Rule of 11
Encyclopedia
In bridge
Contract bridge
Contract bridge, usually known simply as bridge, is a trick-taking card game using a standard deck of 52 playing cards played by four players in two competing partnerships with partners sitting opposite each other around a small table...

, the rule of 11 is applied when the opening lead
Opening lead
The opening lead is the first card played in the playing phase of a contract bridge deal. The defender sitting to the left of the declarer is the one who makes the opening lead. Since it is the only card played while dummy's cards are still concealed, it can be critical for the outcome of the deal...

 is the fourth best from the defender's suit. By subtracting the rank of the card led from 11, a defender can figure out how many cards are higher than the card partner has led. The rule works because the defender is known to have three and exactly three cards higher than the card led.
When West leads the 7 East applies the rule of 11. This shows that there are 4 cards higher than the 7 that dummy, declarer and East hold.
East can see four cards higher than the 7: The Q8 on the board and the A10 in his hand. Knowing that declarer does not have any cards above the 7 (As out of the 4 cards East, dummy and declarer have, all 4 are in possession of dummy and East himself, leaving none for the declarer), if the dummy covers with the 8, East knows he can win the trick cheaply with the 10.

However, the declarer can apply the rule of 11, too.

When West leads the 7 South can see the four higher cards in his hand and on the board. Accordingly he knows that the play of the 8 from the board will win the trick cheaply.

Since the rule of 11 helps the declarer more often than the defenders some people have begun experimenting with leads other than the fourth-best. (Some suggest this is not really the case. In the present example, defender's partner knows that all 4 cards above the 7 are with declarer. After the first trick, the only cards out are AKQ or AQ10. In either case, an early lead of the opener's lead will set up at least one, maybe two tricks for defender. Defender has as much to gain as declarer, by this reasoning.) Journalist Leads
Journalist leads
Journalist leads are an Opening lead convention in the game of contract bridge. The method is designed to fix some problems with the standard opening lead system...

generally call for the lead of the third or fifth best (showing count) while others propose leading small from a suit the defender would like to see returned and high from a suit the defender doesn't want returned (showing attitude).
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