Topic Overview
Topic Overview

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.

 

 

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.

đź’ˇ 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
Oliver Wyman
Oliver Wyman Case: Full Electrons Ahead
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 year. However, sales have been far below the expected numbers. The management has engaged you to support them in understanding the reasons and advise them on how to adjust the product offering.
137.8k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Market analysis
Market sizing
Operations strategy
Company case by
Bain & Company
Bain Case: BeautyCo – Where Did the Profits Go?
Our client BeautyCo is a large European perfumery company with 500 shops across Europe. However, BeautyCo has been struggling with a decrease in profitability for some time and would like to work with us to understand what the causes and possible actions could be. Therefore, as a first step the client wants us to identify the cause of the profitability issues.
60.1k times solved
Difficulty: Intermediate
Candidate-led
Market analysis
Profitability analysis
Case by
PrepLounge
REA Reinsurance
Your client, REA, is a reinsurance company.REA recently acquired another reinsurance company (approximatively same size): the choice of this company was notably based on its product portfolio as well as its market presence which appeared complement with REA.However, the acquisition is not well received by the market. The acquisition price is considered too high and the transaction has not been well graded. REA management asks you to evaluate the transaction.
12.7k times solved
Difficulty: Advanced
Interviewer-led
Mergers & Acquisition
Expert case by
Benjamin
Revolut Mock Interview: Strategy & Operations
You are part of the Strategy & Operations team at Revolut.Revolut has had significant growth over the past couple of years, with customer base growing 20-30% per year. Our apps have also been highly rated in the various app stores - be it GooglePlay or on the Apple store.Revolut's current customer strategy is to segment customers based on their subscription tiers/plans. Standard: FreePlus: $3.99/mthPremium: $7.99/mthMetal: $14.99/mthUltra: Ultra $55/mthKey differentiation between the plans are in the pricing and features. Namely, the more expensive tiers like Metal and Ultra have additional features such as personalized and premium card design, free access to lifestyle apps (e.g. Financial Times, Class Pass etc), better FX rates and priority customer support.It's great that Revolut has been expanding rapidly, but we are starting to see some stresses on our existing operations and processes. One key area of concern is in customer service, our satisfaction scores have started to trend down and call center headcounts and costs have been increasing in recent years, but we are struggling to handle the load of incoming requests and tickets.You have been tasked to lead a project to solve this problem without ballooning costs. 
200+ times solved
Difficulty: Advanced
Interviewer-led
Operations strategy
Company case by
Roland Berger
Roland Berger Case: Onlinestar
Onlinestar, an online retailer of furniture and garden products (core business), has grown significantly in recent years as a result of an expansion of its product portfolio. The company mainly imports goods from Chinese manufacturers but also operates its own production of cat lavatories (special business) in Eastern Europe. The company sells its goods via Amazon and eBay, and recently via an online shop on its website. Despite this development, the financial ratios have deteriorated in recent years. In particular, the gross profit margin decreased significantly. Combined with a significant increase in shipping costs, this led to a negative result for the first time in the recently ended fiscal year and a resulting strained financial situation. Against the background of expected stagnating sales for the current financial year, short-term action is required.The board of Onlinestar asks you for an analysis of the reasons for the negative result as well as a derived recommendation for action. As a consultant, you should bring in your knowledge in online trading and develop solutions. In addition, the management board would like to receive a sales and gross profit plan from you for the current financial year.
111.9k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Market analysis
Profitability analysis
Case by
PrepLounge
ChemInt
Your client, ChemInt, is a global chemicals company that manufactures Ponsulene in some locations around the world.It has several joint ventures (JV) in Asian markets and in total 5 plants in China, Korea, Thailand, and Taiwan, all of which serve the local markets as well as neighboring markets including China.Due to the strong demand for Ponsulene and profitable margins in China, a number of new Chinese players are entering the market in China as well as in the neighboring countries. ChemInt has called in your company to estimate the influences on their business by these happenings.
7.7k times solved
Difficulty: Advanced
Interviewer-led
Competitive response
Market analysis
Operations strategy
Case by
PrepLounge
Gambling Business
Poker Inc. is currently operating four casinos in Royal City. Competitors are right now planning to open up a rival casino in Kingsville.Poker Inc. has hired our company in order to assess the consequences of the possible competitor opening and what strategies Poker Inc. should follow.
11.9k times solved
Difficulty: Intermediate
Interviewer-led
Competitive response
Market entry
Profitability analysis
Case by
PrepLounge
In-flight Broadband
Our client is a startup that can deliver broadband internet aboard commercial flights.The company owns a patent on a necessary technology. They want to know whether their current business model is valid.
23.7k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
Pricing
Profitability analysis
Case by
PrepLounge
Wohin mit den Schränken?
Der Klient, OSEKA, ist ein profitabler Möbelhersteller aus Spanien. Bisher liefert er seine - in Spanien hergestellten - Möbel auch nur nach Spanien. Kürzlich melden aber einige Möbelhäuser aus Deutschland Interesse an, die Möbel auch verkaufen zu wollen. Der CEO des Unternehmens fragt dich, ob es gut wäre dann auch einen Produktionsstandort in Deutschland zu eröffnen.
4.7k times solved
Difficulty: Intermediate
Interviewer-led
Capacity change
Growth strategy
Operations strategy
Case by
PrepLounge
Basic Valuation Interview Questions for Finance
This set of questions is designed to help you prepare for the most common valuation topics in finance interviews. It covers the basics (like DCF, comparables, and multiples) but also includes practical scenarios that test whether you can apply these concepts in context.Set aside about 30–35 minutes to go through everything. For each question, you’ll find a clear model answer to check your reasoning and deepen your technical knowledge.
600+ times solved
Difficulty: Beginner
Interviewer-led
Mergers & Acquisition
Valuation
Volkswagen Group Consulting Case: Wo soll produziert werden?
Ihr Kunde ist in einem globalen Automobilkonzern dafĂĽr verantwortlich ein neues Produkt mit einem Volumen von 140.000 Fahrzeugen ĂĽber den gesamten Produktionszeitraum auf den Markt zu bringen. Bedingt durch finanzielle Anspannung liegt ein besonderer Fokus auf den Kosten.
14.2k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
New product
Pricing
Expert case by
Benjamin
MBB Unconventional Case: Coral Reefs
Your client is the Government of Indonesia, specifically a joint committee formed between a few key ministries including the Ministry of Marine Affairs & Fisheries, Ministry of Tourism and Ministry of Environment & Forestry. Indonesia is one of the largest developing countries in the world, with a population of about 285M people and an average monthly income of only USD 500. Located in Southeast Asia, Indonesia is actually a vast archipelago comprised of 17,000 islands, giving it one of the longest and most complex coastlines in the world. It is also part of the Coral Triangle, an area demarcated by scientists as the global epicenter of marine diversity. Your client tells you that Indonesia's once pristine coral reefs have seen a rapid decline over the past decade. They have come to you for help and want to figure out what is causing the problem.
200+ times solved
Difficulty: Advanced
Candidate-led
Non-conventional
Public sector
Case by
PrepLounge
Universal TV
Our client is a Canadian TV company, Universal TV. They recently entered the US market in the northeast to expand its market share and capture a large part of the 4 m consumers in a market that has little competition. However, in the past few years, Universal TV has been unable to realize a profit.You are hired to figure out why this is the case and what their next move should be.
7.4k times solved
Difficulty: Intermediate
Candidate-led
Market analysis
Profitability analysis
Case by
PrepLounge
Universal Airlines
Our client is Universal Airlines that offers regular passenger flights in economy, business & first class. They have been doing quite well and profits were strong so they build up cash reserves that they are now looking to invest. The company is thinking about investing in the MRO business (Maintenance, Repair & Overhaul) for global business jets. The client has asked us to help him size up the market.
10.8k times solved
Difficulty: Advanced
Interviewer-led
Market entry
Market sizing
Expert case by
Francesco
BCG 1st Round Case – Water Flows [NEW]
Our client is a German-owned water provider company based in the southwest of the United States. As the biggest water provider in the region, they serve the majority of the southwest region.Profit growth has slowed down considerably in recent years, and the company is finding it difficult to continuously grow profits. Hence, the client would like you to develop a profit improvement strategy.
9.1k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Market analysis
Valuation
Case by
PrepLounge
Inverto Case: VacuLuxe Innovations' Supply Chain Makeover
The client, VacuLuxe Innovations, is a manufacturer for vacuum pumps, e.g. rotary vane pumps, cryogenic pumps located in Germany. The company has grown from a start-up to a major corporation over the last 50 years. However, after benchmarking the economics of their business, the client discovered that their direct spend (i.e., COGS supplier spend) represented a higher percentage of their revenue than their closest competitors.The client's top management has engaged the SCM and procurement specialized consultancy Inverto to advise the company in this critical situation.An initial meeting with the CPO of VacuLuxe Innovations will be conducted tomorrow. VacuLuxe Innovations aims to discuss optimization potentials in the current collaboration with suppliers as well as levers to improve the supply chain resilience & carbon footprint. Unfortunately, VacuLuxe Innovations has only submitted the following high level data for their direct spend yet.
14.0k times solved
Difficulty: Intermediate
Candidate-led
Operations strategy
Organizational behavior
Profitability analysis
Case by
PrepLounge
Disguise distribution
Your client is a German manufacturer of disguises for events and parties called KostümCo. They segment their products in two lines: round-the-year and seasonal products.Round-the-year products serve customers that celebrate birthdays and common parties during the whole year.Seasonal products aim at special occasions like the carnival or the beer festival in Munich and are only sold for some time before these events.KostümCo makes the design, manufacturing and resells the disguises to retailers in 5 different German cities.Recently, though, the largest retail customer complained that KostümCo’s prices are too high. After some internal analyses, the client found this to be due mainly to distribution costs. You have been asked to figure out how we can reduce distribution costs.
38.4k times solved
Difficulty: Beginner
Candidate-led
Market analysis
Operations strategy
Profitability analysis
Case by
PrepLounge
M&A Interview Questions for Finance
This set of questions is designed to help you master the fundamentals of mergers and acquisitions (M&A). The questions start with basic concepts, such as the difference between mergers and acquisitions, and progress to key topics like synergies, accretive and dilutive deals, and the merger model.In total, walking through this set in an interview would take approximately 30 minutes, making up around 60% of a typical 45-minute interview. Below, you’ll find model answers for each question, along with tips for the interviewer on what to look for in candidate responses.
400+ times solved
Difficulty: Beginner
Interviewer-led
Mergers & Acquisition
Expert case by
Benjamin
McKinsey Unconventional Case: Inclusive Cafes
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 operate in, with several thousands stores in operation.A key focus of the company currently is diversity & inclusion. In their biggest market which is the US, 1 in 4 people have some sort of disability. One realization the client has had is that their retail stores are not as inclusive to individuals with disabilities. McKinsey has been brought on to help them design more inclusive spaces in their retail stores.
400+ times solved
Difficulty: Intermediate
Interviewer-led
Non-conventional

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.

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

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.

đź’ˇ 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.

  • 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.

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

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.

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