Several years ago, at an American Bar Association law practice management section marketing conference, a partner with a prominent intellectual property firm told the audience a wonderful story. He described how the firm had set out to do more IP work for an industry sector and had selected as its target the food industry. Tapping themselves as the “peanut butter and jelly IP lawyers,” the lawyers headed out to be exhibitors and participants at food industry conferences and they wrote an industry-targeted book on intellectual property. Importantly, their work paid off.