I've written extensively about what you should do when using storytelling techniques in the courtroom to persuade. I've even released a free book and free webinar on the topic. But I don't think I've ever really talked about the mistakes one can make—most of which I've seen (from opponents). Legal storytelling is both an art and a technique that can be incredibly effective. However, it's easy to make mistakes that can undermine your narrative. This blog will walk you through twelve common legal storytelling pitfalls and how to avoid them. 1. Neglecting a Clear Structure A strong structure is the backbone

In an ideal courtroom, decisions are rendered based solely on facts and evidence. However, real-world trials often reveal a different narrative—one where emotion, bias, and human psychology significantly influence outcomes. This divergence highlights the crucial role of jury consultants in navigating the intricate interplay between fact and emotion. The Emotional Underpinnings of Jury Decisions Research consistently demonstrates that jurors’ decisions are not purely fact-based. Psychologist Jonathan Haidt likens moral judgments to aesthetic ones, suggesting that people often make instant, emotion-driven decisions and subsequently rationalize them. This phenomenon is evident in various courtroom scenarios. See The Paradox of Persuasion: Why Logic

Introduction: The Illusion of Rational Minds Ask most people—especially smart professionals—how they form opinions, and you’ll get some version of the same story: "I look at the facts. I weigh the evidence. I follow the logic." But here’s the problem: neuroscience, psychology, and real-world experience say otherwise. In litigation, marketing, politics—even interpersonal relationships—this misunderstanding about human reasoning creates a fatal flaw in how we attempt persuasion. And until we reckon with it, we’ll keep losing arguments we should win. The Elephant and the Rider Jonathan Haidt, a social psychologist, offers one of the most compelling metaphors for how persuasion really

At Persuadius, we specialize in transforming complexity into clarity—especially using litigation graphics. Whether it’s a demonstrative exhibit that makes a technical expert accessible or a timeline that crystallizes causation, the right visual can make all the difference. Economic issues like tariffs and trade deficits frequently show up in high-stakes commercial litigation. But jurors aren’t economists. That’s where compelling storytelling—and litigation graphics—come in. What Is a Tariff? A tariff is a tax placed on imported goods. When a country imports products from abroad—say, steel, cars, or electronics—the government can charge a fee at the border. That fee is the tariff. Why