The examples
Example 1The Referral That Went ElsewhereA neighbor recommends a window company. The homeowner checks. The answer sends them down the street.Example 2The Second Kitchen TableThe appointment goes well. The salesperson leaves. The real evaluation begins.Example 3Ranked First and Still LostA company wins the page for its own name, and the person leaves it anyway.
A note on what these are
They are walk-throughs, not case studies. The company in the first one is a hypothetical that Greg Cummings uses when he explains the idea, and the other two are illustrations built from points the reference site and the Reputation Intelligence site already make. None of them describes a real customer.
To see the same ideas stated as definitions, use the glossary.