In this episode of the Trustcast Show, host Zane Myers sits down with S. Reed Morgan, a trial lawyer with 48 years of experience taking on corporations like Exxon Mobil and winning.
Reed is Board Certified in Personal Injury Trial Law, a graduate and former staff member of Gerry Spence’s Trial Lawyers College, and the founder of Victory Alliance Partners Consulting, where he teaches trial lawyers his Persuade & Prevail Method for winning cases by understanding jury psychology.
What You’ll Learn
• Why verdicts are not decided by facts, but by how jurors understand the case
• The moment Reed realized trial advocacy requires training, not just talent
• How Trial Lawyers College changed everything for him after attending in 1998
• The psychology of persuasion and how to reach jurors at a deep emotional level
• Why lawyers must be truth tellers above all else
• How to blend storytelling with duty, breach, causation, and damages
• The 8 million dollar Exxon Mobil verdict involving benzene exposure and bladder cancer
• How company controlled medicine can fail workers when employers influence diagnosis
• Handling vicarious trauma when clients are dying or die during trial
• Fighting meritless defenses designed to deny rightful compensation
• When judges fight you harder than the defense and how to stay steady
• Why you must anchor jurors early in voir dire and opening statements
• The biggest mistake lawyers make in openings, avoiding the point
• Why most lawyers misunderstand juries and why categorising jurors backfires
• How focus groups with 150 to 175 people can shape strategy with useful data
• Reed’s jury selection philosophy, seek fair, even handed people, not ringers
Gerry Spence’s Legacy
• Reed reflects on Gerry Spence’s impact and the Trial Lawyers College approach to truth, humanity, and persuasion
• Gerry Spence passed away August 13, 2025
Connect with S. Reed Morgan
• Victory Alliance Partners Consulting: https://www.vapartnersconsulting.com
• Email: [email protected]
• LinkedIn: Reed Morgan (Victory Alliance Partners Consulting)
• Location: Comfort, Texas
Previous Firm, Of Counsel
• S. Reed Morgan, P.C. of counsel to Carlson Law Firm
• 413 8th Street, PO Box 38, Comfort, TX 78013
• Phone: (830) 995 2464
• Toll free: 1 888 808 6077
Qualifications
• Board Certified in Personal Injury Trial Law (Texas Board of Legal Specialization, 1993)
• Licensed: Texas (1977), Louisiana (1976)
• Graduate and Former Staff Member: Gerry Spence’s Trial Lawyers College
• Member: Texas Trial Lawyers Association, American Association of Justice, Western Trial Lawyers Association, Maritime Law Association of the United States
Practice Areas
• Personal Injury Trial Law
• Maritime Law (Jones Act, seaman injuries)
• Toxic Tort (benzene exposure, cancer cases)
• Railroad Workers (FELA)
• Oil and Gas Accidents
• Defective Products
• Medical Malpractice
Chapters
00:00 Introduction
00:57 Why Verdicts Aren’t Decided by Facts
03:48 The Parallels Between Trial Law and Copywriting
06:01 Interweaving Law with Storytelling
07:12 8 Million Exxon Mobil Verdict Bladder Cancer Case
10:21 Vicarious Trauma When Clients Die During Trial
11:57 Going Up Against Exxon’s Legal Team Repeatedly
12:31 It’s About Righting Wrongs Not Bragging
13:29 Overcoming Meritless Defenses
15:43 Connection Lost Resume
00:17 Unreasonable Defenses as Smoke Screens
01:43 When Judges Fight You Harder Than the Defense
02:42 Gerry Spence’s Trial Lawyers College How He Got There
04:06 From Student to Staff Member
04:49 Rapid Fire Biggest Verdict You Can Talk About
05:31 Longest Trial 6 Week Houston Case Against 15 Oil Companies
06:24 Best Cross Examination Fifth Amendment Invoked
07:54 What Lawyers Get Wrong About Juries
08:48 Anchoring Jurors Early
09:52 Biggest Mistake in Opening Statements
10:53 Victory Alliance Partners The Passion Now
12:12 Focus Groups and Trial Consulting
14:11 Adding Different Perspectives to Case Strategy
15:51 Why Even Top Lawyers Misread Juries
18:16 What Most Lawyers Skip in Focus Groups
19:16 Jury Selection’s Huge Role
20:37 Final Message to Law Firms Unsure About Their Cases
21:35 How Long Will You Keep Doing This
#TrialLawyer #JuryPsychology #VictoryAlliance #PersonalInjury #ToxicTort #TrustcastShow