Are you configuring your marketing approaches around the people you’d ideally like to attract and convert as clients and avatars for your business or insistent on putting people into pre-disposed boxes and processes? Square pins in a round pin socket.

Many service businesses, who seek to serve those with the greatest freedom, the ultra high net worth individual, still insist in driving them back into a construct, which blatantly puts the organisation’s self-interest, ahead of their client or prospect. How is that an incentive to do business with you?

If you are in an entrepreneurial business, why wouldn’t you start with a genuine intent to address the client’s reasonable needs (improved conditions, time, trust, freedom, privacy etc.), and make “legendary” efforts, to personalise for the highly-prized and their avatars? Rory Sutherland talks about people today wanting to be “free-where”, “free-when” and “free-with whom” to come together and pursue common interests.

To suggest that you cannot successfully build a UHNW service business around impressive customisation presumes that you have never stepped beyond the pavement of Avenue Princesse Grace, Sloane Street or Peak Road.