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 ...

From McKinsey & Company to Boston Consulting Group, AI has now become a factor in the case interview.

When prospects are in the awareness or consideration phase in their buyer’s journey, there’s usually a point where sales and marketing teams sense their buyer is on the precipice of purchasing. You ...