A few weeks ago, a couple of colleagues and I discussed a new business idea. But,we had trouble expressing how this new business would provide value.

And, out of our discussions came the idea of writing a case study. If you're notfamiliar with them, case studies are histories of business initiatives.

They're like articles, but they put the reader into the shoes of a person making adifficult decision. Other professions also use case studies; you've probably heard ofmedical case studies, for example. Medical students get a set of facts about apatient, and perhaps some background or context, and then must diagnose thepatient's condition or disease.

Business case studies have proven popular at many university business schools(with the profs, at least). In some senses, the case study is the next best thing tobeing involved in a real case.

Now, how is this relevant for you? Well, if you have to persuade others to adopt yourpoint of view, or buy your products, or vote for you, then you might find a casestudy useful.

In fact, you may be doing something like that already. Whenever you tell a storythat's designed to make a certain point, you're using a form of case study. During my brief foray into life insurance sales, for example, I learned that emotionsells policies, and not logic. That's why people in the business have a raft of storiesabout people who did or did not have protection when they died.

The moral, of course, is that you should not only have life insurance, but you shouldhave the right kind, and in the right amount. Now, if you sold life insurance, youwould quickly find that no one listens when you explain the logic, but they will listen-- and act -- if you have your case studies (your anecdotes).

So, having gone through all that, is a case study just a fancy name for an anecdoteor story? Yes, to a certain extent it is.

But, when you think of a case study, think of it as a more elaborate and morelogically constructed story. And, it's usually a real-life story. To illustrate the ideafurther, let's go through the steps involved in creating one.

Your case study starts by identifying a person and an organization, along withrelevant information that provides context to the issue addressed in the case.

It also introduces the decision or dilemma. In many cases, the writer sets out two ormore possible options. One of those options may be to do nothing, to maintain thestatus quo. Another option may demand significant changes, and yet a third optionwould require more modest changes. However you set the options, they should offerdistinct choices to the reader. Don't allow a muddling-through solution thatinvolves easy compromises.

Now that you've set out the choices, provide the basic facts and opinions the readerwill need to make a logical choice. Like the writer of a mystery novel, you need toprovide all the critical information without giving away the solution. And like amystery writer, you may introduce a few false trails.

As you develop the case study, keep in mind that you're trying to convey that theperson or company in the case had to make a difficult decision. And the more thereader feels that difficulty, the more effective the case.

Finally, provide an outcome if possible. Let the reader know which option the personor company chose, and how that decision worked out. After all, you've been telling astory, and your audience will want to know how it ended. Ideally, you would not givethe reader access to the outcome until after he or she makes that decision.

In summary, you can make your point more powerfully by creating a case study, aspecially constructed story that puts the reader or listener in the shoes of a decisionmaker.

Robert F. Abbott writes and publishes Abbott's Communication Letter. If yousubscribe, you will receive, at no charge, communication tips that help you lead ormanage more effectively. You can get more information here: http://www.Communication-Newsletter.com