Interview | David Bushby (Lexoo)

Lexoo is the leading curated marketplace for business lawyers in the U.K. and has thus far been responsible for connecting over 6,000 businesses with a panel of experienced independent lawyers.  A key component of the Lexoo business model is the ability of lawyers to pass on the cost savings of having low overhead to their customers allowing them to save in excess of 46% of their legal spend when contrasted with the costs of receiving comparable legal work at a traditional firm.

The Lexoo system works by allowing individuals to post a job request.  After a period of 1 -2  business days, the individual receives three (3) quotes from specialised lawyers hand-picked by the Lexoo team.  Consumers are then provided the opportunity to choose between each quote based on the profiles of each lawyer, their quotes and reviews.

David Bushby is the Managing Director of Lexoo Australia.  He studied Law and Business at Griffith University.  He began his career at King & Wood Mallesons, before working (amongst other positions) as a Legal Manager at Macquarie Bank.  In 2015, David joined Lexoo as Chief Operating Officer in London.  Since that time, David has relocated to Sydney Australia to establish the legal marketplace model in Australia.

David was kind enough to catch up recently with The Legal Forecast to provide us with some insight into his unique take on the future of legal practice and his journey so far.


David, tell us a little about your background – why did you decide to step into the world of start ups and innovation?

Hey thanks for having me on! Love your work J

I’ve basically spent half of my career practising law and the other half in startups. While I’d love to say I had the courage to give up the corporate life (and salary) to launch my own venture, it didn’t quite work out that way at first. It was a friend of mine who’d launched a startup that I later joined, right when the financial crisis hit – my role at Macquarie was made redundant, so at least I hand a handy pay cheque to carry me through those lean early months.

What was your time at Griffith University like? What was unique about studying law on the Gold Coast?

Brilliant. Loved it. I was such a keen bean and tried to take advantage of every opportunity to help build out the reputation and offering for Griffith Law GC. We were the first cohort to do all our law subjects on the Gold Coast, but we had to fight and lobby for it that’s for sure. Our classes only had about 30 people in them, so there was almost no difference between a lecture and a tutorial – super interactive and we formed a pretty tight knit crew.

You initially began as Chief Operating Officer of Lexoo in the United Kingdom. Could you highlight some of the cultural similarities and differences between the legal landscape in England and Australia?

I think Aussies and Brits are very similar – we love a laugh, share a great sense of humour and don’t mind a drink or two. I found almost no difference dealing with UK lawyers vs. Australian lawyers, and given our own legal system is derived from theirs, it’s a very familiar landscape. Perhaps we’re a little more direct in our communications, whereas Brits might tend to qualify their words a bit more – something actually prefer and have tried adopt in my own communications.

We have read that the start up culture is more developed in England and that venture capitalists are more willing to invest in start ups than in Australia. Did you find this to be the case?

Absolutely. Leaving Sydney I thought we had a thriving start up scene (which we do) but it’s next level in London. And so it should be. Almost everything in London is next level. It’s not just the size of the UK market, it’s the whole European market that feeds into the UK (although Brexit is an obvious threat to that) both in terms of investment dollars and talent pool. That means more VCs, more funding, more startups in a country whose policy settings are far more advanced at promoting entrepreneurship than Australia’s – equity crowdfunding is totally the norm in the UK for example.

Would you say that law firms in England are more or less equipped than firms in Australia to adopt new legal technology?

Prior to moving to England I thought perhaps Aussie firms were more progressive on the the tech front than the English firms. That was coming from feedback from those in Aussie firms that had been taken over/merged with English firms. My sense is that Australian firms were pretty quick to start innovating, but the English firms are now very much in full swing and have probably leapt ahead in some areas. English firms were partnering with #LegalTech incubators first, A&O created Peerpoint first, but I think on the whole it’s probably pretty similar.

What are some of the more challenging moments you have faced in working with Lexoo and do you ever miss the consistency of working for a large firm?

Watching your runway (or bank balance) red-lining on empty right before a capital raise is pretty hairy. Having to report a dip in numbers to investors is never fun. Admitting that a product feature or a growth strategy didn’t work and having to abandon it is also hard to do. But this is all part and parcel of life at any startup, yet you also get such amazing highs like closing a funding round, breaking records, having amazing people say ‘yes’ to  joining your mission.

What advice do you have for young law students and lawyers who are unsure about what direction to take their future careers?

For students: if you’re set on becoming a lawyer, follow your values and beliefs. For example, if you’re passionate about human rights, don’t go work for a top-tier corporate firm. Even if it’s just to ‘get it on the resume’, life’s too short for that. If you’re tossing up becoming a lawyer vs. pursuing another opportunity that, being honest with yourself, actually gets you fire-in-the-belly excited, then pursue that opportunity first – you’ll never have more energy, time and freedom to pursue your dream (and if that dream is to become a lawyer, then go get it!).

For young lawyers: if lawyering doesn’t do it for you, then start exploring other options. You might be surprised what’s out there and how valuable your skills are. The longer you wait (it doesn’t get better/easier), the more you’ll box yourself in as a ‘lawyer’, which can be a label (and attitude) that’s hard to shake. Of course many of us still love the industry, but not necessarily the practise of law in a law firm or corporate environment. You’re in luck because there are now so many options to explore new ways of providing legal services! J

The ‘legal marketplace’ model has become increasingly popular. Lexoo is unique in that it uses a panel to provide prospective clients with a range of options to choose from. How do you go about ensuring that clients receive a broad range of cost tenders and practitioners?  Is all this information stored in a database?

I think any marketplace needs to start with a solid base of providers – in our case it was onboarding enough lawyers to represent a broad mix of practice areas to service most client enquiries with a range of options. The lawyer-side of the marketplace grew organically, in that we didn’t aggressively market to lawyers to get them on board. In fact, it’s hard to keep up with the numbers of lawyers that apply to join the site, because we’re curated marketplace that only accepts a certain type of lawyer – specialised, forward-thinking, ex-top tier/brand name experience who’re operating on low overheads. We take all the information gather during the vetting process and capture that data in our system to help automate the matching process.

We have read about increasing cyber security threats in legal practice. Do you have any particular insight on what challenges Lexoo has faced on the cyber security front and how they have responded?

No, we don’t have any particular insights on this. Of course all the information provided to Lexoo by businesses is strictly confidential, but the vast majority of the sensitive information doesn’t touch our servers – it’s mostly provided to the lawyer directly once they’re engaged.

Do you have a quote you live by or think of often?

I have a few!

“Nothing ventured, nothing gained” – very helpful when you’re about to approach someone cold.

“Do something every day that scares you” – I say it when I’m about to jump on stage or agree to do something where I’m out of my depth.

“Create something every day” – I write something (hopefully) insightful every day and share it with my network. Over time it adds up to a lot and hones my skills bit by bit.

Who springs to mind when you think of the word ‘successful’?

Mark Zuckerberg

What is your ‘legal forecast’ for the future of Lexoo, the legal marketplace business model and legal practice in general?

Lexoo’s network (while very strong in UK and Australia) now spans over 20 countries –that trend will continue where soon we can truly call ourselves global. For certain legal job requests, getting fixed fee quotes is entirely automated so again, expect more of that. For the legal marketplace segment more broadly, it’s a hyper-competitive space so expect quite a lot of consolidation as the clear leaders in each region start to emerge. And for legal practice, with more and more new law firms starting up without the legacy of billable hours, I think we’ll start to see far more uptake of technology and flexible work, which will be a win-win for clients and lawyers – I can’t wait for this transition to a new breed of law firm to be complete (it’s only just begun!).

LawTech Summit + Awards

LawTech Summit + Awards: 7 – 8 September 2017 Peppers Noosa Resort & Villas | Noosa

Angus Murray (TLF, National Director) and Daniel Owen (TLF, QLD) from The Legal Forecast (‘TLF’) were recently invited to speak at the LawTech Summit + Awards, run by Chilli IQ.

Chilli IQ is a leading creator of conferences and summits that aim to bring together distinguished individuals to create thought-inspiring events.  Chilli IQ specialises in creating innovative conferences and summits for the changing business landscape.

One of Chilli IQ’s most successful events is the LawTech Summit + Awards (‘LawTech’), this year hosted at Peppers Noosa Resort & Villas.  The event brings together great minds in the legal technology space in one room for a two day summit that recognises distinguished effort and achievement.  In addition, the event serves as a thought provoking and inspiring exploration into the intersection of law, technology and innovation.


Emerging themes in legal innovation

The overwhelming theme arising from LawTech was the rising threat of cyber security to the way that law is practiced and the ability of law firms to satisfy the demands of clients for flexibility and adaptation.  While clients are demanding that law firms comply with requests to receive files via cloud storage, cyber security threats discourage firms from complying.

Firms are also facing a threat in terms of budget allocation.  How can they dedicate the necessary resources to cyber security threats while retaining the profitability necessary to continue to dominate the legal market and dedicate time and money to investing in innovation?  The answer may lie in hiring specialist ‘white hat hackers’ to intentionally attack firms’ computer systems in hopes of finding and rectifying gaps in security to prevent future attacks from less friendly entities.

It is interesting to note that cyber security threats received their highest uptick in frequency in 2015.  In 2016, that number reduced significantly.  Potentially these statistics indicate that firms are taking cyber security threats more seriously.

At the same time that firms are facing the threat of cyber attacks, they are also tasked with fielding client demands that they behave like other service providers.  For example, by offering predictable up-front fees and generally integrating the services they offer into the business models of clients.

It is also apparent that legal services are trending towards the ‘legal supply chain’ model.  In short, firms are being forced to respond rapidly, achieve scale and maximal efficiency, behave intelligently and remain connected to industry.  The future of practice may also involve clearer differentiation between segments of the legal ‘supply chain’ and clients are likely to continue the trend of requesting ever more discreet tasks be undertaken.

On the blockchain front, the primary concern from a legal standpoint is one of regulation.  However, from a commercial standpoint, guarantees of identification or anonymity (depending on the nature of the way blockchain is being leveraged) are paramount.  Further, the ability to achieve mass scale will be essential to the future viability of blockchain based services.

In an increasingly data driven profession, data visualisations will be a tremendous tool for future-looking legal professionals who recognise the need to create easily accessible and quickly digestible information.

At the mid-way point of the event, a change in speed was quickly recognisable.  Attention turned to the ability of legal services to be automated using decision-making trees that streamline processes to churn out quality work at a faster speed.

Automation can occur in any aspect of the profession where the process can be quantified.  The same cannot be said, however, for the ‘soft skills’ of assessing client needs, demonstrating charisma and creating persuasive arguments.  Professionals who embrace automation of repeatable processes while doubling the efforts given to soft skills and strategy will succeed in the new legal landscape.

LawTech was also notable for a clear embracing of disruption and innovation generally, as well as recognition of the commerciality of developing new service offerings for the market.  Innovation was broken down into a science and a repeatable process for creating new approaches was provided.

This is an approach underpinned by challenging one’s own assumptions, identifying and solving client pains (with a particular focus on the largest of these pains) and importing ideas from other industries.  The mantra ‘fail fast, fail often’ was expanded to include failing with minimal sunken costs (i.e. test early and test on your clients).

Recognising ‘false positives’ in client responses is also important.  For those firms that measure ‘intention’ rather than ‘action’, they may be sorely surprised when client’s actions do not back up their words.  This is because humans generally struggle to match their actions with their intentions.

Angus and Daniel have compiled the below summary of the event to provide TLF’s audience with the latest on all things legal tech.

Day 1

After an opening address from Chair Martin Telfer, Senior Vice President of Fulcrum Global Technologies.  Martin has had a stellar career, including tenures at distinguished companies like Ernst & Young, MinterEllison and Baker & Mackenzie. Martin’s role at LawTech was one of facilitator.  He provided ongoing thought provoking introductions to, and conclusions based upon, each speaker and their unique content.

TLF’s first thank you must go to Martin for his tireless efforts in facilitating depth of discussion and acting connecting attendees with one another.

Below we have attempted to provide an outline of each speaker and their key messages, however, doing justice to this incredible line up of speakers is virtually impossible to convey and we encourage our readers to search out each speaker with whom they feel a connection.  Not only are each of the below speakers each distinguished in their respective fields, they are also incredibly approachable and would be more than happy to provide more detailed guidance on their work.

(a) Session 1: Opening keynote session

Speaker: Ty Miller, Managing Director at Threat Intelligence.  Threat Intelligence is a Sydney based threat analytics and penetration testing company that specialises in creating next generation cyber security risk management solutions.

Message: While technology is forever advancing to enable business innovation, that same technology is susceptible to being leveraged against firms and businesses by ‘black hat’ hackers.

As TLF learned at LawTech, not all hackers are bad.  ‘Black hat hackers’ are those that behave in an illegal or criminal fashion.  Contrastingly, ‘white hat hackers’ are those that work with companies to assist them in recognising and overcoming gaps in their cyber security protocols to prevent infiltration from black hat hackers.

A key thematic that emerged at LawTech was the ‘economy’ created by the threat of cyber security.  While hacking poses a growing threat to professional service firms, those firms are fighting back by dedicating a portion of their budget to hiring cyber security experts whose role would have no purpose without the growing cyber security threats.

Ty discussed how the new exploitation techniques used by black hat hackers enhance ‘attack campaign sophistication’ to allow them to bypass ordinary cyber security defences.


(b) Session 2: The rising cyber security threat and what it means for law firms



Speaker: Georg Thomas, National Security & Risk Manager at Corrs Chambers Westgarth (‘Corrs’). Corrs is a leading independent Australian law firm committed to innovation, quality advice and a client-centric business model.

Message: Georg has experience both in Australia and America working for large corporate firms such as Kraft & Kenney, Grant Thornton LLP and most recently, Corrs.  Georg explained that the last several years have seen a dramatic increase in the number of cyber threats globally.  Further, the attacks are not just reserved for large firms.  As a result, law firms need to have a strong security program now more than ever.

Georg also made a reputational case for investing in cyber security, particularly the impending mandatory data breach notification laws and growing demands from clients to ensure firm data is protected from hackers.

Georg advocated that firms invest in ISO/IEC 27000:2016, an international standard for cyber security.

Georg also maintains a website dedicated to legal cyber security (accessible here).  We encourage both law firms and young lawyers / law students to utilise the resources Georg provides to ensure they behave in a way that is secure from cyber threats and, further, remain abreast of the changing landscape of legal cyber security.


(c) Session 3:  Get ready for the role of legal supply chain


Speaker: Martin Telfer, Senior ice President of Fulcrum Global Technologies

Message: Martin, in addition to Charing LawTech, was also a speaker.  Martin discussed the concept of the Legal Supply Chain (‘LSC’).  LSC is the concept that law firms now face complex and real-time supply chain issues.

This is particularly the case because of the Corporate Legal Operations Consortium (‘CLOC’), a rapidly growing group of COO’s who run large in house legal departments to leverage better value from their legal spend.  Consequentially, law firm rates are receiving downward pressure that encourage frequent and substantial volume discounts.

Martin takes the view that visibility is now, more than ever, critical for law firms to retain their relevance.  Further, quality analytics is essential.  Big data is essential to ensuring firms can drive better client service by offering new and expanded value.

The concept of LSC is driven by the premise that law firms are now in a buyer’s market.  Client’s can readily put stress on firms.

While the classic ‘disruptive innovation’ model tells us that law firms are under threat from disruptive innovators at the early seed stage and start-up level who creep up the industry, an equal if not more concerning threat is posed by the Big 4 banks.  Martin notes that banks have invested heavily in processes and technologies that threaten work previously reserved for legal service providers.


(d) Session 4: Blockchain – Unravelling its meaning and use

Speaker: Dr Philippa Ryan, barrister and lecturer at University of Technology Sydney – Faculty of Law.  Philippa coordinates and teaches about disruptive technologies and the law. Her PhD focussed on forming a new classification for third parties to a breach of trust.  She is currently researching the regulation and status of cryptocurrencies and trust protocols enabled by blockchain.

Message: Philippa discussed the blockchain technology that enables a cryptographically secured network of transactions that can be seen by all users on the network.  She discussed the way that blockchain technology stands to impact the legal profession by enabling currency exchanges, smart contracts, asset tracking and verification of users or assets.

Philippa considers that blockchain technology stands to resolve a number of problems the legal profession currently faces.  These include eliminating double-spending, authenticating users, reducing the risk of fraud or mistakes and increasing transaction speed.

Philippa also discussed some of the current weaknesses of blockchain including the current limitation of speed of transactions that can only be overcome by mainstream adoption.  Philippa explained that this problem will likely only be overcome when government and regulators provide mass incentive (such as tax deductions) for citizens who adopt blockchain payment systems.

Philippa does not foresee cryptocurrency replacing traditional currency entirely, but rather being used for smaller frequent transactions where the convenience of blockchain is at its highest.

Further issues are the massive energy consumption of mining blockchain currencies such as Bitcoin.


(e) Session 5: Radiance – Visual analytics for early case assessment


Speaker: Scott Gillard, Director (Technology) at FTI Consulting.  Scott specialises particularly in litigation consulting, e-discovery, litigation support databases and litigation workflow.

FTI Consulting is a management consulting company dedicated to assisting organisations manage change, mitigate risk and resolve disputes in finance, law and business operations.

Message: Scott discussed the importance of creating digestible and visual representations of data in a business climate where big data, and subsequently data analytics, is becoming an increasingly large part of the way that business (and law) is practiced.

Scott explained that smart teams have begun leveraging Early Case Assessment (‘ECA’)  for pre-discovery and e-discovery. ECA is the process of estimating risk prior to involvement in a legal matter through conducting an evaluation of an entity’s or individual’s electronically stored data and files.

Scott offers a way to represent data visually to allow teams to quickly gain insight into large datasets and narrow and cull information to fit their needs at any given particular time.


(f) Session 6: Artificial intelligence in action


Speaker: Julian Uebergang, Managing Director at Neota Logic.  Neota Logic delivers AI software to clients to allow them to intelligently automate their expertise to improve the speed, quality and efficiency of routine decisions.

Message: Julian focussed on the importance of decision-making trees in automation of legal services.  Julian explained that essentially any repeatable task that can be broken down into a decision-making tree is one that is ripe for automation.  A decision-making tree is essentially a string of questions that must be asked and answered to take a task from commencement to completion.

Julian described the automation process as beginning with a design build which is then tested.  After being put through its paces and made viable, Neota Logic deploys the application.  Once it is operational, the application works in conjunction with experts.

Julian’s presentation was especially notable for listing some key case examples of automation in legal services.  In particular, Julian spoke about cases where firms had created automated software to predict the commerciality in legal merit of particular legal scenarios (essentially taking the place of an initial consult and subsequent research).

Julian is a TLF affiliate and was a judge at Disrupting Law 2017.


(g) Session 7: Disruptive Law – Mixing it up

Speakers: Daniel Owen and Angus Murray.  Daniel is a Graduate Lawyer at Ramsden Lawyers.  Angus is a Senior Associate at Irish Bentley Lawyers.    

Message: Daniel and Angus provided an overview of TLF.  This included the origins of TLF from its early informal meetings to our flagship event, Disrupting Law.  For any of our readers who have not yet heard of Disrupting Law, we encourage you to read our blog article on Disrupting Law 2017.

the presentation also discussed the importance of TLF’s not-for-profit (‘NFP’) status and our role as being a facilitator of discussions on innovation in the legal sector.  TLF is extremely proud that, while we operate as a NFP, we are able to add real value to participants of Disrupting Law who do go on to product viable commercial products and businesses.

Daniel and Angus also discussed TLF’s national expansion, our vision for the future and the theoretical underpinnings of disruptive innovation.

Contact: |

Day 2

(a) Session 1: Artificial intelligence – how smart is it really?

Speaker: Adrian Cartland, Principal and Founder at Cartland Law and creator of Ailira.

Message: Ailira is an artificial intelligence (‘AI’) program that uses natural language processing (‘NLP’) to provide free legal information on business structuring and wills and estates planning.  Ailira also allows the user to generate Australianised legal documents for both business and personal use.

Adrian discussed how NLP has developed in the world of artificial intelligence.  In particular, he explained that his program Ailira is now capable of having complicated conversations with the user and providing them with legal advice.  Beyond a simple question and answer format, Ailira is capable of interrupting lines of conversation with its own questions while also offering real time advice.

The practical applications of a NLP AI program are endless.  From an access to justice perspective, having an application take the place of a lawyer to provide initial advice and basic documents results in a significantly reduced legal spend and makes lawyers accessible regarding of physical proximity.


(b) Session 2: Armchair Discussion – Avoiding disaster – can you really safeguard your firm from cyberattacks and other helpful hints



(i) Professor Jill Slay, Director of Australian Centre for Cyber Security at UNSW Canberra;

(ii) Georg Thomas, National Security & Risk Manager at Corrs Chambers Westgarth;

(iii) Lionel Bird, Head of Projects and Programmes at Norton Rose Fullbright;

(iv) Aaron Bailey, Chief Information Security Officer at The Missing Link; and

(v) Nikita Le Messurier, Cyber Security Sales Team Leader at Darktrace.

Message: Lionel Bird Chaired an armchair discussion on how realistic the idea is that firms can fully prevent themselves from being placed at risk of cyberattacks and preventing attacks from occurring.

Nikita explained how useful Darktrace’s technology is in identifying security threats and that consequently legitimately safeguarding a firm or business is not unrealistic.

Georg built upon Nikita’s position by disclaiming that ultimately how realistic achieving legitimate protection from cyber threats are is turns on budgetary allocations and that currently achieving optimal protection may not be economically viable for many firms and businesses.

Professor Slay added that the embodiment of the idea of tracing how close a cyber threat is or how much damage it has done would be to have a visual radar representation.  She explained that the ‘radar’ analogy has become one of the most common areas of research and that having a way to interpret cyber threat data visually would significantly aid firms in protecting themselves from breaches.

Aaron Bailey took the view that the role of white hat hackers in assisting firms in businesses was essential to ensuring cyber protection.  This is because white hackers can try to expose weaknesses in your system and then allow you to improve it rather than having the first attack be conducted by a hostile individual or entity.


(i) Professor Jill Slay –;

(ii) Georg Thomas –;

(iii) Lionel Bird –;

(iv) Aaron Bailey –; and

(v) Nikita Le Messurier –

(c) Session 3: The anatomy of an attack


Speaker: Phillip Clark, Technical Consultant at Mimecast.  Mimecast is to make business email and data safer for its customers.  Mimecast also offers cloud-based security, email archiving and email continuity services to reduce cyber risk.

Message: Phillip’s presentation was especially notable for running the audience through how to hack into an individual or company’s computer using simple and easy to access software.  What’s even more notable is that this software is entirely legal.

Phillip used the live demonstration to evidence that today’s threat landscape has increased and that the barriers for entry into the world of hacking are lower than ever.  Further, Phillip explained that commercial file sharing sites create new risks.

Phillip explained hacking techniques such as the ‘low and slow’ approach and the ‘spray and pray’ approach as ways to gain intel to then build an attack.  Email in particular was shown to be a particularly easy entry point to extort an individual or business for financial gain.


(c) Session 4: Innovation Survivor: How to outthink, outsmart and outlast your competitors


Speaker: Judy Anderson, Chief Inventiologist at Inventium.  Judy helps organisations make innovation repeatable through a scientific formula for disruptive thinking. Previously she worked for Deloitte Australia.

Message: Judy provided the audience with five (5) practical tips on how to create innovation:

(i) identify client pain points;

(ii) challenge your assumptions;

(iii) go wide for your break throughs (i.e. look to other, currently disconnected industries);

(iv) test your solutions with clients; and

(v) lean into failure (i.e. embrace it, and do it with minimal sunken costs).

Judy takes the view that innovation is a necessary component to doing business and that businesses and firms not committed to innovation may be left behind by innovative disruptors that attack the bottom of an industry and work their way upwards.


(d) Session 5: Purple is the new white


Speaker: Aaron Bailey, Chief Information Security Officer at The Missing Link.

Message: Aaron discussed how utilising what he calls a ‘purple team’ approach is key to measuring the effectiveness and maturity of a company’s cyber security systems.  Aaron is a fascinating case of a ‘white hat hacker’.  He began hacking as a pre-teen before putting his tech powers to use for good.  He explained that his key methodology is using white hat hackers to ‘attack’ a client’s systems to spot weaknesses and then subsequently address them with the services and products offered by the Missing Link.

Aaron calls this approach the ‘purple team’ approach.  The name comes from pitting a ‘red team’ against a ‘blue team’ (i.e. system attackers and defenders) to explore the strengths and weaknesses of a particular interface from a cyber security standpoint.

Aaron gave some great examples of white hat hacking demonstrations, from hacking into drug-administering technology to deliver lethal doses to dummies or hacking into pacemakers without even touching them.

Aaron demonstrated how important white hat hacking is to resisting attacks on security systems and how powerful hacking can be when it is used for the benefit of society rather than its detriment.


(e) Session 6: The dark side of psychology and the bright side of innovation


Speaker: Adam Ferrier, Consumer Psychologist and Chief Strategy Officer at Thinkerbell.

Message: Adam explored innovation intersects with creativity and psychology with a particular emphasis on consumer behaviour.  He explained why innovation is generally quite derivative.  He suggests looking to the less-targeted human emotions for marketing campaigns to allow a particular product to stand out.

For example, he explained that in creating Coca Cola’s ‘names’ campaign, he was tapping into the sense of connection, pride and ownership consumers feel when receiving a bottle with their name on it.

Adam’s talk was absolutely fascinating and provided invaluable knowledge for anyone looking to market products of disruptive innovation.  This is even more so the case in a market that is traditionally bearish on adopting new methods of operation.


Parting remarks

TLF would like to once again extend a sincere thank you to Chilli IQ for the opportunity and platform to spread our message that legal innovation and disruption is inherently a good thing.

A special thanks must be extended to Jenny Katrivesis, George Katrivesis and Kathy Katrivesis.  Jenny, George and Kathy worked tirelessly throughout the event and put on a wonderful display of legal innovation.

The LawTech Summit + Awards is one of the most valuable and important events TLF has been invited to attend and we look forward to seeing everyone again next year to hear the latest on legal tech!


If you would like to be interviewed or offer your thoughts on a recent event, book or article, please contact our Editor In Chief, Michael Bidwell, at

HPAIR Conference in Summary

On Monday 21 August, The Legal Forecast headed to Sydney for the Harvard Project in Asian and International Relations (HPAIR) Conference. We had the chance to engage with students from across 60 different countries about the work that we do, generating heaps of interest for collaboration and involvement for our events and expansion into different parts of Australia and the Asia-Pacific.

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TLF’s Asia Insights head, Josephine MacMillan, also had the opportunity to sit on the Entrepreneurship and Technology Panel, discussing issues around innovation in the legal industry, spruiking Disrupting Law, and more broadly speaking about solving problems through entrepreneurship.

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Alongside other panellists, James Alexander of Incubate, Katie Richards of Virtual Legal, and Tianyu (Joe) Zhu from Smarthealth Ventures, the panel gave delegates insights into being part of startups and advice for overcoming challenges and tackling setbacks. Key takeaways from the panel included maintaining connections, finding good mentors and thinking not just about entering the cutthroat world of business entrepreneurship, but also considering other avenues such as social entrepreneurship and innovation through non-for-profits. The panellists stressed the importance of being flexible and keeping an open mind to change. With their different perspectives from different industries, it was an insightful and thought-provoking discussion, inspiring delegates to expand their horizons and challenge their world-view.

By Jessica Wat (TLF ACT)