The gain pot in a 312 is in the feedback loop of an opamp. Normally, a reverse log taper pot would be used here in order to create a proper 'feel' for the gain pot along with increased gain with CW rotation. Kevin doesn't have a rev-log, so he can use a normal audio taper pot instead -- it just means increased gain will be from CCW rotation instead.
Since the increased gain in this design is a result of decreased resistance, the full CCW position for the audio taper pot must provide the lowest resistance, and therefore, the highest gain. That is why I said to crank the pot full CCW and find the two pins that measure zero resistance. The log taper of the pot's resistance is what will create the proper feel of the gain control, even if it is turning the opposite direction from normal.
You know... the fame and status of the 312 has always struck me as rather funny, since it is really just an extremely basic, simple opamp-based amplifier. You can build the same thing substituting a 5534 or any other opamp instead. The magic of the 312's sound seems to lie in the 2520 as well as the quality of the transformers. Other than that there is really nothing else to screw up the performance. Simple and elegant.
JC