Vern Ready – Turning “Corporation vs. Customer” into a $2.7M Verdict

What turns an ordinary premises case into a $2.7 million verdict? Strategy.

When a 68-year-old woman tripped over a fallen curbside sign outside Target, Vern Ready didn’t just argue negligence — he built a case around corporate decision-making. Discovery revealed no wind-resistance policy, no inspection protocol, and no meaningful response to employee reports about falling signs. That allowed him to frame the case as “corporation versus customer” — and when employees testified, “corporation versus employee.”

In this episode of Colorado Trial Lawyer Connection with host Keith Fuicelli, Vern breaks down the tactical decisions behind the verdict: saving his cross of the defense doctor for trial, telling the medical story through the client’s lived experience instead of clinical jargon, using a simple ELMO instead of flashy demonstratives, and positioning damages after a $500,000 pre-suit offer.

The jury asked for a calculator — and returned $2.7 million.

A masterclass in framing, restraint, and trusting the jury to connect the dots.

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