We work in a world of formal lawyers sticking to formal marketing often reviewed and approved by some higher authority. What feels right is saying the same things, in the same way, as the other lawyers say them in their marketing materials. We want to be bold, stand apart in the marketplace, but we also fear embarrassment, shame, and the snide glances of other lawyers, our competitors, trying to force us back into the lawyer mold. But, when we keep talking about what we think we sell rather than what our clients want to buy, we’re making the disconnect bigger. The buyer wants one thing, and the seller is offering something different. What would happen if we offered for sale the very thing the client wants to buy?