Victim, villain and victor: the basic components of a business case study

Has this happened to you?

You’re in a meeting with a prospective client and you sense that the contract or assignment is just within your grasp. All it will take is more little push, one more solid reason, one more Unique Selling Proposition (USP) and the conversation will shift from “maybe” to “yes” and the relationship from “prospect” to “client.”

This is where having a relevant case study at your fingertips can do the trick.

But, as valuable as they can be, many business owners aren’t sure ho...