case-study-builder · diff
v1.1.0 to v1.1.0
4 added, 3 removed. Audit A to A.
---
name: case-study-builder
description: >-
Create customer case studies in sales-ready format — Challenge→Solution→Results
structure, before/after metrics, quote integration, two-length formats (1-page
summary + full version). Use when creating case studies, customer success stories,
proof content, or sales collateral. Triggers on: "case study", "customer story",
"success story", "proof content", "customer example", "results story", or any
request to document customer outcomes.
license: MIT
compatibility: Claude Code, Cursor, Codex, Hermes, Windsurf, OpenCode, Gemini CLI, Copilot, Zed, VS Code, Goose
metadata:
version: "1.1.0"
author: LeadMagic
category: design
tags: [case-studies, customer-stories, proof, content, sales]
related_skills: [customer-marketing, sales-enablement, roi-calculator]
frameworks:
- "Challenge-Solution-Results"
- "Before-After-Bridge"
- "Nielsen Norman Group — Usability Heuristics"
---
# Case Study Builder
## Overview
A case study is the most versatile proof asset in B2B. It proves your product
works in someone else's hands. This skill produces sales-ready case studies:
one-page for quick sharing, full version for late-stage deals, always with
specific metrics and real quotes.
The golden rule: a case study without numbers is a testimonial. Every case
study must answer "what changed, and by how much?"
## Frameworks Referenced
- This skill is grounded in named GTM frameworks and operator methodologies, not generic advice:
+ This skill is grounded in public frameworks and source material relevant to the task:
- - **Challenge-Solution-Results** — used as the named operating framework for this playbook.
- - **Before-After-Bridge** — used as the named operating framework for this playbook.
+ - **Challenge-Solution-Results.** Use the relevant method or published guidance where it improves the requested deliverable; do not cite it as decoration.
+ - **Before-After-Bridge.** Use the relevant method or published guidance where it improves the requested deliverable; do not cite it as decoration.
+ - **Nielsen Norman Group — Usability Heuristics.** Use the relevant method or published guidance where it improves the requested deliverable; do not cite it as decoration.
## When to Use
- "Create a case study about [customer]"
- "Write a customer success story"
- "Build proof content for sales"
- "Document customer results"
- "Create a case study for our website"
- "I need customer proof for a deal"
## Step-by-Step Process
### Phase 1: Information Gathering
Collect from the customer:
- Company profile (industry, size, use case)
- Challenge before your product (what was broken, what it cost)
- Solution (how they use your product, implementation timeline)
- Results (specific metrics — "reduced X by Y%" not "improved efficiency")
- Customer quote (in their words, not yours)
- Permission to use their name and logo
### Phase 2: Structure
**1-Page Summary (for quick sharing):**
```
┌──────────────────────────────────────────┐
│ CASE STUDY: [Customer Name] │
│ │
│ [Customer logo] │
│ Industry: [X] | Size: [Y employees] │
│ │
│ THE CHALLENGE │
│ [2-3 sentences. What was broken? │
│ What did it cost?] │
│ │
│ THE SOLUTION │
│ [2-3 sentences. How they use us. │
│ Implementation timeline.] │
│ │
│ THE RESULTS │
│ • [Metric 1 — specific number] │
│ • [Metric 2 — specific number] │
│ • [Metric 3 — specific number] │
│ │
│ "[Customer quote — in their words]" │
│ — [Name, Title] │
│ │
│ [CTA: Book a demo / See full case study] │
└──────────────────────────────────────────┘
```
**Full Version (for late-stage deals):**
Add: detailed implementation story, additional metrics, second quote from
a different stakeholder (e.g., end user + executive), "what's next" section
showing expansion plans, and a comparison table (before vs after).
### Phase 3: Writing Guidelines
- **Lead with the result.** Not "Company X uses our product." — "Company X
reduced time-to-close by 40% in 90 days. Here's how."
- **Customer's words, not yours.** Use their language. If they say "it was a
nightmare," say "it was a nightmare" — not "they faced significant challenges."
- **Specific over impressive.** "Saved $247,000 annually" beats "drove
significant cost savings." Specific numbers build credibility.
- **One story, one takeaway.** Don't try to prove everything. Pick the
strongest story and tell it well.
### Phase 4: Approval and Distribution
- Customer approval: send draft, let them edit quotes, get written permission.
- Sales distribution: add to CRM, sales portal, pitch deck, proposal templates.
- Marketing distribution: website, social, email nurture, paid retargeting.
## Output Format
Two versions: 1-page summary (for email, LinkedIn, quick sharing) and
full version (for late-stage deals, website, sales portal).
## Quality Check
- [ ] Specific, named metrics (not "improved efficiency")
- [ ] Customer quote in their words (not marketing language)
- [ ] Challenge → Solution → Results structure
- [ ] Customer name and logo included (with permission)
- [ ] 1-page version scannable in 30 seconds
- [ ] Full version has implementation detail
- [ ] Customer has approved final text
- [ ] CTA present on both versions
## Common Pitfalls
1. **No metrics.** "They love our product" is a testimonial, not a case study.
Every case study needs specific, named numbers.
2. **Marketing language in quotes.** "We leveraged their best-in-class solution"
— no human talks like this. Use their actual words.
3. **Too many results.** 3-4 metrics max. Pick the strongest ones. More
metrics dilute the impact of each.
4. **No customer approval.** Never publish a case study without written
permission. Include the approval step in your process.
5. **One format for everything.** Sales needs a 1-pager. Marketing needs a
story. Website needs both. Build both formats.
## Execution Artifacts
This skill includes lightweight artifacts the agent can load on demand:
- `references/framework-notes.md` — named frameworks, citation anchors, and operating assumptions
- `templates/output-template.md` — copy-paste deliverable structure for the user
- `scripts/check-output.py` — local checklist validator for required sections
Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice.
## Related Skills
- **customer-marketing**: Customer advocacy program
- **sales-enablement**: Sales collateral package
- **roi-calculator**: Quantify results for case studies