Juryology

There is a phenomenon that has shown up in criminal juries for the last several years now: laypeople have very high expectations that technical, exact, and conclusive evidence will be presented to them. Further, the expectations are that this evidence — which can be expensive or highly time-consuming to process — will be offered no [...]

Facts don’t persuade.
Sorry, but they don’t. I have counseled Fortune 100 companies in their sales negotiations, and salespeople often think that if they just told the prospective customer more features and functions (i.e., facts), then the prospect would have an epiphany and see things Our Way, and be persuaded to buy.
It doesn’t work. It doesn’t [...]