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      "docId": "019dd923-5f69-752d-a9b4-cd9b36150a57",
      "docSlug": "BzPxOh6wHU3KEBHSBmZJ",
      "documentTitle": "Here's an exclusive look at the 16-page pitch deck Black-led fintech startup Esusu used to raise $130 million in funding led by SoftBank",
      "authorId": "Pitchdecks",
      "authorName": "Esusu",
      "documentKindSlug": "pitchdeck",
      "documentKindLabel": "Pitch deck",
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      "sourceTypeLabel": "Strategy consulting",
      "presentationDate": null,
      "orientation": "landscape",
      "aspectRatio": 1.777,
      "pageNumber": 4,
      "slideType": "ceo_quote",
      "function": "inspire_vision",
      "notes": "Includes logos of previous employers (LinkedIn, Goldman Sachs) to establish credibility.",
      "imagePath": null,
      "matchCount": 1,
      "evidence": "Uses personal narrative to frame the company mission.",
      "slideHref": "/slides/019dd923-5f69-752d-a9b4-cd9b36150a57/4",
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      "loopMatches": [
        {
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          "name": "Golden Circle",
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          "bestFor": "Visionary leadership, brand positioning, mission statements",
          "matchId": "64cd0e45-513f-467e-bbbe-8c3f3a071822",
          "evidence": "The CEO's quote and mission statement imply a golden circle structure.",
          "position": 1,
          "objective": "Why does Esusu exist?",
          "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
          "confidence": 0.6,
          "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
        }
      ],
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    },
    {
      "docId": "019dd923-5e87-7479-8207-a6490901f542",
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      "documentTitle": "KPMG 2020 CEO Outlook: COVID-19 Special Edition",
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      "documentKindLabel": "Consulting deck",
      "sourceTypeSlug": "strategy_consulting",
      "sourceTypeLabel": "Strategy consulting",
      "presentationDate": null,
      "orientation": "landscape",
      "aspectRatio": 1.414,
      "pageNumber": 9,
      "slideType": "ceo_quote",
      "function": "illustrate_case",
      "notes": "Includes a pull quote from Yasser Joharji and survey statistics from KPMG 2020 CEO Outlook.",
      "imagePath": null,
      "matchCount": 1,
      "evidence": "Uses a CEO quote to anchor a broader industry trend analysis.",
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      "loopMatches": [
        {
          "to": 9,
          "from": 6,
          "name": "Golden Circle",
          "slug": "11-golden-circle",
          "bestFor": "Visionary leadership, brand positioning, mission statements",
          "matchId": "a3a704a2-1ef7-4d0f-8a79-f84235f1c80d",
          "evidence": "The pages on purpose, people-focused organizational change, and CEO quotes form a golden circle loop.",
          "position": 0,
          "objective": "Why, how, and what of purpose",
          "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
          "confidence": 0.7,
          "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
        }
      ],
      "arcBeatMatches": [
        {
          "to": 9,
          "from": 5,
          "beatId": "0e5374b0-f915-45db-a5a8-a190e5de8496",
          "arcName": "Monroe's Motivated Sequence",
          "arcSlug": "monroes-sequence",
          "beatName": "Need",
          "beatSlug": "monroes-sequence-need",
          "evidence": "The pages on purpose and people-focused organizational change highlight the need for adaptation.",
          "position": 1,
          "confidence": 0.8,
          "parentBeatName": "Complication",
          "parentBeatSlug": "complication"
        }
      ],
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      "locked": true
    },
    {
      "docId": "019dd923-622b-71dc-a6d8-dad031a83edd",
      "docSlug": "843b712a7e02",
      "documentTitle": "Phillips 66 (PSX)",
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      "authorName": "Elliott",
      "documentKindSlug": "activist-deck",
      "documentKindLabel": "Activist deck",
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      "sourceTypeLabel": "Activist investor",
      "presentationDate": "2025-04-28 00:00:00",
      "orientation": "landscape",
      "aspectRatio": 1.3333334,
      "pageNumber": 19,
      "slideType": "expose_contradiction",
      "function": "expose_contradiction",
      "notes": "Uses a line chart with annotations to correlate specific management statements with stock price movement.",
      "imagePath": null,
      "matchCount": 1,
      "evidence": "Contrasting management's public statements with negative market performance.",
      "slideHref": "/slides/019dd923-622b-71dc-a6d8-dad031a83edd/19",
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      "loopMatches": [],
      "arcBeatMatches": [
        {
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          "beatId": "fe40cbf3-50cc-45b1-8939-25400e8e8bb7",
          "arcName": "Overcoming the Monster",
          "arcSlug": "overcoming-monster",
          "beatName": "The Struggle",
          "beatSlug": "overcoming-monster-the-struggle",
          "evidence": "The document presents evidence of Phillips 66's poor operating performance and undervaluation",
          "position": 2,
          "confidence": 0.8,
          "parentBeatName": "Development",
          "parentBeatSlug": "development"
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      ],
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      "locked": true
    },
    {
      "docId": "019dd923-622b-71dc-a6d8-dad031a83edd",
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      "documentTitle": "Phillips 66 (PSX)",
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      "documentKindLabel": "Activist deck",
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      "sourceTypeLabel": "Activist investor",
      "presentationDate": "2025-04-28 00:00:00",
      "orientation": "landscape",
      "aspectRatio": 1.3333334,
      "pageNumber": 26,
      "slideType": "expose_contradiction",
      "function": "expose_contradiction",
      "notes": "The slide uses a 'ceo-quote-contradiction' framework to undermine management's narrative.",
      "imagePath": null,
      "matchCount": 1,
      "evidence": "Direct juxtaposition of CEO quote with list of methodological distortions",
      "slideHref": "/slides/019dd923-622b-71dc-a6d8-dad031a83edd/26",
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      "deckAnchorHref": "/decks/019dd923-622b-71dc-a6d8-dad031a83edd#slide-26",
      "loopMatches": [],
      "arcBeatMatches": [
        {
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          "beatId": "fe40cbf3-50cc-45b1-8939-25400e8e8bb7",
          "arcName": "Overcoming the Monster",
          "arcSlug": "overcoming-monster",
          "beatName": "The Struggle",
          "beatSlug": "overcoming-monster-the-struggle",
          "evidence": "The document presents evidence of Phillips 66's poor operating performance and undervaluation",
          "position": 2,
          "confidence": 0.8,
          "parentBeatName": "Development",
          "parentBeatSlug": "development"
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      ],
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      "locked": true
    },
    {
      "docId": "019dd923-622b-71dc-a6d8-dad031a83edd",
      "docSlug": "843b712a7e02",
      "documentTitle": "Phillips 66 (PSX)",
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      "authorName": "Elliott",
      "documentKindSlug": "activist-deck",
      "documentKindLabel": "Activist deck",
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      "sourceTypeLabel": "Activist investor",
      "presentationDate": "2025-04-28 00:00:00",
      "orientation": "landscape",
      "aspectRatio": 1.3333334,
      "pageNumber": 27,
      "slideType": "expose_contradiction",
      "function": "expose_contradiction",
      "notes": "Uses a 'ripped paper' visual effect to frame the two conflicting data sources.",
      "imagePath": null,
      "matchCount": 1,
      "evidence": "Contrasts company proxy claims against 10-K data to expose misleading narrative.",
      "slideHref": "/slides/019dd923-622b-71dc-a6d8-dad031a83edd/27",
      "deckHref": "/decks/019dd923-622b-71dc-a6d8-dad031a83edd",
      "deckAnchorHref": "/decks/019dd923-622b-71dc-a6d8-dad031a83edd#slide-27",
      "loopMatches": [],
      "arcBeatMatches": [
        {
          "to": 40,
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          "beatId": "fe40cbf3-50cc-45b1-8939-25400e8e8bb7",
          "arcName": "Overcoming the Monster",
          "arcSlug": "overcoming-monster",
          "beatName": "The Struggle",
          "beatSlug": "overcoming-monster-the-struggle",
          "evidence": "The document presents evidence of Phillips 66's poor operating performance and undervaluation",
          "position": 2,
          "confidence": 0.8,
          "parentBeatName": "Development",
          "parentBeatSlug": "development"
        }
      ],
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      "locked": true
    },
    {
      "docId": "019dd923-622b-71dc-a6d8-dad031a83edd",
      "docSlug": "843b712a7e02",
      "documentTitle": "Phillips 66 (PSX)",
      "authorId": "02_Elliott_Management",
      "authorName": "Elliott",
      "documentKindSlug": "activist-deck",
      "documentKindLabel": "Activist deck",
      "sourceTypeSlug": "activist_investor",
      "sourceTypeLabel": "Activist investor",
      "presentationDate": "2025-04-28 00:00:00",
      "orientation": "landscape",
      "aspectRatio": 1.3333334,
      "pageNumber": 28,
      "slideType": "expose_contradiction",
      "function": "expose_contradiction",
      "notes": "Uses dual charts to contrast management's stated 'best of both worlds' claim with actual market performance data.",
      "imagePath": null,
      "matchCount": 1,
      "evidence": "Contrasts management's claim of stability with market performance data showing volatility.",
      "slideHref": "/slides/019dd923-622b-71dc-a6d8-dad031a83edd/28",
      "deckHref": "/decks/019dd923-622b-71dc-a6d8-dad031a83edd",
      "deckAnchorHref": "/decks/019dd923-622b-71dc-a6d8-dad031a83edd#slide-28",
      "loopMatches": [],
      "arcBeatMatches": [
        {
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          "beatId": "fe40cbf3-50cc-45b1-8939-25400e8e8bb7",
          "arcName": "Overcoming the Monster",
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          "beatName": "The Struggle",
          "beatSlug": "overcoming-monster-the-struggle",
          "evidence": "The document presents evidence of Phillips 66's poor operating performance and undervaluation",
          "position": 2,
          "confidence": 0.8,
          "parentBeatName": "Development",
          "parentBeatSlug": "development"
        }
      ],
      "imagePathAlt": null,
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      "locked": true
    },
    {
      "docId": "019dd923-622b-71dc-a6d8-dad031a83edd",
      "docSlug": "843b712a7e02",
      "documentTitle": "Phillips 66 (PSX)",
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      "authorName": "Elliott",
      "documentKindSlug": "activist-deck",
      "documentKindLabel": "Activist deck",
      "sourceTypeSlug": "activist_investor",
      "sourceTypeLabel": "Activist investor",
      "presentationDate": "2025-04-28 00:00:00",
      "orientation": "landscape",
      "aspectRatio": 1.3333334,
      "pageNumber": 33,
      "slideType": "expose_contradiction",
      "function": "expose_contradiction",
      "notes": "Uses a padlock visual metaphor to represent the 'trapped' value.",
      "imagePath": null,
      "matchCount": 1,
      "evidence": "Contrasting analyst quotes with CEO quote to highlight strategic disagreement.",
      "slideHref": "/slides/019dd923-622b-71dc-a6d8-dad031a83edd/33",
      "deckHref": "/decks/019dd923-622b-71dc-a6d8-dad031a83edd",
      "deckAnchorHref": "/decks/019dd923-622b-71dc-a6d8-dad031a83edd#slide-33",
      "loopMatches": [],
      "arcBeatMatches": [
        {
          "to": 40,
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          "beatId": "fe40cbf3-50cc-45b1-8939-25400e8e8bb7",
          "arcName": "Overcoming the Monster",
          "arcSlug": "overcoming-monster",
          "beatName": "The Struggle",
          "beatSlug": "overcoming-monster-the-struggle",
          "evidence": "The document presents evidence of Phillips 66's poor operating performance and undervaluation",
          "position": 2,
          "confidence": 0.8,
          "parentBeatName": "Development",
          "parentBeatSlug": "development"
        }
      ],
      "imagePathAlt": null,
      "thumbSrc": null,
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      "locked": true
    },
    {
      "docId": "019dd923-622b-71dc-a6d8-dad031a83edd",
      "docSlug": "843b712a7e02",
      "documentTitle": "Phillips 66 (PSX)",
      "authorId": "02_Elliott_Management",
      "authorName": "Elliott",
      "documentKindSlug": "activist-deck",
      "documentKindLabel": "Activist deck",
      "sourceTypeSlug": "activist_investor",
      "sourceTypeLabel": "Activist investor",
      "presentationDate": "2025-04-28 00:00:00",
      "orientation": "landscape",
      "aspectRatio": 1.3333334,
      "pageNumber": 36,
      "slideType": "expose_contradiction",
      "function": "expose_contradiction",
      "notes": "Uses a classic 'Management vs. Reality' framing to expose a contradiction.",
      "imagePath": null,
      "matchCount": 1,
      "evidence": "Direct juxtaposition of management quote against investor feedback to highlight a lie or delusion.",
      "slideHref": "/slides/019dd923-622b-71dc-a6d8-dad031a83edd/36",
      "deckHref": "/decks/019dd923-622b-71dc-a6d8-dad031a83edd",
      "deckAnchorHref": "/decks/019dd923-622b-71dc-a6d8-dad031a83edd#slide-36",
      "loopMatches": [],
      "arcBeatMatches": [
        {
          "to": 40,
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          "beatId": "fe40cbf3-50cc-45b1-8939-25400e8e8bb7",
          "arcName": "Overcoming the Monster",
          "arcSlug": "overcoming-monster",
          "beatName": "The Struggle",
          "beatSlug": "overcoming-monster-the-struggle",
          "evidence": "The document presents evidence of Phillips 66's poor operating performance and undervaluation",
          "position": 2,
          "confidence": 0.8,
          "parentBeatName": "Development",
          "parentBeatSlug": "development"
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      ],
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      "locked": true
    },
    {
      "docId": "019dd923-622b-71dc-a6d8-dad031a83edd",
      "docSlug": "843b712a7e02",
      "documentTitle": "Phillips 66 (PSX)",
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      "authorName": "Elliott",
      "documentKindSlug": "activist-deck",
      "documentKindLabel": "Activist deck",
      "sourceTypeSlug": "activist_investor",
      "sourceTypeLabel": "Activist investor",
      "presentationDate": "2025-04-28 00:00:00",
      "orientation": "landscape",
      "aspectRatio": 1.3333334,
      "pageNumber": 37,
      "slideType": "expose_contradiction",
      "function": "expose_contradiction",
      "notes": "Includes a CEO quote juxtaposed against the performance data to highlight the contradiction.",
      "imagePath": null,
      "matchCount": 1,
      "evidence": "Juxtaposition of CEO quote claiming success against quantitative performance data showing failure.",
      "slideHref": "/slides/019dd923-622b-71dc-a6d8-dad031a83edd/37",
      "deckHref": "/decks/019dd923-622b-71dc-a6d8-dad031a83edd",
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      "arcBeatMatches": [
        {
          "to": 40,
          "from": 17,
          "beatId": "fe40cbf3-50cc-45b1-8939-25400e8e8bb7",
          "arcName": "Overcoming the Monster",
          "arcSlug": "overcoming-monster",
          "beatName": "The Struggle",
          "beatSlug": "overcoming-monster-the-struggle",
          "evidence": "The document presents evidence of Phillips 66's poor operating performance and undervaluation",
          "position": 2,
          "confidence": 0.8,
          "parentBeatName": "Development",
          "parentBeatSlug": "development"
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      ],
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      "locked": true
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    {
      "docId": "019dd923-622b-71dc-a6d8-dad031a83edd",
      "docSlug": "843b712a7e02",
      "documentTitle": "Phillips 66 (PSX)",
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      "documentKindLabel": "Activist deck",
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      "sourceTypeLabel": "Activist investor",
      "presentationDate": "2025-04-28 00:00:00",
      "orientation": "landscape",
      "aspectRatio": 1.3333334,
      "pageNumber": 40,
      "slideType": "expose_contradiction",
      "function": "expose_contradiction",
      "notes": "Uses a combination of line charts for opex and waterfall/bar charts for EBITDA spread to expose management's claims.",
      "imagePath": null,
      "matchCount": 1,
      "evidence": "Contrasts management quotes with actual performance data.",
      "slideHref": "/slides/019dd923-622b-71dc-a6d8-dad031a83edd/40",
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      "arcBeatMatches": [
        {
          "to": 40,
          "from": 17,
          "beatId": "fe40cbf3-50cc-45b1-8939-25400e8e8bb7",
          "arcName": "Overcoming the Monster",
          "arcSlug": "overcoming-monster",
          "beatName": "The Struggle",
          "beatSlug": "overcoming-monster-the-struggle",
          "evidence": "The document presents evidence of Phillips 66's poor operating performance and undervaluation",
          "position": 2,
          "confidence": 0.8,
          "parentBeatName": "Development",
          "parentBeatSlug": "development"
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      ],
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      "locked": true
    },
    {
      "docId": "019dd923-622b-71dc-a6d8-dad031a83edd",
      "docSlug": "843b712a7e02",
      "documentTitle": "Phillips 66 (PSX)",
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      "authorName": "Elliott",
      "documentKindSlug": "activist-deck",
      "documentKindLabel": "Activist deck",
      "sourceTypeSlug": "activist_investor",
      "sourceTypeLabel": "Activist investor",
      "presentationDate": "2025-04-28 00:00:00",
      "orientation": "landscape",
      "aspectRatio": 1.3333334,
      "pageNumber": 41,
      "slideType": "expose_contradiction",
      "function": "expose_contradiction",
      "notes": "The slide uses a 'villain critique' style to highlight underperformance while juxtaposing it with a nominee's optimistic quote.",
      "imagePath": null,
      "matchCount": 1,
      "evidence": "Juxtaposition of poor performance data with a nominee's claim of asset quality.",
      "slideHref": "/slides/019dd923-622b-71dc-a6d8-dad031a83edd/41",
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      "imagePathAlt": null,
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      "locked": true
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    {
      "docId": "019dd923-622b-71dc-a6d8-dad031a83edd",
      "docSlug": "843b712a7e02",
      "documentTitle": "Phillips 66 (PSX)",
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      "authorName": "Elliott",
      "documentKindSlug": "activist-deck",
      "documentKindLabel": "Activist deck",
      "sourceTypeSlug": "activist_investor",
      "sourceTypeLabel": "Activist investor",
      "presentationDate": "2025-04-28 00:00:00",
      "orientation": "landscape",
      "aspectRatio": 1.3333334,
      "pageNumber": 46,
      "slideType": "expose_contradiction",
      "function": "expose_contradiction",
      "notes": "Uses analyst quotes to frame the earnings miss as a catalyst for the activist campaign.",
      "imagePath": null,
      "matchCount": 1,
      "evidence": "Contrasts board's stance with investor/analyst sentiment",
      "slideHref": "/slides/019dd923-622b-71dc-a6d8-dad031a83edd/46",
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      "imagePathAlt": null,
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      "locked": true
    },
    {
      "docId": "019dd923-622b-71dc-a6d8-dad031a83edd",
      "docSlug": "843b712a7e02",
      "documentTitle": "Phillips 66 (PSX)",
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      "authorName": "Elliott",
      "documentKindSlug": "activist-deck",
      "documentKindLabel": "Activist deck",
      "sourceTypeSlug": "activist_investor",
      "sourceTypeLabel": "Activist investor",
      "presentationDate": "2025-04-28 00:00:00",
      "orientation": "landscape",
      "aspectRatio": 1.3333334,
      "pageNumber": 47,
      "slideType": "expose_contradiction",
      "function": "expose_contradiction",
      "notes": "The chart uses a dashed red line for Phillips 66 to emphasize its divergence from the peer averages.",
      "imagePath": null,
      "matchCount": 1,
      "evidence": "Contrasts company narrative with actual EPS performance data.",
      "slideHref": "/slides/019dd923-622b-71dc-a6d8-dad031a83edd/47",
      "deckHref": "/decks/019dd923-622b-71dc-a6d8-dad031a83edd",
      "deckAnchorHref": "/decks/019dd923-622b-71dc-a6d8-dad031a83edd#slide-47",
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