THE CASE FILES
Selected work. Decisions included.
Search case studies are often written backwards from a graph.
The Case Files start with the problem, show the decision that was made and explain what happened next.
Where confidentiality prevents us naming a business, we anonymise it. We do not anonymise the thinking.
Show me what changed.
Indy / Following the evidenceEditorial Line
What you will find here
Results where we can substantiate them.
Context where the number would otherwise be misleading.
Decisions that did not involve publishing another fifty articles.
And, occasionally, things that did not work as expected.
Proof Standard
What every Case File must include
Every published Case File is structured around eight mandatory fields:
Field 01
Case File Number
Sequential reference ID for tracking.
Field 02
Sector
Industry category and commercial vertical.
Field 03
Market
Geographic scope and market complexity.
Field 04
Problem
The commercial or technical challenge faced.
Field 05
Primary Discipline
Technical, AI search, architecture, or content.
Field 06
Headline Outcome
Substantiated growth or revenue metric.
Field 07
Named or Anonymised
Clear disclosure of brand attribution.
Field 08
Read Time
Estimated reading duration for the file.
PRACTICE STANDARD
Evidence first. Publishing second.
Case Files should only be published where the figures, context and trade-offs can be verified. Until then, this page defines the standard for the work rather than fabricating outcomes.
Read our case study framework, or learn more about founder Warren Hance and our core 10 principles.
Start Here
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