Impression vs logic
There are many lessons learned from the five week trial I just finished. One of them was re-enforcement of the principle that a trial is not a battle of logic, but rather one of impression. We now know that well over 90% of our decision process is done at a level we are not even conscious about. Gladwell’s book Blink is one of the better recent books on this subject. What we know is that people’s opinion process is driven…