What are interviewers looking for when you answer brainstorming questions during cases?

Question

Hi everyone,

Question for the coaches - when I answer brainstorming questions in cases (e.g. end of a profitability case, the interviewer asks you to brainstorm ways to turn around profits), what are interviewers looking for? If it's open ended, what is a "great" response?

Thanks!

Answer 1

Brainstorming questions are not about idea quantity. They are about how you think under ambiguity.

What interviewers are actually testing

Can you impose structure when none is given
Can you prioritize instead of listing
Can you connect ideas to the case economics
Can you be creative within constraints

What a great answer looks like

Set a clear structure first
- eg. revenue vs cost, short term vs long term, customer vs operations
- This shows control before creativity
Anchor ideas to value
- Explain why each idea could move the P&L
- Rough sizing beats clever wording
Go deep on a few ideas
- 3–5 strong, distinct levers
- Not 10 shallow ones
Show judgment
- Call out which ideas you would test first and why
- Mention feasibility, risk, or time to value

What weak answers do

Jump straight into lists with no structure
Give generic ideas that fit any case
Never prioritise
Treat it like a creativity contest

Bottom line
A great brainstorming answer shows you can:

Create order from ambiguity
Think commercially
Make decisions, not just suggestions

AKA: no laundry lists