{ "schemaVersion": "deck-intelligence.v1", "id": "019dd923-5eff-723e-9be6-29cc707595c9", "slug": "520e3dc469a90e99", "title": "2024 Capital Markets Day", "subtitle": "AerCap", "author": "AerCap", "pageCount": 119, "kind": "consulting-deck", "orientation": "landscape", "aspectRatio": 1.778, "document": { "id": "019dd923-5eff-723e-9be6-29cc707595c9", "slug": "520e3dc469a90e99", "title": "2024 Capital Markets Day", "rawTitle": "2024 Capital Markets Day", "authorId": "AerCap", "authorName": "AerCap", "authorDisplay": "AerCap", "kind": { "slug": "consulting-deck", "label": "Consulting deck" }, "sourceType": { "slug": "strategy_consulting", "label": "Strategy consulting" }, "fileName": "2024-Capital-Markets-Day.pdf", "sourceUrl": null, "sourceDate": "2024-05-08 00:00:00", "presentationDate": null, "ingestedAt": "2026-04-27 02:45:21+00", "status": "ready", "pageCount": 119, "orientation": "landscape", "aspectRatio": 1.778, "targetCompany": null, "targetTicker": null, "metadata": { "local_root": "/tmp/legacy-images/520e3dc469a90e99", "origin_corpus": "consulting" } }, "coverage": { "pageCount": 119, "pagesIndexed": 119, "pagesWithImages": 119, "pagesWithMetadata": 119, "imageCoveragePct": 100, "metadataCoveragePct": 100, "componentCount": 674, "chartCount": 58, "metricSlides": 0, "toolMatches": 124, "documentToolMatches": 0, "frameworkMatches": 26, "arcMatches": 2, "beatMatches": 15, "loopMatches": 15, "patternMatches": 0, "storymakersMatch": true, "scoreAvailable": true, "reviewAvailable": true, "activistThesisAvailable": false, "pitchdeckMetadataAvailable": false, "pitchdeckProfileAvailable": false }, "blocks": [], "matches": { "arcs": [ { "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, "categoryName": "Strategy & Business", "categorySlug": "strategy-business" }, "matchId": "019dd95a-0543-7581-99b2-8ea06d2af133", "evidence": "Deck moves from industry/company context (pp 5-7) to industry dynamics (pp 8-12), AerCap solution platform (pp 13-78), financial proof (pp 80-94), to investment case ask (pp 95-108).", "isPrimary": true, "confidence": 78, "extraction": { "at": "2026-04-29 13:07:28.977035+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null } }, { "arc": { "name": "The Sequoia Pitch", "slug": "sequoia-pitch", "status": "active", "bestFor": "Investor pitches, Series A/B, board presentations", "canonId": "019dd956-5e69-75a7-a0a4-895ac1bc0444", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Problem -> Solution -> Why Now -> Market Size -> Competition -> Product -> Business Model -> Team -> Financials -> The Ask", "description": null, "familyLabel": null, "categoryName": "Strategy & Business", "categorySlug": "strategy-business" }, "matchId": "019dd95a-0543-7581-99b2-903050a02304", "evidence": "CMD format with problem (supply), why-now (arbitrage), market (lessor share), competition (peers), financials, and ask (undervalued case at p102-108).", "isPrimary": false, "confidence": 60, "extraction": { "at": "2026-04-29 13:07:28.977035+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null } } ], "beats": [ { "to": 7, "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, "categoryName": "Strategy & Business", "categorySlug": "strategy-business" }, "from": 3, "name": "Situation & Context", "beatId": "019dd95a-07a7-7579-bd61-e3c8ead10bec", "matchId": "019dd95a-0543-7581-99b2-8ea06d2af133", "beatType": { "name": "Situation & Context", "slug": "consultants-gambit-situation-context", "status": "active", "canonId": "019dd9b8-05ae-741b-992d-65ee83c639b3", "version": 1, "description": null }, "evidence": "Intro, agenda, 'What's on your mind' word cloud, today's key messages framing", "position": 1, "isPrimaryArc": true, "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. 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Required for argumentative arcs." }, "alignedBlockIds": null, "matchConfidence": 78 }, { "to": 78, "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, "categoryName": "Strategy & Business", "categorySlug": "strategy-business" }, "from": 13, "name": "Solution & Approach", "beatId": "019dd95a-07a7-7579-bd61-eaa47dd595be", "matchId": "019dd95a-0543-7581-99b2-8ea06d2af133", "beatType": { "name": "Solution & Approach", "slug": "consultants-gambit-solution-approach", "status": "active", "canonId": "019dd9b8-071c-7161-9184-580fdac7a4f9", "version": 1, "description": null }, "evidence": "Strong Company platform + Commercial, Risk, Engines, Cargo, Milestone sections", "position": 3, "isPrimaryArc": true, "parentBeatType": { "name": "Turn", "slug": "turn", "status": "active", "canonId": "019dd9b8-0396-702b-ac2f-9901f8dd8b54", "version": 1, "description": "The pivot — solution proposed, catalyst introduced, decision made. 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Required in 19/20 arcs. The exception (Sparkline) ends with new bliss which is functionally a resolution." }, "alignedBlockIds": null, "matchConfidence": 78 }, { "to": 12, "arc": { "name": "The Sequoia Pitch", "slug": "sequoia-pitch", "status": "active", "bestFor": "Investor pitches, Series A/B, board presentations", "canonId": "019dd956-5e69-75a7-a0a4-895ac1bc0444", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Problem -> Solution -> Why Now -> Market Size -> Competition -> Product -> Business Model -> Team -> Financials -> The Ask", "description": null, "familyLabel": null, "categoryName": "Strategy & Business", "categorySlug": "strategy-business" }, "from": 9, "name": "Problem", "beatId": "019dd95a-07a7-7579-bd61-f4b695d7fe52", "matchId": "019dd95a-0543-7581-99b2-903050a02304", "beatType": { "name": "Problem", "slug": "sequoia-pitch-problem", "status": "active", "canonId": "019dd9b8-1ed4-767b-8e05-40e733bd2311", "version": 1, "description": null }, "evidence": "Supply chain delays + demand strengthening", "position": 1, "isPrimaryArc": false, "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": 60 }, { "to": 19, "arc": { "name": "The Sequoia Pitch", "slug": "sequoia-pitch", "status": "active", "bestFor": "Investor pitches, Series A/B, board presentations", "canonId": "019dd956-5e69-75a7-a0a4-895ac1bc0444", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Problem -> Solution -> Why Now -> Market Size -> Competition -> Product -> Business Model -> Team -> Financials -> The Ask", "description": null, "familyLabel": null, "categoryName": "Strategy & Business", "categorySlug": "strategy-business" }, "from": 14, "name": "Solution", "beatId": "019dd95a-07a7-7579-bd61-f8187bc5d297", "matchId": "019dd95a-0543-7581-99b2-903050a02304", "beatType": { "name": "Solution", "slug": "sequoia-pitch-solution", "status": "active", "canonId": "019dd9b8-1fb1-71d9-a260-07738d7f9c2f", "version": 1, "description": null }, "evidence": "Unrivaled platform + capital allocation history", "position": 2, "isPrimaryArc": false, "parentBeatType": { "name": "Turn", "slug": "turn", "status": "active", "canonId": "019dd9b8-0396-702b-ac2f-9901f8dd8b54", "version": 1, "description": "The pivot — solution proposed, catalyst introduced, decision made. Common (15/20 arcs) but not universal: Triple-take, AIDA, PAS, Voyage-return and Pixar substitute it with a strong reflection or development beat." }, "alignedBlockIds": null, "matchConfidence": 60 }, { "to": 22, "arc": { "name": "The Sequoia Pitch", "slug": "sequoia-pitch", "status": "active", "bestFor": "Investor pitches, Series A/B, board presentations", "canonId": "019dd956-5e69-75a7-a0a4-895ac1bc0444", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Problem -> Solution -> Why Now -> Market Size -> Competition -> Product -> Business Model -> Team -> Financials -> The Ask", "description": null, "familyLabel": null, "categoryName": "Strategy & Business", "categorySlug": "strategy-business" }, "from": 21, "name": "Why Now", "beatId": "019dd95a-07a7-7579-bd61-fd3b7af24b17", "matchId": "019dd95a-0543-7581-99b2-903050a02304", "beatType": { "name": "Why Now", "slug": "sequoia-pitch-why-now", "status": "active", "canonId": "019dd9b8-204f-77ee-82c8-8ebaf0870ff9", "version": 1, "description": null }, "evidence": "Capital recycling and arbitrage from supply shortage", "position": 3, "isPrimaryArc": false, "parentBeatType": { "name": "Evidence", "slug": "evidence", "status": "active", "canonId": "019dd9b8-03f9-772a-b84a-4f07b415b77a", "version": 1, "description": "A dedicated proof beat exists in only ~4 arcs (Gambit, Sequoia, AIDA, Monroes). Other arcs embed evidence inline within development." }, "alignedBlockIds": null, "matchConfidence": 60 }, { "to": 30, "arc": { "name": "The Sequoia Pitch", "slug": "sequoia-pitch", "status": "active", "bestFor": "Investor pitches, Series A/B, board presentations", "canonId": "019dd956-5e69-75a7-a0a4-895ac1bc0444", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Problem -> Solution -> Why Now -> Market Size -> Competition -> Product -> Business Model -> Team -> Financials -> The Ask", "description": null, "familyLabel": null, "categoryName": "Strategy & Business", "categorySlug": "strategy-business" }, "from": 29, "name": "Market Size", "beatId": "019dd95a-07a7-7579-bd62-0143d0c8ba79", "matchId": "019dd95a-0543-7581-99b2-903050a02304", "beatType": { "name": "Market Size", "slug": "sequoia-pitch-market-size", "status": "active", "canonId": "019dd9b8-20e6-729c-bc28-05442906d032", "version": 1, "description": null }, "evidence": "Aviation passenger growth, lessor share gains", "position": 4, "isPrimaryArc": false, "parentBeatType": { "name": "Evidence", "slug": "evidence", "status": "active", "canonId": "019dd9b8-03f9-772a-b84a-4f07b415b77a", "version": 1, "description": "A dedicated proof beat exists in only ~4 arcs (Gambit, Sequoia, AIDA, Monroes). Other arcs embed evidence inline within development." }, "alignedBlockIds": null, "matchConfidence": 60 }, { "to": 36, "arc": { "name": "The Sequoia Pitch", "slug": "sequoia-pitch", "status": "active", "bestFor": "Investor pitches, Series A/B, board presentations", "canonId": "019dd956-5e69-75a7-a0a4-895ac1bc0444", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Problem -> Solution -> Why Now -> Market Size -> Competition -> Product -> Business Model -> Team -> Financials -> The Ask", "description": null, "familyLabel": null, "categoryName": "Strategy & Business", "categorySlug": "strategy-business" }, "from": 31, "name": "Competition", "beatId": "019dd95a-07a7-7579-bd62-065e08963233", "matchId": "019dd95a-0543-7581-99b2-903050a02304", "beatType": { "name": "Competition", "slug": "sequoia-pitch-competition", "status": "active", "canonId": "019dd9b8-21bd-7407-8707-bdf217ed9c76", "version": 1, "description": null }, "evidence": "Evolution timeline vs. peer set", "position": 5, "isPrimaryArc": false, "parentBeatType": { "name": "Evidence", "slug": "evidence", "status": "active", "canonId": "019dd9b8-03f9-772a-b84a-4f07b415b77a", "version": 1, "description": "A dedicated proof beat exists in only ~4 arcs (Gambit, Sequoia, AIDA, Monroes). Other arcs embed evidence inline within development." }, "alignedBlockIds": null, "matchConfidence": 60 }, { "to": 78, "arc": { "name": "The Sequoia Pitch", "slug": "sequoia-pitch", "status": "active", "bestFor": "Investor pitches, Series A/B, board presentations", "canonId": "019dd956-5e69-75a7-a0a4-895ac1bc0444", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Problem -> Solution -> Why Now -> Market Size -> Competition -> Product -> Business Model -> Team -> Financials -> The Ask", "description": null, "familyLabel": null, "categoryName": "Strategy & Business", "categorySlug": "strategy-business" }, "from": 37, "name": "Product", "beatId": "019dd95a-07a7-7579-bd62-0a85c3da613d", "matchId": "019dd95a-0543-7581-99b2-903050a02304", "beatType": { "name": "Product", "slug": "sequoia-pitch-product", "status": "active", "canonId": "019dd9b8-2259-77df-a937-8b665c8066fe", "version": 1, "description": null }, "evidence": "Platform + Commercial, Risk, Engines, Cargo, Milestone", "position": 6, "isPrimaryArc": false, "parentBeatType": { "name": "Evidence", "slug": "evidence", "status": "active", "canonId": "019dd9b8-03f9-772a-b84a-4f07b415b77a", "version": 1, "description": "A dedicated proof beat exists in only ~4 arcs (Gambit, Sequoia, AIDA, Monroes). Other arcs embed evidence inline within development." }, "alignedBlockIds": null, "matchConfidence": 60 }, { "to": 90, "arc": { "name": "The Sequoia Pitch", "slug": "sequoia-pitch", "status": "active", "bestFor": "Investor pitches, Series A/B, board presentations", "canonId": "019dd956-5e69-75a7-a0a4-895ac1bc0444", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Problem -> Solution -> Why Now -> Market Size -> Competition -> Product -> Business Model -> Team -> Financials -> The Ask", "description": null, "familyLabel": null, "categoryName": "Strategy & Business", "categorySlug": "strategy-business" }, "from": 87, "name": "Business Model", "beatId": "019dd95a-07a7-7579-bd62-0e7fbca30c16", "matchId": "019dd95a-0543-7581-99b2-903050a02304", "beatType": { "name": "Business Model", "slug": "sequoia-pitch-business-model", "status": "active", "canonId": "019dd9b8-22f4-768a-8822-31509f575122", "version": 1, "description": null }, "evidence": "Liquidity, diversified funding model and footprint", "position": 7, "isPrimaryArc": false, "parentBeatType": { "name": "Evidence", "slug": "evidence", "status": "active", "canonId": "019dd9b8-03f9-772a-b84a-4f07b415b77a", "version": 1, "description": "A dedicated proof beat exists in only ~4 arcs (Gambit, Sequoia, AIDA, Monroes). 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The diagnostic: if the slide has a chart on it, it needs a core message. 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.", "canonId": "019dd956-bc71-707d-8867-1b2e810175cf", "version": 1, "bodyDocId": "f85613cb-4b77-462f-bfe6-3b862516e1a6", "description": "The discipline of distilling raw analysis, data, or content into a single declarative sentence — the slide's core message — that the audience would walk away with if they remembered nothing else. Process, not artefact: extraction questions run on the raw content until one sentence falls out.", "familyLabel": null, "categoryName": "Slide", "categorySlug": "slide" }, "agent": "Architect", "layer": "slide", "agents": [ "Architect" ], "matchId": "019dd95a-1a13-73b8-b32c-b2e25c8eb7a9", "evidence": "Bottom callout distills entire day into 'STRONG INDUSTRY, STRONG COMPANY, STRONG OUTLOOK'", "pageRefs": null, "priority": null, "whenToUse": "Any slide that carries an argument or finding. The diagnostic: if the slide has a chart on it, it needs a core message. 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 13:07:34.164277+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 6, "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": "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": "876b2683-e826-49e4-808f-58315a4b78e0", "evidence": "subtitle: Clear focus on capital allocation strategy", "pageRefs": null, "priority": null, "whenToUse": null, "confidence": 0.8, "extraction": { "at": "2026-07-16 22:15:35.487208+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 6, "whyItWorks": null, "antipattern": null, "cardinality": "common", "narrativePurpose": null }, { "tool": { "name": "Opening Hooks", "slug": "opening-hooks", "status": "active", "bestFor": null, "canonId": "019dd956-aeb0-77d5-bfbd-9cd9a6be8186", "version": 1, "bodyDocId": null, "description": "Techniques to capture attention: Startling statistic, provocative question, short story, analogy, contrast", "familyLabel": null, "categoryName": "Slide", "categorySlug": "slide" }, "agent": "Storyteller", "layer": "slide", "agents": [ "Storyteller" ], "matchId": "019dd95a-1a13-73b8-b32c-afbfbd1909b7", "evidence": "Provocative question hook 'WE ASKED – WHAT'S ON YOUR MIND?' opens the strategy block", "pageRefs": null, "priority": null, "whenToUse": null, "confidence": 78, "extraction": { "at": "2026-04-29 13:07:34.164277+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 6, "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-1a13-73b8-b32c-bb52fe312646", "evidence": "Title 'Today's Key Messages' previews four insight statements", "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": 70, "extraction": { "at": "2026-04-29 13:07:34.164277+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." }, { "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. 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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": "So What? 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The recursion is what guarantees the implication makes it into ink.", "antipattern": "Stopping at the first tighter description (still a fact, not an implication), regressing past the audience's decision space into philosophy, smuggling the so-what into speaker notes, or re-using an implication aimed at a previous audience.", "cardinality": null, "narrativePurpose": "Forces every analytical artefact to close the gap between fact and decision, so the reader holds the recommendation by reading titles alone rather than reconstructing the analyst's mental model from raw evidence." }, { "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. 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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. 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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": "Metaphor & Analogy", "slug": "metaphor-analogy", "status": "active", "bestFor": null, "canonId": "019dd956-adea-7729-bca1-70810d6238a9", "version": 1, "bodyDocId": null, "description": "Making abstract concepts concrete through familiar comparisons", "familyLabel": null, "categoryName": "Slide", "categorySlug": "slide" }, "agent": "Storyteller", "layer": "slide", "agents": [ "Storyteller" ], "matchId": "019dd95a-1a13-73b8-b32c-d3728fc07fe3", "evidence": "Engine OEMs framed as a 'brake' on potential oversupply", "pageRefs": null, "priority": "Core", "whenToUse": null, "confidence": 72, "extraction": { "at": "2026-04-29 13:07:34.164277+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 11, "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. 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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. 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