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          "name": "Before/after framing",
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          "description": "Maximize data, minimize non-data ink - remove chartjunk and decoration",
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          "description": "Grouping audience by attitude toward your message: Champions, Neutrals, Skeptics",
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          "description": "Nancy Duarte's articulation of how to frame a presentation's central message: the speaker's unique point of view plus what's at stake for the audience, expressed as one complete declarative sentence. The narrative-driven counterpart to Minto's analytical governing thought.",
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        "evidence": "framework/instance: Formula for growth: Consumer Insight + Marketing Fundamentals + Sales Excellence + Targeted Investment = Growing our Brands",
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        "whenToUse": "Any narrative-driven persuasive deck whose job is to move the audience: keynotes, fundraising pitches, capital-allocation board asks, all-hands behaviour-change talks, conference talks meant to shift mental models. Use it before structuring; pair with Pyramid when the deck must also withstand line-by-line scrutiny.",
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        "whyItWorks": "Solves the topic-not-thesis trap and the stake-less recommendation trap simultaneously. A single declarative sentence with a verb forces the speaker's stance into the room; routing the consequence through the word 'you' translates internal urgency into the audience's currency. The result is short enough to be repeated after the meeting — and that repetition is the persuasion mechanism.",
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        "evidence": "chart/bar-stacked: Focus brands % of cigarette volumes 2016 vs 2021",
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          "description": "You visualise two futures side by side: the trajectory the target is on\ntoday, and the trajectory under your proposed intervention. The reader\nhas to see the delta to feel the stakes.\n\nIt's the rhetorical cousin of the peer-gap — same visual grammar\n(comparison), but across **time** instead of across peers.",
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        "evidence": "chart/bar-grouped: Market share comparison for Winston and Kool (2015 vs 2021)",
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        "matchId": "6d36d165-20b4-4cdc-b2a5-4f53bebb58a8",
        "evidence": "table/data: Comparison matrix of Winston and Kool consumer profiles across Who, What, and How categories.",
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      "loops": [],
      "locked": true
    }
  ],
  "arcBeats": [
    {
      "from": 1,
      "to": 5,
      "label": "Setup",
      "description": "The deck starts with a cover slide, disclaimer, and agenda, setting the stage for the presentation"
    },
    {
      "from": 8,
      "to": 9,
      "label": "Why",
      "description": "The deck explains why the USA is an attractive opportunity, highlighting the country's strong FMCG experience and deep industry knowledge"
    },
    {
      "from": 16,
      "to": 18,
      "label": "Problem",
      "description": "The deck discusses the market environment, highlighting tobacco fundamentals and pricing achievements"
    },
    {
      "from": 25,
      "to": 30,
      "label": "Solution",
      "description": "The deck presents Imperial Brands' approach to gaining traction, including simplifying the brand portfolio and targeted investment"
    }
  ],
  "loops": [
    {
      "from": 20,
      "to": 21,
      "label": "Cost Of Inaction",
      "description": "Highlighting the cost of inaction and the benefits of taking action"
    },
    {
      "from": 35,
      "to": 36,
      "label": "Mece Breakdown",
      "description": "Breaking down the key levers of success in the US market"
    }
  ]
}