INSEAD Essay Guide
INSEAD Essay Guide
INSEAD Essay Guide
ESSAY GUIDE
INS EA D ESSAY G U I DE
DISCLAIMER:
This guide is designed to assist in your MBA Admissions application, but does not guarantee admission to INSEAD.
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TA BLE OF CON T EN TS
INTRODUCTION: The Stacy Blackman Consulting Essay Guides
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TIP #5 Show initiative
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TIP #6 Disappointment can demonstrate inner growth
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Essay Tips
TIP #1 Express your passion and enthusiasm
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Sample Essay 2
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Sample Essay 3
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TIP #3 Complete extensive school research and be very
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THE OPTIONAL ESSAY
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THE ACCOMPLISHMENTS AND FAILURE ESSAY
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CONCLUSION
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INTRODUCTION:
MBA program applications require you to respond to a series of essay questions on a variety of topics including your career
progress, career goals, accomplishments and setbacks, and potential contributions to the programs student community.
Before putting fingers to keyboard, its a good practice to first consider who your reader will be, what the subject matter
is, and your objective for the writing assignment. The answers to these three questions are fairly straightforward:
WHO IS MY READER?
The Admissions Committee
We look for people who will contribute in a meaningful way to our community.We dont just look at one thing we
look at the whole picture and think about the fit.
When reviewing your application, the admissions committee is trying to determine if who you are, what youve accomplished, and what you hope to achieve in the future is a good fit for their institution. With this in mind, we can refine our
answer to the question above about your objective for this essay writing assignment. Your end goal is, of course, to earn
an acceptance letter, but the way you do so is to persuade the admissions committee that you fit. You must look at your
strengths and achievements through the lens of the admissions officers. The essays are your opportunity to communicate
those strengths and provide multiple reasons to believe that you will fit in next years class.
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PART ONE:
Our aim is to build an exciting, dynamic and diverse student body. - INSEAD Admissions
With representation from over 70 countries, INSEAD is a unique global program that allows MBA students to obtain a
degree in ten months of study. The program has campuses in France, Singapore and Abu Dhabi, with an opportunity for
students to study at Wharton as part of an exchange program. The ideal INSEAD candidate has a diverse background and
enough work experience to bring maturity to the group learning experience. INSEAD students are required to speak fluent
English as well as one other language, infusing the culture with a global mindset.
Along with a global mindset, INSEAD values flexible and creative leaders. Successful applicants hail from every kind of
background and nationality, yet share the ability and desire to be global business leaders and manage across cultures and
personalities. Flexibility and the ability to solve problems with a range of soft and hard skills are a necessity in this environment.
Applicants to INSEAD have to be prepared to make the most of the one-year program, because the time to learn the skills
you need from your MBA is limited. As the admissions committee says, Life at INSEAD, whether inside or outside of the
classroom, is stimulating and intense. INSEAD is looking for students who know where they are going and how INSEAD
will make their goals a reality.
Based on over a decade of experience helping our clients garner admissions letters from INSEAD, weve assembled a comprehensive list of the qualities that interact and overlap and combine to form candidates who fit with the culture of INSEAD.
Global Awareness
Analytical Skills
Collaborative Leadership
Self-Awareness
Maturity
Creative
Intellectual Curiosity
Entrepreneurial Mindset
An effective set of INSEAD essays will convince the admissions committee that you possess the strengths they are looking
for. In the following section of the guide, we discuss these qualities in more detail so that you can decide which of your
strengths to feature and what stories to tell to convince the INSEAD admissions committee that you fit at INSEAD.
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GLOBAL AWARENESS
I thought I knew what diversity was before I joined INSEAD, but once I got here, I realized I had never experienced anything like it before. INSEAD is like a small United Nations. - INSEAD Professor
With three campuses in France, Abu Dhabi and Singapore, and a popular exchange program with Wharton, INSEAD is
literally a global educational experience. Approximately 70% of INSEAD students spend time studying at more than one
INSEAD campus.
Consequently, the admissions committee prizes an awareness and appreciation of other cultures and a demonstrated
ability to connect with a diverse community of people. Candidates should emphasize concrete experiences outside their
home country and highlight an ability to find common ground and form effective relationships with people different than
themselves. Those applicants who can provide evidence that they not only survive, but thrive in a diverse and global environment, will be of particular interest to the admissions committee.
Global awareness isnt just a matter of fitting in during your time at INSEAD. It also relates to your past experience and
future career goals. INSEAD graduates will lead in a global marketplace; so experience with the challenges of doing business
globally, and a natural curiosity for learning more about other countries and cultures will be valued by the admissions committee. If possible, your career goals should not be limited to the borders of a single country.
ANALYTICAL
INSEAD values rigorous, data driven analysis. This approach goes beyond running models in finance class; every discipline
at INSEAD is approached with a strong analytical basis.
Prospective students must exhibit the ability to handle the rigorous quantitative demands of the program. Even so, the
school wants to attract applicants from a variety of professional backgrounds. Those applicants who do not have academic
or professional evidence of analytical aptitude will probably want to take a college-level calculus and possibly a business
statistics course to prove they possess analytical prowess. Scoring in the high percentiles on the GMATs quant section
will certainly help.
Furthermore, the admissions officers will read your essays to glean your analytical approach to problem solving. In your
essays, its critical to describe what you did but its equally important to share what you thought the decision making
process that provided the basis for your actions.
Proving that you made the best choice generally requires some discussion of the paths you didnt chose. Where possible,
feature your ability to analyze and breakdown a complex problem, weigh the alternatives, and select the one that best
achieves your objectives. By doing so, you will show the admissions committee that you have the analytical aptitude to do
well at INSEAD.
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COLLABORATIVE LEADERSHIP
All group work and group-generated grades come from [your study group] collaboration, so it is in your interest to
create an effective team dynamic as soon as possible. - INSEAD Student
When reviewing your application, the admissions committee will assess both your capacity to play on a team but also, when
called upon, to lead it. INSEAD admissions officers are not only concerned with your achievements; they are also interested
in the connection between those achievements and who you are, the means you used to reach the ends you achieved, and
the value of your achievements to the organization or community. Leadership stories in which youve enriched the team
and helped your teammates grow will be compelling to the INSEAD admissions committee.
Since the first thing that happens at INSEAD upon arrival is assignment to a study group, your capacity for working in a
fluid, dynamic team environment, taking the lead when necessary, capitalizing on the strengths of others, and handing
over the reins when the time is right, are important to earning an acceptance letter from INSEAD.
SELF-AWARENESS
Self-awareness isnt a quality that you demonstrate by telling a story. Rather, it has to do with how you tell the story and
your ability to communicate what you learned. Being able to explain to the admissions committee why you value one accomplishment above others, what you learned from a setback, or the deeper meaning of your career goals, is evidence of
self-awareness. Furthermore, the self-aware individual has insight into his or her strengths AND weaknesses.
When writing your essays go beyond just rattling off the plot, I did A, then I did B, and we accomplished C. The admissions
committee also wants to know what you were thinking and feeling, why you made a particular choice given the alternatives,
what you value, and what is meaningful to you. Look for opportunities in your essays to demonstrate self-awareness.
MATURITY
Unlike many programs based in the United States, INSEAD likes to see applicants with a wealth of experience in your career.
As you have interacted with teams and leaders, you have inevitably matured in your approach to life and career.
While years in your career can naturally build maturity, the quality and extent of life experience and how you have matured,
crystallized values and passion, and formulated a worldview as a result, are all more important than the years that have
elapsed since you graduated from college. Maturity isnt a matter of growing older - its a matter of growing wiser.
The fact that the admissions committee is looking for evidence of maturity suggests that you should find opportunities to
share defining moments in your life. These moments are often found in challenging experiences, sometimes in our lives
outside of work. Try to balance the personal and professional, and share a portfolio of experiences that reveal your human
side, not just your business persona.
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CREATIVE
We are willing to experiment and innovate; we are ready to take risks and manage the results of our actions. - INSEAD
Admissions Committee
One of INSEADs core values is entrepreneurial spirit, and the INSEAD admissions committee seeks students who have a
creative approach and flexible attitude. Creative spirit infuses the curriculum with centers like INSEAD Blue Ocean Strategy
Institute, The INSEAD Innovation and Policy Initiative, The INSEAD Social Innovation Centre, The Rudolf and Valeria Maag
International Centre for Entrepreneurship and The INSEAD-Wharton Center for Global Research and Education.
As an applicant, demonstrating your own ability to think outside the bounds of your discipline or background, or even
country of origin, will demonstrate your fit with the INSEAD creative spirit.
INTELLECTUAL CURIOSITY
Our participants bring to campus globally diverse backgrounds and work experience and bright and curious minds.
When combined with the structure of our curriculum, it makes INSEAD an intense and magnificent learning environment. - Subramanian Rangan, Professor of Strategy and Management INSEAD
INSEAD students are drawn from a diverse array of professional backgrounds, which makes for a lively discussion with
many different perspectives. You will be expected to defend your opinions, while listening carefully to and respecting the
opinions of your fellow classmates. Keep that in mind, whenever your essay or story relates to a situation in which teaching
and learning from others was essential to success. Demonstrate that you can be persuasive but also that you can be
swayed by reason.
The best fit for INSEAD are applicants who are clearly well-read, have a history of demonstrated academic achievement,
and who have investigated topics beyond their college majors or career paths. Also be aware that every essay is an opportunity to share your point of view, convey points, provide examples, and build your case. The admissions committee will
be evaluating these abilities, which is why the quality of your essays is critical to proving that you are cut out for the academic environment at INSEAD.
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ENTREPRENEURIAL MINDSET
A person who is entrepreneurial initiates change and creates something that has not existed before, whether it is a new
product, process, or way of seeing the world. Entrepreneurially minded people know how to recognize and capture opportunity, navigate risk, and make the best decisions possible with inadequate or incomplete information.
INSEAD is on the lookout for entrepreneurial qualities but does not define entrepreneurship narrowly you need not have
started a business or want to start one in the future. Rather, the school is looking for individuals who are not afraid to
challenge the status quo and effect change in some way.
If you are having trouble coming up with ways to feature your entrepreneurial mindset, consider a situation in which you
have taken initiative versus waiting to be assigned a task. Consider times that you have stepped forward to address a
long-standing problem in your organization or community, or an instance in which you volunteered for additional responsibilities outside of your job description. Early in your career your superiors may be reluctant to entrust you with major
leadership responsibilities because your ability to lead is untested; therefore, candidates who have actively sought out opportunities to make an impact above and beyond the call of duty will have demonstrated the entrepreneurial mindset the
admissions committee is looking for.
The following is a list of entrepreneurial activities our clients have engaged in:
Revamping an outdated template or spreadsheet
Spearheading a public speaking club
Launching an organization to support an important cause
Organizing a group to facilitate learning a new language
Creating a team to raise funds to support a cause
Organizing a fund raising event
Developing a website to help job seekers from alma mater
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While the questions are asked starting with your current job, you may want to write your essays starting with a career
vision statement to know what your overall goal is. Then step back into your current job what have you learned and what
do you still need to learn? After knowing where you are and where you want to go, you will be better positioned to choose
the information from your past professional experiences that is most relevant to your future plans.
CAREER GOALS
Your answer to this question should describe your short-term and long-term career goals, but, ideally, those goals should
be an expression of an overarching goala career vision. A career vision goes beyond a particular industry and function
and might include the organizational culture, geographical location, and, indeed, the desired setting of your life. Once
youve developed that vision it is possible to define your immediate and future career goals including what job, experience,
and knowledge you will pursue in order to realize your unique vision. The admissions committee is interested in what you
are passionate about and your vision for translating your passions and deeper interests into a fulfilling career. Your passion and enthusiasm for your goals is relevant to the admissions committee because individuals who are highly motivated
and know where they want to go in the future have a higher probability of getting there and will benefit most from the
MBA experience.
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In past years INSEAD always asked how studying at INSEAD would enable you to achieve your goals. While INSEAD did not
include that question explicitly this year you should still build a convincing case that INSEAD is critical to achieving your
career aspirations.
Consider also that this question is a test of your leadership abilities. Whether you are leading a club at INSEAD or a Fortune
500 company, you will be challenged to define goals with limited information and chart a course for realizing those goals.
Leaders must be able to formulate goals in the face of uncertainty and with limited information, an accurate description
of the challenge you face in answering this essay question.
YOUR CURRENT JOB
The detailed description of your current job prompt appears to ask for a simple list of what you do day-to-day. However,
you will want to consider the question from the standpoint of the admissions committee. In asking about your current responsibilities, budget, employees and results you are being asked about your impact on the organization, your leadership
skills, and your management potential. These are crucial characteristics for a successful applicant to INSEAD and you will
need to craft your response to showcase what you have done thus far in your job and the skills you will bring to INSEAD
and your future career.
As you choose what to communicate about your current position you will want to ask yourself four questions:
How does this information showcase my potential as a leader?
What am I communicating about my management skills?
How can I demonstrate impact on my organization?
What are the relevant experiences in my current position that are leading me towards my future career goals?
WORK HISTORY
After hearing about your current position, INSEAD would like to know about your career since graduating from your undergraduate institution. Now that you have crafted your career vision and the most impactful information from your
current job, you are well positioned to choose useful material from your career prior to your current position.
As you consider your career, spend time thinking about the inflection points. When did you make a choice, and why did
you make the choice you did? Were there moments when you took a risk or switched course? At every point describe
why you made the choices you did.
Your prior jobs may be able to fill in certain holes between your current job and future goals. For example, if you want to
be a venture capitalist and you are currently a project manager in the software industry, but you spent two years as an investment banking analyst after college, you can show that your skills in finance and knowledge of technology along with
an INSEAD MBA form an ideal trajectory.
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WHY INSEAD?
In addition to answering your career goals and history, INSEAD asks how studying at INSEAD will enable you to achieve
your goals. While straightforward on the surface, the Why MBA, Why Our School essay question that many of schools ask
is actually multi-faceted, complex, and demanding. Building a more convincing case than your competitors that INSEAD
is critical to achieving your career aspirations is exactly what you must do.
If your career ambitions are limited in size and scope, then investing the time and money in an INSEAD MBA education
may not be wise. The program is designed to provide you with the leadership abilities and business skills to achieve amazing
things in your career. But an INSEAD education will not benefit all careers equally. Therefore, the admissions committee
will expect the candidate to argue persuasively that his or her career and personal development goals match what INSEAD
has to offer. They want to admit students who are highly motivated to pursue an INSEAD MBA and who will benefit the
most from the INSEAD experience.
ESSAY TIPS
TIP #1: Create a career vision statement.
TIP #2: Describe a realistic, logical course for the future.
TIP #3: Be very specific about Why INSEAD
TIP #4: But what if I just want to be a CEO, or a banker, or a strategy consultant, or a venture capitalist?
TIP #5: Explaining unemployment
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Sample 1:
My career vision is to expand my current technology company into the educational business and create a platform that
will enable institutions to expand world-class curriculum to busy working professionals. I envision my technology enabling
motivated students to achieve their educational goals across the world.
Sample 2:
As a child I was fascinated by fabric and color and spent time creating my own hypothetical designs. In my career as a
marketing brand manager at a consumer product company I work with designers to create form and function in new
products. After receiving my MBA at INSEAD I plan to combine my interest in aesthetics and my experience bringing
products to market in by running the business development group at a major luxury goods retailer.
Sample 3:
Working with a microfinance NGO in Thailand as part of a college fellowship taught me the power of a small loan to
change lives. Jintana ran a small restaurant and had an opportunity to expand to a popular street stall in the area. My
organization loaned her the equivalent of $200US to allow Jintana to set up her additional outlet. Within three months
she had paid back the loan, but most importantly the extra income allowed Jintana to move into a larger house for herself
and her family, and to hire an extra employee for the business. Inspired by the change that can occur when I help others
help themselves, my career vision is to start my own microfinance NGO in my home country of India, focusing on womens
economic development.
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SAMPLE 2
In the beginning of the second essay prompt our applicant describes his career goals, using the groundwork he set in the
description of his career thus far.
Discuss your career goals.
Working with a microfinance NGO in Thailand as part of a college fellowship taught me the power of a small loan to
change lives. Inspired by the change that can occur when I help others help themselves, my ultimate career goal is to
start my own microfinance NGO in my home country of India, focusing on womens economic development. My background in finance at Goldman Sachs, and in fundraising at ILO, laid a basis for my future career path. However, to achieve
my goals, I need to develop my management skills and particularly, the operational ability to run my own organization.
Immediately after graduation from INSEAD I plan to work as a regional director within a large NGO, preferably in India,
to gain the on-the-ground operational skills to start my own organization as my long-term career goal.
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TIP #3: Complete extensive school research and be very specific in your answer to Why INSEAD? If you can substitute any schools name in your Why Our School answer you havent answered the question properly.
An effective leader understands his or her development needs and has an ability to formulate clear plans for self-improvement. The Why INSEAD question is an excellent opportunity to demonstrate this kind of self-awareness. Many applicants
are loath to reveal any gaps or opportunities for growth, but this is a mistake because if you already possess all the skills
and knowledge you require to succeed in your future career then it begs the question why apply to an MBA program in
the first place?
Your reasons for pursuing an MBA may be fairly standard for all your applications, but the reasons for applying to each
program must be highly customized. A quote from a student member of an admissions committee at one of the top five
programs illustrates the importance of doing your research and providing clear, concrete reasons for your decision to
apply:
The one thing that stands out the most to me is how applicants fail to mention why our program is of particular interest
to them. As an applicant, I often wondered just how much I needed to tailor my application essays to each school. Now
Im seeing things from the other side and realize its rather important. Just a modest bit of research (in the form of reaching out to current students, visiting campus, etc.) can go a long way towards making an application shine a lot more than
it otherwise would.
You must build a compelling case for applying to INSEAD, but as every good litigator knows, cases are won by appealing
to both reason and emotion. Along with providing logical justifications for applying to the program you will want to express
your understanding of and enthusiasm for the schools unique culture and spirit. Admissions personnel, especially student
members of the committee, want to admit candidates who are in love with the program as much as they are -- candidates
who feel a connection to the school that goes deeper than logic alone. Furthermore, they want students who will grow
into passionate alumni who will stay connected to the program and their classmates long after graduation.
To answer this essay question, you must do your due diligence on the program including visiting the school, talking to students, alums, professors, and reading extensively about the program and its unique resources and offerings. Admissions
officers are impressed by applicants who have done their homework and can speak about specifics rather than just the
activities, professors, and clubs listed on the website. The best information is inside information: speak to current students at the school who understand your career objectives and development goals and ask them for concrete ways the
school will prepare you to achieve these goals.
You want to balance give and take in your response to the Why Our School portion of the essay. The bulk of this essay
will of course be about what the INSEAD MBA program can do for you. Nevertheless, you should also use this as an opportunity to tell the admissions officers what you can do for INSEAD. If you are excited about a particular campus organization, you might write about how you could make that organization even more fantastic with your leadership if accepted.
If you look forward to studying with a particular professor, you might write about how you could contribute to that professors research with an innovative, field study project. If you have a professional network and connections that will benefit
others who might have career interests similar to your own, then share those with the admissions officers. All successful
relationships are two-way in nature in which both party offers something valuable to the other your relationship to a
future MBA community is no exception. You can also talk about your eagerness to engage with the community, contribute
to discussions, forge friendships, give back as an alumnus and more. This is where your track record of engaging with a
community and giving back comes in handy.
To help you to better appreciate the challenge and opportunity presented by this question we have detailed the goals for
this aspect of the essay and also provided a list of additional questions that may help you generate content for your answer.
Ultimately, your objective is to make five to six tailored points that supply iron clad reasoning for attending INSEAD.
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Your goals for answering the Why MBA/Why INSEAD aspect of this essay are:
To prove that you have thought deeply about why you are returning to school
To prove that youve done thorough due diligence on the program talked to students, alums, professors;
visited campus; read extensively
To demonstrate that you understand what an MBA program has to offer you specifically
To demonstrate an exceptional understanding of what the program stands for and why its different and
better for you than any other program
To prove a glove in hand fit between your learning agenda and this program specifically and the
culture/personality of the school
To leave no question in the admissions committees mind that if offered admission that you will accept
To explain your own very personal motives for choosing this school. If anyone could have provided the
same set of reasons then you havent met this goal.
Questions you might address in your essay response:
What are my highest priority learning/development needs given my specific career goals and career vision? What specific classes, professors, and clubs are a perfect fit with my learning/development agenda?
How does this school excel in the functional area or industry where I plan to build my career?
How will the MBA experience change me in fundamental and necessary ways? An MBA program is not
just about acquiring MBA skills like finance. Its also about growing as a person, broadening perspectives, being exposed to new idea, developing as a manager and leader, etc
How does this school, its culture and/or the type of students it attracts fit perfectly with my own unique
personality?
What impressed me and convinced me to choose this program over all the others? What stood out for
me when I visited the school and/or talked with current students, professors, or alumni?
Why does the size of the program, teaching style, program design, or regional location appeal to me?
What leadership, management, and teamwork development needs will the program address for me with
its specific programs, resources, and student organizations?s
How can I contribute and take advantage of all aspects of the program, including extracurricular?
SAMPLE
Here is a sample essay that demonstrates how our applicant answered why INSEAD is the right place for his MBA education:
As the son of an oil company executive I had lived in seven different countries across the world by the age of 15. In high
school we moved from Saudi Arabia back to Houston, Texas where I spent the remainder of high school. I chose to leave
the United States once again to attend university at the London School of Economics. I have been shaped by my multinational background which is the reason I am drawn to the diverse INSEAD student community for my MBA.
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My career goal of starting my own NGO one day will be served by the curriculum at INSEAD. From classes like Microeconomics in the Global Economy, that will provide a general overview of global trends, to Building Business in India, that
will provide a deep dive into one specific economy, I will gain the educational basis to achieve my goals. I look forward
to working with a diverse study group to learn about my classmates culture, while reconnecting with my own through
Desi Indian Week. In my free time I plan to connect with my fellow students on the field as part of the INSEAD Rugby
Club. As a leader within INDEVOR (an affiliate chapter of Net Impact) I plan to bring speakers I know through my work
within the NGO community, like the CEO of an organization that was instrumental in keeping small business alive after
the earthquake in Haiti.
TIP #4: But what if I just want to be a CEO, or a banker, or a strategy consultant, or a venture capitalist?
But what if your career vision is to be the CEO of a Fortune 500 company, or the managing director of an investment bank,
or the partner of a high-flying consulting company?
INSEAD has yet to change their name to the INSEAD Not-For-Profit School, so these career ambitions are certainly acceptable to the admissions committee. Just remember that your career vision is more expansive than your job title and industry. Your career vision includes the type of organization you imagine leading. As a future leader, you will not just
participate in corporate culture; you will shape it.
You must still ask yourself: How could I make a game changing, innovative impact in my field of choice? For example, if you
want to be an investment banker, perhaps you have a credible plan to change the banking industry in a way that will ensure
that future financial crises are averted. If you feel that consulting companies are long on advice and short on inspiring
real change, then describe how your firm will be different once you are in charge. If you want to be a corporate turn-around
specialist, explain how you might also use those same skills in your off hours to turn around a social crisis that concerns
you.
Theres no shame in telling the admissions committee that you aspire to be a CEO; you are applying to INSEAD Business
School, after all. Still, your ambitions must go beyond clawing your way to the top of the corporate mountain.
SAMPLE
The candidate who wrote the career goals essay below has fairly traditional post-MBA career plans, but he was able to
show how he will bring his skills to transform his industry of choice.
When I graduated from college I knew that I had a passion for problem solving and an interest in the tech industry. My
hobbies have always revolved around learning as much as possible about the latest gadget, and I spent many hours in
high school building rudimentary web pages. My degree in economics and finance turned out to be a great fit for the
business development analyst position at TechCo, and I quickly learned how to evaluate potential investments in technology and products.
While working at TechCo I have realized that I am passionate about leading teams and seeing new products find a market.
However, I have also observed the inefficiencies that come with a large risk-averse corporate environment. Many of the
products I have worked on could have been developed to be even more revolutionary and customer friendly if the team
had been comfortable with failure. I plan to work towards a leadership position in a company like TechCo, and my plan
is to encourage as much failure as success. I firmly believe that to develop the products of the future we need to be
nimble and innovative, and the fear of taking a real risk ends many innovative ideas before they can be developed. To
encourage risk taking I will form small teams that are empowered to spend a limited amount of money on developing as
many ideas as they would like and to evaluate them against the principles of customer usability and function. Only then
will we apply the pressure of a profit and loss plan. I firmly believe that my technical and business background, along
with the education I receive at INSEAD will help me develop my vision into a long and successful career.
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Essay Sample:
My work with Flyline Ventures ended on January 15, 2011 when we were turned down for Series A funding, and the start
up funding ran out. The team was disappointed that our networking site for Tweens would need to be downsized, yet the
founders remained on the project in hopes that they could find financial backing to hire the product development team
back.
Since I left Flyline I have been researching my long-term career aspirations. To learn more about the retail industry I
have met with professionals working in womens apparel and shoes. In the process of getting to know the industry I have
shadowed a designer at a small clothing line, met with merchandising professionals, networked with retail shop owners,
and spoken with web retailers I know through my prior job. This process has helped me understand the retail business
model from creation to monetization, and clarified the courses I plan to attend at INSEAD.
Aside from my professional research I have been ramping up my volunteer work at the Toronto Womens Shelter. With
flexibility in my schedule I have been able to design several educational workshops for the homeless women that are the
clients of the shelter from personal finance to art.
I am continuing to search for product development work as I apply to business school. If I do start full time work before
business school I plan to continue my research and preparation to use my INSEAD experience to the full extent possible.
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ESSAY TIPS
TIP #1: Write about the times youve left footprints in your areas of passion.
TIP #2: Feature recent accomplishments with some exceptions.
TIP #3: Consider both I and We accomplishments.
TIP #4: Own your mistake and demonstrate self-awareness.
TIP #5: Show initiative.
TIP #6: Disappointment can demonstrate inner growth.
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TIP #1: Write about the times youve left footprints in your areas of passion.
One of the first questions you should ask yourself while surveying your past accomplishments is When have I left my footprints in an area Im passionate about? The central insight here is that your achievements are more meaningful and more
revealing to the admissions officer if your actions are fueled by more than simply a desire to climb another rung on the
corporate ladder or win for the sake of winning. The things about which we feel strongly provide insight into who we are
and how we stand out from the crowd. Your passions make you unique. Your achievements in the areas of your passion
show the admissions committee that you are the type of person who knows what is important to you and takes action in
accordance with your values. Moreover, achievements related to your passions qualify the achievement as substantial, so
answering part two of the essay question will be straightforward.
Personal accomplishments and contributions to a community that you are connected to are often good sources of achievements, but professional accomplishments are important too. Ideally, our careers do provide another outlet for expressing
our passion and desire to make an impact. The following before and after samples from one of our clients illustrate this
point. In the first version, her achievement is noteworthy, but as we talked more about her accomplishment in the second
version, the connection between the achievement, her own passions, and the projects role in clarifying her career vision
brought the story to life, making it more memorable and meaningful.
Before:
The achievement that is most important to me was closing my first deal for our organic lotion line, Swell. Not only was
the deal my first, it generated $500K annually, which constituted 20% of the brands annual revenue. I am proud that I
was able to identify the decision maker at the retailer and convince her that Swell offered a different consumer proposition
than her current product assortment particularly in Swells customized fresh scents. Even more difficult was convincing
our internal product team to adapt Swells formulation to adhere to the tough standards of the retailer. As a major national
outlet, the retailer insisted upon all natural and all organic products which is a more stringent standard than the FDA requirements for the organic label. I convinced the product team that while reformulating would cost additional time and
money, having Swell sold at the most popular organic market in the United States would translate to increased sales. The
scientists were able to reformulate Swell, maintaining our stand out scents while ensuring shelf-stability.
After:
I have always been passionate about beauty products, and as a child I designed my own lotions and shampoos with
customized scents often created with the kitchen spice cabinet. Now, I love the act of developing products that people
enjoy in their day to day life. Therefore, landing a job in business development for a major beauty products company
was a dream come true. The achievement that is most important to me was closing my first deal for our organic lotion
line, Swell. Not only was the deal my first, it generated $500K annually, which constituted 20% of the brands annual
revenue. Though it was challenging to convince the large natural foods retailer that Swell offered a different consumer
proposition than her current product assortment I sold the value of Swells customized fresh scents. However, the retailer insisted upon all natural and all organic products. I convinced my product team that while reformulating would cost
additional time and money, Swells placement at the most popular organic market in the United States would increase
sales. The scientists were able to reformulate Swell, maintaining our stand out scents while ensuring shelf-stability. This
accomplishment is especially meaningful to me because I learned that creating win-win solutions to benefit both my
company and the environment makes me personally satisfied. I want to look back at my life and know that I was part of
making womens lives more beautiful, while maintaining the natural beauty of our world.
TIP #2: Feature recent accomplishments with some exceptions.
In general, you should write about achievements youve made in the last several years. Admissions officers will place greater
weight on more recent accomplishments. They are seeking a snapshot of who you are at present, and most recent experiences will help them develop this picture. In fact, some programs essay instructions specifically require you to select experiences only from within the last three years.
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For many people this is easy because they experience their most significant accomplishments after leaving college and
spending the time to mature in the workplace. However, you may have a different life path. If you are someone who had
a major, life changing accomplishment in college or before, this is your opportunity to showcase that achievement. Because
INSEAD allows you to write about an accomplishment at any point in your life, you can use your own judgment about the
scale and scope of the accomplishments in your life.
SAMPLE
This candidate was an Olympic ice skater in high school, which was an accomplishment that taught her quite a bit about
herself and how to handle competition.
I felt my body hit the ice as I was attempting to land my third double axel jump. My hip burned, but I picked myself up
and finished my routine with my final salchow jump. I held back tears as I realized that all my work to qualify for the Salt
Lake City Olympics would not lead to a medal. As one of the few world-class skaters in Taiwan, I easily qualified for 2002
Olympics. However, it was clear at practices that I was out-classed by the skaters from Russia, Ukraine and the United
States. I remained determined and did my best in spite of my fear. While I ultimately did not place at the 2002 games, I
am proud of my ability to persist and compete despite the odds. I have carried the lessons learned as a competitive
skater through my career. Last year I faced a disappointment at work when I was passed over for promotion despite my
hard work. Instead of letting the setback affect my attitude, I worked harder and ultimately won the respect of my boss
and a promotion in another department. Whenever I face difficulty, I remember the moment when I fell on the ice in
front of an international audience of millions and carried on to finish strong.
TIP #3: Consider both I and We accomplishments.
The INSEAD accomplishments essay is an open invitation to feature your achievements as a leader. Another one of the
mistakes that some applicants make is to write only about solo accomplishments, thereby missing an opportunity to showcase collaborative abilities and team leadership. Well have more to say later about effective leadership essays, but this is
a good time to point out that what distinguishes a leadership essay from an individual achievement essay is that the
success is the result of the cooperative efforts of a group of people. Your ability to provide direction, to motivate a team,
and harness the combined talents and energies of the group are central to a good leadership story.
SAMPLE
Heres an example of a solid we accomplishment essay.
As a member of the alumni committee for Mayan College in Los Angeles, I had a personal desire to leverage our 300
members to provide career guidance to new graduates. The other members of the committee had varying goals including
building a fundraising base for the college, and just having fun with like-minded alumni. To generate support for my idea
I identified several successful alums of Mayan and interviewed them about their career path. In many cases they had
used their personal network to accomplish their career goals. I wanted to formalize that network by providing access to
current students and recent graduates to those who had blazed a path in different fields in Los Angeles. I rallied a group
to help me accomplish this goal, and we brainstormed ideas like social networking, happy hours, lecture series and job
shadowing. The team voted and we decided to set up three focused lectures on the entertainment industry, the real
estate industry and technology as the three most sought after industries among recent grads. Our lectures were followed
by a cocktail hour, and we encouraged the older alumni to reach out to younger members of the club. We were thrilled
when we received an email from Jon, a Mayan 09, who received a job through meeting a helpful alum at our latest
lecture series.
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It was my first opportunity to run a project as a manager in the business development group at HIP magazine. I was
thrilled about the opportunity to launch a microsite for our new sub brand and immediately wrote up the outcome I was
seeking and some steps I felt the team needed to take in order to accomplish a successful launch. Though I had little
technical experience, I was confident I knew exactly how we could accomplish our goals.
At the first meeting of the microsite team I laid out my goals for the team and started assigning people to next steps.
While the atmosphere in the room was subdued, I felt good about the proactive direction I was leading the team. In our
next meeting I asked for updates and noticed that every member of the team was presenting excuses for their lack of
progress the developer told me he didnt have the resources to accomplish my objectives and that the microsite would
be four weeks behind schedule. I was upset about the lack of progress, and asked the team why the project was slipping
behind schedule. Everyone had a different issue and the meeting ended without resolution.
I was frustrated and upset that my first project management job seemed to be failing already. I felt that the team was
not engaged in the process and that we did not have the proper resources to complete the job. The website developer I
was working with seemed to be obstructing me at every turn, and the designer kept sending me designs for approval
that did not comply with the brand guidelines. I found myself spending hours a day running the logos and designs through
our marketing department and meeting with the development team to understand why the microsite was delayed.
Finally, I met with my boss and discussed the issues with the teams. I told him that our designer didnt understand the
company process, that the developer was unfocused and that we didnt have the headcount to finish the project. My
boss was upset with me and frustrated that our project was delayed. He then went to his boss and discussed the issue,
and I eventually received more resources and support in order to complete the project. I learned from this project that
it is not possible to control all aspects of a given job. Despite my vision and the work I poured in to lay out all steps, I was
unable to control the outcome. Hiccups and disappointments are inevitable, but perseverance and focus will allow me to
see my projects through.
TIP #5: Show initiative
Think about the times that have not met your personal objectives at work or with an organization. Did your disappointment
lead to positive change? If so, you have found an excellent topic for this essay.
Especially in the early drafts, you may struggle to simply properly describe the situation and how you responded in the
limited space allocated. Often times, applicants spend the majority of the essay explaining, or worse defending the issue
and only a sentence or two sharing what they learned.
At least some percentage of the essay should be reserved for sharing what you learned and how you grew both personally
and professionally as a result of missing your own objectives. Everyone makes mistakes, but it is the ability to learn from
those mistakes that leads to wisdom and future success. Try to extract the universal lessons from the experience, and
when possible tell the reader how what you learned has changed the way you approach similar situations today. This is
the case regardless of how the mistake question is phrased; the purpose of talking about mistakes is not just to outline the
experience it is to share what you learned.
Failing to meet your objectives can lead to positive change in many situations. If you have an example that fits into this
construct, make sure you are never blaming others for the disappointment; rather you will acknowledge how you felt and
then spend most of the essay talking about how your feelings led you to create positive change.
SAMPLE
This essay clearly shows the positive impact a difficult situation can ultimately have.
It was my first opportunity to manage an employee and I was enthusiastic to be the best possible boss. Rob was hired
into our team as an analyst and he reported directly to me on a project where I was the senior analyst functioning nearly
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at associate level. Personally, I perform best when given the goal of the project and then limited guidance about how to
achieve the outcome. I decided to apply this approach to Rob, and told him what I wanted out of the analysis we were
performing. Then I spent my time on my own due diligence and deciding what the recommendation would be on the investment opportunity. I checked in with Rob every day to see if he had questions, which I did my best to answer. At the
end of the two-week period allotted for the analysis, Rob delivered the final product and it was completely wrong. He
had entered several incorrect calculations, made a few minor mistakes and used the wrong format for the spreadsheet.
It was a disaster and I panicked with a presentation in only a few hours. I didnt have the time to show Rob the errors, so
I had to correct everything myself as I also finalized my own work. In the end we were able to present our recommendations, but the experience taught me that empowering an employee did not mean abandoning him. I was lucky enough to
work with Rob again, and I took a more hands-on approach. By checking his work every few days I was able to make
minor suggestions that led to a smooth completion of his project.
TIP #6: Disappointment can demonstrate inner growth
Facing difficulties like professional disappointment can often lead to growth and development, and demonstrate maturity
to the admissions committee. The ability to recognize that something is not working for you, and taking the steps to create
a better situation shows initiative and proactive leadership.
Disappointment may often be with others, but sometimes disappointment is with you. If you have faced a disappointment
in your career whether a job you disliked or something more serious like a layoff it was likely a period of soul searching
and realizations. You can use this material to write an excellent introspective essay to demonstrate how you handle adversity.
SAMPLE
As a senior in college, about to graduate with a degree in Russian Literature, I had a difficult time deciding what to do
with my life. My mother had a successful career as a high school English teacher, and encouraged me to investigate
teaching. I decided to apply for Teach for America. I was placed in a school in the Bronx, teaching fifth-graders Science.
I felt no passion for the subject, and the requirements of applying discipline drained me every day. After several months
of struggling with my job, I discussed the situation with my principal. She was sympathetic, but then started to tell others
at the school that I was not dedicated. During a review she told me that I was not performing at an acceptable level and
needed to improve. The situation felt bleak, and I decided to quit teaching and move back home to decide what to do
next. Abandoning the TFA program before my committed two-year period made me feel like a failure. After a period of
contemplation I decided that my next professional decision needed to be extremely deliberate. I spent time evaluating
all of my skills and passions and decided that my passion was in the field of publishing. I started by working at a large
publishing house as an assistant assisting with the translation of works of Russian literature into English. My career
since then has led to a position developing internationally, and I recently spent six months in the Ukraine training the
new employees of that office. While I regret that I did not uphold my commitment to Teach for America, as a result I was
forced to consider what I truly want to do. Now I am ready to commit my career to publishing, and my INSEAD MBA is
the next step to learn how to develop and operate new frontiers in the field.
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TIP #2: Demonstrate specific ways you have addressed your weaknesses
The best way to discuss your personal development is to reflect on the times in which you struggled and even failed. Ask
yourself why you werent successful in those instances. If you have trouble putting your finger on where you have had a
development experience, ask your teammates and mentors to help you to identify a few. As with other questions in which
you are required to reveal a weakness this essay may be somewhat uncomfortable. Certainly, you want to criticize yourself constructively, identifying areas that you can and will address while at INSEAD while avoiding character flaws that
might be harder to fix.
Avoid generic messages such as I need to learn to delegate more or I am too much of a perfectionist. One way to personalize your development needs is to connect them to your specific future career goals. Write about the leadership challenges you must prepare for at INSEAD that are somewhat unique given your particular industry or desired role.
Finally, this essay is another opportunity to demonstrate that you have researched the program carefully and identified
key connections between your learning agenda and what INSEAD has to offer. You may want to mention a few specific
ways that you will address your development needs given INSEADs wealth of classes, resources, and student organizations.
SAMPLE
Speaking in front of a large group of people continues to be a development need for me. I studied engineering in college,
and rarely was called upon to present in front of the class. As I started my career in project management, I watched my
senior leaders and saw that they often were required to speak in large group settings and showcase our teams work.
This is clearly a key responsibility for senior leaders, and I know that to progress in my career, it will be important to develop this weakness into a strength. I have taken several steps to become comfortable in front of a group. Outside of
work I started taking improvisation classes, which require one to appear foolish on stage. By performing literally without
a net I have learned to relax and focus on the moment. At work I have asked my boss to present to senior management
more often. Recently, I was able to present our plans for a new iteration of our most popular business software. Afterwards my boss told me he was impressed with my improvement and would be comfortable asking me to take on larger
presentation responsibilities.
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Analytical
Collaborative Leadership
Self-Awareness
Maturity
Creative
Intellectual Curiosity
Entrepreneurial Mindset
For example, we worked with a client who was planning a career as a social enterprise entrepreneur. She had worked in
investment banking in New York City, which was outlined in her resume. In addition, she was working on a business plan
for her social enterprise venture that was described in her career goals essay. The resume and career goals essays clearly
positioned this client as innovative and entrepreneurial, as well as analytical.
To round out her profile, we considered what other qualities in her background would be best utilized in her INSEAD application. There are two qualities that absolutely need to be expressed in any MBA application: leadership and management
potential. We knew that our client was a collaborative team leader and had examples to support her approach to leading
a team in her essay about her strengths and weaknesses. For the global awareness essay we wanted to also showcase her
maturity by demonstrating a learning experience she had while doing business internationally.
SAMPLE
I was thrilled to be assigned to a project performing due diligence for a merger of a client company in the Middle East. I
had spent two semesters abroad while in college, in Spain and in Singapore, and I welcomed the opportunity to broaden
my horizons further. However, when I arrived in Dubai, I realized that the standards of behavior I had become accustomed
to were not the standard there. For example, in a meeting with my colleagues at the client company, I started discussion
by suggesting some changes to our analysis. I noticed that our clients were uncomfortable, so I steered the conversation
in another direction. Afterwards I spoke with a colleague who was more accustomed to working in the Middle East and
he advised me that treating clients with extreme respect was the normal behavior. While in our practice in New York
City we were used to presenting our opinions directly, it was better to speak with the client privately about any concerns
rather than bringing them up openly in a meeting. Along with the rough beginning with our client team, I found other
cultural differences to adjust to. While I knew that more conservative dress would be important in a business context, I
was not prepared for the attention I would attract by wearing a fairly typical western style cocktail dress in Dubai. Particularly if we ventured outside the city center, I became acutely uncomfortable when men would stare openly at any
bare skin that was revealed. To avoid standing out, I took the simple step of buying a few more demure, but still attractive,
evening dresses. Despite the learning curve, I quickly became comfortable in Dubai and made friends with other professionals. During prayers at night I loved to walk by the Jumeirah Mosque and observe the beauty of people worshipping
together. My time in Dubai taught me to remain flexible in my behavior and to enjoy the differences in the world.
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Sample Essay 1:
Our client had spent her entire life living and working in Hawaii. However, she was of Japanese descent and had summered
frequently in Japan, so she was able to showcase her knowledge of other cultures through her background and family experiences. She chose to answer the question: What would you say to a foreigner moving to your home country?
My home country is the United States, but growing up in an island in the middle of the Pacific ocean, Hawaii, meant that
I would hardly know what to tell a foreigner moving to Topeka. I spent more time visiting Japan with my Japanese parents
than I did visiting the mainland United States. If a foreigner moved to Hawaii I would tell her about Island time, expensive
groceries and rent, and the quality of life she was about to experience. Hawaiians are six hours behind mainland United
States business, and we arent in a big hurry to catch up. At my work we always know the meeting will start ten minutes
late, and we enjoy the time catching up on everyones family news. Living on an island like Hawaii makes you feel like
you know everyone, even in Honolulu. As an island nation we experience the real estate adage that they arent making
any more land. Therefore, even a simple two-bedroom house will cost more than twelve times most peoples salary. We
learn to enjoy our small homes and live most of life outside in the beautiful tropical weather. Hawaii is a lush landscape,
so a tiny apartment and expensive cereal is a small price to pay. And, its much less expensive than Tokyo, where my parents came from! The pace of life in Hawaii is human sized. We dont need to rush anywhere, because we are already
here. I would also tell any foreigner moving to Hawaii how lucky she is, because Hawaii truly is paradise.
Sample Essay 2:
What if you have minimal international experience or background? Then you have to get creative. In the case of the essay
below, our applicant had spent his entire life in New York, with only vacations and recreational travel outside the US and
he had to redefine culture shock.
I spent my entire life in New York, and the time I experienced culture shock was within the city limits. I once heard the
saying: New York is heaven and New York is hell. Growing up in Brooklyn I experienced an idyllic existence where almost
any cultural experience was a subway ride away. I was a budding artist as a child and spent my weekends at art galleries
and the Metropolitan Museum of Art. To me, New York was heaven. When I volunteered at a homeless shelter in high
school I quickly realized how easily New York could be hell. The men I served dinner to often slept outside. One night we
had particularly cold winter weather and could not meet the demand from our normal population to sleep at the shelter.
On my walk to the subway I could see one of our regulars, John, huddled over a grate attempting to stay warm. I wasnt
sure what to do, so I tossed him my down coat. I was cold on the way home, but the cold helped me realize that my life
has been incredibly lucky, and that others do not have the same advantages. As I have lived my life since then I try to remember that not everyone has experienced a life of heaven. Even within the city limits we are all unique individuals with
our own backgrounds and stories.
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Sample 1:
This applicant became involved with her alumni board and was able to make a large impact on a community that was important to her:
Currently, the board has grown to over 50 active members and our calendars are filled with several events per week.
The alumni association has been so happy with our efforts that we are discussing implementing our model in other cities
across the country. The university has recognized us for our efforts as well, awarding us the prestigious Michigan Associates Outstanding Achievement Award this past year for exceptional volunteer service. Attendance from young alumni
has increased at university events, and there has been an increase in young alumni volunteers for the schools fundraising
campaign. I am proud to have been recognized for our organizations success; however, most importantly, I am happy
that we created a cohesive community and reinforced ties between young alumni and the University of Michigan.
Sample 2:
This candidate wrote about climbing Mount Rainer with a group of colleagues and he explains, with high emotion, why the
experience enriched him:
At the top of Rainier, my friend asked me how my knees were holding up. I answered that my knees were shaking but not
because of my old football injuries. I was simply exhilarated about leading this group in a life-changing experience. As I
looked around at the smiling faces, I realized that we all have limitations to overcome, and when a team is counting on
you, you are capable of things you could never have accomplished on your own.
Sample 3:
This candidate spends his spare time connecting with his religious community and ultimately is enriched by meeting people
he would never otherwise know:
Two Friday nights each month, I set the dining room table in my cozy studio apartment with extra plates, sometimes
squeezing 15 place settings around a table made for eight. On these nights, I put the finishing touches on a salad, give
the pot of chicken soup another stir, and prepare myself for the unknown: dinner guests whom Ive never met. Over the
past three years, as part of my Washington, D.C., synagogues vibrant hospitality program, I have entertained and cooked
for more than 200 people, mostly strangers. .... Through my Friday night dinner guests, I have built my own small community of diverse people, who have exchanged ideas in a most unlikely place my always-expandable dining room table.
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CONCLUSION
In this guide, we have provided guidance in three primary ways that will help you to craft the best set of essays
possible:
1) We have armed you with a list of the fundamental qualities and attributes that the admissions officers are looking for as
they review your application, so that you can be sure to emphasize and accent these characteristics in your essays. The
intention here is not to give you a cheat sheet or a list of buzzwords to paste into your essays. Rather, you should study
this list closely and feature the qualities that describe you, and use your essays and stories to supply the admissions officers
with convincing reasons to believe that you possess these characteristics.
2) We have analyzed the typical essay questions and summarized what is being asked and why the admissions committee
is asking. The tips we offered are a compilation of the most important lessons weve learned over the years while working
with our clients on these essay questions. Now that youve assimilated this advice, you should be in a better position to
choose the best subjects and stories for your essays and to avoid the pitfalls that trip up many applicants.
3) The sample essays and essay excerpts youve read illustrated the tips and showed you how other candidates attacked
the question both in terms of structure and content. A word of caution here: other applicants, and possibly even the admissions officers, will be reading these guides, so borrowing the language and storytelling from any of these authors
will almost certainly derail your chances of admission.
Most applicants are surprised by how demanding the business school application process turns out to be. The truth is that
there are no shortcuts to crafting an excellent set of essays. It is helpful to keep the advice of two very experienced writers
in mind while you are embroiled in the fight to pen your application magnum opus:
The first draft of anything is [expletive deleted]. Ernest Hemingway
The best writing is rewriting. E.B. White, author of The Elements of Style
Hemingways words are a reminder that after all the soul searching, brainstorming, and navel gazing, you must eventually
sit down and write something. If you set your expectations that the first draft you write will probably be absolutely terrible,
then the pressure is off. Some candidates read examples of successful essays and become so intimidated that they become terrified about facing the blank page and wait around hoping that the perfect essay will somehow spring from their
finger tips. They procrastinate, waiting for inspiration that never arrives. Keep in mind that the essays youre reading in
this guide and other sources are the result of many, many drafts written over many, many weeks, if not months. Budget
plenty of time for the process of writing, rewriting, and more rewriting. The essay process is a marathon, and trying to
sprint a few weeks from the deadline will usually not work well.
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BEST OF LUCK!
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