Leap_year · Infographic_

The worst case (study) scenario

A flowchart for everyone who keeps meaning to ask a customer for a case study. Follow your excuse to its logical end.

*L*
START_
Have you asked a happy customer for a case study?
YES
Then why are you reading this? Go publish it.
Exit here →
NO
What's stopping you?
EXCUSE_01
"They might say no."
SO YOU ASK, AND...
They say "not right now."
WORST CASE
You're exactly where you are today, minus the suspense.
TIP_
Make no easy. "No pressure at all, would you be up for a 20-minute chat about how it went?" Easy nos get more yeses.
EXCUSE_02
"What if they're secretly unhappy?"
SO YOU ASK, AND...
They mention one thing that bugged them.
WORST CASE
You find out. You fix it. You keep the client. A known problem beats a mystery.
TIP_
Lead with a check-in, not a favor. "How's it going on your end?" The testimonial comes second.
EXCUSE_03
"I don't have time."
SO YOU ASK, AND...
You open a draft. It's three sentences long.
WORST CASE
It takes four minutes, and now you have to schedule a call.
TIP_
Send one intro email. Let someone else run the interview, release form and edit. (We know a studio.)
STILL STUCK? KEEP GOING
EXCUSE_04
"The results aren't impressive enough yet."
SO YOU WAIT, AND...
The big number keeps moving. Forever.
WORST CASE
The story turns out to be about the work and the working together. Nobody asks for your ROI chart.
TIP_
Interview mid-project. Ask about before, during and "what surprised you," not percentages.
EXCUSE_05
"I don't know what to ask."
SO YOU ASK, AND...
"Would you give us a testimonial?" They freeze.
WORST CASE
You get "Great to work with!" Which is nice. And useless.
TIP_
Three questions: What was going on before? What changed? What would you tell someone considering this?
EXCUSE_06
"It feels like bragging."
SO YOU ASK, AND...
They talk about themselves for 20 minutes.
WORST CASE
It was never about you. It's their story. You're just holding the mic.
TIP_
Say "I'd love to tell your story." People are nosy, and they love being asked.
END_
Every path ends the same way. Ask one customer this week.
The actual worst case scenario is the site that still says "testimonials coming soon."
OR SKIP THE FLOWCHART_
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Leap_year
goleapyear.com · Identity Crisis, Oct 2026