Email us at
[email protected] and we can provide some tips as well as show you are interview prep offerings. Those are pretty nuanced questions that might be better served answered as part of a formal engagement.
The short answer though, as best I can, is that you want to tap into the DNA of a school and show that you "get" the place. Rattling off classes and programs shows academic intent and that you've done our due diligence, but it doesn't force the interviewer to write "this guy gets it!" on his paper, which is what you want.
As for leadership, the best advice I can give in a brief post like this is to read MIT's essays. They ask for such different kinds of leadership (leading from the front/action, thought leadership, etc.) and it helps you reframe the notion.
Hope this helps. I know we traded some posts a while back. You are a prime candidate for interview prep, so be sure to send us that email.
Best,
PL