Value Proposition · Proof · Component
The claim inventory
Every claim the organisation makes, gathered from wherever it is actually being said rather than from the approved messaging.
The deliverable
What it is
Claims accumulate in places nobody audits: sales decks, support replies, conference talks, old landing pages. The approved messaging is a subset.
The inventory is the only way to discover claims the organisation cannot support, which is normally found out by a customer instead.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The claim
Each assertion made about the offer, in the words actually used.
3 attributes: Claim · Claim type · Relates to
LearnThe channels
Where each claim appears, including the verbal ones.
3 attributes: Channel · Location · Last reviewed
Learn
Include claims made verbally in sales conversations. They are the hardest to inventory and the least likely to be supported.