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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 ...

A while ago I bumped into a former MBA student who’d just had a job interview. He said the interview had gone well, partly because he paid attention to body language, eye contact, and speaking ...

It’s a privileged position, writing a B2B case study. Not only am I entrusted with my client’s own client relationship, but the customer will often take the opportunity of talking to a third party to ...