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Nov 2007:30 AM PST
-08:30 AM PST
Learn what truly sets the UC Riverside MBA apart and how it helps in your professional growth
Nov 2010:00 AM EST
-10:30 AM EST
If you’re applying to Columbia, NYU Stern, or Yale SOM, you need more than strong stats. Each school defines “leadership” differently, and your essays must reflect that. Join Sia Admissions founder, Susan Berishaj on November 20th
Nov 1201:00 PM EST
-11:59 PM EST
Get expert MBA strategy, instant essay feedback, and personalized advice on your entire application. Join My Admit Coach, the AI-powered MBA admissions platform built on 10K+ successful application docs for HBS, Stanford GSB, MIT and other top programs.
Nov 1909:00 AM PST
-10:00 AM PST
What’s in it for you- Live Profile Evaluation Chat Session with Jenifer Turtschnow, CEO ARINGO. Come with your details prepared and ARINGO will share insights! Pre-MBA Role/Industry, YOE, Exam Score, C/GPA, ECs Post-MBA Role/ Industry & School List.- Nov 19
10:00 AM EST
-01:00 PM EST
Get expert MBA strategy, instant essay feedback, and personalized advice on your entire application. Join My Admit Coach, the AI-powered MBA admissions platform built on 10K+ successful application docs for HBS, Stanford GSB, MIT and other top programs. - Nov 19
11:00 AM PST
-12:00 PM PST
Round 2 is here — and it’s your chance to make your MBA dream happen! Join GMAT Club’s LIVE discussion with two top experts from The Red Pen, Gunjan Jhunjhunwala and Natasha Mankikar, as we break down everything you need to know 
Nov 2009:00 PM IST
-10:00 PM IST
Join our free expert-led Essay Workshops to discover how to choose impactful stories, highlight your core values, and align your background with each school’s distinct culture, making every word truly count.
Nov 2108:30 AM EST
-09:15 AM EST
Get the inside scoop on what makes Emory’s Goizueta Business School great, learn how you can present a strong MBA application, and connect with an Admissions Director to get your questions answered.
Nov 2109:30 PM IST
-10:30 PM IST
Learn how to craft powerful, authentic essays by mastering the 3 “WHYs” every top MBA program looks for: Why MBA, Why Now, and Why This School.
Nov 2408:00 PM PST
-09:00 PM PST
Inquire for a free profile evaluation and guarantee statement for possible admits and scholarships!
14 Aug 2025, 22:29
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Every year, thousands of MBA hopefuls pour months into their applications. They fine-tune resumes, polish essays, and rehearse interview answers. Yet many stumble on one deceptively simple question that admissions committees treat as a litmus test: “Why this school, and why now?”
On the surface, it sounds like an easy one. In reality, it is among the hardest to answer well.
Too often, applicants rely on generic statements like, “I admire your diverse community” or “The school has a great brand.” These lines might sound positive, but they reveal very little about the candidate. Worse, they could be copied and pasted into almost any other school’s application without changing much.
What schools are really asking is:
If you can answer with precision and personal insight, you stand out. If you cannot, you risk blending into a sea of equally qualified applicants.
Why This Question Holds So Much Weight
Admissions committees care about more than your GMAT score, academic record, and work experience. Those factors might get your foot in the door, but “fit” is what gets you an admit.
They are looking for people who will thrive in their environment, contribute meaningfully to the class, and make the most of what the program offers. The “why now” portion signals that you are at a career point where their MBA will be transformational, not just a convenient option.
A vague or unconvincing answer can raise doubts. It might suggest that you are applying out of boredom, chasing prestige without a plan, or unsure of your next step.
Building a Strong “Why This School”
The best answers go beyond surface-level praise and connect specific school features to your own career goals.
Weak example: “The school has excellent finance professors and a strong alumni network.”
Strong example: “Given my goal to transition from equity research to impact investing, I am drawn to the school’s Impact Investing Lab, which offers hands-on experience with live deals. Faculty such as Professor X, whose work in sustainable finance mirrors my career vision, make this program particularly appealing. In addition, the alumni network’s strong footprint in Southeast Asia’s social finance sector will be invaluable to my post-MBA job search.”
The difference is clear: the second answer is specific, personal, and not interchangeable with another school’s essay.
Practical tips for crafting yours:
Building a Strong “Why Now”
Timing is just as important as fit. Schools want to understand why this is the right year for you, rather than three years earlier or later.
Many applicants fall short here by simply saying, “I feel ready for the next step.” That does not give the committee enough to work with. Instead, show that:
Example:
“Over the past six years, I have built a strong track record in corporate strategy, leading multi-country projects. Moving into a regional leadership role has made it clear that I need stronger expertise in global finance and access to an international network. With the renewable energy sector at a tipping point in Asia, now is the ideal moment to gain the tools that will allow me to lead large-scale cross-border investments. The school’s global immersion programs and targeted finance electives will help me achieve this.”
Common Pitfalls to Avoid
A Client Story
I worked with a client in the tech sector who had an impressive professional record but only an average GMAT score. His first draft of the “why this school” essay was polished but generic, reading almost like the school’s brochure.
We took a different approach. Together, we identified electives that directly supported his career pivot, connected him with alumni working in his target field, and tied his story to a shift in industry trends that made immediate action the smart choice. His new narrative was detailed, authentic, and impossible to confuse with anyone else’s.
The result: admission and a partial scholarship.
Final Thoughts
“Why this school, and why now?” is not just another essay prompt. It is a test of clarity, focus, and self-awareness. A strong, specific answer can elevate your application above candidates with similar credentials.
When you can connect your personal goals to a school’s unique offerings and explain why this moment in your career makes the MBA essential, you are not just answering a question. You are showing the admissions team that you belong in their next class.
--
At LemonEd, we work with MBA applicants to uncover and refine their most compelling “why this school, why now” answers. From in-depth school research to crafting a distinctive narrative and preparing for interviews, we ensure your application is focused, authentic, and competitive. If you are preparing for the MBA journey, book a free consultation to start building your strongest case.
On the surface, it sounds like an easy one. In reality, it is among the hardest to answer well.
Too often, applicants rely on generic statements like, “I admire your diverse community” or “The school has a great brand.” These lines might sound positive, but they reveal very little about the candidate. Worse, they could be copied and pasted into almost any other school’s application without changing much.
What schools are really asking is:
- Do you understand what sets this program apart?
- Have you researched enough to identify the exact opportunities, culture, and resources that connect to your goals?
- Is this the right moment in your career for such an investment?
If you can answer with precision and personal insight, you stand out. If you cannot, you risk blending into a sea of equally qualified applicants.
Why This Question Holds So Much Weight
Admissions committees care about more than your GMAT score, academic record, and work experience. Those factors might get your foot in the door, but “fit” is what gets you an admit.
They are looking for people who will thrive in their environment, contribute meaningfully to the class, and make the most of what the program offers. The “why now” portion signals that you are at a career point where their MBA will be transformational, not just a convenient option.
A vague or unconvincing answer can raise doubts. It might suggest that you are applying out of boredom, chasing prestige without a plan, or unsure of your next step.
Building a Strong “Why This School”
The best answers go beyond surface-level praise and connect specific school features to your own career goals.
Weak example: “The school has excellent finance professors and a strong alumni network.”
Strong example: “Given my goal to transition from equity research to impact investing, I am drawn to the school’s Impact Investing Lab, which offers hands-on experience with live deals. Faculty such as Professor X, whose work in sustainable finance mirrors my career vision, make this program particularly appealing. In addition, the alumni network’s strong footprint in Southeast Asia’s social finance sector will be invaluable to my post-MBA job search.”
The difference is clear: the second answer is specific, personal, and not interchangeable with another school’s essay.
Practical tips for crafting yours:
- Go beyond the school website. Attend information sessions, join virtual classes, speak to alumni, and read up on faculty research.
- Identify three or four unique offerings that directly connect to your goals.
- Show how each feature will help you move from where you are now to where you want to be.
Building a Strong “Why Now”
Timing is just as important as fit. Schools want to understand why this is the right year for you, rather than three years earlier or later.
Many applicants fall short here by simply saying, “I feel ready for the next step.” That does not give the committee enough to work with. Instead, show that:
- You have achieved clear milestones in your career.
- You are at a natural plateau where growth requires new skills, networks, or credentials.
- Market or industry changes make this the ideal time to act.
Example:
“Over the past six years, I have built a strong track record in corporate strategy, leading multi-country projects. Moving into a regional leadership role has made it clear that I need stronger expertise in global finance and access to an international network. With the renewable energy sector at a tipping point in Asia, now is the ideal moment to gain the tools that will allow me to lead large-scale cross-border investments. The school’s global immersion programs and targeted finance electives will help me achieve this.”
Common Pitfalls to Avoid
- Copy-pasting answers across applications – Committees spot this immediately. If you can replace one school’s name with another and your answer still works, it is too generic.
- Over-relying on rankings or brand name – Prestige alone rarely convinces a committee. They already know their reputation; they want to know why it matters to you specifically.
- Skipping the personal link – Facts matter, but personal stories make them memorable. Share a moment from a campus visit or a conversation with a student or alum.
- Forgetting the timing aspect – Even if you nail the “why this school,” failing to explain “why now” can weaken your application.
A Client Story
I worked with a client in the tech sector who had an impressive professional record but only an average GMAT score. His first draft of the “why this school” essay was polished but generic, reading almost like the school’s brochure.
We took a different approach. Together, we identified electives that directly supported his career pivot, connected him with alumni working in his target field, and tied his story to a shift in industry trends that made immediate action the smart choice. His new narrative was detailed, authentic, and impossible to confuse with anyone else’s.
The result: admission and a partial scholarship.
Final Thoughts
“Why this school, and why now?” is not just another essay prompt. It is a test of clarity, focus, and self-awareness. A strong, specific answer can elevate your application above candidates with similar credentials.
When you can connect your personal goals to a school’s unique offerings and explain why this moment in your career makes the MBA essential, you are not just answering a question. You are showing the admissions team that you belong in their next class.
--
At LemonEd, we work with MBA applicants to uncover and refine their most compelling “why this school, why now” answers. From in-depth school research to crafting a distinctive narrative and preparing for interviews, we ensure your application is focused, authentic, and competitive. If you are preparing for the MBA journey, book a free consultation to start building your strongest case.
18 Aug 2025, 14:16
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Actually, many MBA programs are moving away from this question so I would advise candidates to proceed with caution. HBS does not ask "why this school" or "why now". Stanford GSB added "for you" to its "Why Stanford" question, clearly telling people it's not about writing a love letter to Stanford.
Also, let's be objective. Scholarships are based primarily on stats, not essays.
Also, let's be objective. Scholarships are based primarily on stats, not essays.
18 Aug 2025, 19:24
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That’s a fair point. Not every program phrases the question as ‘Why MBA/Why now/Why this school.’ But in practice, admissions committees are always looking for those elements: clarity of goals, timing, and fit, no matter how or where the question is asked.
I don’t think schools are moving away from it because it has lost relevance. It seems more like they are rephrasing it to avoid making the process feel too formulaic. Even when the wording looks different, the intent is still to see whether applicants have reflected on their motivations and how the program fits into their journey.
To me, it feels more like a change in packaging than in substance, encouraging applicants to be authentic rather than giving cookie-cutter answers. And on scholarships, while stats carry weight, a well-crafted story and clear demonstration of fit can tip the balance when numbers are close.
I don’t think schools are moving away from it because it has lost relevance. It seems more like they are rephrasing it to avoid making the process feel too formulaic. Even when the wording looks different, the intent is still to see whether applicants have reflected on their motivations and how the program fits into their journey.
To me, it feels more like a change in packaging than in substance, encouraging applicants to be authentic rather than giving cookie-cutter answers. And on scholarships, while stats carry weight, a well-crafted story and clear demonstration of fit can tip the balance when numbers are close.
