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          "version": 1,
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          "structure": "What Customers Say (Verbatim) -> The Pattern Across Voices -> The Insight -> The Response",
          "description": "Let customer quotes and feedback drive the narrative and validate the insight",
          "familyLabel": null,
          "categoryName": "Validation",
          "categorySlug": "validation"
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        "evidence": "The document cites investor views on Phillips 66's underperformance.",
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          "slug": "ceo-quote-contradiction",
          "status": "active",
          "bestFor": "When management credibility is the lever",
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          "version": 1,
          "bodyDocId": "019dd9a1-8296-720d-8f51-da76937f9415",
          "description": "You reproduce management's own words — verbatim, with source and date — and\nthen place them next to the outcome that contradicts them. The CEO built\nthe rope; you put it around their own neck.",
          "familyLabel": null,
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        },
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        "priority": null,
        "whenToUse": "When management credibility is the lever",
        "confidence": null,
        "extraction": {
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          "model": "unknown-legacy",
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        "whyItWorks": "- **Maximum credibility**: no adjective you could write is as damning as the\n  target's own prior statement.\n- **No rebuttal path**: management can't argue they didn't say it.\n- **It forces accountability onto a person**, not an institution — even if\n  you aren't explicitly naming a villain elsewhere.\n- **Reporters amplify it**. A CEO-quote-contradiction slide is quotable,\n  which means it lands in WSJ/FT/Bloomberg coverage.",
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          "status": "active",
          "bestFor": "When relative underperformance is the core argument",
          "canonId": "019dd9e1-54f1-775a-94a1-d5cf3bb75abf",
          "version": 1,
          "bodyDocId": "019dd9a1-8653-7748-9050-807f067196c3",
          "description": "A single visual that benchmarks the target against its best-in-class peers on\na single quantitative KPI — and shows the target losing. The gap is the\npunchline.",
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        },
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        "layer": "document",
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        "evidence": null,
        "pageRefs": null,
        "priority": null,
        "whenToUse": "When relative underperformance is the core argument",
        "confidence": null,
        "extraction": {
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          "model": "unknown-legacy",
          "runId": null,
          "seconds": null,
          "promptVersion": null
        },
        "pageNumber": null,
        "whyItWorks": "- It's the **most credible claim in the deck** because it's arithmetic, not\n  opinion.\n- It's immediately **actionable** — close this gap and value accrues.\n- It **pre-empts the \"context is different\" defence** by pitting the target\n  against direct peers in the same category.",
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      {
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          "slug": "villain-naming",
          "status": "active",
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          "version": 1,
          "bodyDocId": "019dd9a1-88f1-72ad-8f4e-56ec29d7b369",
          "description": "You identify a **specific person** responsible for the target's underperformance\nor the behaviour you want changed — and name them. Not \"management\" or \"the\nboard\". A named executive or director with a specific failure attributable to\nthem.",
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          "categoryName": null,
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        },
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        "layer": "document",
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        "matchId": "b83ccff2-3212-4290-ae08-4a5d241b2e66",
        "evidence": "Mark Lashier (CEO)",
        "pageRefs": null,
        "priority": null,
        "whenToUse": "When governance or specific decisions are the core thesis",
        "confidence": null,
        "extraction": {
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          "model": "unknown-legacy",
          "runId": null,
          "seconds": null,
          "promptVersion": null
        },
        "pageNumber": null,
        "whyItWorks": "- **Accountability needs a face.** Voters (shareholders, regulators,\n  journalists) act faster against people than institutions.\n- **Credibility rises with specificity.** \"The CFO has repeatedly missed\n  guidance\" > \"Management has missed guidance\".\n- It **pre-empts evasion**. An individual can be removed; an abstraction\n  cannot.\n- It **forces the target to respond personally** — and their defensive\n  response usually generates more attention for your thesis.",
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          "canonId": "2a1eefbd-5be8-4600-898b-49dbfcf73ec8",
          "version": 1,
          "bodyDocId": null,
          "description": "Tools for modelling and segmenting the audience (persona, JTBD, segmentation).",
          "familyLabel": null,
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        },
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        "matchId": "95978eed-6cde-478d-b866-79544ddf19ff",
        "evidence": "quote: In their own words, they do have a clearly defined strategic direction, and you can talk the talk, but you might not walk the walk...They are clearly not walking the walk. At all.",
        "pageRefs": null,
        "priority": null,
        "whenToUse": null,
        "confidence": 0.7,
        "extraction": {
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          "model": "or:meta-llama/llama-4-scout",
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          "promptVersion": null
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        "whyItWorks": null,
        "antipattern": null,
        "cardinality": "optional",
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      },
      {
        "tool": {
          "name": "Slide recipe: the peer-gap chart",
          "slug": "peer-gap-chart-recipe",
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          "bestFor": null,
          "canonId": "019df269-2b04-75bc-ad85-e0179264bdd7",
          "version": 1,
          "bodyDocId": "019df269-2ae1-771d-9cd1-193a2e25f21c",
          "description": "The single most-copied slide in activism. This is the exact layout, used",
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          "categoryName": "Slide",
          "categorySlug": "slide"
        },
        "agent": "designer",
        "layer": "slide",
        "agents": [
          "designer"
        ],
        "matchId": "0389dd0b-8870-4af1-be2f-630b9ff0e1bb",
        "evidence": "chart/bar-vertical: Investor survey results comparing Phillips 66, Valero, and Marathon across four categories.",
        "pageRefs": null,
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        "whenToUse": null,
        "confidence": 0.8,
        "extraction": {
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      {
        "tool": {
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          "slug": "call-to-action",
          "status": "active",
          "bestFor": null,
          "canonId": "019dd9e1-4bbb-702a-9ead-82daf188bb7c",
          "version": 1,
          "bodyDocId": null,
          "description": "Explicit prescription of what the audience should do next.",
          "familyLabel": null,
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        "agent": null,
        "layer": "slide",
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        "evidence": "paragraph/paragraph: Shareholders can act today by voting on the GOLD proxy card to elect all four of Elliott's nominees to the Phillips 66 Board of Directors.",
        "pageRefs": null,
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        "whenToUse": null,
        "confidence": 0.8,
        "extraction": {
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        "whyItWorks": null,
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        "cardinality": "common",
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      {
        "tool": {
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          "canonId": "019df269-24e0-70ab-8dd9-983832c1c665",
          "version": 1,
          "bodyDocId": "019df269-24bc-7554-b88d-245127606b8d",
          "description": "The single most important slide in the deck — after the cover. The final",
          "familyLabel": "narrative-block",
          "categoryName": "Narrative & Transformation",
          "categorySlug": "narrative-transformation"
        },
        "agent": "storyteller",
        "layer": "slide",
        "agents": [
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        ],
        "matchId": "21e1e85d-d946-4aee-94b2-c5137b030169",
        "evidence": "callout: Shareholders can act today by voting on the GOLD proxy card to elect all four of Elliott's nominees to the Phillips 66 Board of Directors.",
        "pageRefs": null,
        "priority": null,
        "whenToUse": null,
        "confidence": 0.9,
        "extraction": {
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      },
      {
        "tool": {
          "name": "Aha! Moment",
          "slug": "aha-moment",
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          "canonId": "019dd956-a5b5-7763-820e-b299c5f27a32",
          "version": 1,
          "bodyDocId": null,
          "description": "The moment when the audience realizes the value - design for insight revelation",
          "familyLabel": null,
          "categoryName": "Loop",
          "categorySlug": "loop"
        },
        "agent": "Storyteller",
        "layer": "slide",
        "agents": [
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