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Several years ago, Bill Barton agreed to speak at our Power of Presence event. During his talk, he said that he had “learned not to take the losses personally.” A few weeks later, David Sugerman, an attorney based here in Portland, and I had lunch. David just won a 420-million-dollar verdict against BP. He had attended the Power of Presence seminar where Bill had spoken. As we discussed his recent win and Bill’s remarks on losing, David said, “I too, have learned how to not take the losses personally. But what I think is even more important is to not take the wins personally either.” Bill, David and other great attorneys know that there’s little rhyme or reason to why you win or lose at trial. They know that there will be times they’ll lose cases they should have won, and win cases they should have lost. Therefore, they don’t take any of it personally. They just do their best and let the chips fall where they may. Praising yourself for your brilliant lawyering when you win and beating yourself up when you lose makes absolutely no sense. You cannot base how “good” you are on your win/loss record.  Redefine what success means. Are you there to win or to fight? If you’re there to win, well good luck with that. You cannot control whether that happens or not. But if you’re there to fight? THAT you can always be successful at.
We’re in this to win. That’s obvious. The problem is, you can’t control whether you win or not. And although I think you know this, I don’t think you accept it. I see so many attorneys desperately attached to winning at trial that when they lose...it knocks them off their game. When I was wrestling with an issue in my life years ago, my coach told me something I’ll never forget. She said, “The goal is to be 100% committed and 100% unattached.” It’s ok to want to win. But you need to detach from whether it happens or not. Here’s why:
 Let go of the idea that winning is the only acceptable outcome. Instead, focus your energy on doing the best job possible and you might just find that winning takes care of itself.
Verbal information is the most difficult information to get across. Because verbal information is difficult to process, audiences tend to tune out things they don’t understand or have trouble following. The answer, then, is to create hundreds of PowerPoint slides, right? No. No no no. Last year I had an attorney come through my opening statement class. A few weeks before the start of the class, he sent me a 150-slide slide deck. That’s when I knew we were in trouble. After he presented his opening to the jury, one juror said, “I thought you were very credible.” The attorney responded, “Thank you!” But the juror continued, “until you started with all the PowerPoints. That’s when you lost all credibility with me.” When you use hundreds of PowerPoints, what message do you send jurors? This case is really complex. It’s so complex, in fact, it’s going to take HUNDREDS of PowerPoints for me to explain it to you. This is not the message you want to send to jurors. SO complex = TOO complex = Defense Verdict. In addition, using tons of PowerPoints interferes with your ability to connect with jurors. Jurors can only look at one thing at a time; you or something else. If you’re constantly using PowerPoints, that means jurors must look at the PowerPoints, not you. You’re missing out on real connection with jurors when you use an insane number of PowerPoints. I'm not saying never use PowerPoints. What I am saying is every single visual you use should support your presentation, not detract from it. You may think that PowerPoints reduce information overload, but they often do the opposite.  YOU are the main attraction in opening. Focus on telling a good story with excellent nonverbal communication. Use visual information to deepen a juror’s understanding, not as a substitute for teaching from you.
I recently asked a room full of lawyers who the enemy was at trial. “The jurors!” someone shouted. The audience laughed. Jurors are not the enemy, but thinking they are can cause you all sorts of problems. Look, I get it. Trial is hard, and blaming the jurors are easy. They’re the reason you lose, right? Wrong. Jurors are hostages. They have been forced to participate in a process they neither chose nor believe in. Your job is to free them so they can become the heroes you need to win justice for your client. But as long as you view them as the enemy, you keep them, and yourself, enslaved. Think about it: you tell the jurors you want them to believe and trust in you all the while training your gun on them thinking, “Who here is out to get me???” Body language begins in the brain. If you think the jurors are your enemy, you’ll communicate it. Not to mention that thinking the jurors are the enemy means you walk around with constant worry. You weigh yourself down with attempts to “influence,” “persuade” or god forbid, “be charismatic.” Drop your weapons. Once you view the jurors as hostages in need of a leader, you no longer need fancy techniques and gimmicks. You just need you.  You attract what you focus on. Want bad jurors? That’s what you’ll get when you think jurors are the enemy. Want willing soldiers who will go to battle for you and your client? Change your mind about jurors and they’ll show up.
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