🌟 Hello - it’s me, Kev - The Case Study Guy
First up, an apology.
Last week I accidentally forgot to change the subject line of the newsletter. The rest of the email was new, but still - a bit of a rookie error. I’m sorry.
And so... on with the show!
You’ve maybe heard the phrase “you can’t outrun a bad diet.”
Well, I’m shamelessly repurposing it. Drumroll, please...
“You can’t out case study a bad business.”
Harsh? Possibly.
True? I believe so.
I’m obviously a case study fanboy, but case studies are not the silver bullet.
They’re not the one thing. And they’re definitely not a secret weapon.
Case studies don’t operate in isolation. They’re part of a bigger whole - and part of that whole is the business itself.
If it’s a bad business, a failing business, or a toxic business, then more case studies probably shouldn’t be the priority. Sure, a great story can help even the worst of businesses... but the underlying failings will eventually show your clients (or prospective clients) the true story.
The flipside?
If you’re a good - or even great - business, why wouldn’t you want to share your stories of success? Why wouldn’t you want to showcase the real stories of what you help others achieve, of what you make possible?
And if it winds you up, gets under your skin, or makes you want to throw your laptop at the wall that your inferior competitors get more attention and more business than you, then maybe, just maybe...
You can out case study a bad business after all.
💬 What Case Studies Really Are (to Me)
I’ve been wrestling with how to capture my personal belief about what case studies really are. I’ve already told you what they’re not. So it’s only fair to share what I think they are.
You know what? Most B2B case studies have lost the plot.
They forget the people, skip the tension, and end up sounding like something penned by a robot.
Better stories are human first, structured with a bit of craft, and backed by proof you can actually believe.
I believe these stories can change how B2B brands grow.
Because when a smaller brand tells a sharper, more human story than the big guys - David beats Goliath.
That’s why I don’t see case studies as content.
They’re proof stories - honest tales of challenge, change, and belief that help people say, “Yep, I trust that.”
Does this resonate with you? For me personally, it’s the best way (so far!) that I have to articulate what I believe and what my business is all about.
Thanks for reading and have a fab week!
Kev Anderson
The Case Study Guy
PS - one final thing. I’m currently testing ‘The Story Stack Score’, a model that helps me evaluate, score and provide practical recommendations to improve any case study. I’ll be launching it next week, but if you’d like to help me test it hit ‘reply’ and send me a link to the story you’d like free feedback on.