Not everyone has the same communication style as the next person. Communicating with someone in a way they’re not comfortable with can unknowingly cause them stress. Whereas communicating with someone in a way that suits them is more likely to lead to a better connection.  

iMA is a simple, yet powerful behavioural and communication tool that you can use to aid your understanding of yourself and others, enabling you to better modify and adapt your communication.  

The universal language of iMA is a simple way of observing and understanding the differences in people, then connecting with them on their wavelength. When this happens communication, trust, understanding, co-operation and sales go up, and stress and tension go down. 

What does iMA mean? 

  • i: Identify your iMA comfort zone, and that of the person you communicate with. 

  • M: Modify your message by encoding it in a way that is most likely to be understood by the person you communicate with. 

  • A: Adapt the way that you treat a person versus another. 

There are four IMA comfort zones, high red, high yellow, high blue and high green. 

Take our IMA questionnaire to find out what your IMA comfort zone is so you can take steps to improve the way you communicate with those around you.


How can it help you? 

At Realm, we use IMA both to improve the communication within our own team and when speaking with the lawyers and law firms we work with. 

Using IMA can help law firms ensure that they: 

  • Put the right people in the right jobs 

  • Acquire, retain and utilise the best talent 

  • Build teams that will perform 

Interested to learn more about the power of IMA? 

As part of our Attraction & Retention Consultancy service, our director Duane Cormell, an accredited IMA affiliate, can deliver training to you and your law firm.  

In these workshops, Duane will provide you with further insight into IMA, so you’ll be able to better understand the make-up of your team and work towards improving the way you and your employees communicate. 

To find out more about our IMA training workshops, get in touch with Duane on 03300 245 606 or email


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