FCPA2

Perception of Meaning

Brain Use

"CONTRAST EFFECT"

OVERCOME & EXCEED EXPECTATIONS

• BORING!
• Incomprehensible
• "Numbers can be twisted"
• Accountants are Bookeeepers
• Testimony is just one OPINION

YOUR PERFORMANCE DEPENDS ON ...

20 sec. 1st impression

60 sec. to answer

WHO? WHY? BELIEVE?

ATTENTION SPAN?

WANTS NEEDS EXPECTATIONS

• TAUGHT
• Respected
• Sensitive to OUR concerns
• "Entertained"
• Ask & Answer our Q's

DEMAND

• PLAIN language
• Dynamic presentation
• CLEAR story
• ENGAGING testimony
• Interesting & Interested witness

Clear
Compelling
Confident

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ARTIFICIAL CROSS

• Credentials Cx
• "You're not always right"?
• It's just an OPINION?
• Others may disagree
• "You didn't do...didn't have"

CX IS ABOUT

• You (bias prejudice)
• Your fairness
• Your past court
• Your writings & others
• YOUR METHODS

CX IS ALSO ABOUT

• What is a good expert
• What is a bad expert
• Whom you admire
• Your data & how you used it
• What you DIDN'T do