ABSTRACT
Case writing requires a lighter hand, a more relaxed presentation, and the deft use of descriptive and evocative writing to stimulate the reader's imagination. Cases are always written in the past tense. A valued mentor once told Gina Vega that all cases have four main components, each of which is critically important to the success of the case: Characters, Conflict, Complications, and Causality. The hook can be the hardest element of the case to write because it needs to be short, snappy, interesting, and relatable on a personal level. Most of the people who read your case will be unfamiliar with the industry represented in the story. Without some industry knowledge, it is very difficult to contextualize the action within the case and to understand the role the company plays within the industry. For that reason, case writers must really strive to represent the protagonist and other case actors clearly and graphically.
