Navigating the Minefield — Contracts to Trials


A trial is not about what happened. It is about who can prove and, in a sense, sell what happened. The judge is the purchasing agent. The competition is in the room with you, vigorously shooting holes in your presentation.

Agents manage expectations. Don’t promise the moon to land a principal. Principals, especially those new to the trade, or those who have previously only sold direct, may expect unreasonably quick results. Don’t fuel the fire. Principals will expect the miracles you promised. Beware of principals who are out for only one thing, the most beautiful thing in the world, free … Read the rest