Last week I talked about the concept of juror as hostage. I introduced the S-C-A-R-F model from David Rock, author of Your Brain at Work.
David has identified five social needs that when threatened, can activate the survival instinct in the brain. He organized these needs into what he calls the SCARF Model. S stands for Status, C for Certainty, A for Autonomy, R for Relatedness and F for Fairness. A decrease in status, a lack of certainty, a removal of autonomy, an absence of relatedness and the perception that something or someone is unfair are all perceived as threats by the brain.
If jury selection threatens jurors in these five areas, how can you tap into the reward center of the juror’s brain, and reverse the threat that jury selection creates?
Allow me to introduce you to the Five ‘P’s’. Because Status, Certainty, Autonomy, Relatedness and Fairness are all under attack during jury selection, you must:
Today let’s focus on the first P: Preserve Status.
Status is defined as rank or position. Quest for status can be seen across several species; from humans to animals, status is something organisms recognize and strive toward.
We’re hardwired to care about status. Receiving admiration and approval from others is something we all crave.
But how does this apply to jury selection? In any situation where a group of strangers are assembled, no one knows the “pecking order.” Who’s the leader? What is my “rank?” How am I being perceived?
This “not knowing” can cause tremendous stress, and stress does not have a positive effect on decision making, the one thing you need jurors to do and do well.
In addition, not only do jurors not know their ranking in the group, but the very process itself has the ability to threaten whatever status is up for grabs.
Think about it: You put jurors on the spot and ask them to share their most personal thoughts, feelings and experiences in front of total strangers. This threatens status.
In order to tap into the reward center of a juror’s brain, you need to preserve a juror’s status. The first step is to address the power imbalance.
Jurors are the most powerful people in the courtroom. They decide the case! The problem is, they don’t feel powerful, especially at first. This is due to lack of information.
You, opposing counsel, and the judge all know more about the case than jurors do. And yet, you ask jurors questions, questions that relate directly to the case, expecting them to share their experiences, insights, and personal opinions when they aren’t sure why we’re asking in the first place. This threatens status.
For example, have you ever been working at your desk when your paralegal pops his or her head in and asks, “Are you free Wednesday afternoon?” If you’re like me, my response is always, “Why?” I don’t want to commit to anything until I know what it is. Jurors feel the same way.
It is incredibly fear-inducing to be put on the spot and asked to speak in front of a group when you aren’t sure of the context. This is why I suggest you provide context to jurors before asking questions. I call these context statements and include them in all of the voir dire I help attorneys create.
Context statements are simple and neutral. They do not give any information about the case that wouldn’t be allowed, nor are they argumentative. They simply provide context for the question you’re about to ask so that jurors can relax and feel empowered at the same time.
For example, if you are trying a car crash case, one context statement might be, “This case involves a car crash.” Simple. But don’t let the simplicity of the context statement fool you; context statements help jurors feel safe by giving them a reason for the question. I cannot tell you how many times in both mock and actual juries I’ve seen a perplexed look on a juror’s face after an attorney has asked a question. Sometimes they don’t understand the question, but in many cases they don’t understand why the attorney is asking the question.
Providing jurors context will help you preserve status. It shifts the power imbalance. You have more information than the jurors. By sharing that information, the power shifts. Jurors begin to have equal footing, and as jury selection continues, that power grows. The more they learn, the more empowered they are.
Before each line of questioning during voir dire, give jurors some context with a simple context statement. Providing jurors with context before asking them questions preserves their status by making it easier to speak in public. The more informed the jury, the more comfortable they feel. The more they know, the more powerful they are.
It should come as no surprise that jurors don’t want to be there. But have you ever asked yourself why that is?
The obvious answer is that no one wants their day or week interrupted, but there are much deeper reasons, neurological reasons that take jurors captive.
David Rock, in his book Your Brain at Work lists five sociological factors that when threatened, the brain views as an attack. Those factors form the SCARF model:
What process threatens all five of these factors at once? Jury selection.
Think about it: jurors must speak in public. This threatens status. What if they say the wrong thing? Stutter? Embarrass themselves?
There’s no certainty for jurors. They don’t how or if they’ll be picked to serve. They don’t know what the case is about. They don’t even know when lunch is.
Jurors are forced to participate, restricting their autonomy. They cannot choose to opt out. They’re forced to be there.
Jurors don’t know you, defense counsel, the judge or each other. Most of us wouldn’t go to a cocktail party by ourselves, much less jury selection, but jurors are forced to go it alone. Jury selection creates a lack of relatedness.
And although all eligible Americans may be called for jury selection, that’s no comfort to the jurors. On this day, they’ve been called to jury duty and even though it’s not unfair, it sure feels like it.
Jury selection takes jurors captive by taking their brains hostage. They feel under attack due to lack of status, certainty, autonomy, relatedness and fairness. And it’s your job to set them free.
You must reverse the threat jury selection creates and help your hostages become heroes.
Welcome to the From Hostage to Hero blog. In this blog and accompanying podcast, I’ll teach you to understand the juror mindset and change your approach. By working with instead of against the jurors, you’ll find your job becomes easier and you may begin to win more too.
Until next week, subscribe to my From Hostage to Hero podcast on iTunes, and join my From Hostage to Hero Facebook group.
I am pleased to announce that my book, From Hostage to Hero, is currently being edited by Trial Guides and will hopefully be out later this year.
To assist trial attorneys who want to engage with me and my method, we’ve designed several ways to do so:
First, you can subscribe to my From Hostage to Hero podcast. Available on iTunes or on my website, in this podcast I’ll discuss ways to help move your hostile group to one that wants to take action for you and your client.
Second, you can join my free Facebook Group: From Hostage to Hero Facebook Group by clicking here and asking for access. You must be a civil plaintiff attorney or criminal defense attorney to join. I’ll be live, each week in the Facebook group teaching and taking questions. In addition, this blog, along with the podcast, will be posted to the group. There will be group discussion starters, trial tips and other goodies as well.
Third, you can add yourself to the waitlist to know when The Amplify Project will open by visiting amplify-project.com. What is The Amplify Project you ask? It will be an online community that is available by subscription only. Inside the project you’ll find my Path to Power course, my Power of Attorney course, nonverbal videos, workbooks, sample openings and voir dires, coaching and live training. You do -not- want to miss it when the project opens as it will only be open for 5 days and we’ll only open the project a few times a year. Want to learn more? Take the Free Course at amplify-project.com and subscribe to the TAP Into Your Power: The Amplify Project Podcast on iTunes.
Finally, you’ll receive a weekly digest on Mondays that will include this weekly blog, a preview of the upcoming podcast and FB live, and other announcements that will keep you informed, such as when the book will be available.
I look forward to interacting with you here on the blog, in the FB group and through the podcasts. Get ready to learn how to move not only the jurors, but yourself, from hostage to hero!
Smart phones. iPads. Laptop computers. Take a look around and you’ll see faces glued to a device of one sort or another. We can order groceries to be delivered to our homes, hire someone to walk our dogs, and even get a college degree, all from the comfort of our couch. Technology has made it so that we never have to leave our homes.
North Carolina trial lawyer Perry Fisher recently introduced me to the work of Dr. Twenge. Dr. Twenge has done some interesting research around the rise of individualism; this is where society places a greater emphasis on the self and less on social rules. Individualism, for example, is often blamed for the decline of religion in America.
On its face this shift from community to individual and the increasing isolation of the individual would seem to be a negative one for trial lawyers. I, however, think it’s a unique opportunity and can work in your favor.
Regardless of the shift towards individualism and isolation due to technology, we cannot erase our very nature: humans are social creatures. We crave interaction with each other; the massive popularity of Facebook is testament to this fact.
So how is this good for trial lawyers? We crave social interaction, but we rarely get it. Due to our reliance on technology it is easy to remain isolated, and yet, research shows that isolation is causing more depression and takes a major toll on our mental health. Trial gives people a place to come together and do something important.
Think about this for a moment: the opportunity to come together with our fellow community members and do something that will have a lasting impact is so very rare in today’s world. And yet the experience of affecting real change is incredibly rewarding. Ask any juror who has served on a jury and they’ll tell you that it was one of the most meaningful experiences of their lives.
We must do a better job of conveying this opportunity to potential jurors during the jury selection process. I’ve seen time and time again jurors self-select to be on a jury once they understand how important their job is and the effect they’ll have on their communities.
Our increasing isolation as a society isn’t something we need to worry about in trial; it is something we can use to our advantage. Trial offers people a unique opportunity to feel important, affect change and connect with their fellow human beings.
What a gift this is in today’s world.
Rachel, my colleague here at FORTE sent this article to me yesterday, titled, The Green Smoothie Problem: Why Others Don’t Buy Your Ideas. In it the author discusses a common problem using an analogy of offering someone a green smoothie:
“Imagine I just handed you a smoothie in a glass. ‘It’s a green smoothie. Wanna drink it?’
If you’ve never seen or heard of a smoothie like that, you’d react in one of two ways:
Simply by handing you the smoothie, I’ve immediately put you at an information disadvantage. As a result, you anchor to a past precedent or try to draw confidence from others in order to fill in the gaps in your knowledge as quickly as possible. If my goal is to get you to drink the smoothie, I’ve done a rather poor job. I’ve merely handed you the drink and left you to do all the reasoning to influence your decision.
But if I really wanted to influence your decision, what if I shared the reasoning too?
What if, rather than simply hand you the smoothie, I laid out the details of how I came up with it?”
I was immediately struck by how the Green Smoothie Problem applies to voir dire. So often attorneys will begin voir dire by asking questions and offer no context or reasoning for why they are asking. Jurors, who are already at a disadvantage by having the least amount of information in the room, are immediately put on the defensive; if they don’t understand why you’re asking the question, they are afraid that whatever answer they give may be the “wrong” one.
Giving context helps put jurors at ease and helps you get more information. Which is why I suggest always giving a “context statement” before asking a question, or set of questions, in voir dire.
For example, if your case involves a car crash, before asking jurors, “Who here has ever been in a car crash?” Simply state, “This case involves a car crash.” If the case involves a hospital, before asking people about their experiences with hospitals, say, “This case involves a hospital.”
Other context statement examples include:
“In this case, someone was injured in a car crash.”
“In this case, there is a disagreement about what caused the crash.”
“This case involves an insurance claim that was not paid.”
Attorneys who hear this advice for the first time will often say to me, “But the judge reads a statement of the case before voir dire begins! Why repeat that info?”
The answer is twofold. One, the statement by the judge is read in its entirety, where voir dire will examine various aspects of a juror’s belief piece by piece. Two, the person who has the most information is the most powerful person in the room. Why leave that power sitting in the judge’s lap? Giving jurors context as you work your way through voir dire increases your credibility while empowering the jury at the same time. It’s win/win.
To learn more about my trial method, visit my Trial Tips page to watch videos on various trial topics, or subscribe to my newsletter to receive these blogs and videos directly into your inbox.
His hands shook violently. So violently that the notes he held only served to illustrate the shaking to the jury. His voice cracked as he spoke. I had put him third; my thought was that seeing two other lawyers present to the jury before him might help him relax. But no, he was as nervous as ever. I tried to read his body language so I could give him feedback later; was he in approachable or authoritative stance? His knees were practically buckling; it was impossible to tell. His “stance” was an attempt to not fall over.
This past weekend was our Opening Statement Studio. Six lawyers from all over the United States came to Portland to work with me for four days on increasing their presence, nonverbal intelligence and presentation skills. We worked on storytelling, teaching and how to deal with objections while playing with breathing and body language and a host of other skills.
After a day and a half of prep, the lawyers arrived Saturday morning to face two mock juries. Each attorney had 20 minutes to present his or her opening and then 10 minutes to hear from the jury and get my feedback. The entire thing would be videotaped.
As I watched this attorney present his opening, I worried about whether or not he’d make it through. But as he began telling the story of what happened to his client, things began to shift. Still nervous as hell, he used a single chair to illustrate to the jury the scene where this all happened. He became, before our very eyes, the characters in those chairs and told the story of how a woman’s life was cut short by a negligent doctor. At one point he ran to the door and shouted, “Call an ambulance!” and it was as if we were there on the day it happened. The jury held their breath as they watched him demonstrate a husband performing CPR on his own wife.
As he brought his opening to a close, his hands were still shaking. The jury, however, was now in tears. I, too, had to fight the urge to allow the tears that had just welled up in my eyes tumble down my cheeks.
Once the jury finished their written feedback, I asked them: “Did you notice that the attorney was nervous?” They all nodded. I then asked, “Who here thinks that this attorney is less credible because he was nervous?” Not a single hand was raised. In fact, as the jury began giving their verbal feedback to the attorney they spoke about his incredible storytelling skills, his ability to make the characters come to life, and how after a 20 minute opening in a complex medical-malpractice case they were ready and willing to award him any amount he asked. His nervousness wasn’t even a factor.
1. The attorney didn’t let the nervousness distract him. He didn’t try to shove it down, but he didn’t let it distract him from the job at hand either. And if it wasn’t distracting to him, it wasn’t distracting to the jury. He taught the jury to ignore it, and they did.
2. The nervousness made him real. Jurors are on high alert for any type of manipulation; had this attorney told this story with perfect poise and perfection, I guarantee you that the jury would have viewed it as a “manipulation” and dismissed it out of hand. Because the attorney was visibly nervous the jury found him more credible, not less.
3. The nervousness made him human. We’ve all been nervous at some point in our lives, whether that was when we asked our boss for a promotion or at our 5th grade piano recital. Nervousness is a human condition. When this attorney embraced his nervousness and presented his opening anyway, he communicated to the jury “I’m just like you.” And they loved him for it.
Nervousness only becomes a credibility issue when we let it distract us from the job we’re attempting to do. Instead of dreading it, embrace your nervousness! Being nervous communicates that whatever you’re attempting to do means something. Forging ahead says to your audience “not only does this mean something to me, it means so much that I’m willing to talk about it even if it makes my knees buckle.”
That takes courage.
Taking courageous action increases your credibility. So the next time you’re literally “shaking in your boots” I suggest you see it as a good thing. Take a deep breath, hold your head high, and let your passion for your subject come through.
Sari de la Motte is the CEO and founder of FORTE, a communications consulting firm that specializes in helping attorneys communicate their real selves. Are you working on a case and need help? Schedule a free 30 minute consultation with Sari now!
Sari has been dubbed the "Attorney Whisperer" because of her unique ability to help attorneys communicate their real selves.