Proof · The claim inventory · Element
The claim
Each assertion made about the offer, in the words actually used.
The part
What it is
Recording the exact wording matters, because “reduces cost” and “halves cost” require very different evidence.
Implied claims count. A comparison table implies claims that appear nowhere in a sentence.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
Claim type
Performance, comparison, compliance or outcome — each has a different evidence bar.
Choice shared type
The other elements in the claim inventory
The channels
Where each claim appears, including the verbal ones.
LearnThe owner
Who is accountable for each claim remaining true.
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