{
  "docId": "019dd923-5de0-76bd-a167-4ad422dfb179",
  "docSlug": "237dce6514343417",
  "documentTitle": "PwC&#x27;s 22nd Annual Global CEO Survey",
  "authorId": "PwC",
  "authorName": "PwC",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.776,
  "pageNumber": 24,
  "pageCount": 48,
  "prevPage": 23,
  "nextPage": 25,
  "slideType": "industry_trends",
  "function": "summarize",
  "density": "overcrowded",
  "nDataPoints": 3,
  "notes": "The slide uses a large metric callout to emphasize the decline in US investment preference among Chinese CEOs.",
  "elementsJson": [
    "paragraph",
    "big_number",
    "photo"
  ],
  "metadataConfidence": 0.9,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a167-4ad422dfb179/24",
  "deckHref": "/decks/019dd923-5de0-76bd-a167-4ad422dfb179",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a167-4ad422dfb179.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a167-4ad422dfb179#slide-24",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "There is a clear substitution of ‘don’t know’ and ‘no other territory’ for the top markets, but the decrease in share of CEOs selecting the US as the top market for growth can also be explained by shifts in Chinese investment.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-d9f3-76ef-993e-4884a0e1cd13",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 1,
        "w": 0.45,
        "x": 0.55,
        "y": 0
      },
      "kind": "image",
      "text": null,
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "052db4f5-f323-423a-85ca-ab57c46cb325",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.15,
        "x": 0.29,
        "y": 0.72
      },
      "kind": "metric",
      "text": "-41%",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "333c6e12-858b-48e6-bb47-8d7e390dcd2e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "share of CEOs selecting the US as a top market for growth: -41%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-d9f3-76ef-993e-4ea22891404d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.24,
        "x": 0.04,
        "y": 0.29
      },
      "kind": "paragraph",
      "text": "India is the rising star on the list of most attractive investment markets, despite a slightly lower share of the votes. It surpassed Japan last year, and this year it overtakes the UK, which suffers from the continuing uncertainty regarding Brexit. Always the most buoyant territory in terms of CEO revenue confidence, India has recently surpassed China as the fastest-growing large economy, and the government has enacted a series of measures designed to improve the ease of doing business there, which remains an issue.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "16ac2312-6899-4116-993e-523bd4f9ea65",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.24,
        "x": 0.04,
        "y": 0.14
      },
      "kind": "paragraph",
      "text": "diverted their growth plans from the US. Its lead has narrowed dramatically, collapsing the gap between it and the second most attractive market, China, which also saw its popularity fall.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6d2461f5-16b2-4167-8550-9220f9d376a3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.24,
        "x": 0.29,
        "y": 0.14
      },
      "kind": "paragraph",
      "text": "There is a clear substitution of ‘don’t know’ and ‘no other territory’ for the top markets, but the decrease in share of CEOs selecting the US as the top market for growth can also be explained by shifts in Chinese investment. CEOs there are diversifying their bets away from the United States (59% to 17%) and toward a broader array of markets. Australia seems to be the principal beneficiary; not even in China’s top ten last year, it has risen to the number one destination for Chinese investment (see Exhibit 10).",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a051ad36-8920-42ca-b987-89b2a14893d9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.24,
        "x": 0.29,
        "y": 0.84
      },
      "kind": "source-note",
      "text": "decrease in share of CEOs selecting the US as a top market for growth",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8c868f7b-edf6-40d6-9bd4-954c8ca7749e",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Data Story Arc",
      "slug": "data-story-arc",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "c06b6a73-9a83-436a-a880-2c5a605d284d",
      "evidence": "The slide presents a narrative about changes in growth market preferences, using data to support the story.",
      "confidence": 0.6
    },
    {
      "name": "Metaphor & Analogy",
      "slug": "metaphor-analogy",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019de8a9-fe07-757c-81bc-d5d648f227bd",
      "evidence": "spices imagery evokes global markets",
      "confidence": 60
    },
    {
      "name": "Von Restorff Effect",
      "slug": "von-restorff-effect",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019de8a9-fde4-725c-a0d4-ba3a7bad3d69",
      "evidence": "-41% big number anchors the page",
      "confidence": 85
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 39,
      "from": 16,
      "beatId": "019de8a9-f358-704c-895a-114489383d85",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Implications (So What)",
      "beatSlug": null,
      "evidence": "Sections 2-3 — threats, inward turn, data/skills/AI capability gaps",
      "position": 2,
      "confidence": 80,
      "parentBeatName": null,
      "parentBeatSlug": null
    },
    {
      "to": 27,
      "from": 16,
      "beatId": "019de8a9-f40e-74d6-8bef-de92dee10bc3",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Solution & Approach",
      "beatSlug": null,
      "evidence": "CEOs respond by turning inward to organic growth",
      "position": 3,
      "confidence": 60,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [
    {
      "to": 27,
      "from": 22,
      "name": "Pivot",
      "slug": "17-pivot",
      "bestFor": "Project updates, board meetings, agile retrospectives",
      "matchId": "019de8a9-f4e8-729c-a324-34dc6cc64cc6",
      "evidence": "ASEAN quote on supply chain shift, falling US preference (-41%), China revising ambitions, ending in 77% inward operational focus.",
      "position": 4,
      "objective": "Show CEOs pivoting from external expansion to internal/organic growth",
      "structure": "The Original Hypothesis -> The New Discovery -> The Strategic Shift",
      "confidence": 75,
      "description": "Validate a change in direction by showing it is a reaction to new intelligence, not failure"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}