Using case studies to tell your story for you is crucial in de-risking the effort to change an existing operation and potentially their teammates' too, particularly for the vast majority of potential customers who are not technology enthusiasts and are more averse to change. A good case study shares the elements of a good story, including a relatable protagonist, tension, resolution, and should be structured as a portrait of their workflow and challenges before using your product, how they solved it by replacing their workflow with your product, and what makes your product the right fit for them. The process exposes you to your most passionate customers and instills empathy and appreciation for them, which can carry you throughout your career and plays a pivotal role in helping tip potential users over the fence.