132 DELIVER THE EXPERIENCE
marking the most successful release of OS X. He also made
sure that everyone knew that Leopard had been a hit with the
media. “The press has been very kind. It’s been a critical suc-
cess as well as a commercial success,” said Jobs.^5 As Jobs read
reviews from major technology influencers, a slide appearedThe case study remains an important marketing tool. Most
of us are familiar with white papers or simple case studies
featured on a company’s website, but as video and audio
become much less expensive to create and distribute online,
some innovative companies are tapping into the power of
YouTube to deliver customer evidence. Buying a $200 Flip
video recorder, creating an inexpensive video of a customer
testimonial, and posting it on YouTube carries as much weight
as a slick marketing production. Posting video and audio
testimonials on your site and incorporating them into your
presentations will add another valuable layer of authenticity
and credibility to your story.
If you are a business owner or an entrepreneur, it is impor-
tant to develop a list of customers you can use as references.
In fact, a customer who offers a testimonial is worth more than
one who doesn’t. Look for customers who will help you win
new customers. Then, give them a reason to offer a reference.
This could be as simple as offering a deeper relationship with
your company, such as providing more access to you or your
staff when your customer has questions. Other benefits might
include access to product teams, input into new designs or
products, and visibility.
Give your partners a reason to participate, and once they
do, incorporate them into your presentations. Most customers
will not be available for your presentation, but try the next best
thing: insert a video testimonial into your presentation. It might
not have the same impact as Paul Otellini appearing onstage
with Jobs, but it might give you a step up on your competitors.Twenty-First-Century Case Study