Here’s a great post from Matthew Stibbe on how to write case studies. I think the 10 rules apply equally well to any form of business writing. In essence, it’s about being authentic (real quotes, real story, real audience) and working fast (tight deadlines and minimal approval stages).
The more stakeholders involved and the longer the feedback process, the greater the chances of missing whatever the original deadline was. The more time that passes, the lower the sense of urgency until – if you’re not careful – you have a zombie project that no-one cares about.