🌟 Hello fine human - it’s me, Kev - The Case Study Guy
In this week’s issue, I’m sharing my thoughts on the current state of case studies.
What makes a case study good or bad?
If beauty is in the eye of the beholder, then the same is true for case studies. Judgment is subjective - but for a case study, it really is all about the reader.
I’m a simple man. For me, a case study is good if it helps me.
As a consumer of stories about products I’m considering buying, I’m looking for fit. Does this solution fit my particular purpose? Will it solve my problem? Are we good for each other?
Sometimes I already know the answer. The case study, in that context, simply gives me the final confirmation I need to go ahead.
Other times, I’m wary. I’m not convinced. I think the solution might be too much for me, or perhaps the wrong fit. In that sceptical state of mind, the quality of the case study matters even more.
That’s why context is everything. A “good” case study is one that:
Helps the reader make a decision.
Builds trust - not just in the brand, but in the reader’s own decision-making.
Another perspective: the student
I may be a self-proclaimed ‘expert’ in all things case study related, but I’m also a perpetual student. Over the past month I’ve immersed myself in the current state of case studies and success stories.
The truth? There are a lot of dreadful examples out there. But, fear not dear reader, there are also some brilliant pieces of storytelling in action.
Here’s the trend I’m noticing:
A lot of “case studies” don’t qualify as stories at all. No beginning, middle, or end, just fragments. Usually short, usually falling predictably into the “Look how awesome we are!” category. The entire concept of narrative is missing in action.
Many of the big tech companies publish stories so overloaded with jargon that they feel more like a game of ‘corporate twaddle’ bingo.
Maybe their market dominance means they don’t need case studies? Or maybe they simply don’t care about the poor reader?
From critic to creator
Rather than just being ‘Captain Judgment’, I decided to do something. I picked a case study from a top-10 tech company that features a top-10 sports brand and I rewrote it.
Here’s what I did:
Read the original story multiple times.
Mapped the content into my Story Stack framework.
Rewrote the entire thing based on my new Story Stack outline.
My verdict? The new version is far better. Why? Because 1) it flows like a story and 2) it feels human.
I’m not revealing the companies involved (for I’m a classy sort of fella), but if you’d like to see a comparison, reply and I’ll share the before and after with you.
Thanks for reading Proof Points Issue 5. Holler, if you have a question or a comment - hit reply, I’d love to hear from you.
Have a wonderful week!