I was reading an article in a marketing trade journal last night and the topic was telling your company’s story in a compelling way, particularly through the use of case studies.  During my 15 years in marketing so far, I have worked on case studies for a number of employers. It’s always interesting to me how the people who provide the service to the customer have a hard time telling the story from the client’s point of view.  They focus so much on the features or the details of what they do, versus how the client benefits as a result.  The challenge to change that viewpoint for the case study falls on the shoulders of us in marketing. The article I read last night took it one step further in saying that not only must you tell the story, you must do so in a way that makes it compelling to the reader.  Makes sense, yet so many times we get caught up in just talking through the specifics of the client relationship or project.  We talk about benefits and even times include quantifiable results and quotes from clients, but how many times do our case studies really communicate a compelling story?  That’s the challenge I am issuing to myself and to my PR firm.  But the question is, what is your company’s story and, more importantly, do people find it compelling?