Influence people

Monday, December 10, 2012

Want to Write Better Case Sudies? Ask Aristotle.

In Poetics, Aristotle wrote that every tragedy has three stages:

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.

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