I enthusiastically encourage business owners to create case studies. They are a fabulous way to tell a story about the brilliant job you do for your customers. If your product or service is complex (or the subject is somewhat dry or boring!), you need to find an alternative way to explain what you do. When this is done using real life examples, it's so much easier for a prospect to understand how you can help them too. A case study shows your prospect: You understand their situation You empathise with the issues they have You can offer a perfect solution