THE KEENAN EDGE
TABLE OF CONTENTS
1. Understanding the Reptile
a. “The Reptile is Not a Destination But a Journey of Understanding”
b. “Half-Truths About the Reptile”
c.
“Subtlety Rules the Reptile”
d. “Fear of Failure”
e. “It’s Not a Trick; It’s a Culture” by Sach Oliver and David J. Hoey
f. “It’s Not a Trick, It’s a Culture, Part 2” by David J. Hoey and Sach Oliver
g.
“Visit to the Spence Ranch: Trial Lawyer College”
h. “The Experienced Lawyer Versus the Young Lawyer: Who Has the Reptile
Advantage?”
2. Winning Strategies
a. “Importance of Private Time”
b. “Quid Pro Quo: The Key to Timely Justice”
c. “Try the Lie”
d. “Betrayal: The Ultimate Reptilian Button”
e. “Betrayal, Part 2”
f. “Polarizing Your Case”
g. “Want Ads: Effective, Fun and Reptilian”
h. “Billboards: AKA K.I.S.S.”
i.
“Rick Friedman Trumps the Black Hats” by Rick Friedman
3. Effective Communication
a. “The Power of Words”
b. “Words Matter” by Pat Malone
c. “11 Power Words for 2011”
d. “Silence is Golden”
e. “Your Authenticity: The Power of Personal Analogies”
f. “Power of Permission Words and Questions”
g. “The Teleprompter is Your Friend: Use It”
h. “Gender Mistakes in Advocacy”
4. Safety Rules
a. “The 7 Rules of Safety Rules”
b. “Damages: Importance of the Safety Rules”
c. “Voir Dire: Importance of the Rules”
5. Professionalism
a. “Black Hats v. Defense Lawyers”
6. Reptile in Action
a. “Reptile Pulls Plaintiffs’ Lawyers Out of the Slump”
b. “Common Mistakes Applying the Reptile: Ignoring the Underlying Case”
c. “Cheese, the Reptile and You”
d. “Reptile and the Small Cases”
e. “Revisited: Reptile and the Small Cases”
f. “Why the Reptile Always Wins in Employment Cases” by Glenn C. McGovern
7. Case Selection and Workup
a. “Keenan’s Case Selection Checklist”
b. “A New Approach To Prosecuting”
c. “How a Family Tree Can Be Important In Your Case”
d. “Power of the Institutional Plaintiff”
i. “Using the Institutional Plaintiff Universally”
ii. “Petition to Appoint Co-Conservator - Example 1: Georgia”
iii. “Petition to Appoint Co-Conservator - Example 2: Alabama”
iv. “Petition to Appoint Co-Conservator - Example 3: Florida”
8. Focus Groups
a. “The Narrative Focus Group”
b. “Tea Party Versus Occupy Wall Street: What Does It Mean For Us?”
9. Deposition
a. “Beyond the Reptile: The New Deposition Template”
b. “Timing the Deposition”
10. Voir Dire
a. “Voir Dire: Practice Makes Perfect”
b. “Voir Dire: Importance of the Rules”
c. “Voir Dire: Strikes for Cause”
d. “Voir Dire: Exposing the Bigot”
e. “The Art of Jury Disqualification”
f. “The Importance of Attorney-Led Voir Dire”
g. “The Reptile, ‘Unique Perceived Invulnerability’ and Voir Dire” by Mark
Mandell
11. Opening
a. “The Ball Opening Statement Method: An Advance Look” by David Ball
12. Demonstrative Evidence
a. “Demonstrative Evidence: A Way to Reduce Costs; The Down Low”
b. “Vision Deficits: A Picture Tells a Thousand Words”
c. “Age Progression Forensic Art: The Time Has Come”
13. Experts
a. “The Expert and The Reptile”
b. “Expert Witnesses: Reducing Costs”
c. “How to Avoid Being Misled by Experts” by Guest Contributor
d. “An Interview With Michael Freeman PhD MPH, Forensic Epidemiologist” by
Allan Galbraith
14. Damages
a. “Asking the Jury for Money: A Tough Thing to Do”
b. “Damages: Importance of the Safety Rules”
15. Settlement
a. “Change the Culture: Take Control of Settlement”
b. “Say What You Mean and Mean What You Say: Settlement”
c. “To Demand or Not To Demand, That is the Question”
d. “Make Them Fear You - Return the Money” by David J. Hoey
e. “Secret Settlements: Bad for Plaintiffs, Bad for the Justice System, Bad for
Lawyers’ Practices...So Why Do We Agree to Them?” by Pat Malone
16. Mediation
a. “Know Your Audience for the Mediation”
17. Reptile in Trial
a. “Black Hats Attack from the Rear”
b. “Conscience of the Community”
c. “How to Reptile the Likable Defendant”
d. “To Object of Not to Object: That is the Question”
e. “Some of My Greatest Trial Practice Lessons Learned from Jurors”
f. “Dress for the Courtroom”
g. “The Blame Game: The Empty Chair”
h. “Sex in the Courtroom (Column for Women Only)” by Randi McGinn
i.
“Risk of the Procedure/Informed Consent: The Defense Achilles’ Heel”
j.
“Your Website and the Jury”
18. Closing
a. “Asking the Jury for Money: A Tough Thing to Do”
b. “Symbolic Verdict and the Reptile”
19. Reptile Autopsy
a. Reptile Superstar Ryan Bradley
b. Reptile Superstars Brad Bradshaw and C.J. Moeller
c. Reptile Superstar John Burton
d. Reptile Superstar Scott Distasio
e. Reptile Superstars Andy and Lauren Fraser
f. Reptile Superstar Jim Girards
g. Reptile Superstar Danita Glenn
h. Reptile Superstar Tommy Hastings
i.
Reptile Superstar Joey McCutchen
j.
Reptile Superstar Richard Middleton
k. Reptile Superstar Clay Mitchell
l.
Reptile Superstars Lisa O’Donnell and Amberley Hammer
m. Reptile Superstar Whitney Seals
n. Reptile Superstar J.D. Smith
o. Reptile Superstar John Stralen