I just read an interesting blog posting at Creating Passionate Users ( URL: Reducing fear is the killer app), on the power of reducing fear in customers.
First, I am not a fan of broad brushstrokes or stereotypes. Let's get that out there. But, I've never met a litigator who is not competitive. Super competitive. To win is to breathe, and to lose, suffocation. That kind of competitive.
Given that winning is important (in a way that transferring O2 and Co2 in your lungs is important), who you choose to be your expert witness is a very serious decision to you. And that's where the fear comes in. Sure, you may not call it fear, because maybe to some of you fear is a signal of, or precursor to, weakness. And there can be no weakness on your team. There can be only 300-lb gorilla linemen willing to put their hands in the dirt and explode without fear or hesitation across the line (into another 300-lb gorilla lineman) at the snap of the ball.
We appreciate the gravity of your decision, and because of this, we are selective about who joins our network of expert economic witnesses. Because you are even more so.
