---
id: "action-replace-subjective-claims"
type: "action-item"
source_timestamps: ["§ Three Practices to Build AI Recall Share"]
tags: ["messaging", "product-marketing"]
related: ["concept-attribute-structure", "framework-build-ai-recall-share"]
action: "Translate subjective brand positioning into measurable, verifiable technical specifications."
outcome: "AI systems can mathematically evaluate and retrieve the product based on user requirements."
speakers: ["John Gale", "Luca Cian", "Luc Wathieu"]
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-new-25-get-ai-to-surface-your-brand"
sourceUrl: "https://hbr.org/2026/06/how-to-get-ai-to-surface-your-brand"
sourceTitle: "How to Get AI to Surface Your Brand"
---
# Replace subjective claims with verifiable specs

Audit all marketing materials and product descriptions to remove vague, subjective claims (e.g., "premium," "high quality"). Replace them with **named, comparable, and measurable specifications** (e.g., "1,000-cycle durability, ISO-certified") that AI systems can use to connect a user's condition to a product's capabilities.

- **Action:** Translate subjective brand positioning into measurable, verifiable technical specifications.
- **Outcome:** AI systems can mathematically evaluate and retrieve the product based on user requirements.

Implements practice #1 of [[framework-build-ai-recall-share|Three Practices to Build AI Recall Share]] and builds [[concept-attribute-structure|attribute structure]].