Law Technology

Don Keenan and David Ball Seminar on the Reptilian Brain

I went to their seminare in Atlanta 2 weeks ago. Great, great stuff. Unfortunately, the book was still at the printers and won't be out for another week or so.

They conducted a lot of focus groups and studies based on Clotaire Rapaille's work. Here is Rapaille's home page. The basic concept is that we have the modern functioning brain that helps us with decision making and functioning in our current environment. Underneath that is our lizard brain. The reptilian brain.

The reptilian brain works on basic survival mode. Does anything threaten our survival or make us safe? Very basic instincts. Like the fight or flight syndrome. When a sudden danger appears, the body is pumped full of adrenaline and either stands ground to fight, or gets out of the situation.

By studying Rapaille's work and applying it to the legal field, they've used the same arguments as before, but frame them slightly differently in an attempt to appeal to the basic lizard brain inside us all. It sounds very powerful. It takes the biggest tort reformers that were against us the most and turns them into our strongest allies. Wow. I'd love to see it in action. I have a trial next week and will apply some of the principles and we'll see how it goes.

They are still working out the best way to present the information. I think the best solution is a one day seminar presenting all of the information followed by a 2 day seminar a few weeks later showing how to apply the theory to all aspects of your trial. It's very good stuff and I can't recommend it highly enough. If you do plaintiff's work, you really need to check this out. The Book is here. The Seminar is here. The next seminar is in June in Dallas. While putting the link in, I just found out the Dallas seminar is full. You owe it to your clients and yourself to check out the next one.

Full post as published by South Carolina Trial Law Blog on May 23, 2009 (boomark / email).