Let’s give case studies a rest

In the communications design business, it is understood that a firm without a mountain of flawless case studies is missing a critical business development tool. But let’s be real. Even the most successful outcomes go through some ugly stuff that no one in their right mind would ever consider putting in a formal case study. The question is, do clients really believe a case study written by the creators of the case? I suspect not. No more than potential clients believe the recommendations on my LinkedIn page written by my friends at my request. So from now on, if a prospect asks me for a case study, I will send them to my clients for that information.