This is a really important question, especially when you’re moving from one consulting firm to another.
The most important thing (whether you’re lateraling or joining consulting for the first time) is to do proper informational interviews with people who actually work at the firm. You want to understand things like the culture, the types of cases they do, their focus areas, team environment, and what people genuinely enjoy or find challenging about working there.
On the surface, most consulting firms look very similar, but the real differences are in the nuances – culture, staffing model, types of clients, and how people experience day-to-day work. You can only really learn this by speaking to insiders.
Then when you’re asked “Why this firm?”, you can give a grounded, credible answer:
“I spoke to X, Y, and Z at the firm, and they highlighted [specific projects], [specific culture/team aspects], and [specific learning opportunities], which really align with what I’m looking for.”
The exact content will depend on your conversations and interests, but the key is that your answer is based on real insight from people at the firm, not generic prestige or website talking points. That’s what makes the answer strong and authentic.
