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Presenting to Win: Using Technology To Make You a Superior
Trial Advocate
IADC Trial AcademyQuentin F Urquhart, Jr.
July 28, 2018
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Stanford CommencementJune 12, 2005
“Technical knowledge is only the starting point for creation and discovery. True power lies in the ability to unleash the imagination and creativity of the user.”
John Hennessy
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Stanford CommencementJune 12, 2005
Steve Jobs
“Today I want to tell you three stories from my life. That’s it. No big deal. Just three stories.”
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Who Was Steve Jobs?
“He knew that the best way to create value in the twenty-first century was
to connect creativity with technology, so he built a company where leaps of
imagination were combined with remarkable feats of engineering.”
Walter Issacson
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Steve Jobs As a Presenter
“Steve Jobs is still the word’s greatest corporate storyteller. I’ve seen plenty of talented speakers in the past year and I’ve written about many of them in this column but I have yet to find someone as good as Steve Jobs.”
Carmine Gallo, Contributor to Forbes – Oct. 4, 2012
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You Are Not Steve Jobs
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What Can We All Learn From Steve Jobs?
1. How To Answer the One Question That Really Matters
2. How To Tell Your Story Simply and Effectively
3. How To Compel an Outcome
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1. Answering the One Question That Matters Most
“Why Should I Care?”
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Where Does a Trial End?
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What Are the 2-3 Most Important Questions the Jury Will Have to Answer?
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11Privileged and Confidential Attorney Work Product
1. Why Was Ken Smith Injured?
2. Who Was Responsible?
3. What Doesn't “Stick?”
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Give the Jurors What They Need
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Plan in Analog – Not Digital
Notes
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Develop “Twitter-Like” Case Themes
Ten Words or Less Why You Should Win the Case
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Storyboard & Cull
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At the Beginning . . . Give the Jury a Roadmap
“Today I want to tell you three stories from my life. That’s it. No big deal. Just three stories.”
“This morning I am going to talk to you about this case and give you three reasons why you should find [in favor of my client.]”
Rule of Three
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2. Telling Your Story Simply and Effectively
“If you can’t explain it simply, you don’t understand it well enough.”
Albert Einstein
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What is Technology?
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What is Technology?
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What is Technology?
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New Technology Lifecycle
1. Afraid to Try Something Different
2. Go Overboard and Do Not Use It Well
3. Use Technology Selectively Only Where It Makes You Better
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Old Proverb
I Hear and I Forget; I See and I Remember; I Do and I Understand.
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Core Principle
K.I.S.S.
Keep It Simple& Smart
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“Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works. To design something really well, you have to get it. It takes a passionate commitment to really thoroughly understand something. Most people don’t take the time to do that.”
Slide Design
Steve Jobs
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Avoid Templates That Limit Your Available Space
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Avoid Difficult Background Colors
They are Hard on the Eyes.
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Avoid DifficultBackground Colors
They Do Not Translate Well When Projected.
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Avoid DifficultBackground Colors
They Ultimately Distract from Your Story.
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Choose A Pleasing Background Color With Good Contrast
Consider Courtroom Lighting
Display Format?
Do a Test Run
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Gradient Backgrounds Can Add Interest
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But . . .
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AVOID ARTSY BACKGROUNDS AND BORDERS
They Distract the Audience from Your Story
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Resist Using Highly Textured Backgrounds
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Or “Fills” That Make It Hard to Read Your Text
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Avoid Distracting Slide Transitions
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What’s Your Message?That Detract From Your Message
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Keep Slide Transitions Simple
(.75 Duration Fade)
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What is Technology?
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But Remember Your Pace
(3.0 Duration Fade)
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Arial Tahoma Calibri Book Antiqua Times New Roman Roman
Use Easy to Read Fonts
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Be Sensitive To Text Size
• This is 72 Point• This is 54 Point• This is 44 Point• This is 36 Point• This is 24 Point• This is 16 Point• This is 12 Point
Be Sensitive To Text Size
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Slide Content
Steve Jobs
“Simple can be harder than complex. You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”
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Avoid Data Dumps
“It is laziness on the presenter’s part to put everything on one slide.”
Nancy Duarte
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Did Dr. Jones Believe in His Own Hypothesis?
• “these drugs (selective COX-2 inhibitors) are unlikely to accelerate progression of the underlying vascular disease.” [Ann Med 2000;32:suppl 1:21-6]
• “Both rofecoxib and celecoxib can be as effective against inflammation as the traditional NSAIDs at comparable concentrations, and the potential hazards due to suppression of prostacyclin production remain theoretical, although more study in this regard is clearly needed.” [Mol Interv 2001 Apr:1:30-8].
• “Data have emerged from this study that frame the hypothesis that such a coxib might be associated with a cardiovascular hazard in that minority of patients predisposed to thrombotic events. . . . However, for the present, the perception of a cardiovascular hazard in humans exceeds the evidential basis for this notion.” [Am J Cardiol 2002 Mar 21;89(6A):26D-32D.]
• “While other mechanisms cannot be discounted, there is currently little evidence in humans to support a prothromboticeffect for coxibs.” [Chest 2004 Sep;126(3 Suppl):234S-264S.]
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Clinical Trial Results FindingsVIGOR Trial
(Vioxx 50 mg vs Aleve)
More thrombotic events on Vioxx
than Aleve
Vioxx increased blood pressure; Aleve did not
Prostacyclin not measuredCLASS Trial
(Celebrex 800 mg vs Motrin and
diclofenac)
No difference inrisk among the
three drugs
No difference in blood pressure among the 3 drugs
Prostacyclin not measured
APPROVe Trial(Vioxx 25 mg vs
placebo
More thrombotic events on Vioxx
than placebo
Vioxx increased blood pressure; placebo did not
Prostacyclin not measured
APC Trial(Celebrex 400 and 800 mg vs placebo
More thrombotic events on
Celebrex than placebo
Celebrex increased blood pressure; placebo did not
Prostacyclin not measured
PreSAP Trial(Celebrex 400 mg
vs placebo)No increased risk
with Celebrex
No increase in blood pressure with Celebrex
Prostacyclin not measured
Results of Clinical Trials With COX-2 Inhibitors
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THE COW ISLAND LITIGATIONNEWFIELDS’ ANALYTICAL GROUNDWATER RESULTS
Sample Arsenic RECAP STD. Contamination Designation Concentration Residential (µg/L) Level
Parts Per Billion RECAP/MCL
DD 64.8 10 6.48 Times Threshold Limit
WW_1 50.3 10 5.03Times Threshold Limit
WW_2 26.2 10 2.62 Times Threshold Limit
WW_4 16.9 10 1.69 Times Threshold Limit
WW_5 55.2 10 5.52 Times Threshold Limit
WW_6 46.5 10 4.65 Times Threshold Limit
WW_7 28.2 10 2.82 Times Threshold Limit
WW_8 16.2 10 1.62 Times Threshold Limit
WW_9 47.6 10 4.76Times Threshold Limit
WW_10 19.9 10 1.99Times Threshold Limit
WW_12 55.1 10 5.51 Times Threshold Limit
WW_13 48.7 10 4.87Times Threshold Limit
Sample Arsenic RECAP STD. ContaminationDesignation Concentration Residential (µg/L) Level
Parts Per Billion RECAP/MCL
GB101 21 10 2.1Times Threshold Limit
EW_01 86.8 10 8.68Times Threshold Limit
TD_01 27.7 10 2.77Times Threshold Limit
DDAW_1 26.9 10 2.69Times Threshold Limit
DDW_1 66.8 10 6.68Times Threshold Limit
JCW_1 62.4 10 6.24Times Threshold Limit
DDABNW -1 788 10 78.8Times Threshold Limit
DDABNW_2 800 10 80.0Times Threshold Limit
GW_1 40.8 10 4.08Times Threshold Limit
52CIW6_1 15.1 10 1.51Times Threshold Limit
427CIW5_2 25.7 10 2.57Times Threshold Limit
52CIW5_1 21.7 10 2.17Times Threshold Limit
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• No More Than Five Bullets Per Slide - Three is Optimal
• Bullets Should Not Exceed Two Lines (One “Carriage” Return)
• Avoid Sub-Bullets They Tend to be Ignored
Because They Are Not As Important As the Primary Point You Are Making
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Bullet Basics
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What Am I Going To Show You Next?
You Will Not Know Until . . .
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I Choose To Show You the Remaining Content
Presenting Content Sequentially
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First Bullet Point
Second Bullet Point
Third Bullet Point
Fourth Bullet Point
Fifth Bullet Point50
But Avoid Distracting Bullet Point Transitions
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Saying “No”
“People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I’m actually as proud of the things we haven’t done as the things we have done. Innovation is saying no to 1,000 things.”
Steve Jobs
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Less is More: When in Doubt, Leave it Out!
Overriding Principle
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Telling Your Story
“The most powerful person in the world is the story teller. The storyteller sets the vision, values and agenda of an entire generation that is to come.”
Steve Jobs
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Use the “B” Key or the “W” Key54
Bring the Audience Back to You
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A Good Story . . .
Has a Beginning . . .
A Middle . . .
And an End.55
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What is this Case About?
FCBA v. ACME
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Answering Two Questions:
1. Is Additional Remediation Needed at the Site?
2. If So, What Is a Reasonable Amount to Perform the Remediation?
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Accident Occurred On May 22, 2000
A Stipulation has been entered into.
Mr. Jones has agreed that he was at fault in bringing about the Accident.
Acme has agreed it is responsible for any damages caused by this Accident.
So, Why Are We Here?
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Two Very Important Questions:
1. Did Pamela Smith sustain any injuries in this Automobile Accident?
2. If so, what was the extent of the injuries actually caused by this Accident?
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Bringing Places to Life
60
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Reliant Nursing Facility • In 1973, moved to a new location at 6900 Chef
Menteur Highway
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Reliant Nursing Facility
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Physical Surroundings
Reliant Nursing Facility
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Branch Office
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Overall Site – 5.25 AcresBranch Building
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66
Vat Site
Source: PLTF 120, DEFT 139.71, .76
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ACME Station
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Soda, Coffee and Donut Area(Looking East)
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Soda, Coffee and Donut Area(Looking West)
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Bringing Things to Life
70
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Damage to Mrs. Smith’s Mercedes Benz
Total Repair Cost of $793
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Damage to the ACME Truck
?
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Exact Replication of a Product or Accident Scene
Eliminates Risk in Live Demonstrations
Something New – 3D Scanning
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Product Overview Demo 74
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Mechanical Operation Demo75
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Beverage Aisle At Time of Fall
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77
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78
Trial Demonstrative Videos
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Making Documents Come Alive
79
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80
Three Basic Approaches
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81
Blow-Ups of Selected Text
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82
Call-OutsFacility Description
Lafon Nursing Facility of the Holy Family is located on the river side of Chef Menteur Highway in the 6900 block.
The building has a fire resistance of two (2) hours.
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83
Text BoxesFacility Description
Lafon Nursing Facility of the Holy Family is located on the river side of Chef Menteur Highway in the 6900 block.
The building has a fire resistance of two (2) hours.
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84Source: DEFT 10
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85Source: PLTF 117.2
Farmers’ Bulletin 498 (1912)
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Reliant’s 2005 Evacuation Plan
• All Department Heads Assigned to Review Designated Sections
• Typed by Georgia Horne (Sr. Augustine’s Asst.)
• Ultimate Responsibility -Sister Augustine
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87
“Cooper’s Cattle Dip is a poisonous preparation and must be used in
accordance with directions.”
“Keep away from children, pets and food stuffs. Avoid excessive skin contact and
wash off thoroughly after exposure.”Source: DEFT 423
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Highlighting Trial Testimony
88
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89Source: Testimony of Dale David, 8/7/13 – 235: 1-9
Q. Did you help pour any chemicals into the cattle dipping vat?A. No.Q. Do you know what kind of chemicals were used in the cattle
dipping vat?A. No.Q. Before this lawsuit came about, had you ever even heard of
the name Cooper's cattle dip before?A. No.
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90Privileged and Confidential Attorney Work ProductSource:
Knowledge of when vat was built?
Knowledge of who built vat?
Recollection of ever seeing cattle run through vat?
Knowledge of type of chemicals used in vat?
Knowledge of whether arsenic used in vats?
Knowledge of how vats were emptied?
Testimony that Cooper’s Cattle Dip used in vat?
NONONONONONONO
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91Source: Trial Testimony of M. Kosnett 8/9/13 - 7:23-8:10
Dr. Michael KosnettQ. And yesterday during your examination, you were
shown this document, which is United States Department of Agriculture Farmers’ Bulletin 498, is that correct?
A. Yes.Q. This document was published in 1912?A. Yes.Q. Who was the target audience for this document that
discusses method of exterminating the Texas fever tickA. It was available to the agricultural community. Q. And did you recognize it was widely used and widely
distributed within that community? A. I believe it was.
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Making Medical Issues Understandable
92
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Medical Records Are Difficult to Read
“Father Died of Heart Attack at age 53 years”
“Brother Has High Blood Pressure – Uncontrolled”
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Normal Cervical Spine
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When Is Your Blood Pressure Too High?
Normal: 120/80 and below
Pre-Hypertension: 120-139/80-89
Hypertension: 140/90 and above
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Turning Medical Records Into Weapons
Obtain Admissibility Before Trial
96
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Accident Occurred On May 22, 2000
?
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Louisiana Clinic Note – 3/13/92
3/13/92 - “She hurt her neck and back. She has been seen by Ken Vogel. She had a whole bunch of tests including MRI, myelogram, etc. Dr. Vogel said that she was “getting old.” He told her she had six ruptured discs in her back and neckand that none of them were touching the nerve and there was nothing that could be done for her.”
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Louisiana Clinic Note – 11/1/94
11/1/94 - “Poor Pam’s back is getting worse. She has rather marked spasm and limited motion. Her epidural didn’t work. She isn’t a pill taker, and she doesn’t like the effects of Demerol. She gets nauseated with Vicodin, Codeine, and Darvon, so I am going to try her on Talacen.”
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Next Scheduled VisitLouisiana Clinic Note – 1/26/95
1/26/95 – APPOINTMENT CANCELLED
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11/1/94 Was Last Visit With Dr. Phillips
She Didn’t See Another Doctor for Her Back Until After Our Accident
WHY?
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The Answer:Louisiana Clinic Note – 1/16/95
“1/16/95 Case Settled per worksheet”
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103
C4-5: “posterior spondylosis and bulging”
C5-6: “severe degenerative changes . . . with spondylosis . . narrowing of neuroforamen”C6-7: “posterior spondylosis and bulging of
the disk”
MRI SCAN
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Creating Context With Timelines
104
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Orkin’s Knowledge of Any Further Issues at Site
Remainder of 1999
2000
2001
2002
2003
Jan. 2004 – Lawsuit Filed
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NDAIND
Naritin’s Path to FDA Approval
34 StudiesIn-vitro In-vivo
Animals
Pre-clinical Testing
Phase I Testing
Phase II Testing
Phase III Testing
Final FDA Review of Data
4 Key Pivotal Studies - 3290
Subjects
5 Studies
326 Subjects
29 Studies
525 Subjects
2 years 3 years 3 years 9 months Approval2 years
1990 2000
Phase IV Studies
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Mark Johnson’s Hypertension Symptoms: 2002 – 2003
Fatigue onExertion
MarchMarch April May February May JulyApril June
20032002
April, 2002
Episode of Dizziness, Visual Disturbance Heart Palpitations & Shortness of Breath
March, 2003
July, 2003Fatigue and Heart Palpitations
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108
EMS – Complains of Neck Pain
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Hurricane Katrina Timeline - August 2005
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29
KATRINA
30 31 1 2 3
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
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Timeline - Thursday, August 25, 2005
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29
KATRINA
30 31 1 2 3
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
25• Hurricane Katrina off east
coast of Florida
• Projected Landfall: South of Miami
• New Orleans Not Included in any Hurricane Watch
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Timeline - Friday, August 26, 2005
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29
KATRINA
30 31 1 2 3
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
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Times-Picayune –Friday, 8/26/05
NATION, A-10
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Maintaining Interest With Graphics
113
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Resist Using Clip Art!
114
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115
You Can Put In Any Data You Want
Simple Tables Can Organize Data
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FDA Scientists Who Reviewed the Naritin NDA
FDA SCIENTIST REQUESTED ADDITIONAL
TESTING?Dr. Victor ChenDirector, Division of Animal Toxicology
Dr. Edward JensenPharmacologist
Dr. John SemmesDivision Director
Dr. Nancy HanrahanMedical Review Officer
Dr. Anne GornickSupervising Scientist
NO
NO
NO
NO
NO
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Ms. West’s Actual Length of Use
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Ms. West’s Total Cumulative Dose
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Layout of ACME Store – Gause Blvd.
Freezers
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Reliant Nursing Facility
Hurricane Protection System
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Apalachicola, FL: 17%
Tampa, FL: 11%
Cedar Key, FL: 12%
Panama City, FL: 17%
Pensacola, FL: 17%
Mobile, AL: 16%
Gulfport, MS: 16%
New Orleans, LA: 15%
Port Arthur, TX: 7%
NWS Forecast - Friday, August 27, 5:00 p.m.
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Who Was to Evacuate?
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Plaintiffs Must Prove That Soils with Levels of Arsenic Above 100ppm Are In Contact With Groundwater
SAND
CLAYCattle Dipping Solution
SaturationZone Approx.– 20 Ft.
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GW Flow Direction
★100
8060
4020
<10
Fundamental Principle
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Using Graphics
Limited Only by Your Imagination
Use Sparingly to Avoid Overload
Always Get 2nd and 3rd Opinions
Share With Other Counsel In Advance
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3. Compelling an Outcome
“Technology is nothing. What’s important is that you have a faith in people, that they’re basically good and smart, and if you give them tools, they’ll do wonderful things with them.”
Steve Jobs
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What “Tools” Have You Given the Jury?
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Mary Williams v.
Racetrac Petroleum, Inc.
Closing Argument of Racetrac Petroleum, Inc.
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Perception v. Reality
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Answering The Three Questions:
1. Plaintiff Believes there was Something about the Rug that presented a Danger.
2. Plaintiff Believes Racetrac Should have Done Something to Prevent her from Falling.
3. Plaintiff Believes that Her Present Shoulder Problems were Caused by this Accident?
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The Reality:
Plaintiff’s Beliefs Do Not Determine the Outcome of
this Case
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1. Why Was Ken Smith Injured?
2. Who Was Responsible?
3. What Doesn't “Stick?”
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135
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“If You Throw Enough Dirt At The Wall, Something Might Eventually Stick.”
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The Wallowing Out of the Handle Socket Caused the Tower to Fall
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• Tower Was Last Inspected on 6/29/09
• Passed its Full Function Test
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• Testimony Was That Contractors at Alliance Routinely Borrowed Equipment from Each Other
81 Days
June 29, 2009 September 21, 2009
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A Problem with the Ratchet Pawl Caused the Tower to Fall
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Your Duty – Judges of Facts
THE LAW VERDICT FORM
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Key Instruction – Adequacy of Warning
A manufacturer must give the user or consumer any warnings and instructions of the possible risks of using the product that may be required, or that are created by the inherent limitations in the safety of such use.
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Jury Interrogatory No. 1
1. Do you find by a preponderance of the evidence that the defendant failed to provide an adequate warning for Naritan?
______ Yes ______ NoX
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Just One More Thing . . .
“Death is life’s change agent. It clears out the old to make way for the new. Right now, the new is You but someday not too long from now you will gradually become the old and be cleared away. Sorry to be so dramatic but it is quite true.
Your time is limited so don’t waste it living someone else’s life. Don’t let the noise of other persons drown out your own inner voice. Have the courage to follow your heart and intuition.”
Steve Jobs
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Hamilton“I am not throwing away my shot!
I am not throwing away my shot!
Hey yo, I’m just like my countryI’m young, scrappy and hungry
And I’m not throwing away my shot!”
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take YoUr sHot!
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Final Comments and Questions
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