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Creativity

Creativity is a crucial skill assessed during case interviews. While traditional case interview preparation often emphasizes analytical and quantitative abilities, creativity is equally important. This skill demonstrates a candidate's ability to think outside the box, develop a wide array of viable ideas, and propose innovative solutions. In this article, we will explore why creativity is vital in case interviews, how interviewers assess it, and strategies to ensure you never run out of creative ideas during your case-solving process.

Table of contents

The Importance of Creativity in Case Interviews

How is Creativity Assessed in Case Interviews?

Demonstrating Creativity in Case Interviews Effectively

Avoiding Creative Blocks in Case Interviews

Key Takeaways

The Importance of Creativity in Case Interviews

Creativity is not just about coming up with any ideas, but about generating a diverse set of sound and practical solutions. During case interviews, candidates are often faced with complex, open-ended questions that require more than just textbook knowledge. These scenarios test your ability to apply common sense, imagination, and innovative thinking to real-world business problems. Demonstrating creativity shows that you can navigate ambiguity and generate strategic insights that could give a company a competitive edge.

💡 Pro Tip: Use our Case Library to familiarize yourself with a variety of business problems and potential solutions. This will help you build a reservoir of ideas to draw from during your interviews.

Company case by

Roland Berger

Roland Berger Case: Onlinestar

4.2

109.4k 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(...)

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Case by

PrepLounge

PE Portfolio Strategy

4.1

9.2k times solved

Difficulty: Intermediate

Candidate-led

Growth strategy

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We are a private equity firm operating primarily in the automotive industry. We would like you to figure out whether we(...)

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Expert case by

Ian

Based on Bain 1st Round Case (2023): Last Mile Delivery

4.4

4.8k times solved

Difficulty: Advanced

Interviewer-led

Brain teaser

Growth strategy

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Market entry

Market sizing

New product

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Pricing

Profitability analysis

A startup company specializing in last mile delivery with drones is determined to reach $20M in revenue while also becom(...)

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Case by

PrepLounge

Advanced LBO Interview Questions for Finance

5.0

100+ times solved

Difficulty: Advanced

Interviewer-led

Mergers & Acquisition

This question set helps you deepen your understanding of LBO modeling by covering key mechanics such as capital structur(...)

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Case by

PrepLounge

Power Pills

4.3

13.0k times solved

Difficulty: Intermediate

Candidate-led

Market analysis

Market entry

Public sector

Our client is Multifit, a producer of vitamin pills.Their primary customers are health stores and pharmacies. Right now(...)

Our client is Multifit, a producer of vitamin pills.Their primary customers are health stores and pharmacies. Right now they are considering entering(...)

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Case by

PrepLounge

Shaving & Co

4.3

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 (...)

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Expert case by

Acquiring a vineyard in the Piedmont region (Italy)

4.7

6.8k times solved

Difficulty: Beginner

Interviewer-led

Market analysis

Market entry

Market sizing

Your client, a private equity fund, is considering entry into the wine business through the acquisition of a vineyard ca(...)

Your client, a private equity fund, is considering entry into the wine business through the acquisition of a vineyard called “Piumarolo” in Italy's re(...)

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Case by

PrepLounge

Ahoy, Black Gold!

4.0

8.2k times solved

Difficulty: Advanced

Candidate-led

Profitability analysis

Valuation

Do you remember that one friend in school that always asked you to help him out with homework? Well, things never change(...)

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Company case by

Oliver Wyman

Oliver Wyman Case: Full Electrons Ahead

4.4

135.7k 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(...)

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Case by

PrepLounge

Canada Bus Operator

3.8

5.6k times solved

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Candidate-led

Operations strategy

Profitability analysis

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Expert case by

Ben

Pedal Pals' Financial Fitness Challenge: Cost Optimization Consultancy

0.0

300+ times solved

Difficulty: Intermediate

Candidate-led

Profitability analysis

Pedal Pals is an interactive fitness platform with millions of members, offering connected, technology-enabled fitness c(...)

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Case by

PrepLounge

Make Steakhouse Great Again!

4.4

7.8k times solved

Difficulty: Advanced

Candidate-led

Capacity change

Growth strategy

Operations strategy

Your client is a Franchisee of a popular Steakhouse-chain in Germany. The Franchisee currently owns 2 Steakhouse-restaur(...)

Your client is a Franchisee of a popular Steakhouse-chain in Germany. The Franchisee currently owns 2 Steakhouse-restaurants and wants you to investig(...)

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Case by

PrepLounge

Inverto Case: Fast Dish Restaurant

3.6

13.0k times solved

Difficulty: Intermediate

Interviewer-led

Operations strategy

Organizational behavior

Pricing

Profitability analysis

Fast Dish, a publicly traded Quick Service Restaurant (Franchise) company with over €20 billion in revenue and more than(...)

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Case by

PrepLounge

Gravestone Inc.

4.4

14.3k times solved

Difficulty: Intermediate

Interviewer-led

Profitability analysis

Valuation

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Case by

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The Madhouse Animation Crisis

4.2

6.7k times solved

Difficulty: Advanced

Candidate-led

Competitive response

New product

Profitability analysis

Your client is Madhouse Studios, one of the largest anime producers in Japan. The anime-industry is flourishing. Origina(...)

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Case by

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Diagnosis: Acquisition ache

4.4

12.9k times solved

Difficulty: Advanced

Candidate-led

Growth strategy

Market analysis

New product

Organizational behavior

Public sector

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Expert case by

Cristian

Poliglot Language App Needs Users

4.6

3.5k times solved

Difficulty: Intermediate

Interviewer-led

Capacity change

Growth strategy

Market analysis

Market sizing

Operations strategy

Organizational behavior

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Company case by

Bain & Company

Bain Case: BeautyCo – Where Did the Profits Go?

4.5

55.1k times solved

Difficulty: Intermediate

Candidate-led

Market analysis

Profitability analysis

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Inverto Case: VacuLuxe Innovations' Supply Chain Makeover

4.1

13.4k times solved

Difficulty: Intermediate

Candidate-led

Operations strategy

Organizational behavior

Profitability analysis

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How is Creativity Assessed in Case Interviews?

Interviewers typically assess creativity through open-ended questions that lack exhibits or starting information. These questions challenge candidates to think on their feet and come up with multiple solutions independently. For example, you might be asked how to increase a company's market share without being given specific data points or frameworks. The expectation is to generate a variety of ideas, usually aiming for at least five distinct concepts. This not only showcases your creativity, but also your ability to think deeply and broadly about a problem.

💡 Pro Tip: Check out our Brain Teaser Collection to sharpen your creative thinking skills and prepare for unexpected questions.

Brainteasers

Challenge Your Logical and Numerical Thinking

Keep calm!

Demonstrating Creativity in Case Interviews Effectively

While creativity is important, maintaining structure in your answers is equally crucial. Here are some strategies to effectively showcase your creativity during a case interview:

Organize by themes: Instead of listing random ideas as they come to mind, group your thoughts into high-level themes. This approach demonstrates structured thinking and helps you cover different aspects of the problem comprehensively. For instance, if asked to improve customer satisfaction, you might categorize your ideas into themes like product quality, customer service, and marketing strategies.

💡 Pro Tip: Use our Structuring Drills to practice breaking down complex problems into manageable themes. This will help you organize your ideas logically during interviews.

Drills

Structuring, logical, and numerical reasoning drills prepare you for the big day!

Check out drills

Sense-check ideas: Ensure that your ideas are practical and can be implemented in the given context. It’s important to show that your creative solutions are not just imaginative, but also feasible. Discuss the potential impact and challenges of each idea briefly to indicate your practical understanding.
Differentiate between quick wins and long-term solutions: Highlighting a mix of immediate actions and strategic, long-term initiatives shows that you can think short-term and long-term. Quick wins might include small adjustments that can be implemented quickly with minimal resources, while long-term ideas might involve significant investments or strategic changes.
Summarize and wrap up: After brainstorming, summarize your ideas along the key themes and indicate how they inform your overall answer to the case. This step not only reinforces your structured approach but also helps the interviewer follow your thought process and the rationale behind your recommendations.

Avoiding Creative Blocks in Case Interviews

Running out of ideas can be a challenge during a case interview. Here are some tips to keep the creative juices flowing:

Mind map on how to be creative in Case Interviews with four tips: using frameworks as starting points, being inspired by business news, practicing regularly with cases, and avoiding stress while collecting ideas.

Preparation: Familiarize yourself with common business problems and innovative solutions. Reading case studies and business news can provide a wealth of ideas and inspiration.
Practice: Regularly practice with case scenarios to build your creative muscle. The more you practice, the easier it becomes to generate ideas on the spot.

👉 Participate in Mock Interviews on PrepLounge to simulate real interview conditions and receive feedback on your creative thinking.

Use frameworks: While creativity goes beyond traditional frameworks, they can serve as useful starting points to ensure you cover all bases. Customize and expand upon these frameworks with your unique insights.
Stay calm and positive: Stress can stifle creativity. Stay calm, take a deep breath, and approach each question with a positive mindset.

💡 Pro Tip: Use our Stress Question Tool to improve your ability to stay creative and focused under pressure.

Stress Questions

Be prepared for your personal fit interview and stay calm under pressure.

Answer questions

Key Takeaways

Creativity is a vital component of case interview success, reflecting your ability to generate diverse, practical, and innovative solutions. By organizing your thoughts into high-level themes, ensuring the feasibility of your ideas, balancing quick wins with long-term strategies, and summarizing your key points, you can effectively showcase your creativity. Preparing thoroughly, practicing regularly, and maintaining a positive attitude will help you keep your ideas flowing. Embrace the creative challenges of case interviews, and you’ll be well on your way to impressing your interviewers and securing that coveted consulting role.

Let's Move On With the Next Articles:

Business Sense

Consulting Skills & Preparation

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.

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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 ;) Your Body Language in the Case Interview Can Be DecisiveBody language will be a great help throughout your career to communicate clearly and build relationships. Therefore, it's time to start dealing with this topic now.A confident demeanor is advantageous in almost any profession, if not crucial. This includes a firm handshake, upright posture, and eye contact. Self-confidence signals to the interviewer that you are capable of making clear and well-thought-out decisions even under pressure.Your body language should convey openness and engagement. Avoid sitting with crossed arms and nervous gestures like drumming your fingers or playing with a pen. An open and engaged posture supports your verbal communication and shows that you are attentive and interested.💡 Prep Tip: Sit up straight and rest your elbows on the table in front of you. This creates a connection that gives you a sense of security and prevents you from making nervous movements. Clear and Precise Communication is KeyStanding out among other top talents can be challenging. The way you communicate can be a tool to achieve this. The best part is that you don't have to be "better" than the others – you will be memorable because the conversation with you was pleasant, for various reasons:Structured Problem Solving: Start by breaking down the problem and articulating your thoughts clearly and systematically. Use frameworks like the MECE principle (Mutually Exclusive, Collectively Exhaustive) to present your analysis logically and comprehensibly. Divide complex problems into manageable parts and explain your approach step by step. The trick is: think aloud.Active Listening: Show that you are actively listening to the interviewer and considering hints and questions. Ask follow-up questions if necessary to ensure you fully understand the problem. This demonstrates that you can work precisely and attentively, focusing on essential details.Clear Communication: Avoid jargon and complex expressions unless you are 100% confident in them. Your solutions should be clearly and understandably formulated. This is particularly important as consultants often have to communicate with clients from various fields. Respond to Your Interviewer with Interactive CommunicationView the interview as a dialogue, not a monologue. Interact with the interviewers by articulating your thought processes aloud and including everyone in your considerations. This can be done by asking questions like "Would it be helpful if I elaborate on this aspect?" or "What additional information might we need?"Additionally, be ready to reconsider your approaches and assumptions when new information is provided by the interviewer. This flexibility shows your ability to think dynamically and quickly adapt to changing situations.At the end of the interview, you should clearly summarize your findings and recommendations. Concisely wrap up the main points of your analysis and present your final recommendation. This shows that you can consolidate your thoughts and get to the point.Always remember: your recommendations should be realistic and feasible. Convince your interviewer that your solution is not only theoretically sound but also practically applicable. A well-founded argumentation and consideration of potential challenges are crucial here.A successful case interview in consulting requires more than just analytical skills. A convincing demeanor and clear, structured communication are equally important. Through careful preparation, confident appearance, and interactive communication, you can leave a positive impression and significantly improve your chances of a successful career in consulting.

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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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