Consulting Consulting

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.

💡 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 provided by Company case by
E.ON Inhouse Consulting
E.ON Inhouse Consulting Case: Heating Systems
The European Union pursues the target of lowering the CO₂ emissions of their residents. Therefore, the EU introduced a CO₂ tax to create incentives for consumers to switch to more climate friendly alternatives and stabilize carbon dioxide emissions. Accordingly, and as E.ON’s strategy focuses on creating a better tomorrow for its customers, E.ON is investing significantly to grow its ‘Customer solutions’ area with climate-friendly solutions, including its heating solutions business. You have recently joined E.ON Inhouse Consulting and E.ON’s Head of Heating Solutions has hired you to conduct an analysis concerning the European CO₂ tax. Specifically, you are asked to assess whether the EU uses the right tool to steer consumers towards more climate-friendly heating systems.
4.4
4.9k times solved
Difficulty: Intermediate
Interviewer-led
Market analysis
Company case provided by Company case by
Simon-Kucher
Simon-Kucher Case: GST Cruise Company
Cruise company German Sea Tours (GST) is a successful operator of international cruises. GST currently offers several cruise trips, lasting between 5 and 24 days. Additional services can be booked on board (e.g. excursions at each destination, onboard leisure activities). Customers tend to book their tickets several months in advance. GST has had a long history of revenue growth, but in the past five years, it showed lower growth rates. Board members are not sure whether the market, in general, saw lower growth or whether the problem is specific to GST. GST recognizes that winning new customers and stimulating existing customers to book their vacations with GST is crucial for future growth and therefore has always focused on keeping a close relationship with its (potential) cruise-trip bookers. GST’s chief commercial officer (CCO) Ms. Brown has hired Simon-Kucher & Partners to assess the market environment and competitive positioning for cruise ships and to conduct a subsequent evaluation of potential growth options.
4.5
75.7k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Pricing
Company case provided by Company case by
Forvis Mazars
Forvis Mazars Case: Prüfung der Carvermietungen GmbH
Sie sind Abschlussprüfer der CarVermietungen GmbH, einem deutschen Unternehmen, das geleaste Fahrzeuge europaweit an Privat- und Geschäftskunden weitervermietet. Im Rahmen der Prüfung führen Sie Interviews mit dem Management des Unternehmens durch. Dabei wecken insbesondere die langfristigen ökologischen und digitalen Herausforderungen der Firma Ihr Interesse. Sie erfahren unter anderem, dass die Hauptunterschiede zum üblichen Geschäft in einem Transformationsplan liegen und lassen sich vom CFO den Plan vorstellen. Die Finanzdirektorin teilt Ihnen stolz mit, dass die CarVermietungen GmbH in die Elektrifizierung der Fahrzeugflotte investiert. Die Anzahl der Elektroautos wird im Lagebericht veröffentlicht. Die CarVermietungen GmbH bietet ihren Kunden seit dem vierten Quartal eine Erweiterung zum bestehenden Bonusprogramm an. Die Kunden können ihre gesammelten Bonuspunkte am Jahresende auf ein Umweltprogramm übertragen, das vorwiegend in den Anbau von Bäumen und Wasseralgen investiert, um die klimafreundliche CO2-Bindung zu fördern. In diesem Zusammenhang hat das Unternehmen auch eine weitere Zielgruppe definiert und eine entsprechende Kundenliste erstellt. Darüber hinaus wurden im laufenden Geschäftsjahr durch den Zukauf von Daten über ein soziales Netzwerk zusätzlich neue Kunden hinzugewonnen. Die CarVermietungen GmbH hat im letzten Quartal außerdem in P2P-Carsharing investiert, da sich dieses neue Geschäftsmodell im Ausland bereits als vielversprechend erwiesen hat. Private Autobesitzer haben die Möglichkeit, ihr Fahrzeug über die Carsharing-Plattform anzubieten und die Vermietung gänzlich über eine App abzuwickeln. Die Mietwagengebühren betragen ein Drittel des Mietwertes und die CarVermietungen GmbH zahlt eine Versicherung, die jeden Kunden abdeckt. Die Versicherungsprämien für das Folgejahr wurden bereits ausgezahlt.
4.0
9.1k times solved
Difficulty: Intermediate
Interviewer-led
Audit
Valuation
Case by
PrepLounge
Inverto Case: Fast Dish Restaurant
Fast Dish, a publicly traded Quick Service Restaurant (Franchise) company with over €20 billion in revenue and more than 20.000 restaurants globally, has recently faced major challenges with regards to supply chain management and sustainability. The client's top management has engaged the SCM and procurement specialized consultancy Inverto to advise the company in this critical situation.
3.5
16.3k times solved
Difficulty: Intermediate
Interviewer-led
Operations strategy
Organizational behavior
Pricing
Profitability analysis
Expert case by
Ben
Double trouble
Our client is RedBus, one of several operators of iconic double-decker public transport buses in London. Over the past three years RedBus have experienced declining profitability, as a result of reduced demand for buses due to growth in affordable taxi services, such as Uber. The client is looking to understand the root cause of the issue and discuss ways to improve profitability.
4.4
6.4k times solved
Difficulty: Intermediate
Interviewer-led
Growth strategy
Operations strategy
Profitability analysis
Case by
PrepLounge
ChemCo Foods
A chemical producer is a major manufacturer of chemical products used to preserve foods in containers. The company has seen an increase in market share, but the company has also seen a decline in profits. Our client, the CEO is worried about this trend and hires you to investigate what is going on.
4.0
5.2k times solved
Difficulty: Intermediate
Candidate-led
Market analysis
Profitability analysis
Company case provided by Company case by
BCG Platinion
BCG Platinion Case: Digital transformation of an entire corporation
The CIO of a major insurance company needs your support to renew the company's IT landscape as a starting point for their digital transformation. The IT landscape of the client is highly fragmented and integrated. Most IT applications are "legacy" monolithic custom developments (running on Mainframe) and are hosted on-premise. There are issues with stability and scalability of applications plus IT costs are ever increasing "Time-to-market" to release new functionalities is too high, due to constraints of current architecture. You are asked to quickly assess the status quo, identify main areas of intervention and measures to address the pain points and renew the IT landscape. Note: This case is interviewer-led. The cases in our interviews are more candidate-led. In this case, you take the lead and manage the entire case from start to finish. So be prepared for this when you apply to us.
3.9
27.3k times solved
Difficulty: Advanced
Interviewer-led
Digital transformation
Market analysis
Operations strategy
Company case provided by Company case by
BCG Platinion
BCG Platinion Case: ERP strategy & S/4HANA migration for “DekoKonzept”
Our client is the company “DekoKonzept”, which primarily sells home accessories and small furniture. DekoKonzept generates approximately €700M in revenue and operates mainly in Germany, with some presence in other European countries. The company is particularly represented through physical stores in major German cities and downtown areas but is also expanding its online shop significantly. A variety of outdated and often self-developed IT systems are currently used for core processes such as procurement, warehousing, and point-of-sale operations. DekoKonzept is also facing the challenge that its ERP system (SAP ECC 6.0) will soon no longer be officially supported by SAP. Therefore, they aim to migrate to the successor system SAP S/4HANA as soon as possible. This migration presents an opportunity to review, standardize, and harmonize many of the existing processes and systems. The next step is to further assess and evaluate the impact on costs, budget, and scope. Note: This case is interviewer-led. The cases in our interviews are more candidate-led. In this case, you take the lead and manage the entire case from start to finish. So be prepared for this when you apply to us.
4.2
11.2k times solved
Difficulty: Intermediate
Interviewer-led
Operations strategy
Case by
PrepLounge
GamingHub
Our client, GamingHub, is a large diversified entertainment corporation that received a request to approve a $200 m capital allocation from its video game manufacturing division. The division wants to triple the capacity. The client hired us to help him decide if he should approve this capital request and have asked you what critical issues are to be looked into to decide if the division's market is attractive enough to expand.
4.2
11.1k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Market analysis
Case by
PrepLounge
Essen für die Schüler?
Ein Restaurantinhaber überlegt sich, Schulen mit Essen zu beliefern. Für seine Überlegungen würde er gerne wissen, wie viel Geld er verdienen würde, wenn er 1% der Schulkantinen-Mittagessen in Deutschland verkauft?
4.5
6.0k times solved
Difficulty: Intermediate
Candidate-led
Market sizing
Profitability analysis
Case by
PrepLounge
RWE Consulting Case: Floating Wind in Japan
RWE is an international renewables company with a proud heritage of more than 125 years in the energy business. Recently, during the Capital Markets Day in 2023, RWE’s CEO renewed the company’s 2030 vision of being a global leader in green energy. To achieve this, additional substantial investments in clean technologies are planned, allowing for a total capacity of more than 30 GW to be added until then. Against this background,RWE is constantly scanning for attractive investment opportunities in core and new markets with a focus on renewable energy sources like offshore or onshore wind as well as photovoltaics. After winning an offshore wind project on the Japanese West Coast, let us assume, for the context of this case study, that RWE is now actively exploring additional opportunities in Japan. The RWE Consulting team was asked to evaluate the attractiveness of the Japanese market and find suitable additional investment opportunities with special interest in the new technology of floating offshore wind. Specifically, your job as a consultant is to provide a “Go or No-Go” recommendation on whether to invest in floating wind in Japan.
4.6
34.1k times solved
Difficulty: Intermediate
Interviewer-led
Market analysis
Market entry
Market sizing
Profitability analysis
Company case provided by Company case by
Otto Group one.O
Otto Group Case: StyleNow - Wenn Wachstum die Marge kostet
StyleNow ist eine Online-Modemarke der Otto Group, die Damen- und Herrenbekleidung ausschließlich über den eigenen Onlineshop vertreibt. In den letzten drei Jahren ist der Umsatz kontinuierlich gewachsen – unter anderem durch den gezielten Ausbau des Sortiments um neue Kategorien und Marken. Die Profitabilität hat sich jedoch trotz des Wachstums deutlich verschlechtert und das Unternehmen hat im gerade abgeschlossenen Geschäftsjahr erstmals ein negatives Ergebnis erzielt. Der Vorstand von StyleNow bittet das Inhouse Consulting um eine Analyse der Ursachen sowie eine konkrete Handlungsempfehlung. Hinweis zur Sprache: Zur besseren Lesbarkeit verwenden wir in diesem Case teilweise das generische Maskulin. Selbstverständlich sind damit alle Personen gleichermaßen gemeint.
5.0
800+ times solved
Difficulty: Intermediate
Interviewer-led
Growth strategy
Case by
PrepLounge
Powered Wheelchairs
We have been hired by the CEO of Comfort Chairs, a company that manufactures complex powered wheelchairs. Comfort Chairs has headquarters in Sweden with manufacturing in Sweden and sales all over Europe. The company enjoys a strong market position and is known for being a pioneer in its industry. It was recently acquired by a leading global private equity firm that is interested in driving the international growth of Comfort Chairs. Especially, the US market looks very interesting. The CEO has hired you to help him with two things: 1. Determine the size and the growth of the US market for complex powered wheelchairs. 2. Analyze whether entering the US market is attractive.
4.5
9.5k times solved
Difficulty: Advanced
Candidate-led
Market entry
Market sizing
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.
4.1
19.1k times solved
Difficulty: Intermediate
Candidate-led
Operations strategy
Organizational behavior
Profitability analysis
Expert case by
Benjamin
BCG Round 1 Case: Telecommunication Troubles
Your client, Convo Telco, is a leading national telecommunications player in a developing country. They offer both mobile and fixed (e.g. broadband, internet) products across the country. Over the past few years, they have been facing declining profitability and have asked you to help them identify what is the problem
4.7
2.4k times solved
Difficulty: Intermediate
Candidate-led
Profitability analysis
Company case provided by Company case by
SET Management Consulting
SET Case: Your own Management Consultancy
As one of three management consultants with many years of experience, you have SET yourself the goal of founding your own management consultancy. The topics, contents and solution offering with which you can advise and support potential customers are clear. The legal company is already founded and registered in the commercial register. Now you must pitch your business plan to the banks to get the necessary start-up financing! Especially the banks are interested in the underlying rationale of the SET Management Consulting business model. Your goal is to think of relevant financial KPIs and be prepared to explain the underlying revenue and cost streams in more detail.
4.4
20.8k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
Profitability analysis
Case by
PrepLounge
Overseas Market Growth - 1st Round BCG Type
The client is an Indonesian producer of paper boards which can be further processed into paper boxes, shopping bags, etc. They sell in both their domestic market i.e. Indonesia, and in the export market i.e. the US. Revenue last year was $5 billion, with 80% from Indonesia and 20% from the US. Overall they have been growing at 3% annually. The client wants to achieve a 5% growth rate in the next 1-2 years. With the resource constraint they have, they want to focus on one of the two markets. They want to know which market they should go after to achieve that increase in growth rate, and how.
4.5
8.6k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Market analysis
Operations strategy
Expert case by
Gaurav
MBB Final Round Case – Non-Profit Museum Revenue Increase
Your client is ‘Muse 19’, a Museum in Paris with a large collection of 19th century artifacts, predominantly paintings and sculptures. The museum is run by a non-profit organization based in France. The museum is quite popular amongst students, artists and tourists. Last year the museum attracted almost 2 million visitors. Despite this, the museum’s revenue has been declining for the last three years. Surprisingly, other museums of similar nature have been doing much better than Muse 19. The museum director has approached you for advice.
4.6
30.5k times solved
Difficulty: Advanced
Interviewer-led
Pricing
Profitability analysis
Expert case by
Ian
MBB - Climate Change Operations
A mid-sized manufacturing company is concerned about the potential impacts of climate change on its operations. The company has a number of factories located in coastal regions that are vulnerable to flooding and other weather-related events, and it is concerned about the potential financial and reputational risks associated with these events. The company's leadership team has asked your consulting firm to help them understand the risks they face and develop a plan to mitigate those risks. Clarifying Info: - Our client’s objective is to maintain long-term profitability - Our client’s factories are located throughout the US =================================================== Note: Once you have solved this case, make sure to solve the 2nd version of this case: MBB - Climate Change Operations - Part 2 | PrepLounge.com This case is designed to show you how a case can evolve/change based on new information. The first half of this case is the same, but diverges once data and #s are provided. To learn more about how to use case leadership to navigate dynamic cases, please read here: Candidate-Led Cases: What to Expect With Example Cases
5.0
4.1k times solved
Difficulty: Intermediate
Candidate-led
Capacity change
Market analysis
Operations strategy
Restructuring
Sustainability
Expert case by
Emily
Pets Medicine Profit Improvement
Your client is a global drug company producing and selling medicine (pills, powder, ointments, injections, etc.) for a variety of pets (dogs, cats, birds, fish etc.). In addition to organic growth, the company grew significantly over the past few years by acquiring several other pets medicine companies in different parts of the world. During this period, profitability of the company decreased significantly. The CEO is concerned with this decline and wants to put in place a plan to raise the profitability to at least 70%.
5.0
600+ times solved
Difficulty: Beginner
Candidate-led
Profitability analysis

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.

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.

  • 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.

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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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 confidentand 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 ;)
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General Knowledge
Consulting Skills & Preparation
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