case-study-and-proof
Case Study & Proof
Most startups have results and no proof. The work happened, the customer is happy, the number moved - and none of it is on the site, because nobody asked permission at the time and asking now feels awkward.
The result is a site that claims outcomes in the abstract and demonstrates none of them, which is the single most common reason a good consultancy or product reads as unproven.
When to use
The user has a customer result and wants to publish it, is writing a case study, is deciding whether they can name a client, or is looking at a page that asserts outcomes with nothing behind them.
Do not use this to invent a plausible case study from a thin engagement. If the baseline was never measured, the honest output is a testimonial and a note to instrument the next one.