{
  "docId": "019dd923-60d0-74ee-9624-6c7565ac0a4c",
  "docSlug": "bi-2ad7db059da10ad1",
  "documentTitle": "Twitter's advertising pitch deck",
  "authorId": "Pitchdecks",
  "authorName": "Twitter",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.499,
  "pageNumber": 5,
  "pageCount": 9,
  "prevPage": 4,
  "nextPage": 6,
  "slideType": "quote_slide",
  "function": "inspire_vision",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": "Uses a social media-style quote format to contrast perspectives on business growth.",
  "elementsJson": [
    "photo",
    "quote_block"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-60d0-74ee-9624-6c7565ac0a4c/5",
  "deckHref": "/decks/019dd923-60d0-74ee-9624-6c7565ac0a4c",
  "deckJsonHref": "/decks/019dd923-60d0-74ee-9624-6c7565ac0a4c.json",
  "deckAnchorHref": "/decks/019dd923-60d0-74ee-9624-6c7565ac0a4c#slide-5",
  "components": [
    {
      "bbox": {
        "h": 0.65,
        "w": 0.45,
        "x": 0.5,
        "y": 0.1
      },
      "kind": "image",
      "text": "T. Boone Pickens",
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4496db2c-929c-42d4-8dfb-8cb4bffa59f5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.65,
        "w": 0.45,
        "x": 0.05,
        "y": 0.1
      },
      "kind": "image",
      "text": "Drake",
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "db79b066-ff74-47d0-b9d2-4d3fabec89b3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.45,
        "x": 0.05,
        "y": 0.75
      },
      "kind": "quote",
      "text": "Drizzy @Drake: The first million is the hardest.",
      "attrs": null,
      "subkind": "testimonial",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6f3aa08f-4cb4-4259-84cb-db7877307827",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.45,
        "x": 0.5,
        "y": 0.75
      },
      "kind": "quote",
      "text": "T. Boone Pickens @boonepickens: @Drake The first billion is a helluva lot harder.",
      "attrs": null,
      "subkind": "testimonial",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ed7bf650-7087-4372-86d8-e44a17b14fec",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "Drizzy @Drake: The first million is the hardest. T. Boone Pickens @boonepickens: @Drake The first billion is a helluva lot harder.",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd952-b119-70d4-8fde-5b30e6ad5fe5",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 6,
      "from": 5,
      "beatId": "3e9ebbf5-4911-410e-bae2-5befff17eb2b",
      "arcName": "AIDA",
      "arcSlug": "aida",
      "beatName": "Desire",
      "beatSlug": "aida-desire",
      "evidence": "The deck presents a quote and a strategy",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Evidence",
      "parentBeatSlug": "evidence"
    }
  ],
  "loops": [
    {
      "to": 9,
      "from": 2,
      "name": "Golden Circle",
      "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",
      "position": 0,
      "objective": "Why Twitter's advertising platform is effective",
      "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"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}