Build the Case Study Spine

The messy draft You have a customer quote about a loved feature, a metric, and a deadline. The first structural choice determines whether the story sounds like proof or brochure copy. JTBD story path Struggle -> Switch -> Proof A job-based story starts with the progress the customer needed, not the product capability. Feature-first Fast to write, weak to believe A reader sees themselves in the before state. A case study proves progress, not product affection. 01 Open 02 Middle 03 Try Start the story The strongest quote says, The dashboard is the first tab I open every Monday.

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