Ultimately, if you want a reader to really engage with your case study, they have to identify with your customer. And after seventeen years of writing this format, I’ve realised the questions you ask ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. BY Kathleen Lucente I’ve ...

Are customer use cases just a glossy marketing ploy? No. Done properly, they are the foundation for all the content that follows. Amidst the social noise, case studies still have relevance. Here's why ...

In an era of social media sound bites and content "snacks," does the customer case study still matter? Absolutely - but there are use case pitfalls to avoid. Eleven of them, by my count. Is there a ...

Part of the marketing playbook for value-based selling is the use of customer case studies to provide references and proof of value for a product, service, or software solution. This is what customer ...

Just 5% of people remember a single statistic, but 63% will remember a story. So, you might not remember this statistic (from Heath & Heath), but the story I’m going to tell is one that could have a ...