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  "documentTitle": "Twitter's advertising pitch deck",
  "authorId": "Pitchdecks",
  "authorName": "Twitter",
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  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "strategy_consulting",
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  "notes": "The slide uses a powerful photo of a protestor with graffiti mentioning 'Twitter' to illustrate the impact of social media on political movements.",
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      "kind": "callout",
      "text": "Alyouka @alya1989262 http://on.fb.mefboJWT over 1600 of us are taking to the streets on #jan25! join us: http://on.fb.me/fQosD i #egypt #tunisia #revolution",
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      "kind": "quote",
      "text": "Alyouka @alya1989262: over 1600 of us are taking to the streets on #jan25! join us: http://on.fb.me/fQosD i #egypt #tunisia #revolution",
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      "arcName": "AIDA",
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      "beatName": "Interest",
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      "evidence": "The deck presents interesting content and a testimonial",
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      "slug": "11-golden-circle",
      "bestFor": "Visionary leadership, brand positioning, mission statements",
      "matchId": "f5def844-0575-4f9f-bc8a-1b05cb6d8fb2",
      "evidence": "The deck uses a golden circle approach to explain Twitter's advertising capabilities",
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      "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
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      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
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