Three experienced trial lawyers examine twelve characteristics of a winning argument and present the rudiments and sophisticated levels of persuasion based upon ancient and modern techniques an understanding of these basic principles will help you develop and present an effective argument before a judge jury a colleague or in mediation. From the foreword to the winning argument an authoritative comprehensive and highly organized book that should be required reading for every trial attorney the book is written in a way that can be translated to the various practices and specialties of the law in a variety of settings from head to head combat in court to confronting the . In chapter 7 winning arguments use the best medium for the message the authors stress that successful arguments incorporate visual aids that emphasize relevant facts so as to make them memorable both the evidence and the visuals must be sequenced to begin and end the argument strongly. Losing to win you want to win but being obsessed with winning is a tremendous burden to growth to have better arguments give up trying to win its that simple it sounds hokey sure but think about it for a moment you actually gain far more if you allow yourself the possibility of losing an argument what does winning get you