A story that follows a fixed shape can be skimmed by someone deciding in ninety seconds, and written by someone with an hour. Both matter more than prose.
/01Case at a glance
Client (anonymised), service delivered, right at issue, timeframe, outcome. Sits in the rail so it is visible without scrolling.
/02The challenge
Four bullets, concrete, in the client's words. Including the deadline that forced the issue and the cost of doing nothing.
/03What we delivered
Five numbered workstreams, 30–50 words each, written in verbs. Not "advised on" — what was actually done.
/04Key outcomes
Four short results, with a number wherever an honest number exists. This is the block people screenshot.
/05Capability & stats
The standing service behind the work, with three counts. Written once per service line and reused across its stories.
/06Outcome for the client
Two sentences: what changed commercially, and what changed structurally. Plus an attributed quote, or none at all.
/07Five questions
The objections a reader in the same position is already holding. Answered in 40–60 words each, and indexable by answer engines.
/08Where it points
Every story ends at one entry product — usually the IP Position Audit. A story with no next step is a brochure.
Confidentiality is the default. Name a client only with written permission; otherwise "a Mumbai FMCG manufacturer with four brands" carries the credibility without the phone call. Never publish a registration number, a live dispute, or a valuation figure without consent in writing.
