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          "categoryName": "Block",
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        "evidence": "list/bullet: INNOVATION: Invest in new adjacencies to increase total addressable market and create more opportunities for engagement",
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          "description": "People adapt behavior based on what others do - show adoption and testimonials",
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        "evidence": "The slide uses a statistic (Marriott Bonvoy members make up 74% of digital direct bookings) to build credibility.",
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        "evidence": "The slide describes a customer journey with a clear goal (Know me, recognize me and make my travel decisions easier and more customizable).",
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