Stating Your Case (Study)

For service-oriented companies that don’t have a ‘product’ to market, case studies about successful applications are often the most effective way to demonstrate your capabilities to prospective clients. Here’s what National Instruments considers when we choose to publish a technical case study on
1. Is the customer, or end-user of the application, a company that is recognized globally? What better way to prove yourself than to have big companies like Ford and Sony document a success.

2. Is the application an extraordinary example of capabilities? Cool, cutting-edge, never-been-done-before. If it’s something that could get some mainstream attention, it might be a bonus. Or perhaps it is a novel solution. Well, having documented success help infiltrate a new business area.

3. Does the application address an identified marketing gap? You may have a lot of success in a certain application area, but might not have the case studies to prove it. So, identify the gaps and proactively try to find customers who are willing to share your success.

What matters most? Always make sure your case study has a clear and concise testimonial. Make sure every case study has a benefits statement for the end customer in addition to the technical details of application. Don’t just tell a technical story of “how.” Make sure you reveal the “why” behind the problem solving decisions.


Shout out to the Graphical System Design Achievement Awards

National Instruments will being call for papers in January, so now is a great time to start documenting those applications. You can find out more info:



2 Responses to Stating Your Case (Study)

  1. emiliekopp says:

    Nice post, Jack. I think you’ve captured the elements of a good technical case study well.

    Anyone looking for additional examples of technical case studies can start here:

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