R6 — Build social proof from radius-matched peers; case-study library prioritized by (trade × business size × region) coordinates

Rule: A case-study library dominated by non-trades or non-regional clients actively de-persuades. The CRM-prioritized goal is a published case from every relevant intersection of (trade type × business size × region) Candid services.

Why: Provincial norms ([[goldstein-cialdini-griskevicius-2008-provincial-norms-hotel-towel]]) outperform general descriptive norms; identity signaling ([[berger-heath-2007-identity-signaling-de-persuasion]]) means out-group cases are not neutral filler but negative signal.

How to apply:

• Maintain an explicit map of (trade × size × region) intersections Candid wants case-study coverage in. Treat gaps as a marketing-asset deficit.
• Lead pitches to a given prospect with the case study geographically + categorically closest to them. If no exact match exists, the closest available is still better than the highest-budget non-peer case.
• A single well-documented case from a Cambridge mid-size framer is worth more than ten cases from tech companies. Resource allocation should reflect this — depth > breadth on radius-matched cases.