It’s not that I’m incapable of doing case studies—it’s that I have little regard for them. I’ve said before that everyone operates under different conditions, and simply analyzing other people’s cases often amounts to nothing more than armchair theorizing in my view. To give a straightforward example: big companies have the money to hire top-tier celebrities to promote a product. But can small businesses afford to do the same? That’s why, in my opinion, the core idea should be to customize different strategies based on the specific conditions of each business.