---
schema: "bureau.tool/v1"
id: bureau-tool-014
title: "The Question Before the Claim"
type: "Template"
time: "5–15 minutes"
source: "https://thefantasticbureau.com/briefs/write-the-question-before-the-claim/"
publisher: "The Bureau of Fantastic Strategy"
---

# The Question Before the Claim

## What it does

A customer-led message with a visible problem, a credible role for the brand, and a clear next test.

## Use when

A brand message sounds polished, but nobody can say which real customer question it answers.

## Give it

- The product or service and its current claims.
- The customer’s situation, with evidence where available.
- The alternatives the customer might choose instead.

## Copy this

Turn the material below into a customer question and a brand answer.

First, identify the moment in which the customer is deciding, struggling, or trying to make progress. Write one plain question in the customer’s voice. It must include the desired outcome and, where relevant, what they do not want to sacrifice.

Then write one concise brand answer. Keep only claims that directly help answer the question. Name the likely alternatives and the evidence needed to support any factual claim.

Use credible research, direct customer evidence, or official data where available. Do not invent customer motives, market facts, quotations, or proof. Clearly label assumptions and missing evidence.

Return: the customer question; the brand answer; three claims to test; and the next smallest research step.

BRAND MATERIAL:
[PASTE HERE]

CUSTOMER CONTEXT AND EVIDENCE:
[PASTE HERE]

ALTERNATIVES:
[PASTE HERE]

## You will receive

- One question the customer might genuinely ask.
- A concise answer the brand can credibly make.
- A list of claims to test, keep, or remove.

---
Filed in The Cabinet of Useful Things · https://thefantasticbureau.com/instruments/