Philosophy & Process
The difference between information and meaning is the difference between losing and winning.
— Richard Gabriel, President
Whether you are doing jury research, presenting your case in trial, conducting voir dire, or preparing a witness to testify, there are a number of core tenets that can guide you to success.
After decades of research and experience in thousands of mock and actual trials, Decision Analysis created a series of guides for clients who want a short list of the primary issues they should be considering when approaching these major areas of litigation and trial preparation. The topics covered include persuasion and trial presentation, jury selection, jury research, and witness preparation.
Four steps to a winning case.
Understand the case.
Reading documents, meeting with witnesses, and identifying the key decision issues that will shape strategy and story.
Understand the audience.
We research the venue, judge, and jury pool and identify the main components of the intended audience’s decision-making process.
Frame the case.
Define the best roles for everyone at counsel table to most effectively communicate the case, and pick the primary focus jurors will latch onto.
Create the ideal story.
Identify the human stories in the case—told through characters, environment, and backstory—to create the impact you need on the audience.
Your job is to know the evidence and the law. Our job is to know the humans.
How we tell the story.
See the story behind the case.
Tell authentic stories that ring true rather than a recitation of facts and law that only meet required definitions.
Connect with every person.
We connect you to the human stories of your witnesses and even the opposing side to result in a favorable outcome.
Package the case in a human way.
Find the soul of the case—the piece that ultimately resonates with your audience and helps them decide in your favor.
Looking for the winning edge?
We may be a good fit. Let’s talk about your case.