How to improve "why this firm?" question

Question

Hi everyone! During my recent interviews with MBB and Tier-2 consulting firms, I’ve noticed that one of the questions I find most challenging is: “Why this firm?” (and, implicitly, “Why not BCG, Bain, etc.?”).

I often struggle to provide answers that feel both distinctive and non-generic, without sounding repetitive or superficial.

Do you have any advice on how to approach this question more effectively? In particular, what should I focus on during my preparation to ensure I can articulate a clear, compelling, and well-differentiated motivation for each firm?

Answer 1

Hey there!

I agree with you: the risk of being very generic is clearly there. Imho, there are three layers to a better "why firm X" answer:

The basics: the raison d'être of each Firm. Bain is perceived as more innovative, BCG as a first mover on ESG topics, McKinsey as the most rigorous, etc.
--> This is what the top-90% of candidates (basically anyone) mention
The office specifics: you are not just applying to a Firm, but (almost always) to a specific office. A few chats with MBB friends, alumni, etc will give you a perspective on the strengths of that office -- either by function (e.g., marketing, org strategy, corp finance) or by industry (e.g., banking, industrials, CPG).
--> This needs a bit more digging, so only a top-20% candidate typically mentions this -- e.g., "A friend at your firm mentioned that this company serves the top-5 industrial companies in France and most CSTs (Client Serving Teams) are based in this office. I feel this is a unique opportunity to apply my Mech Eng expertise and follow my passion". Notice how this can sound much more tailored to your profile!
The thought leadership of key firm leaders: every firm has thought leadership on specific aspects. The official websites of all MBB firms have a lot of content (articles, reports, even podcasts) where typically Senior Partners give their perspective on the challenges/opportunities for an industry or function.
--> This is something that very few candidates mention -- e.g., "I am really interested in the disruption happening in Private Equity, and your 2026 State of PE report was very exhaustive in explaining the three main risks looming over this industry. I know that Anne Doe leads the PE function and is considered a global thought leader on PE, and I would love to grow under her leadership".
If you link this nicely to your resume and your preferred office/country, you can show you are someone who does their research.

If you lack details or don't have contacts at your target firms, keep in mind that coaches can help a lot! We have worked in this industry and we know how to create a bullet-proof story for your specific experience/interests :)

Hope this helps, feel free to DM me to continue our conversation!

Answer 2

Hi Andrea,

This is a common challenge, and most candidates fall into the trap of giving generic “great people, great culture, great exposure” answers that could apply to any firm. The key is to move from broad to specific and personal.

A strong answer usually has three layers:

1) Specific evidence about the firm
Go beyond surface-level points. Tie your answer to something concrete like:

A particular practice or capability (e.g. digital, private equity, public sector, etc.)
A known strength or way of working (e.g. depth vs breadth, implementation focus, etc.)
Recent projects, thought leadership, or client work that genuinely interests you

2) A clear “why this firm over others” angle
You need to show you’ve thought about trade-offs. For example:

One firm may appeal because of depth in a specific area, another for breadth of exposure
One may be more analytical, another more implementation-focused
One may have a stronger presence in a region or industry

Be explicit about why these differences matter to you.

3) Your personal story and fit
This is where most people underdeliver. Link your experience and goals directly to the firm’s strengths:

What you’ve done (projects, skills, industries)
What you want next (type of problems, environment, career path)
Why this firm is the best match for that trajectory

The goal is to make it feel like a natural alignment, not a rehearsed script.

A practical way to prepare is to:

Speak to people at each firm and note real differences in how they describe their work
Reflect on 2–3 specific reasons per firm that are genuinely distinct
Build a slightly different answer for each firm rather than trying to reuse one template

Interviews are very good at spotting generic answers — the strongest candidates sound informed, selective, and intentional about their choice.

Happy to help you refine your answers for specific firms if useful

Best
Evelina