When we mean “shop window,” this means a succinct synopsis of your most significant, most innovative highlights, of who you are, and what sets your firm apart. The ‘shop window’ is your window to the world. While the researcher will be most interested in your work matters, this section is an opportunity focus on your story and key strengths and lay it out in an easy-to-read way.

Here are some pointers to help you focus. Think FILTER. If you have a blank window, start with this. 

Facts.
Stick to facts, figures, and examples rather than generic jargon. Expressions like “going the extra mile” or “going above and beyond” is too generic. Show by using an example or some statistics how you stood out. In the shop window, for example: what market share you may have in a given field; how many international offerings you have done in the past year; what the total financing provided by your lenders in the last 12 months; how many incubators you act for; and have we helped to develop any interesting area of law or been sought out by Government to advise on a particular industry or practice area.

Industry
Diversity and breadth of industry expertise is significant and valuable. For example, “our experience spans across various industries, including cybersecurity, IT, computer products, semiconductors, software. And then give examples.

Landmark
Have you advised on landmark transactions or precedential cases in your market – both before the timeframe of the submission and during it? Briefly refer to the major transactions or cases but focus on the present. Global directories want to see how you have been involved in major domestic transactions, but they will also want to see how trusted you are by international clients too. Briefly reference all the key cross-border work without repeating what is written in the matter descriptions.

Talent
Showcase the established lawyers, rising lawyers (those that show promise) and recently hired lawyers who may have worked in-house within industry. For example, if you are submitting a capital markets lawyer, maybe they have worked at the Securities Authority. If you are submitting a planning and zoning lawyer, maybe they worked for a Government Planning Committee or local municipality. Point that out.

Edit
Given time constraints for them, the researcher is likely to scan read this section so 500 words or so is ideal. Pack the key messages and strengths of the firm into this area, giving them the essential points. Too many words will not count in your favor.

Roster
Show the researcher how diverse your client roster is: lenders and borrowers, PE and VC firms, buyers and sellers, start-ups, established corporates, and multinationals, etc. We have a client section in the submission, so we don’t need to repeat all the names again but mention the big ones. The biggest domestic players – saying who they are – the biggest supermarket in Poland, the most active bank in UAE, and highlight well-known global clients.