A sense of purpose

Whatever you might think and whatever the customer might say, a good technology case study is *never* about the software – or the hardware, or even the services & support.

A great case study is *always* about the outcome, and the outcome is *always* about something personal that somebody wanted to achieve.


Companies – even vast, faceless, profit-driven corporations – are steered by people, who cherish ambitions, desires and obsessions.

This reflects Maslow’s hierarchy; at the foundation, people want to be warm and fed, which means “keep my job.” At the apex of the hierarchy comes ‘purpose,’ which means “do something that satisfies my ambition/desire/obsession.”

Writing a good technology case study means uncovering that purpose, and showcasing how the technology allowed the crazed dream to become reality.