{
  "docId": "019dd923-5e88-73ef-bd59-c3b5db588c7f",
  "docSlug": "d03852c00030b7b5",
  "documentTitle": "American Express Investor Day 2024",
  "authorId": "McKinsey",
  "authorName": "American Express",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.777,
  "pageNumber": 6,
  "pageCount": 201,
  "prevPage": 5,
  "nextPage": 7,
  "slideType": "key_takeaways",
  "function": "summarize",
  "density": "dense",
  "nDataPoints": 2,
  "notes": null,
  "elementsJson": [
    "icon_grid"
  ],
  "metadataConfidence": 0.95,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd59-c3b5db588c7f/6",
  "deckHref": "/decks/019dd923-5e88-73ef-bd59-c3b5db588c7f",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd59-c3b5db588c7f.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd59-c3b5db588c7f#slide-6",
  "components": [
    {
      "bbox": {
        "h": 0.08,
        "w": 0.88,
        "x": 0.06,
        "y": 0.82
      },
      "kind": "callout",
      "text": "Targeted investment in technology and talent",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "836f90eb-097e-45a1-8f5b-29d5ecdf507b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.28,
        "x": 0.66,
        "y": 0.53
      },
      "kind": "list",
      "text": "Growing deposits, covering 70%+ of all our funding needs",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1997b0d2-3aad-4273-a859-50b542705e2b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.28,
        "x": 0.06,
        "y": 0.53
      },
      "kind": "list",
      "text": "Virtual parity coverage in the US, and focused coverage gains internationally",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7a82ab61-0598-46f4-a25c-30a888684e87",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.28,
        "x": 0.66,
        "y": 0.23
      },
      "kind": "list",
      "text": "Significantly increased marketing investments exiting the pandemic",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a5622033-8ef0-4de1-becd-2c2e5467d188",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.28,
        "x": 0.06,
        "y": 0.23
      },
      "kind": "list",
      "text": "Compelling product refreshes, demonstrating ability to price for value",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c390d94f-5605-4a69-8f06-b0ebe4def3a7",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.28,
        "x": 0.36,
        "y": 0.23
      },
      "kind": "list",
      "text": "Generational relevance, with >60% consumer acquisitions in Millennials/Gen Z in 2023",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d49321c7-2286-4caf-9ae1-8fee2c596bfc",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.28,
        "x": 0.36,
        "y": 0.53
      },
      "kind": "list",
      "text": "Disciplined credit and risk capabilities, widening the gap vs. other issuers",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e5a0cb54-e3a7-456d-8833-981579e19090",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "consumer acquisitions: 60%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-2e37-719d-8be1-2414e01566ea",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.6,
        "x": 0.2,
        "y": 0.05
      },
      "kind": "title",
      "text": "Over the last 6 years, we have continued to transform our business",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ae58e434-b74e-4d08-b38a-102fdee0e2b1",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "List presentation",
      "slug": "list-presentation",
      "agent": null,
      "layer": "slide",
      "matchId": "32a7549d-3dca-4f26-935b-b08f87266ea7",
      "evidence": "list/bullet: Generational relevance, with >60% consumer acquisitions in Millennials/Gen Z in 2023",
      "confidence": 0.7
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 10,
      "from": 5,
      "beatId": "f64f541e-7446-4da3-b1da-767a06f0667c",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "Interest",
      "beatSlug": "aida-interest",
      "evidence": "The deck presents key messages and takeaways, generating interest in the audience.",
      "position": 1,
      "confidence": 0.8,
      "parentBeatName": "Complication",
      "parentBeatSlug": "complication"
    }
  ],
  "loops": [
    {
      "to": 10,
      "from": 3,
      "name": "Golden Circle",
      "slug": "11-golden-circle",
      "bestFor": "Visionary leadership, brand positioning, mission statements",
      "matchId": "44644a17-33fd-472c-b5ac-c6fb6685a49e",
      "evidence": "The deck presents a clear and compelling narrative, using the Golden Circle framework to explain the benefits of the Membership Model.",
      "position": 0,
      "objective": "Why American Express's Membership Model is a key driver of growth and profitability",
      "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
      "confidence": 0.8,
      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}