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Hi [USER=26128]@Browncatto[/USER]! Including my best tips below-

• Compare a few firms you're interested in using the same criteria- office locations, TC structure, rankings, D&I initiative, awards, values, clientele etc. are some factors you can take into account to collate information about the firms you're interested in as a first step. I really like these research grids for this purpose.
• Evaluate the differences between strategies between firms using the information you've collated- what does the firm prioritise when building client relationships? Which sectors/jurisdictions are they prioritising? How does the training contract differ in content and structure?
• Start writing it out- pick a point of difference  ➡️ talk about how Kennedy's does this differently from other firms➡️ go into why it makes them stand out/why it works better.