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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.

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RSM Ebner Stolz Management Consultants

RSM Ebner Stolz Case: Noch zu retten?

Sie werden vom Management der mittelständischen Packaging-Group gebeten, eine Einschätzung zur wirtschaftlichen Lage des Konzerns abzugeben. Im Rahmen der Analyse der operativen Ergebnisse der Auslandswerke soll das Werk identifiziert werden, bei dem der aktuell größte Handlungsbedarf besteht. Davon ausgehend sollen Optionen erarbeitet und bewertet werden, die der Kandidat dem Management im Umgang mit diesem Auslandswerk empfehlen würde und was ggf. auf Basis der Analyse für Rückschlüsse hinsichtlich der Konzernzahlen gezogen werden können.

3.0

12.8k times solved

Difficulty: Intermediate

Interviewer-led

Operations strategy

Profitability analysis

Open case

Case by

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Inverto Case: FashionForward’s Sourcing Shake-up

FashionForward is a mid-sized, private-label fashion retailer headquartered in Europe with €600 million in annual revenue. Its product portfolio includes fast-fashion collections for men and women, sold in 220 stores across six countries, and online. The company currently sources approximately 85% of its total production volume from Bangladesh, heavily relying on just three key suppliers for over 70% of that volume. Their procurement strategy is highly cost-driven, and supplier relationships are transactional. FashionForward has now asked Inverto to develop a new sourcing strategy. Over the last 18 months, FashionForward has faced increasing procurement challenges: - A drop in demand for trend-sensitive fashion categories - Long lead times (up to 40 days), limiting reactivity to seasonal trends - Repeated shipping delays and FX volatility from Banglades - Overstocking in basics and stockouts of fashion-forward items - ESG non-compliance flagged in two factories during an audit - Growing pressure from the board to increase agility and reduce dependency on Bangladesh

4.4

10.7k times solved

Difficulty: Intermediate

Interviewer-led

Market analysis

Operations strategy

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OC&C

CleanWave – When the Suds Settle

CleanWave is a leading branded manufacturer of dishwashing products in Germany, primarily selling dishwashing tabs and liquids. During the Covid period (2020–2021), the company experienced unusually strong growth in revenues and profits. Since 2022, however, CleanWave’s revenues and profitability have declined significantly. Management believes this is mainly driven by weaker consumer demand and increased price pressure. You are asked to: - Estimate the size of the German dishwashing market - Analyse the drivers of CleanWave’s declining revenues and profits - Understand the impact of Covid and post-Covid market dynamics - Develop strategic recommendations for CleanWave going forward

4.6

1.2k times solved

Difficulty: Intermediate

Interviewer-led

Growth strategy

Market analysis

Market sizing

New product

Open case

Case by

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Coffee pads

Your client is the CEO of Wiehle, a major household appliance manufacturer. It has been decided that a coffee machine should be added to the product line. The question is how this coffee machine should be designed: either to exclusively use Wiehle pads or to be compatible with the pads of existing third-party providers as well?

4.5

6.3k times solved

Difficulty: Intermediate

Interviewer-led

Growth strategy

Market entry

New product

Profitability analysis

Open case

Case by

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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

Open case

Expert case by

Alberto

MBB Case - Sierra Springs

Our client is Sierra Springs, a top 3 spring water producer in the U.S. The company owns the entire bottled-water production supply chain, including water sourcing, production of water-based products, bottling and packaging and distribution to retail outlets. Sierra Springs also leads its own brand design, marketing and sales efforts. Sierra Springs has several brands across still and sparkling water drinks, 3 large bottling plants throughout the country and distribution agreements with most major retailers. Sierra Springs is evaluating the launch of a new product, a flavored sparkling bottled water called Berry Fizz. The company’s Chief Marketing Office has asked us to help analyze the major factors surrounding the launch of Berry Fizz and its own internal capabilities to support the effort.

4.9

3.5k times solved

Difficulty: Intermediate

Interviewer-led

New product

Open case

Case by

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Barb's BBQ Booth

One day you are grocery shopping when you are approached by Barb B. Queue, the owner of the supermarket’s deli shop. Facing serious competition from other supermarkets and fast food chains, Barb is worried whether his shop is working alright, as lately profits have been stagnating. He had figured that you work in a renowned consultancy and seeks your advice. Because you are a consultant from the bottom of your heart, you agree and sit together with Barb and have a look into his books.

4.5

13.7k times solved

Difficulty: Beginner

Candidate-led

Market analysis

Profitability analysis

Open case

Case by

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VISO

Your client is a big bank that issues credit cards with a €100 annual fee. Recently, a supermarket entered the credit card business. The supermarket’s credit cards do NOT have an annual fee. Your client wants to know how they should react to this new competitor.

4.0

13.7k times solved

Difficulty: Beginner

Interviewer-led

Competitive response

Pricing

Open case

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Berg Lund & Company

Berg Lund & Company Case: Value Growth Strategy - Northern Retail Bank

Du befindest Dich derzeit in einem strategischen Projekteinsatz bei der Northern Retail Bank (NRB), die vor drei Jahren von einem Finanzinvestor übernommen wurde. Während des Mittagessens lädt Dich der CEO zu einem Espresso in sein Büro ein. Dort erläutert er, dass der Finanzinvestor bestrebt ist, den Unternehmenswert der Bank zu steigern – möglicherweise für einen künftigen Verkauf oder Börsengang, weitere Details stehen zum jetzigen Zeitpunkt noch nicht fest. Gemeinsam mit Deinem Projektteam sollst Du nun Maßnahmen entwickeln, um die Profitabilität der Bank zu verbessern. Angesichts der Ergebnisse des letzten Geschäftsjahres und des intensiven Wettbewerbsdrucks sieht der CEO hier dringenden Handlungsbedarf. Der CEO bittet Dich darum, in 30–45 Minuten in sein Büro zurückzukommen, um Deine fachkundige Einschätzung für erste konkrete Stellhebel zu diskutieren.

4.9

5.2k times solved

Difficulty: Intermediate

Interviewer-led

Operations strategy

Restructuring

Open case

Expert case by

Hagen

Retail Banking Profitability

RetailBankingCo is a regional, US-based retail bank that is looking to increase its revenues. As a result, the client is considering introducing a commission-based incentive program for its sales force. RetailBankingCo wants to determine the conditions under which implementing the incentive program would be economically viable.

4.5

16.0k times solved

Difficulty: Beginner

Candidate-led

Growth strategy

Operations strategy

Profitability analysis

Open case

Expert case by

Cristian

MBB first round - Soy Technologies

Our client, Soy Technologies specializes in soy production and processing. The client harvests their soybean crops and processes the soybeans to extract the protein and create soybean meals that are later used for animal feed. Since the demand for soy protein has been steadily increasing in recent years, our client has been looking at more profitable alternatives to create different soybean products, but our client is unsure about the next steps since they would have to entirely change the current processing operations. The alternatives that our client is currently considering are: - Producing soy milk which requires 45% of the extracted protein. - Producing soy concentrate which requires 70% of the extracted protein. - Producing soy isolate which requires 90% of the extracted protein. Our team has been asked to assist them in deciding which option would be best.

4.2

16.3k times solved

Difficulty: Advanced

Candidate-led

Growth strategy

Market entry

Market sizing

Mergers & Acquisition

New product

Profitability analysis

Restructuring

Sustainability

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Gravestone Inc.

Your client, Gravestone Inc., is a mason producing gravestones situated in Switzerland. He is producing high-quality, hand-crafted gravestones with very skilled labour-force. In the recent past a technology was developed that would allow him to produce his gravestones with much less labour. He is contacting us to make a decision if he should invest in this new technology and if he even should remain in the business itself.

4.4

14.4k times solved

Difficulty: Intermediate

Interviewer-led

Profitability analysis

Valuation

Open case

Expert case by

Bernard

MBB Case: COVID-19 Vaccine

The COVID-19 pandemic has killed millions of people worldwide and led to devastating economic impact. A vaccine is one of the biggest hopes for stopping the pandemic. The World Health Organization (WHO) is working with multiple stakeholders to ensure groups at higher risk of becoming infected and dying (e.g. elderly people and healthcare workers) receive a safe an effective COVID-19 vaccine in the next six months. The WHO’s Director-General asked your help to build a plan to achieve this goal. What should be included in this plan?

4.6

19.5k times solved

Difficulty: Advanced

Interviewer-led

Market analysis

Market sizing

Operations strategy

Organizational behavior

Public sector

Open case

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EY-Parthenon

EY-Parthenon Case: Virtual Marketplace

A leading online real estate marketplace in Germany – your-new-home.com – is struggling with stagnating sales after many years of high growth rates. In a preliminary project with EY-Parthenon, the market environment has already been examined in detail – competitors, new entrants, customer needs, etc. As a result, you are asked to identify growth areas and quantify the potential sales uplift for the management.

4.3

85.7k times solved

Difficulty: Intermediate

Candidate-led

Growth strategy

Profitability analysis

Open case

Expert case by

Federico

MBB Round 1 | Market Entry

Our client is a family-owned European premium chocolate manufacturer with roughly €600m in annual revenue, sold mainly in Western Europe through its own boutiques and upscale grocery. Home-market growth has slowed to low single digits, and the board wants the company's next growth engine. The board believes India could be it and has asked one question: should the client enter, and if so, how? Beyond a simple Go or No-Go, they want a defensible entry route and a realistic view of what the opportunity is worth.

4.7

700+ times solved

Difficulty: Intermediate

Candidate-led

Growth strategy

Market analysis

Market entry

Market sizing

New product

Pricing

Open case

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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

11.1k times solved

Difficulty: Intermediate

Interviewer-led

Operations strategy

Open case

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OC&C

OC&C Strategy Consultants Case: Expansion einer Schmuck Agentur in China

Unser Kunde, Schmuck Agentur, ist ein führender europäischer Fachhändler für Accessoires und Schmuck. Der Kunde ist derzeit nur in Europa aktiv und vertreibt sowohl Premium- und Luxusprodukte, meist von europäischen Marken, als auch "Mid-Market" Produkte, die eher der hauseigenen Marke angehören. Der Großteil des Vertriebs geschieht über das eigene stationäre Geschäft in Europa. Schmuck Agentur möchte expandieren, und zieht hierfür den chinesischen Markt in Betracht. Aus diesem Grund wirst Du gebeten zunächst Bewertungskriterien für einen möglichen Markteintritt zu erarbeiten. Im Anschluss wirst Du Informationen erhalten, die Dir erlauben einige Faktoren zu bewerten. Abschließend sollst Du eine Empfehlung aussprechen, ob der Kunde das stationäre Geschäft nach China expandieren sollte.

4.7

22.1k times solved

Difficulty: Intermediate

Candidate-led

Market analysis

Market entry

Profitability analysis

Open case

Case by

PrepLounge

Smart Meters

The municipal utility Hamburg Energized is a local energy retail (power and gas) and distribution grid company active in the city of Hamburg. The majority of shares of Hamburg Energized is held by the city itself. As the distribution system operator of Hamburg, Hamburg Energized is responsible for the operations and maintenance of the gas and electricity grid on customer level. In the course of the energy transition in Germany, the responsible board member for the technical grid operations, Jan Bremer, thinks about deploying Smart Meters in the gas and electricity grid. He approaches you with the request to conduct a feasibility analysis and to give a clear recommendation whether or not Hamburg Energized should use Smart Meters in its gas and electricity grid in the future.

4.4

35.5k times solved

Difficulty: Intermediate

Interviewer-led

Market analysis

Market entry

New product

Operations strategy

Profitability analysis

Open case

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CTcon

CTcon Case: Das beste Eis der Stadt!

Deine Klientin ist die Besitzerin der Eisdiele TOTO in einer deutschen Großstadt. Das Geschäft läuft so gut, dass die Besitzerin eine weitere Filiale eröffnen will. Sie ist hellauf begeistert und möchte auf Nummer sichergehen. Sie fragt Dich daher: Ist das eine gute Idee?

4.6

16.7k times solved

Difficulty: Intermediate

Interviewer-led

Capacity change

Growth strategy

Market entry

New product

Profitability analysis

Open case

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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

Open case

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!

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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.

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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 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

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 You Having 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. Population Country/Region Population (approx.) Worldwide 8.05 billion China 1.426 billion India 1.419 billion Europe (EU states) 450 million USA 335 million Indonesia 277 million Brazil 203 million Russia 143 million Japan 124 million Germany 83 million UK 68 million GDP Forecast in USD for 2024 Country/Region GDP 2024 (approx. in trillions USD) Worldwide 105 trillion USD USA 25 trillion USD China 18 trillion USD Japan 4.3 trillion USD Germany 4.5 trillion USD France 3.0 trillion USD UK 3.1 trillion USD India 3.9 trillion USD Italy 2.2 trillion USD Brazil 2.1 trillion USD Canada 2.2 trillion USD Key Data to Know for Your Case Interview In 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 Hours Larger Units Smaller Units Days/Year 365 days (In leap years: 366 days) Days/3 Years 1,095 days Days/4 Years 1,461 days (including 1 leap year) Weeks/Year 52 weeks Hours/Week 168 hours Seconds/Hour 3,600 seconds Conversion of Fractions to Percentages and Decimal Values Fraction Percentage Decimal 1/5 20% 0.20 1/6 16.67% 0.1667 1/7 14.29% 0.1429 1/8 12.5% 0.125 1/9 11.11% 0.1111 1/10 10% 0.10 1/11 9.09% 0.0909 1/12 8.33% 0.0833 1/13 7.69% 0.0769 1/14 7.14% 0.0714 1/15 6.67% 0.0667 1/16 6.25% 0.0625 1/17 5.88% 0.0588 1/18 5.56% 0.0556 1/19 5.26% 0.0526 1/20 5% 0.05 Remember, 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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