Structural steel fabricator
Three studies, one brochure's worth of proof
A sixty-page brochure became three case studies. Owners started calling instead of replying.
- Case study suite
- Capability statement
- Bid-room templates
$186M
Pursuits won with the new suite
Industrial · Aviation · Higher education
The problem
Every pursuit shipped the same sixty-page brochure. Estimators were writing the narrative themselves at 11 p.m., so the technical story changed with whoever happened to be at the desk.
What I wrote
- 01
Interrogated the fabrication schedule data until the real story appeared: a 14-week erection sequence delivered in 11.
- 02
Wrote three case studies structured like a claim — constraint, sequence, number, owner quote — each reusable in bids and on the website.
- 03
Left a template library so the estimating team could write the next one without me.
The outcome
$186M in pursuits won in the twelve months after launch, with the studies cited by name in two owner debriefs.
Next case study
The shortlist problem
