The Most Important Juror: Embrace the Winning Story in Jury Selection, Opening Statement & Rebuttal

“Almost as soon as we can understand words, we are attentive to and swayed by story. This is an inbred trait of the human mind and it stays with us for the rest of our lives—including our lives as jurors. Largely due to where we first heard stories, they create rapport with jurors and act as a preconstructed framework for everything jurors hear and see during the case. Good stories well told are a key that lets us into the minds of jurors. But few trial lawyers can tell good stories. And other than Jim Perdue and Joshua Karton, there’s a surprising scarcity of people who have any idea of how to teach us to create and use story in trial. Jesse’s first book opened the doors and this new one walks us through; it’s a practical, how-to-do-it guide through each element of trial. The book provides ways to fill in the story as trial progresses. Of course those fill-ins will vary trial to trial and preference to preference, but this book shows what to do whatever fill-ins you need. The book is simultaneously a primer (Storytelling in Trial for Dummies) and an advanced guide (Storytelling as Surgical Persuasion). Master Perdue’s work, try to work with Karton, and read this book along with Jesse’s first—and the insurance companies will never think about you in the same way again. Good story makes jurors want what we want. Good story rivets attention, creates motivation, and wipes the opposition off the map because the defense rarely has any story at all, much less a good one. Jesse joins the scarce few in gifting you with that ability.”

“I started reading Jesse’s new book and could not put it down as I was so mesmerized by his captivating stories on the art of jury selection, opening, and closing rebuttal. Jesse magically transports you from the theatre to the courtroom in this brilliant portrayal of telling the winning story. He lays out simple principles on storytelling to use in your cases to tell the best and most impactful story of each of your client’s cases. Reading his book was like taking a journey with Jesse’s own personal experiences as an actor and one of the nation’s top trial consultants. Whether you are preparing for your first jury trial or are a seasoned veteran of the courtroom, this book will help you become a more successful trial lawyer. Period. Dot. Period.”

“Jesse has done it again and I am all on board with his new book! Having worked with Jesse on a tractor trailer case this year—he pushed my skills to the next level and helped us maximize the results for a Missouri family. My favorite chapter and where he improved my opening statement the most is ‘Tell It Like a Movie.’ If you have not been on stage and let Jesse work with you, stop what you are doing, buy this book, and call him. He will share his gift with you too.”

“Jesse Wilson’s The Most Important Juror is a must-read for trial lawyers. Wilson brings his unique expertise in theater and communication to the courtroom, arming lawyers with the tools to tell compelling stories that resonate with jurors on the deepest human level. This book is not just another dry legal manual. Wilson’s engaging style and insightful observations make The Most Important Juror a thought-provoking and enjoyable read. He emphasizes the importance of abandoning the old scripts and formulas, encouraging lawyers to be like water, adapting and responding to the unique circumstances of each case. The book delves into the psychology of jurors, exploring how to understand and address their biases. Wilson emphasizes the importance of vulnerability and authenticity, urging lawyers to be real with jurors and to trust the strength of their client’s victor story. The Most Important Juror sets itself apart by focusing on the often-overlooked power of joy in the courtroom. Wilson challenges the conventional wisdom that legal proceedings must be somber and serious, advocating for the strategic use of joy to create a more engaging and compelling narrative. The power of joy that Jesse teaches was also instrumental in helping my client and trial team obtain a $30 million verdict in Dekalb county, Georgia. Wilson’s innovative approach to trial strategy, his deep understanding of human psychology, and his passion for helping lawyers connect with jurors make The Most Important Juror a valuable resource for any lawyer who wants to win in court. I couldn’t recommend Jesse’s book and approach enough.”

“As ‘the person in the arena,’ our success depends on our ability to connect with jurors. Jesse’s approach goes far beyond simply persuading the audience. He challenges us to lean into the toughest parts of our cases and ‘embrace the suck,’ from weaknesses and biases to our own fears. By embracing these vulnerabilities, we unlock deeper connections with our jury and transform case challenges into strengths. The simple yet powerful act of helping clients share their truth in this way is not just strategic—it is healing. It provides an opportunity for the victor client to reclaim their story and be seen for what they have overcome and not be defined by their misfortunes. Jesse teaches that telling our client’s story is not just about securing a favorable verdict—it’s about giving plaintiffs the chance to rise above being defined by their circumstances. Through this honesty our clients become empowered and transform from victims to victors and are recognized for their resilience, for the extraordinary courage it takes to persevere. The Most Important Juror teaches trial lawyers how they can help give that voice to their clients.”

“Jesse gives you choices to make. The easy choice is to play it safe. Follow the script. Deliver the facts. Rely on good ol’ fashioned logic. There is a benefit to playing it safe; when we lose it doesn’t hurt as bad and we can just blame it on those bad jurors. The second choice is to try cases with courage and with all of your being. Get to know your clients. Feel their story so you can tell it to others. Take chances in the courtroom. Do what you know should be done, deep down. This choice comes with a big risk. When you put yourself out there and lose, it hurts beyond belief. This choice is about who you want to be as a trial lawyer. Do you just want to win or do you want to inspire others to justice? If you are willing to accept the risk of being real, Jesse’s book and his teachings can show you how.”

“Jesse Wilson’s book, The Most Important Juror, is a transformative guide that not only helps trial lawyers tell their clients’ stories powerfully but also empowers them to connect authentically with jurors. Through his work, I’ve learned the importance of embracing vulnerability in voir dire—acknowledging my own greatest weakness, [...] and asking jurors for their help in being open and honest about whether this case is right for them. Jesse’s approach has profoundly transformed how I communicate with jurors, strengthening my ability to present my client’s journey with both authenticity and impact. I am forever grateful to Jesse for the trial lawyer I have become because of the tireless work he has committed to this arena, our clients, and my journey!”

“I recommend this book to every trial lawyer who is serious about obtaining justice for their clients. It is extremely well written and makes for interesting reading. As a bonus, Jesse’s ideas are golden. The difference for me between Jesse and some so-called expert trial consultants is that I have not only seen the outstanding results of his work with lawyers but have experienced those results firsthand. I have hired Jesse to do workshops with our firm and other local lawyers, to work with me individually, and to work with my clients to help us tell their stories. I always come away feeling inspired to put Jesse’s teaching into action.”

“Jesse’s newest book continues his written journey to help ensure that the injured have access to attorneys who are ready to present their case as it should be. Fully aware that justice dies in dry, rule-based courtrooms discussing elements and proofs, Jesse provides needed tools, strategies, techniques, and insights. Aware that no one technique or method will prevail in any one particular case, Jesse approaches the problems inherent in this ‘old thinking’ by asking us to model the philosophy of Bruce Lee and ‘be water, my friend.’ Let go of the familiar modes of thinking. We believe them to be flotation devices, allowing us to keep our head above water. But, from a 20,000 foot view, they are merely keeping us from swimming towards our goal. Being ‘like water’ means we can choose to go around or through, we can coexist, or we can destroy, and we always can leave our mark. It also means that we are part of the evolution process. Always moving towards justice. Having spent two decades in the courtroom taking cases to verdict, and over one decade now helping trial lawyers leave behind the awful remnants of law school and embrace the art and science of persuasion, I am thrilled with Jesse’s newest book. It will be on my main shelf next to Robert Cialdini’s Persuasion, Eric Oliver’s Fact’s Still Can’t Speak for Themselves, Carl Bettinger’s Twelve Heroes, One Voice, Jim Perdue’s Courtroom Storytelling, and Jesse’s first book: Witness Preparation. It was a pleasure to read this book and see that what Jesse was doing during our past case sessions together was testing the material that became this book in the only conditions that matter. I highly recommend reading this book to make magic for your next verdict.”

“Jesse Wilson’s The Most Important Juror is a must-read for trial lawyers. His proven methods transform tough cases into compelling stories that move jurors to act. Practical and easy to apply, the methods in this book will revolutionize how you connect with jurors and win cases.”

“Building on his first book, Jesse takes us deeper into the trial skills necessary to tell a compelling and winning story. If you do not know—Jesse is a Juilliard-trained actor. He is not an attorney. Thank goodness. He thinks like your audience, the jury. He is a communication guru and a persuasion expert. More importantly to us, he has a core desire to truly help us better represent people who have been injured and face the challenging odds of getting justice. In this book, he teaches us how to direct a story that is compelling, entertaining, and riveting to the jury. Who doesn’t want to see the jury focus on the story you are presenting, while becoming disinterested and bored by the opposing counsel’s story? As Jesse says in the book: ‘It’s a powerful thing to watch what happens when trial lawyers adopt the role of the director versus the storyteller in front of their jurors.’ He provides guidance and answers to some of the toughest questions trial lawyers face: When you are directing your client’s story in the courtroom, what is the story that should be told? Who is the story about? What are the emotions and truths you want to communicate and for the jury to experience? Needless to say I have become a fan of Jesse Wilson and what he is trying to do: helping us by providing us with useful tools to better organize and present a winning case for our clients. Buy this book! You will gain wisdom, knowledge, and confidence in the courtroom, I know I have.”

“I have read Jesse’s books, and I work with him. Why? Because he and I are aligned in our core beliefs about what jurors respect and reject. Americans respect people who buck up and reject those who give up. The quickest way to lose is by whining. Jesse’s first book was about taking the whimpering out of plaintiffs. Now he is helping lawyers carry that victor’s message from the beginning of trial to the end. I will be telling all of our lawyers to read it.”

“In his first book, Jesse’s victim to victor theme is so simple and yet when delivered correctly, so powerful that it is genius! Jesse’s second book will teach the value of YOU being the underdog (and what that actually means and looks like), and how to turn that into the most valuable asset in your case. I have been practicing law for almost thirty years and working with Jesse for more than five years. I can honestly say this book and Jesse’s advice have been transformative in my career as a trial lawyer. I was very excited to learn that he was going to write this book. I am confident that you will agree.”

“Jesse has given us a masterclass on storytelling, directing, and delivering in the courtroom. He challenges the conventional wisdom on how to tell our clients’ stories—do we follow a template or do we find the storytelling method that conveys the story from a deeply intensive connection that is not just personal to our client, but is universal? Universal, so that the story also becomes one about the jurors, and what they think—no, feel—they should do about the story to right the wrong. One of the most powerful chapters is the one about Eric Penn’s trucking case where Jesse and Eric combine to tell the story of hope and joy first as they simultaneously weave in the sense of foreboding, the sense of impending doom so powerfully that you (and the jurors) want to reach out and grab the speeding truck driver on that rainy day as he crosses the centerline and stop the mayhem that is certain to follow. Jesse shows us what Thomas Merton was talking about when ‘the deepest level of communication is not communication, but communion. It is wordless …’ Jesse paints pictures in the human mind only sketched but never stated. It’s not the text, it’s the subtext that tells the story and moves us to action.”

“I’ve frequently watched in awe as Jesse interacts with my clients, thoughtfully and with care, to reveal and understand the multiple stories (that I didn’t know about, despite my efforts) that give depth and clarity to the betrayal and harm they’ve endured. This book is no different. Jesse’s gift of seeing, feeling, and effectively communicating the emotional truth of our clients’ stories comes to life in The Most Important Juror, and gracefully reminds us why every trial lawyer representing human beings MUST abandon the cookie-cutter storytelling techniques proudly taught in law schools across the country. Jesse shows us how to play with (initially) counterintuitive story sequencing techniques that allow us to find the story that embraces the thorns of our case, successfully tells the emotional truths of our client, and motivates the jury to act. I can’t read this book and tell my clients’ stories like I used to. The Most Important Juror is a gift to every trial lawyer ready to find, see, feel, and tell the stories of their client, and, most importantly, have a jury that’s now ready and willing to do something about it.”

“This second book by Jesse Wilson is a must read for every trial lawyer, regardless of level of experience. This book is a true game changer for our clients and for us as trial lawyers. The transformation of our clients from whining, unappealing victims to heroic survivors helps them regain the joy and purpose in their lives after devastating injuries. This also greatly increases the value of their cases. This transformation occurs using the techniques and strategies in Jesse Wilson’s book. This book dives deep into the appeal that a victor/hero has for a jury, resulting in larger verdicts and more satisfying lives for our injured clients. I have used these insights and techniques in cases big and small, with amazing results both for my clients and for settlement. Containing quotes from great trial lawyers like Rick Friedman, Mel Orchard, and many others (and even quotes from Bruce Lee), this book is a quick and delightful read. One of my favorite quotes: ‘The play is not in the words, it is in you!’ I highly recommend this book for every trial lawyer as a must read!”

“Jesse Wilson’s method of presenting your client as something more than just a victim, and instead a victor, speaks directly to a jury’s heart. Drawing from his theater background, Jesse measures success by an audience’s ability to step into the story, and he teaches you to achieve this connection in your trials. This book will revolutionize how you approach cases, breaking free from outdated traditions to focus on the unique, empowering story of your client. The result? A deeper connection with jurors and greater success in the courtroom.”

“Jesse has written an excellent extension of his last book, this time walking the reader through all elements of trial, not just witness preparation. I love the fact that he provides objective evidence in support of his victim to victor approach through the big data focus group results. I cannot wait to implement the lessons from this book in my next trial. I have already begun, by ‘embracing the suck’ and convincing the most important juror, myself, of my vulnerability as the underdog. Jesse also teaches us that we, as trial lawyers, are the directors of the trial, and as directors, we must find the right story to tell. This is also one of the few trial strategy books to stress the importance of one of the most overlooked and least rehearsed elements of trial: rebuttal. This is our last chance to connect with the jury and we should not wait until the defense is doing their closing to begin preparing for our rebuttal.”

“Jesse Wilson’s book, The Most Important Juror, is an essential and necessary read for any lawyer trying cases in the 21st century. In an easy-to-read format, Jesse explains—from the unique perspective of one who has worked in theater and with trial lawyers—ways to communicate with jurors that ring true to tell the client’s story. He does this by explaining why tired old themes do not work but rather that energetic, positive themes are themes that resonate with jurors today. Further from his experience as a trial consultant, he provides nuanced and counterintuitive insight that works in the courtroom.”

“Jesse Wilson shifts the paradigm from the client as victim to the client as victor and shows you how to embrace this powerful concept in jury selection, opening statement, and rebuttal. This forever changes the lawyer’s task; the lawyer is equipped to tell the client’s story and the jury is empowered to embrace the client’s story and make it their own story of courage, grace, and strength. In so doing, our jobs as lawyers in the courtroom are elevated to champions for the client, for justice. If you want to win your case, embrace this work. It will change your work in the courtroom forever.”

“Oh, how I love movies! I want to try a case the way Francis Ford Coppola (Godfather I & II) or Denis Villenueuve (Dune, Blade Runner 2049, Sicario, and Arrival) would try it. I want the jury walking out of the courthouse changed for the better by the story they just heard and empowered by the ending that they chose for that story. Like Bender at the end of The Breakfast Club, I want their fists raised in the air! Victory! Jesse Wilson is here to help me and you achieve that goal. Jesse is not interested in cookie cutters. Every trial story is unique. Every lawyer is unique. Jesse’s new book embraces that unique story and that unique lawyer and lays out a path for developing a uniquely powerful trial story. A story that will lead to victory!”

“While not a lawyer, Jesse understands—better than most lawyers—that what motivates jurors to return just verdicts is telling them the right story about worthy clients who are deserving of full justice because they refuse to be defined by their injuries, harms, and losses. Instead, these courageous souls choose to be defined by the strength of what they’ve overcome, and jurors will move mountains to get them every dollar of justice they so richly deserve. In his new book, The Most Important Juror, Jesse will teach you the magic in telling the winning story—not just in opening statement and direct exams—but from the first word in jury selection until the final word in rebuttal argument. Simply put, Jesse’s latest book is a trial lawyer’s ultimate recipe for success in the courtroom because it sublimely teaches YOU—the most important juror—how to take the moral high ground and tell a cohesive story from beginning to end that ‘embraces the suck’ in all of our cases while still motivating jurors to return life-changing verdicts. Just recently, I employed the dynamic tools in this book to secure a $6 million verdict that resulted in a post-trial settlement of $7.25 million in a mild TBI case where the defense asked the jury to award our client $153,000. Jesse not only helped us get our client in the right role, he also helped our before and after damages witnesses shine. But most importantly, Jesse helped our trial team FIND and BELIEVE in the moral core of our case, and that perhaps was the greatest gift of all.”

“Jesse Wilson’s new book is a masterpiece for the trial lawyer. Beyond understanding the fundamentals of persuasion and storytelling, he lays out the tools for presenting the case and preparing witnesses in the most understandable way. No trial lawyer should ever again think that they have to recite a script handed to them by someone else. Instead, by following Jesse’s brilliant, yet easy to understand insights, we learn how to make the plaintiff’s story persuasive, enabling every advocate to present their case convincingly. This book is a must reading for new trial lawyers and the most seasoned lawyers among us.”

“Jesse’s second book is a powerful and insightful extension of his teachings, building on the foundation of his first book, Witness Preparation. With his guidance, he helps trial lawyers uncover their most compelling stories and master the art of telling them. This book is a shared journey to find the story within us.”

“Jesse Wilson is a writer, actor, and teacher of many, including us lawyers. His book The Most Important Juror is a joyous journey to tell our best stories for the jury. It leads us and somehow gives us company while we create. Our work is accomplished while we play with the facts of our case that inspire us to write a love story, which intertwines with the jury’s own values.”

“In The Most Important Juror, Jesse shakes up traditional courtroom storytelling by encouraging trial lawyers to present our clients as victors instead of victims. He urges us to ‘embrace the suck’ and find the winning story for our trials while eschewing ‘templates’ and ‘formulas.’ His fresh approach, backed by real-world data and compelling case examples, highlights how framing clients as fighters on a journey to overcome their struggles can resonate more deeply with jurors. The Most Important Juror is packed with practical tips from accomplished trial lawyers around the country, making it a useful guide for lawyers who want to connect more authentically with their juries. This is not a book that will sit quietly gathering dust in the corner book shelf. Instead, you will dog-ear and highlight pages as you return to it frequently for inspiration on the journey to find ‘the winning story’ for each of your significant cases.”

“Jesse’s compelling new book delivers actionable techniques that elevate trial advocacy to an art form. His approach is honest and powerful—embracing, rather than sidestepping, the truth of each case. Drawing from cinema and theater, he gives examples of scenes that inspire and shows how directing techniques can transform courtroom storytelling. I recently worked on a wrongful death case with Jesse that went to trial and in my client’s case in chief, I chose to call the company to complement their safety practices and called the truck driver in a soft cross that started with ‘I like you.’ The jury returned an $18.5 million consortium-only verdict for the death of a twenty-one-year-old unmarried person. This is what happens when you take the counterintuitive approaches Jesse details in his book.”

“Jesse shares with readers what has previously only been shared with the lawyers he works with to prepare for trial. Real trials, real stories, and real application of Jesse’s powerful insights and methods. I employ Jesse’s insights in every trial and to great effect. This book will change the way you try cases. It will change your results. It will change you.”

“Having worked with Jesse and some of the best trial lawyers in the country cited in his book, I can highly recommend Jesse’s latest gem. The Most Important Juror picks up where Witness Preparation leaves off. And the sequel is even better. Jesse is a master at sequencing, storytelling, and—most of all— finding and sharing stories of joy. This flips the narrative from victim to victor by focusing on our clients’ efforts to overcome their adversity. Jesse now applies those principles to voir dire, opening, and final argument (instead of wasting it on mere rebuttal). Jesse’s chapter on settlement documentaries alone is worth the price of the book. We’ve used similar videos to show the true value of a case and maximize our client’s recovery. Having seen Jesse transform dozens of lawyers and witnesses—by stripping away their masks— I can attest to the incredible talent and resource that Jesse is.”

“Throughout law school and the beginning of law practice, we lawyers are taught to ‘think like a lawyer;’ and, in turn, we often forget to think like a human being. Jesse Wilson does a superb job of reminding us what’s really important: connection, and in turn, joy. Throughout his second book, Jesse shares real-life experiences as well as concrete exercises that help us foster connection with our jurors. This book, and Jesse’s approach, seems counterintuitive, but yields tremendous results, both inside and outside the courtroom. Where one’s ‘lawyer brain’ would be telling them to run for the hills, Jesse reminds us to ‘embrace the suck’ and ‘embrace bias’ and finds a way to make our weakest points our strongest. Every trial lawyer needs this book in their library.”

“With his first book (Witness Preparation), Jesse Wilson helped us prepare our witnesses. Now with this sequel, Jesse dives deeper into his transformative victim-to-victor methods to help us—trial lawyers—prepare ourselves to tell the winning story throughout the trial. Packed with detailed explanations and real-world examples of jury selection, opening statements, and closing arguments, The Most Important Juror provides a winning formula for obtaining outsized verdicts without ever being formulaic. It deserves a spot in the library of every trial lawyer committed to obtaining full justice for their clients.”