Why psychology matters more than... - Ernie The Attorney. We used to call it "social engineering". Since lawyers are in the persuasion business, they need to be street smart. That means getting some understanding of how we make decisions, about anything. This post by Ernie Svenson highlights some of the ways in which persuasive people convince others to do what they want. Do you want Judges, juries, employees, and clients to believe you? Well, the first way is to be genuine. But, after that, there are techniques to allow them to come to your conclusion on their own. Because, if they think it was their idea, they will be immovable. I really hate to be using techniques used by con men and grifters. But, using them for noble purposes is okay. And, being a successful lawyer is, in my mind, a noble purpose.