Don’t know if this helps, as no one knows the exact reason one gets invited or dinged, but I’ll take a shot:
I tried to connect every dot of my application. From the story in the essay, how my background connects to my goals, and how I got to know LBS and its community. For example, the first paragraph of my essay talked about my childhood dreams, why I went into the industry I am at, and how an MBA could help me reach those dreams. Not any MBA, an MBA at LBS. I tried to be as passionate as possible because that is exactly how I feel about the school.
I also used each and every question to fill in any bland spots in my application. Like the "anything you would like to add?" question: well yes, I had a lot to add because a CV and an essay do not tell one's full story! On another hand, my recommender did a great job narrating my strengths, but he also made sure to mention my profile weaknesses and how I had been working to grow those traits. So know your story, and make sure your whole application tells it!
I know all these words are very subjective, so I'll also share some specific actions I took:
* Signed up in
ApplicantLab to help structure my essay (a really helpful tool if one cannot afford a consultant!)
* Paid for an editor to review my essay. Not a super expensive one, I went on fiverr, read thousands of reviews, and then took a shot with one. She made a great job editing so that my story made sense and was easy to follow (mostly grammar, syntax, and readability).
* I have had at least 5 managers in the past 3 years, so I chose the one I had worked the most with, the one I knew could back up my story with clear examples of how I have been growing professionally. Like I said, growing professionally includes being aware of one's weaknesses and being proactive in strengthening them.
I am knocking on wood because I know I am still far from getting admitted, but I'll follow the same path and I'll be sure to sound and be passionate about the school and my goals during the interview. There is still a long way ahead...
I hope this sort of "insights" can help you out in your next applications. Feel free to shoot me a PM if you have any questions regarding my application.
PS: The journey is and will continue to be quite overwhelming, especially when one's friends and family are not going through it! As someone mentioned earlier, it has been great to have found this forum and I feel very grateful to this community.