The term claim is from c. 1300, "to call, call out; to ask or demand by virtue of right or authority," from accented stem of Old French clamer "to call, name, describe; claim; complain; declare," from Latin clamare "to cry out, shout, proclaim."

What do we demand by virtue of right or authority? Assume the power you desire. Do we claim we have the best customer experience in our industry? Do we have the best product or service? Do we have the lowest price? Be careful what you claim. Your life depends on it.

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