These are all very similar essays, with CBS being just a bit different with the words "pleasantly surprised" being used to indicate it's a bit less formal and looking for perhaps a more off the wall or unusual attribute about you. The Mccombs and Ross essays are essentially a way to encapsulate yourself in a very few words to captivate the adcom so they can evaluate whether or not your potential classmates would find you a worthy colleague. Make sure you touch on personal and professional highlights and try to choose things which indicate who you are as a person. I would also throw in the thing which CBS students would find "pleasantly surprising" as part of these essays.
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