medium/Light) × 'Generation' (Post-90s/Pre-90s).", "framework": null, "confidence": 92, "extraction": { "at": "2026-04-29 13:07:34.940444+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 12, "frameworkName": "2x3 Segmentation Matrix" }, { "matchId": "d7d13911-78ed-4890-b0de-551b7211ffeb", "evidence": "The slide organizes data into a 2x3 grid based on two categorical variables (generation and spending level).", "framework": null, "confidence": 1, "extraction": { "at": "2026-05-02 19:38:55.297+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 12, "frameworkName": "matrix-nxn" }, { "matchId": "019dd95a-1d21-7467-a461-968c4af811e8", "evidence": "Same age × spending grid; two cohorts highlighted as growth engines.", "framework": null, "confidence": 88, "extraction": { "at": "2026-04-29 13:07:34.940444+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 13, "frameworkName": "2x3 Segmentation Matrix" }, { "matchId": "df34d3ce-e7bd-415e-a508-3d3e498e1de2", "evidence": "The slide uses two waterfall charts to visualize the components of market growth.", "framework": null, "confidence": 1, "extraction": { "at": "2026-05-02 19:38:58.115+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 13, "frameworkName": "waterfall-chart" }, { "matchId": "019dd95a-1d21-7467-a461-9ab25e554142", "evidence": "Same grid; priority segments boxed for the recommendation.", "framework": null, "confidence": 90, "extraction": { "at": "2026-04-29 13:07:34.940444+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 14, "frameworkName": "2x3 Segmentation Matrix" }, { "matchId": "351b7065-5078-4675-b47f-8e90d94f6786", "evidence": "Segments consumers by spending power and generation to prioritize growth.", "framework": null, "confidence": 0.9, "extraction": { "at": "2026-05-02 19:38:56.004+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 14, "frameworkName": "market-segmentation-pyramid" }, { "matchId": "1230c229-7f92-4598-8342-9fc880bb5512", "evidence": "Generational cohorts (Pre-80s, 80s-90s, 90s-95s, 95s-00s) used to segment consumer motivations.", "framework": null, "confidence": 0.9, "extraction": { "at": "2026-05-02 19:38:59.689+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 15, "frameworkName": "audience-segmentation" }, { "matchId": "007a3446-b75c-44eb-93f8-d3aea6261426", "evidence": "The slide analyzes factors influencing luxury purchase and retention across different consumer segments.", "framework": null, "confidence": 0.7, "extraction": { "at": "2026-05-02 19:38:55.471+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 17, "frameworkName": "customer-journey-map" }, { "matchId": "a523ac10-2797-4cb9-a61d-dd41697bf3c4", "evidence": "The slide organizes data into a grid comparing categories against penetration metrics and trend descriptions.", "framework": null, "confidence": 0.8, "extraction": { "at": "2026-05-02 19:38:55.66+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 18, "frameworkName": "matrix-nxn" }, { "matchId": "c2851f03-5586-44a2-a4f4-4a10ae73ac87", "evidence": "Segmentation of consumers by age and spending power", "framework": null, "confidence": 0.7, "extraction": { "at": "2026-05-02 19:39:00.615+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 20, "frameworkName": "market-segmentation-pyramid" }, { "matchId": "2aa5e745-109a-4bad-bacc-bd1f70f21c01", "evidence": "The slide organizes data into a grid based on two variables: generation (Post-90s vs Pre-90s) and spending level (Heavy, Medium, Light).", "framework": null, "confidence": 0.9, "extraction": { "at": "2026-05-02 19:39:00.198+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 24, "frameworkName": "matrix-2x2" }, { "matchId": "8527473a-31ba-4781-88a5-663bd90f99b0", "evidence": "Slide explicitly defines 'Segment 1' and provides demographic/behavioral profile.", "framework": null, "confidence": 1, "extraction": { "at": "2026-05-02 19:38:57.192+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 25, "frameworkName": "audience-segmentation" }, { "matchId": "15a24a0b-0886-4466-8a79-77242a8eb9b0", "evidence": "The slide presents two distinct consumer profiles with demographic and psychographic details.", "framework": null, "confidence": 1, "extraction": { "at": "2026-05-02 19:38:57.438+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 27, "frameworkName": "audience-persona" }, { "matchId": "3637e214-f401-4597-bfe0-3a5be42bb9a4", "evidence": "The slide analyzes the channel preference in the purchase phase of the customer journey.", "framework": null, "confidence": 0.7, "extraction": { "at": "2026-05-02 19:38:56.68+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 28, "frameworkName": "customer-journey-map" }, { "matchId": "ebd70d86-9207-4c22-957e-6ff641e10285", "evidence": "The slide explicitly segments by 'post-90s light & medium-spending consumers'.", "framework": null, "confidence": 1, "extraction": { "at": "2026-05-02 19:39:00.465+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 30, "frameworkName": "audience-segmentation" }, { "matchId": "e818b6f1-b3f3-48a9-8489-7fb3e5ae7eb4", "evidence": "Slide defines a specific consumer segment (Heavy-spending) and provides detailed demographic and behavioral attributes.", "framework": null, "confidence": 1, "extraction": { "at": "2026-05-02 19:39:01.73+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 31, "frameworkName": "audience-segmentation" }, { "matchId": "86286e06-f904-42bf-8466-3f2d3623442f", "evidence": "Two distinct consumer profiles with demographics and psychographics", "framework": null, "confidence": 1, "extraction": { "at": "2026-05-02 19:38:58.453+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 33, "frameworkName": "audience-persona" }, { "matchId": "8dfe6e26-0a1d-492e-b3b1-70e0b830d7d3", "evidence": "The slide maps consumer touchpoints across discovery, research, and purchase stages.", "framework": null, "confidence": 0.9, "extraction": { "at": "2026-05-02 19:39:02.602+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 35, "frameworkName": "customer-journey-map" }, { "matchId": "019dd95a-1d21-7467-a461-9eec0ee63db9", "evidence": "Two-column table mapping each segment's strategy to a numbered leading practice.", "framework": null, "confidence": 75, "extraction": { "at": "2026-04-29 13:07:34.940444+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 37, "frameworkName": "Marketing Strategy → Leading Practice Matrix" }, { "matchId": "ed263c06-8d75-4370-9a3f-047ec335ebaa", "evidence": "The slide uses a chronological progression from 2019 to 2021 to show business evolution.", "framework": null, "confidence": 0.9, "extraction": { "at": "2026-05-02 19:39:02.273+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 38, "frameworkName": "timeline" }, { "matchId": "05763baf-27c7-4bae-bd33-c42c645b6f97", "evidence": "Contrasts traditional offline approach with new online opportunities", "framework": null, "confidence": 0.8, "extraction": { "at": "2026-05-02 19:39:02.323+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 45, "frameworkName": "before-after-framing" }, { "matchId": "ca1dfe81-0109-49c1-8d13-880f64733739", "evidence": "The slide maps the touchpoints of a customer from initial exposure to final 1v1 service.", "framework": null, "confidence": 0.9, "extraction": { "at": "2026-05-02 19:38:59.19+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 46, "frameworkName": "customer-journey-map" } ], "patterns": [] }, "storymakers": { "model": "claude-cli-sonnet-4.6", "backend": null, "rawJson": { "arc": { "id": 1, "slug": "consultants-gambit", "beats": [ { "name": "Situation & Context", "end_page": 8, "evidence": "Preface, scope, methodology, market sizing & growth drivers.", "position": 1, "start_page": 1 }, { "name": "Problem & Complication", "end_page": 16, "evidence": "Demographic shift, brand switching threat, two priority segments emerge.", "position": 2, "start_page": 9 }, { "name": "Solution & Approach", "end_page": 22, "evidence": "Recommendation slide + category & channel implications.", "position": 3, "start_page": 17 }, { "name": "Evidence & Proof", "end_page": 48, "evidence": "Two segment deep-dives plus five branded marketing case studies.", "position": 4, "start_page": 23 }, { "name": "Impact & Next Steps", "end_page": 50, "evidence": "Four-factor outlook and summary CTA on key segments.", "position": 5, "start_page": 49 } ], "evidence": "Classic situation→complication→approach→evidence→next-steps structure: market context (pp 1-8), demographic shift complication (pp 9-16), strategic response (pp 17-22), segment & case proofs (pp 23-48), summary outlook (pp 49-50).", "confidence": 92 }, "loops": [ { "id": 15, "slug": "15-why-now", "end_page": 8, "evidence": "+23-25% 2021 growth + post-COVID demographic shift frames the moment.", "position": 1, "objective": "Establish urgency window for China luxury", "confidence": 80, "start_page": 7 }, { "id": 34, "slug": "34-segmentation-split", "end_page": 14, "evidence": "Six slides build a 2x3 age × spending segmentation that lands on two priority segments.", "position": 2, "objective": "Decompose consumer base into priority segments", "confidence": 92, "start_page": 9 }, { "id": 41, "slug": "41-so-what-cascade", "end_page": 17, "evidence": "Self-reward motivations → 80% switching → 'elevate experience' rec on p17.", "position": 3, "objective": "Move from motivation data to brand-switching insight to recommendation", "confidence": 80, "start_page": 15 }, { "id": 2, "slug": "02-pattern-hunter", "end_page": 22, "evidence": "Five 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