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          "status": "active",
          "bestFor": "When management credibility is the lever",
          "canonId": "019dd9e1-52e9-717f-8454-93e627563ed6",
          "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,
          "categoryName": null,
          "categorySlug": null
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        "matchId": "84d20968-4442-4a07-a611-30fb79cafadd",
        "evidence": null,
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        "priority": null,
        "whenToUse": "When management credibility is the lever",
        "confidence": null,
        "extraction": {
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          "model": "unknown-legacy",
          "runId": null,
          "seconds": null,
          "promptVersion": null
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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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        "priority": null,
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        "extraction": {
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          "model": "unknown-legacy",
          "runId": null,
          "seconds": null,
          "promptVersion": null
        },
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        "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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          "slug": "villain-naming",
          "status": "active",
          "bestFor": "When governance or specific decisions are the core thesis",
          "canonId": "019dd9e1-55a4-74db-9314-0ced4cd46cd2",
          "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,
          "categorySlug": null
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        "layer": "document",
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        "evidence": "Jean-Jacques Ruest (CEO)",
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        "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": "019dd9e1-518c-7404-976a-5be5a517b659",
          "version": 1,
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          "description": "A dedicated slide presenting the named villain visually",
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        "evidence": null,
        "pageRefs": null,
        "priority": null,
        "whenToUse": "In activist decks where the personality matters",
        "confidence": null,
        "extraction": {
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          "model": "unknown-legacy",
          "runId": null,
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          "promptVersion": null
        },
        "pageNumber": null,
        "whyItWorks": "Makes the antagonist concrete",
        "antipattern": null,
        "cardinality": null,
        "narrativePurpose": null
      },
      {
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          "name": "Villain naming",
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          "bestFor": "When governance or specific decisions are the core thesis",
          "canonId": "019dd9e1-55a4-74db-9314-0ced4cd46cd2",
          "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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        "agents": null,
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        "evidence": "The failed bid for Kansas City reflects poorly on the CN management and board",
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        "priority": null,
        "whenToUse": "When governance or specific decisions are the core thesis",
        "confidence": 0.8,
        "extraction": {
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          "model": "or:meta-llama/llama-4-scout",
          "runId": null,
          "seconds": null,
          "promptVersion": null
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        "pageNumber": 20,
        "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.",
        "antipattern": null,
        "cardinality": null,
        "narrativePurpose": null
      },
      {
        "tool": {
          "name": "Villain slide",
          "slug": "villain-slide",
          "status": "active",
          "bestFor": "In activist decks where the personality matters",
          "canonId": "019dd9e1-518c-7404-976a-5be5a517b659",
          "version": 1,
          "bodyDocId": null,
          "description": "A dedicated slide presenting the named villain visually",
          "familyLabel": null,
          "categoryName": null,
          "categorySlug": null
        },
        "agent": null,
        "layer": "slide",
        "agents": null,
        "matchId": "c2671652-c639-402c-8299-a3bbaa3ee632",
        "evidence": "The failed bid for Kansas City reflects poorly on the CN management and board",
        "pageRefs": null,
        "priority": null,
        "whenToUse": "In activist decks where the personality matters",
        "confidence": 0.9,
        "extraction": {
          "at": "2026-07-16 22:54:56.935431+00",
          "model": "or:meta-llama/llama-4-scout",
          "runId": null,
          "seconds": null,
          "promptVersion": null
        },
        "pageNumber": 20,
        "whyItWorks": "Makes the antagonist concrete",
        "antipattern": null,
        "cardinality": null,
        "narrativePurpose": null
      },
      {
        "tool": {
          "name": "Call to action",
          "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.",
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        "agents": null,
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        "evidence": "CN should immediately withdraw from its agreement to buy Kansas City Southern",
        "pageRefs": null,
        "priority": null,
        "whenToUse": null,
        "confidence": 0.7,
        "extraction": {
          "at": "2026-07-16 22:54:57.088237+00",
          "model": "or:meta-llama/llama-4-scout",
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          "seconds": null,
          "promptVersion": null
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        "whyItWorks": null,
        "antipattern": null,
        "cardinality": "common",
        "narrativePurpose": null
      },
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          "name": "Storytelling: the closing ask",
          "slug": "closing-ask",
          "status": "active",
          "bestFor": null,
          "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": [
          "storyteller"
        ],
        "matchId": "1864b9e8-5385-40dc-923d-7e1c6fa99e35",
        "evidence": "CN should immediately withdraw from its agreement to buy Kansas City Southern",
        "pageRefs": null,
        "priority": null,
        "whenToUse": null,
        "confidence": 0.9,
        "extraction": {
          "at": "2026-07-16 22:54:57.048429+00",
          "model": "or:meta-llama/llama-4-scout",
          "runId": null,
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          "promptVersion": null
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        "pageNumber": 21,
        "whyItWorks": null,
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        "cardinality": null,
        "narrativePurpose": null
      },
      {
        "tool": {
          "name": "Before-After-Bridge",
          "slug": "before-after-bridge",
          "status": "active",
          "bestFor": null,
          "canonId": "019dd956-8604-7188-883f-42370288ad05",
          "version": 1,
          "bodyDocId": null,
          "description": "Narrative structure: Paint the before, show the after, explain the bridge",
          "familyLabel": null,
          "categoryName": "Block",
          "categorySlug": "block"
        },
        "agent": "Storyteller",
        "layer": "slide",
        "agents": [
          "Storyteller"
        ],
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    "notes": "Classic TCI peer-gap deck: nearly every slide is a single bar chart showing CN highlighted in orange against blue peers, hammering the same comparative-underperformance message across operating profit, OR, revenue/RTM, expenses/RTM, labour/RTM, RTM/employee, ROE, and stock returns. Strong rhetorical use of the 1995 'Pig That Flew' book quote ('dead last' on labour productivity) as a 25-year callback, and the Ruest CEO quote about not running for OR is used as the contradiction setup. Conclusion slide (p21) is the explicit ask: withdraw KCS deal, install Jim Vena as CEO, add Gil Lamphere to board. Page count appears as 26 in skeleton but visible body ends at p21 with appendix divider on p22; appendix not sampled. Stake stated as 'more than 5%' — recorded as 5.0 floor.",
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        "detail": "CN -0.2% vs peers +2.8% to +8.3% (CP)",
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