Honesty and authenticity. Competence and trust. Cognitive science provides a research-based road map on how to project these positive points of connection toward judge and jury. Part Two of our conversation with Dan includes reasons to use simple language for cognitive ease, how to link numbers with emotion to enhance memory and five key steps in the process of persuasion. Dan’s research-packed book, Lawyers, Judges and Semi-Rational Beasts, provides deeper context.