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Provides a framework for evaluating claims (in research, marketing, or media) for credibility.

Identifies vague claims and replaces them with specific facts, numbers, or examples.

Identifies abstract claims in a piece and adds concrete examples that illustrate them.

Find the claims your competitors literally can't make about themselves without looking dishonest — then build your positioning around that gap.

Audit which claims are saturated across the category, so you stop saying things customers stopped hearing.