As marketers, we're often guilty of trying to sell ourselves to a phantom potential client based on the demographics we assume are most interested in our particular product (be that a retail brand, product or business service). 

Working in law, it is important to remember that we are very rarely selling legal services to other lawyers. Our client base is huge and wide ranging, and it is vital that we know how to talk to our clients in language that they understand and respond to. Relative Insight's technology is fascinating in itself, but also serves as a healthy reminder that the approach we take and tone of voice we use needs to be tailored to our clients as individuals, without making assumptions about the rather strict demographic box we think they fall into.