Lawyers need to change people\u2019s minds - jurors, judges, other lawyers, our staff, and especially our clients. We need tools to make that happen. We\u2019re constantly searching for tips, tricks, and techniques. Our quest for insight into persuasion is never satisfied. Tips, tricks, and techniques are helpful but insufficient. We need something more. No matter how many books we read, seminars we attend, or videos we watch we're disappointed with the results.