1. An inciting moment
2. A climactic struggle and
3. A resolution
Every case study, when you think about it, has the same structure as well:
1. The opening scene depicts a disturbing incident. Your customer suddenly finds her welfare threatened. Readers feel her pain.
2. A climactic struggle ensues. Your company helps the customer solve her problem. She emerges a hero.
3. A resolution is reached. Things resort to status quo. And readers are compelled to act. Because they, too, can be heroes.
