If you are moving from one consulting firm to the other, whats the best way to answer why this firm?

When you move from one consulting firm to another, a generic “culture” or “people” answer is not sufficient. Interviewers look for a strategic and deliberate rationale.

in my view - there are three key elements:

1. A clear, positive reason for the move (not a negative reason for leaving)
Frame it as moving toward something specific, not away from your current firm.
Examples:

• Exposure to different types of clients, industries, or deal types
• A distinctive strength of the firm (eg. PE focus, implementation depth, pricing, digital, restructuring)
• A platform that better fits your long-term trajectory

2. A differentiated value proposition of the target firm
Show that you understand what actually makes that firm different, not generic consulting language.
Examples:

• “Your firm’s strength in private equity and rapid due diligence is a capability I want to deepen.”
• “The firm’s reputation for hands-on implementation aligns with my goal to move closer to execution and measurable impact.”
• “Your sector depth in [X] is materially stronger than what I get today.”

3. A personal, logical career narrative
Connect the move to what you have already done and what you want to do next.
Example structure:  “I have built a strong foundation in [X] at my current firm. The next step for me is to deepen [Y], and this firm is uniquely strong in that area. That is why this move is a proactive career decision rather than a reactive one.”

always avoid:

• Complaining about your current firm
• Generic statements like “better culture” or “better work-life balance”
• Sounding like you are firm shopping rather than making a deliberate choice

Example strong answers I heard from top candidates at McK:   “I have had an excellent experience building my core consulting toolkit at my current firm, particularly in ... The reason I am exploring this move is very specific: I want to deepen my exposure to ... distinctive capability of the new firm...which is an area where your firm is clearly differentiated. This aligns with my longer-term goal to develop as a consultant who can ...future direction ... . So this is a proactive move toward a platform that better fits the next phase of my career.”

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.

Hi there,

When you move from one consulting firm to another, the key is to anchor your answer in what you want next, not in what was wrong before.

A strong answer usually has three elements:

1. First, explain what you’ve already built where you are today. That shows appreciation and maturity, not restlessness.
2. Second, be very explicit about the next learning gap or exposure you are intentionally seeking. This could be a different client mix, problem types, decision-making style, or way of working.
3. Third, connect that gap directly to how the new firm operates in practice.

The tone matters a lot. It should sound like a deliberate evolution, not an escape. Interviewers respond well to “I’ve learned a lot where I am, and this move is about stretching myself in a new direction that fits where I want to grow next,” rather than comparisons or implied criticism.

If your answer clearly explains why staying would not get you that next step, and why this firm realistically will, it lands very well.

Hi!

This comes up very often, and the bar is a bit higher when you’re lateraling.

A few principles that usually work well:

• Don’t bad mouth your current firm. Even subtle negativity is a red flag. Frame it as “what I’m running towards”, not what you’re running away from.
• Avoid generic answers (culture, smart people, global brand). These don’t differentiate when you’re already in consulting.

A solid way to structure your answer is:

1. Acknowledge your current firm positively
   Briefly mention what you’ve learned or valued there — this shows maturity and good judgment.
2. Be specific about what you’re looking to gain that’s harder to get today
   This could be a different case mix/industry exposure, stronger presence in a specific geography, a distinct way the firm approaches problems or works with clients, earlier responsibility or a different apprenticeship model
3. Tie that clearly to the target firm
   Show that you’ve done your homework, i.e., conversations with people at the firm, observations from projects they’re known for, and how their model fits your development goals at this stage

Lastly, keep it credible and personal. The interviewer should feel this is a thoughtful, deliberate move.

Hope this helps. All the best!

That is the absolute gold standard approach, especially for a lateral move—informational interviews are essential because they give you the evidence you need to prove you are running toward something, not just running away from your current firm.

Here is the tactical layer you need to add for a successful lateral transition: Your answer needs to de-risk the hire. When an interviewer screens a lateral candidate, they are looking for reasons you won't churn again in 12–18 months. They already know you can execute; now they need to know you are committed.

To nail the "Why here?" question, you must tie your move to a strategic trajectory or capability constraint at your current firm. Generic reasons like "better culture" or "more global reach" are too soft. Instead, structure your answer around a clear, non-transferable value proposition the new firm offers:

1. Capability Gap: Identify a specific practice area (e.g., Private Equity diligence, Federal Health Systems, Advanced Analytics integration) that Firm B dominates, and Firm A (your current firm) has deprioritized or simply lacks scale in.

2. Client Focus/Industry Depth: Focus on a unique segment of clients they serve that you passionately want to enter. (e.g., "While I excelled in general retail transformation at my current role, Firm X's deep expertise and established trust specifically within high-end luxury e-commerce is the platform I need for my specialization.")

Combine that strategic rationale with the cultural proof points you gathered from your conversations. The logic should flow: "I need to specialize in [X, a high-growth area], but my current firm is constrained in [Y capacity]. I spoke with [names] and learned that not only does your firm dominate [X], but the collaborative staffing model they described confirms that this is the best environment for that specialization."

Hope it helps!

Hi there,

The best answers focus on pull factors, not push factors. Interviewers want to hear why this firm specifically fits what you’re trying to do next, not what you didn’t like at your current firm.

A strong way to structure your answer is:

• Acknowledge that you’ve had a solid experience where you are
• Explain what you’re now looking to deepen or gain
• Connect that directly to this firm’s strengths

For example, you might talk about wanting deeper exposure to core strategy, a different client mix, a specific industry focus, or a particular way teams work — and then explain how this firm does that better for your goals. Being specific matters; generic statements about culture or “better learning” aren’t very convincing on their own.

It also helps to show that the move is about trajectory rather than escape. Frame it as a deliberate step that builds on your consulting foundation rather than a reset. If you can reference conversations with people at the firm or concrete differences in staffing model or problem types, that makes the answer feel genuine.

In short, show respect for where you are, clarity on what you want next, and a clear reason why this firm is the right place to get there.

Best,
Evelina

Hi there,

Often, it comes down to the nature of the projects, type of industries, and/or geographies.

Honestly. 

Honesty is virtually never the problem in interviews. Is how the honest answer is communicated.

So do think honestly about why you want to move. You probably have a decent answer that any other consultant would resonate with - better compensation, better brand, not a good fit with the current culture, etc. 

Then make that thing forward-looking. Instead of talking about what you're running away from, talk about what you're running towards. 

That already makes it a way above average answer. 

If you have any specific questions, feel free to reach out. 

Best,
Cristian

hey!

What I am always telling my mentees is that in general the best answer is specific and honest, show that you actually did your homework by referencing the firm’s focus areas, values and culture from their website, then clearly connect that to your real reasons for moving such as the type of work, learning style or people you want to grow with, generic prestige answers never land, tailored motivation always does, happy to help you sharpen one if you want.

best,
Alessa :)

This is tricky because you're already in consulting. So the question is "why are you leaving your current firm, and why us?"

Don't badmouth your current firm. Even if the culture is bad or your manager is terrible, don't say it. They'll wonder if you'll say the same about them later.

Focus on what you're moving toward, not what you're running from. Frame it as growth, not escape.

A simple structure:

First, acknowledge what you've gained. "I've learned a lot at [current firm]. I've built strong skills in [area] and worked on interesting projects."

Second, explain what's pulling you to the new firm. Be specific. Not "McKinsey is prestigious" but something real like:

• "I want deeper exposure to [sector] and your firm leads in that space."
• "I've seen your work on [type of project] and that's where I want to grow."
• "Your global staffing model would let me work across regions, which matters to me."

Third, connect it to where you're headed. Show this move makes sense for your long-term goals, not just a better logo on your resume.

Generic answers like "better culture" or "stronger brand" won't work. Do your research. Talk to people at the firm. Find something specific that genuinely excites you.