Jury trials in commercial litigation offer business owners the opportunity not only to tell their story, but also to describe their damages. Because owners know more about their business and market than anyone else, they are well-suited to make this calculation and support it with historic information and future projections based on their experience in the real world. With proper preparation, this can be compelling testimony.
But should you hire a damage expert as well? Probably so, for at least three reasons. First, jurors like to create their own damage models and reach their own conclusions on a plaintiff's damages. Multiple damage options give jurors the formulas and raw data they need to calculate their own number and still survive a JOV. Second, having a bit of tension between the expert's typically lower number and the owner's more optimistic figure makes both witnesses' calculation truly independent. Third, multiple calculations could give you additional support on appeal.
In one case, this strategy worked out well. The jury heard both the owner's number and the expert's. The numbers were about 30 percent different. The jury went with the expert, with a small twist in our client's favor. We were fine with that. In fact, I suspect the defendants used the expert's appraisal to get a loan to pay our judgment! Our takeaway: Empower the jury by giving them options on damages. They are going to make their own calculation anyway.