"As part of my research, I wanted to know how other professions understood influence and persuasion. I didn’t believe that we in Corporate America, especially in mainstream corporate training departments, had cracked the code on how the most persuasive people influence outcomes."
"So, I spent time in professions outside my own: politics, journalism, and legal (what are trial attorneys doing to influence the outcomes with jurors?). And what are the neuroscientists saying about all this?"
"It’s all a form of persuasion. What are the characteristics of the most persuasive people? In the legal profession, lives hang in the balance as lawyers attempt to influence jurors to believe what they need them to believe. Consider the infamous O.J. Simpson trial. In 1995, Robert Shapiro and Johnnie Cochran’s legal defense team stunned the world by convincing a jury that O.J. Simpson was not guilty."
How did they do it? I wanted to know.