O.J Simpson is in the news again and it brought to mind a guy I discovered during his infamous trial of the century, the remarkable Gerry Spence (he never lost a case) and his great book, How to Argue and Win Every Time.
Years ago, I found in my Marketing studies a strong correlation between Marketing and the Law in terms of how you prepare your case to make your brand guilty or not guilty of something.
If you want to be a better Marketer, study books like Spence’s, Fisher and Ury’s, "Getting to Yes," and even this recent commentary by Paul Begala about, "10 Rules for Winning a Debate."
