Communicating with Case Studies
A few weeks ago, a couple of colleagues and I discussed a new business idea. But,
we had trouble expressing how this new business would provide value. And, out of our discussions came the idea of writing a case study. If you're not
familiar with them, case studies are histories of business initiatives. They're like articles, but they put the reader into the shoes of a person making a
difficult decision. Other professions also use case studies; you've probably heard of
medical case studies, for example. Medical students get a set of facts about a
patient, and perhaps some background or context, and then must diagnose the
patient's condition or disease. Business case studies have proven popular at many university business schools
(with the profs, at least). In some senses, the case study is the next best thing to
being involved in a real case. Now, how is this relevant for you? Well, if you have to persuade others to adopt your
point of view, or buy your products, or vote for you, then you might find a case
study useful. In fact, you may be doing something like that already. Whenever you tell a story
that's designed to make a certain point, you're using a form of case study.
During my brief foray into life insurance sales, for example, I learned that emotion
sells policies, and not logic. That's why people in the business have a raft of stories
about people who did or did not have protection when they died. The moral, of course, is that you should not only have life insurance, but you should
have the right kind, and in the right amount. Now, if you sold life insurance, you
would quickly find that no one listens when you explain the logic, but they will listen
-- and act -- if you have your case studies (your anecdotes). So, having gone through all that, is a case study just a fancy name for an anecdote
or story? Yes, to a certain extent it is. But, when you think of a case study, think of it as a more elaborate and more
logically constructed story. And, it's usually a real-life story. To illustrate the idea
further, let's go through the steps involved in creating one. Your case study starts by identifying a person and an organization, along with
relevant information that provides context to the issue addressed in the case. It also introduces the decision or dilemma. In many cases, the writer sets out two or
more possible options. One of those options may be to do nothing, to maintain the
status quo. Another option may demand significant changes, and yet a third option
would require more modest changes. However you set the options, they should offer
distinct choices to the reader. Don't allow a muddling-through solution that
involves easy compromises. Now that you've set out the choices, provide the basic facts and opinions the reader
will need to make a logical choice. Like the writer of a mystery novel, you need to
provide all the critical information without giving away the solution. And like a
mystery writer, you may introduce a few false trails. As you develop the case study, keep in mind that you're trying to convey that the
person or company in the case had to make a difficult decision. And the more the
reader feels that difficulty, the more effective the case. Finally, provide an outcome if possible. Let the reader know which option the person
or company chose, and how that decision worked out. After all, you've been telling a
story, and your audience will want to know how it ended. Ideally, you would not give
the reader access to the outcome until after he or she makes that decision. In summary, you can make your point more powerfully by creating a case study, a
specially constructed story that puts the reader or listener in the shoes of a decision
maker. Robert F. Abbott writes and publishes Abbott's Communication Letter. If you
subscribe, you will receive, at no charge, communication tips that help you lead or
manage more effectively. You can get more information here:
http://www.Communication-Newsletter.com
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