The mysterious missing case studies

A few high-profile (and very good) PR boys and girls aside, most of us have been pretty poor in this regard over the years, despite repeated calls from various camps. In fact, I've lost count of the number of meetings or conferences I've attended where a room full of people promised to find a few yet delivered nothing. The reasons in favour are pretty obvious. Case studies are an independent endorsement of the company and its services from the one person who matters more than any other - the customer. Collectively we spend millions on marketing and advertising when a few good case stud...