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Business Sense

Business sense refers to the ability to quickly grasp economic dynamics and make decisions that are both strategically and commercially sound. In consulting, it’s not enough to repeat theories from your business degree. What matters is a deep understanding of how companies operate, what drives markets, and what different stakeholders are aiming to achieve.

Consultants with strong business acumen can quickly adapt to new industries, understand client needs, and set priorities that make economic sense. They don’t just ask, “What is analytically correct?” – they also ask, “What truly benefits the company?” This mindset often makes the difference in a case interview.
 

 

Why Your Business Sense Matters in Consulting

As a consultant, you’re expected not only to analyze complex problems but also to think in a solution-oriented and entrepreneurial way. A strong business mindset helps you put analyses into context, assess actions realistically, and focus on generating maximum client value.

In day-to-day consulting, you're working under pressure, collaborating with decision-makers, and constantly weighing trade-offs. Those who think commercially and can strategically prioritize have a clear edge.

In a case interview, showing that you understand markets and business models is key – it sets you apart and proves your readiness for the job.

👉 In our Case Library, you can prepare effectively with curated practice cases and put your business sense to the test.

Company case by
Bain & Company
Bain Case: BeautyCo – Where Did the Profits Go?
59.2k times solved
Difficulty: Intermediate
Candidate-led
Market analysis
Profitability analysis
Our client BeautyCo is a large European perfumery company with 500 shops across Europe. However, BeautyCo has been strug(...)
Our client BeautyCo is a large European perfumery company with 500 shops across Europe. However, BeautyCo has been struggling with a decrease in profi(...)
Expert case by
New
BCG Beginner Case: Fashion startup
0 times solved
Difficulty: Beginner
Interviewer-led
Growth strategy
Your client is a D2C (direct to customer) online fashion business in a developing country. It is a new brand, launched a(...)
Your client is a D2C (direct to customer) online fashion business in a developing country. It is a new brand, launched about 2 years ago and founded b(...)
Case by
PrepLounge
Shaving & Co
40.7k times solved
Difficulty: Intermediate
Candidate-led
Market analysis
Pricing
Our client is an international CPG (consumer packaged goods) firm called Bryan, with multiple business units   (...)
Our client is an international CPG (consumer packaged goods) firm called Bryan, with multiple business units        (...)
Case by
PrepLounge
SugarGums
8.3k times solved
Difficulty: Beginner
Candidate-led
Market sizing
Your client is a chewing gum manufacturer in the United Kingdom and you’re currently at the airport waiting for your fli(...)
Your client is a chewing gum manufacturer in the United Kingdom and you’re currently at the airport waiting for your flight. In the time that you have(...)
Case by
PrepLounge
DairyCo
21.1k times solved
Difficulty: Intermediate
Candidate-led
Market analysis
Profitability analysis
DairyCo, a mid-sized CPG manufacturer (consumer packaged goods) which sells dairy products (derived from milk), has turn(...)
DairyCo, a mid-sized CPG manufacturer (consumer packaged goods) which sells dairy products (derived from milk), has turned to you to ask for your advi(...)
Case by
PrepLounge
ChemCo Foods
5.2k times solved
Difficulty: Intermediate
Candidate-led
Market analysis
Profitability analysis
A chemical producer is a major manufacturer of chemical products used to preserve foods in containers. The company has s(...)
A chemical producer is a major manufacturer of chemical products used to preserve foods in containers. The company has seen an increase in market shar(...)
Company case by
H&Z
H&Z Case: Coffee Place
15.4k times solved
Difficulty: Intermediate
Candidate-led
Profitability analysis
In einem Unternehmen mit 1.400 Mitarbeitern soll es zukünftig einen gemütlich und modern eingerichteten Coffee Place geb(...)
In einem Unternehmen mit 1.400 Mitarbeitern soll es zukünftig einen gemütlich und modern eingerichteten Coffee Place geben, der von den Mitarbeitern v(...)
Case by
PrepLounge
Children vaccine
62.6k times solved
Difficulty: Advanced
Candidate-led
Market entry
Market sizing
New product
Beyer, one of the biggest pharmaceutical companies in the world, just invented a very reliable vaccine against Chickenpo(...)
Beyer, one of the biggest pharmaceutical companies in the world, just invented a very reliable vaccine against Chickenpox, a disease that affects chil(...)
Case by
PrepLounge
Besser fliegen
11.1k times solved
Difficulty: Advanced
Interviewer-led
New product
Operations strategy
Pricing
Profitability analysis
Du berätst eine große europäische Fluggesellschaft. Der Vorstandsvorsitzende überlegt, eine neue Sitzklassen-Kategorie,(...)
Du berätst eine große europäische Fluggesellschaft. Der Vorstandsvorsitzende überlegt, eine neue Sitzklassen-Kategorie, die „Premium Economy“, zwische(...)
Expert case by
McKinsey Unconventional Case: Inclusive Cafes
300+ times solved
Difficulty: Intermediate
Interviewer-led
Non-conventional
Your client is a leading retail coffee chain. They are present in several countries globally and are a popular brand in(...)
Your client is a leading retail coffee chain. They are present in several countries globally and are a popular brand in most of the markets that they(...)
Case by
PrepLounge
FibOp fibers
12.7k times solved
Difficulty: Intermediate
Candidate-led
Market analysis
Operations strategy
Profitability analysis
The new CEO of an optical fiber manufacturer, called FibOp, has come to you complaining that their revenues went down by(...)
The new CEO of an optical fiber manufacturer, called FibOp, has come to you complaining that their revenues went down by 40% this year compared to las(...)
Expert case by
Digital Lab at LETA Bank (McK/BCG Digital)
6.6k times solved
Difficulty: Advanced
Interviewer-led
Competitive response
Growth strategy
Market analysis
New product
Organizational behavior
Profitability analysis
Let’s assume our client is LETA Bank, a large Central European bank with around 3M customers and within the top five ban(...)
Let’s assume our client is LETA Bank, a large Central European bank with around 3M customers and within the top five banks in the mid-sized European c(...)
Company case by
Oliver Wyman
Oliver Wyman Case: Full Electrons Ahead
137.4k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Market analysis
Market sizing
Operations strategy
Your client, large automotive OEM WyCar, has developed its first fully electric vehicle (EV) and introduced it as a pilo(...)
Your client, large automotive OEM WyCar, has developed its first fully electric vehicle (EV) and introduced it as a pilot on the Austrian market last(...)
Company case by
Berg Lund & Company
Berg Lund & Company Case: Value Growth Strategy - Northern Retail Bank
4.0k times solved
Difficulty: Intermediate
Interviewer-led
Operations strategy
Restructuring
Du befindest Dich derzeit in einem strategischen Projekteinsatz bei der Northern Retail Bank (NRB), die vor drei Jahren(...)
Du befindest Dich derzeit in einem strategischen Projekteinsatz bei der Northern Retail Bank (NRB), die vor drei Jahren von einem Finanzinvestor übern(...)
Company case by
Roland Berger
Roland Berger Case: Onlinestar
111.4k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Market analysis
Profitability analysis
Onlinestar, an online retailer of furniture and garden products (core business), has grown significantly in recent years(...)
Onlinestar, an online retailer of furniture and garden products (core business), has grown significantly in recent years as a result of an expansion o(...)
Expert case by
Revolut Mock Interview: Strategy & Operations
100+ times solved
Difficulty: Advanced
Interviewer-led
Operations strategy
You are part of the Strategy & Operations team at Revolut.Revolut has had significant growth over the past couple of(...)
You are part of the Strategy & Operations team at Revolut.Revolut has had significant growth over the past couple of years, with customer base gro(...)
Case by
PrepLounge
College Football
15.1k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
Profitability analysis
Our client is a college that plans to add an inter-collegiate football team to its athletic program.They have approached(...)
Our client is a college that plans to add an inter-collegiate football team to its athletic program.They have approached us in order to determine if t(...)
Expert case by
MBB Unconventional Case: Coral Reefs
100+ times solved
Difficulty: Advanced
Candidate-led
Non-conventional
Public sector
Your client is the Government of Indonesia, specifically a joint committee formed between a few key ministries including(...)
Your client is the Government of Indonesia, specifically a joint committee formed between a few key ministries including the Ministry of Marine Affair(...)
Case by
PrepLounge
Toothbrush disruption
13.5k times solved
Difficulty: Intermediate
Candidate-led
Competitive response
New product
Profitability analysis
We are a global toothbrush producing company. Our portfolio consists of two kinds of toothbrushes - 'manual' that sells(...)
We are a global toothbrush producing company. Our portfolio consists of two kinds of toothbrushes - 'manual' that sells for $5 and an electric 'r(...)

How Business Sense Shows Up in Case Interviews

Your business sense won’t be tested directly – but it shows up in your thinking, your assumptions, and your recommendations. Here are five moments when it really counts:

5 tips on how to show business sense in case interviews

1. Define a clear objective.

Clarify what the company wants to achieve in the case. Is it short-term profit, long-term growth, or a stronger market position? A well-defined goal aligns your analysis and recommendations – and shows you understand the business context.

2. Develop sound hypotheses.

Top candidates derive economically plausible hypotheses. If revenue is dropping, explore potential causes like demandpricing, or competitive pressure.

3. Evaluate actions realistically.

Go beyond theory. Consider real-world feasibility, conflicting objectives, and strategic risks. Instead of simply saying “raise prices,” consider price elasticity, customer segments, and likely competitor reactions.

4. Interpret numbers in the right context.

Numbers only make sense when interpreted correctly. High margins might signal a premium position – or upcoming competitive threatsBusiness sense means understanding what the numbers imply in context.

5. Make a well-founded recommendation.

Your final recommendation should be logical and economically viable. Acknowledge risks or gaps, and show that your solution could succeed in the real world.
 

How to Train Your Business Sense

Business sense isn’t innate – it’s a skill you can develop. The key is to build a solid understanding of economic principles and learn how real-world decisions are made.

Start by regularly reading business news. Outlets like New York Times, the Wall Street Journal or the Financial Times will help you get a feel for marketsbusiness models, and strategic thinking. Go beyond the facts – try to understand the economic rationale behind each story.

When practicing case interviews, stay sharp and reflective. Ask yourself: Is my reasoning not only logical but also economically sound?

Mock interviews with peers are especially helpful. You’ll improve your communication skills and receive valuable feedback.

👉 Use our Meeting Board to find peers and practice together.

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Also, think like an entrepreneur in daily life. Observe companies, analyze new strategies, and reflect on what drives success or failure. The more often you go through this process, the sharper your business intuition becomes – and that’s what sets you apart in interviews.
 

Key Takeaways

Business sense is one of the most important success factors in both consulting and case interviews. It reflects your ability to quickly recognize economic patterns, form sound assumptions, and make realistic, client-oriented decisions. In interviews, what sets top candidates apart isn’t memorized theory but the ability to see the bigger picture: understanding what really matters to a business, prioritizing strategically, and proposing solutions that are both practical and value-driven.

To demonstrate your business sense, it’s crucial to clearly define the objective of the case, develop plausible hypotheses, assess potential actions not only analytically but also from a business standpoint, and interpret numbers within the correct context. Your final recommendation should be not just logical, but economically viable and well thought through.

The good news is that business sense can be learned. By regularly reading business news, reflecting on strategic decisions, working through case interviews critically, and actively seeking feedback, you’ll build a strong foundation in economic thinking. Over time, this mindset will not only boost your interview performance but also set you up for long-term success in consulting.

Let's Move On With the Next Articles:

Presentation and Communication
Consulting Skills & Preparation
The majority and the most obvious part of preparation is, of course, the substantive preparation for your case interview. However, you also need to present what you have learned in a way that gives your interviewer an impression of your personality and character. This means that you must appear confident and communicate clearly and precisely. The best preparation is useless if you come across as closed-off and insecure. As a consultant, you must always appear trustworthy and confident when interacting with clients to be taken seriously and to enable you and your team to work in a solution-oriented manner. This is already tested in the case interview – albeit indirectly ;)
To the article
General Knowledge
Consulting Skills & Preparation
In case interviews, having solid general knowledge can make a big difference, especially in market sizing questions. Knowing basic facts about regions, population sizes, and economic indicators helps you build stronger arguments. It’s not just about the analysis itself but also about showing interviewers that you understand global trends and can quickly process key information — an important skill in consulting.In a case interview, quick and accurate estimates are essential. For example, if you're asked to evaluate the potential market for a product in a specific country, having solid data — like the population size — is crucial. Without this information, it can be challenging to make a meaningful calculation.In addition to national market data, it's important to know about key global markets. Being familiar with major economic regions like the U.S., China, and the EU is valuable because large consulting firms such as McKinsey and BCG operate extensively in these areas. A solid understanding of these regions shows that you can think about global factors and helps you stand out from other candidates. What Your Knowledge of Population, Economy & Geography Says About YouHaving strong general knowledge in specific areas not only shows that you are well-prepared, but also that you can quickly understand economic relationships—a crucial skill in consulting. When you have information like population sizes or a country's Gross Domestic Product (GDP) at your fingertips, you can quickly verify assumptions and make informed decisions, which is exactly what case interviews expect.Additionally, your knowledge of these topics demonstrates a genuine interest in world affairs and your ability to recognize and understand global trends. This insight is vital for evaluating how political, economic, and social changes affect businesses. It also highlights your capability to absorb and use complex data effectively.PopulationCountry/RegionPopulation (approx.)Worldwide8.05 billionChina1.426 billionIndia1.419 billionEurope (EU states)450 millionUSA335 millionIndonesia277 millionBrazil203 millionRussia143 millionJapan124 millionGermany83 millionUK68 millionGDP Forecast in USD for 2024Country/RegionGDP 2024 (approx. in trillions USD)Worldwide105 trillion USDUSA25 trillion USDChina18 trillion USDJapan4.3 trillion USDGermany4.5 trillion USDFrance3.0 trillion USDUK3.1 trillion USDIndia3.9 trillion USDItaly2.2 trillion USDBrazil2.1 trillion USDCanada2.2 trillion USD Key Data to Know for Your Case InterviewIn case interviews, making quick and accurate estimates is key. A good grasp of units, along with basic fraction and percentage calculations, is essential for working efficiently. Additionally, being comfortable with time units is important for making rough estimates and calculations. The table of larger and smaller time units below provides a handy overview of commonly needed values. These fundamental skills help you tackle tasks confidently and quickly.Overview of Time Conversions: Days, Weeks and HoursLarger UnitsSmaller UnitsDays/Year365 days (In leap years: 366 days)Days/3 Years1,095 daysDays/4 Years1,461 days (including 1 leap year)Weeks/Year52 weeksHours/Week168 hoursSeconds/Hour3,600 secondsConversion of Fractions to Percentages and Decimal ValuesFractionPercentageDecimal1/520%0.201/616.67%0.16671/714.29%0.14291/812.5%0.1251/911.11%0.11111/1010%0.101/119.09%0.09091/128.33%0.08331/137.69%0.07691/147.14%0.07141/156.67%0.06671/166.25%0.06251/175.88%0.05881/185.56%0.05561/195.26%0.05261/205%0.05Remember, it’s not enough to just memorize these numbers—you also need to be able to calculate with them effectively!Use our Mental Math Tool to specifically train your math skills and prepare for your next interview.
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Preparation Plan
Consulting Skills & Preparation
Preparing for a case interview can feel overwhelming, but having a structured plan will help you stay focused and make steady progress. A well-organized approach ensures you build a strong foundation, practice effectively, and refine your skills before the big day.In this guide, we will walk you through the key components of an effective practice plan, including self-study, peer practice, and working with a coach. Let’s go! 
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