Principles of persuasion

We apply principles of persuasion.

Principles of PersuasionA “principle” is something that is always true and has broad applicability. “Principles of persuasion” are principles that cause decision-makers (judge, jury, opposing party and counsel) to adopt a favorable attitude by removing or suppressing doubts about your case.


We have identified these principles through academic and practical research, and we have refined our understanding of them as trial lawyers and trial consultants. We apply them consistently and successfully in building strong settlement positions for our clients and in proving their cases at trial.

Based on these principles,
our colleagues have brought us in as trial lawyers
or trial consultants in over 100 trials.
Principles of Persuasion