In 2013 Nipsey Hussle released a mixtape called Crenshaw. He gave the music away free. Then he printed 1,000 physical copies and sold them at $100 each. They sold out. Jay-Z bought a hundred of them.
Most case studies are borrowed credibility. An agency shows you a client’s numbers and asks you to believe two things at once: that the numbers are real, and that the agency caused them.
Most marketing case studies are advertisements wearing a lab coat. A vague before-and-after, a percentage with no baseline, a client quote that could apply to any agency in any industry.
