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“Use the power of a story.” It’s a piece of advice that attorneys often hear because it furthers your argument and strengthens your case. But what makes storytelling so important to a persuasive legal strategy? Famed neuroscientist Dr. Antonio Damasio of USC found that people with damage to the part of their brain responsible for feeling and processing emotions have tremendous difficulty making decisions, to the point that they may not be able to reach a decision on something as simple as what to have for dinner without extensive deliberation. This shows just how heavy an impact emotion plays on basic decision-making. When crafting your case, you cannot rely on cut-and-dried facts to pull you through litigation. What the most successful trials have in common is a well-developed story to compel the audience. How can you accomplish this?