Fundamental 1: PASSION
It's an inside job. Passion is what gets people to listen and it's the energy that changes the room and gets people to focus on the real star of the show - your client.
Fundamental 2: FLIP THE SCRIPT/THE VALUE OF CONFLICT
"Embrace the suck." When you utilize your weakness to your benefit, you're doing more than just undermining the defense, you're opening up to your jurors to listen and to care.