The Scene: sitting on an airplane, flying from Dallas to San Diego.The Context: just after I had won a unanimous not-guilty verdict in a criminal case representing the son of one of my long-term business clients. The Mood: tired but proud (I am not a criminal attorney, and this was my only criminal trial ever).The Question: “What does it take to win a jury trial?”The Answer: “I’ve been trying cases for a long time, and no one has ever asked me that, but I’ll give it a shot. First, one of the smartest people I have ever known used to tell me to ‘think it through.’ Second, one of the most renowned trial lawyers in the country taught me to ‘look for what’s missing.’ Third, after putting these sage pieces of advice into practice in litigation, I learned the most important aspect of winning – juries cannot always follow the law or the evidence, but they will follow you, the lawyer if you believe in your client and your case.”This is paraphrased, but is a real conversation, and it turned out the distinguished woman asking the question was a jury consultant for prominent national law firms. She said she asks trial lawyers she works with this same question, and my answer was the most brilliant she had heard. Her stroking my ego is likely the reason I recall the conversation so well. Among the three points I made, it is the third that is most important. It seems both obvious and true to say that, but why is it the most important? I have pondered this question deeply. What I believe – understanding and empathy are the most effective tools we as humans possess. This basic truth transcends business types, locations, personalities, technical knowledge, intelligence, and politics. This applies to everything. It’s not always the strongest, the richest, or the most technically proficient who wins. Sure, those things are important and may give a client an edge in a negotiation or a dispute, but the true immovable force is belief.Believe in yourself and be convicted in your purpose. This is what people will follow and how movements are started.