Classify market claims by how differentiated they are and how well they are proven.
Proof strength Weak proof Strong proof Differentiation Commodity Distinct Lead with this Distinct + proven Claims buyers remember and believe. These should anchor positioning and sales talk tracks. Support line Commodity + proven Useful reassurance, but not a lead differentiator. Keep as backup proof, not headline. Rebuild Distinct + weak proof Interesting claim, but risky. Either add evidence fast or lower its prominence. Cut Commodity + weak proof Low-signal language that adds noise and weakens the whole message stack.
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