Back catalogue
Legal Week
New York · March 2026
Booth Intelligence · LegalTechTalk London 2026
109 Legaltech vendor stands scored.
The marketing read of the LegalTechTalk floor. Colour, hero line, the pain they named, the value they promised, the proof on the wall.
- The agentic land-grab: who's already claiming the word, and who's claiming the layer beneath it.
- The navy-charcoal sea: ~60% of the floor blends into itself. Who broke ranks, and how.
- Numbers win attention. Most walls still have none. The metric stacks that stopped buyers mid-aisle.
- Eight playbook moves for your next floor, drawn from what worked and what didn't.
PDF · 14 pages · free
What's inside
Five strategic dimensions.
I took pictures of 109 booths at LegalTechTalk and scored them on the same rubric I used for the Legal Week and Legalgeek reports: booth presence, colour, hero message, pain, value proposition, and trust signal. So the three events stay directly comparable.
01
Colour & visual identity
Why a navy floor punishes navy booths.
02
Hero message & headline
The lines that stopped buyers mid-aisle.
03
Pain points addressed
Named, specific, in the buyer's language.
04
Value proposition framing
Outcome, for whom, vs. what alternative.
05
Trust signal architecture
Logo walls, metrics, named partners.
06
The vendor matrix
All 109 stands, scored and benchmarked.
The series
Booth Intelligence Reports.
One rubric, applied to every major Legaltech floor. So vendors can see how the market is moving, not just how their own booth looks.
Back catalogue
Legalgeek
Amsterdam · 2026
Latest
LegalTechTalk
London · 17-18 June 2026
What founders say
"One of the strongest and most useful inputs I've ever received. We used it directly as the brief for our outbound sales program."
About
"I do this because I genuinely like to help startups. I only work with two or three new clients per quarter, when we both believe I can help."
25 years in the legal industry. Former managing partner of a boutique law firm. Former GenAI leader at Big4. Former VP of Growth at a legaltech startup with a successful exit.
Jan has been the legal buyer in the room deciding whether to spend the budget, and the vendor trying to convince that room to say yes. Most GTM advisors have been one or the other. He has been both.
The Booth Intelligence reports are one expression of that work. The advisory practice (ICP, positioning, sales narrative) is the other.
Prefer the strategic frame?
The founders deck.
Seven pages. The situation, the work, the two tiers, and the next steps. Read it, then decide if it's worth a 30-minute chat.