The Case Against Case Studies…

Posted by RickPulito under Sales
From http://ideationz.wordpress.com 4668 days ago

The age-old "Case Study" is too often abused, misused and downright confusing... This article addresses how, when and why to use the Case Study appropriately to help move a prospect over to become a purchasing customer.

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Comments

Written by businessavante
4668 days ago

I totally agree, Rick.

In scientific terms, case studies have no value at all - they are devoid of any substance that could possibly be logically applied to any other 'case' that might come up.

i.e. Case Studies are & always were a lot of hot air.

(The worst example we might see daily are diet & exercise 'Before & After' pictures, with bad lighting/harsh shadows, glare, off-angles, and ill-fitting clothes in the 'before', and a perfectly shot 'after'. These are actually only 1 rung below the elaborate "studies" proving how great a product or service is.)

Duncan

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Written by RickPulito
4655 days ago

Thanks, Duncan. You are so right...If the purpose of a case study is to say, "this is how you need to do it", then why not just organize a presentation that links the solution to the issue or opportunity and defines a sound rationale?

The better alternative is to build the right tool to get to the desired outcome, and then use a case study (aka, "success story") as nothing more than a way to show your client that this isn't the first project your company has taken on, and that the likelihood for success is increased by virtue of the fact that you have delivered similar results for someone else in an analogous situation...

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