{
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  "docSlug": "8f19d5fd2559344aeea0c4e4503a38a6",
  "documentTitle": "Peloton | Start Up Pitch Deck | 23 slides",
  "authorId": "peloton",
  "authorName": "Peloton",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2012-07-01 00:00:00",
  "orientation": "landscape",
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  "pageNumber": 6,
  "pageCount": 23,
  "prevPage": 5,
  "nextPage": 7,
  "slideType": "key_messages",
  "function": "establish_context",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": "Uses a contrast-pairs framework to define brand personality.",
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  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019de06f-402b-779b-ac72-92ba15a34003/6",
  "deckHref": "/decks/019de06f-402b-779b-ac72-92ba15a34003",
  "deckJsonHref": "/decks/019de06f-402b-779b-ac72-92ba15a34003.json",
  "deckAnchorHref": "/decks/019de06f-402b-779b-ac72-92ba15a34003#slide-6",
  "components": [
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        "h": 0.25,
        "w": 0.6,
        "x": 0.09,
        "y": 0.25
      },
      "kind": "framework",
      "text": "We Are: Motivating, Authentic, Confident, Empowering, Modern, Enthusiastic, Inclusive, Optimistic, Premium, Captivating, Street-wise, Community",
      "attrs": null,
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        "h": 0.25,
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        "x": 0.09,
        "y": 0.58
      },
      "kind": "framework",
      "text": "We Are Not: Preachy, Sterile, Aggressive, Religion, A Fitness Brand, A Fad, Over-the-Top, Cultish, Satisfied, Exclusive, Goofy, Snobby, Cheap",
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      "bbox": {
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      "kind": "title",
      "text": "WHO WE ARE / WHO WE ARE NOT",
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      "evidence": "The slide explicitly contrasts 'We Are' vs 'We Are Not' attributes to define brand identity.",
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      "from": 5,
      "beatId": "42b03ec2-ef3c-4ae3-9ea4-1a414a4561ec",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "What Could Be",
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      "evidence": "The subsequent slides elaborate on the brand values, wheel, and emotional storytelling",
      "position": 1,
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      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
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  "loops": [
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      "to": 9,
      "from": 5,
      "name": "Golden Circle",
      "slug": "11-golden-circle",
      "bestFor": "Visionary leadership, brand positioning, mission statements",
      "matchId": "f72fc237-8ca5-44b3-8817-16b74c8074c4",
      "evidence": "The golden circle loop is visible in the brand values and wheel slides",
      "position": 0,
      "objective": "Why Peloton's brand values and mission matter",
      "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"
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