Your business's marketing assets are either winning new customers or costing them opportunities, so your case studies should convey the highest stakes possible. By highlighting the high stakes of your customer stories, you can make your benefits seem necessary rather than just nice to have. This means showcasing customers who relied on your product or service to survive or thrive in their business, such as a coffee shop using automation to stay open during pandemic restrictions. To identify high-stakes stories, look for gains or losses that are tied to the customer's revenue or success, and provide context for the reader to understand the stakes of the challenge. By doing so, you can help your readers experience those stakes and persuade them every day in the high-stakes battle to win their attention.