Learn the case interview basics, practice with 200+ cases, and benefit from extensive test materials, and interactive self-study tools.
Topic Overview
Topic Overview
Getting Started
Learn how to prepare for your case interview in a structured and efficient way, and maximize your chances of success.
Preparation Plan
Self Study
Practice With Peers
Practice with Coaches
Learn all about the different types of cases in consulting interviews and how to be well-prepared for every challenge.
Market Sizing
Market Entry
Brainteaser
Growth Strategy
M&A Cases
Pricing
Competitive Response
Valuation Cases
Profitability Cases
Structuring
Understand why a clear structure is crucial in case interviews and how it helps you solve complex cases efficiently.
Approaching a Case
How to Build a Good Structure
How to Communicate Your Structure
How to Practice Structure
Math in Case Interviews
Learn about the most common mathematical requirements in case interviews and how to handle them confidently and efficiently.
Why Math Matters
Fast Math
How to Practice Math Skills

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 by
Oliver Wyman
Oliver Wyman Case: Full Electrons Ahead
4.4
131.5k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Market analysis
Market sizing
Operations strategy
Your client, large automotive OEM WyCar, has developed its first fully electric vehicle (EV) and introduced it as a pilo(...)
Your client, large automotive OEM WyCar, has developed its first fully electric vehicle (EV) and introduced it as a pilot on the Austrian market last(...)
Case by
PrepLounge
In-flight Broadband
4.5
22.7k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
Pricing
Profitability analysis
Our client is a startup that can deliver broadband internet aboard commercial flights.The company owns a patent on a nec(...)
Our client is a startup that can deliver broadband internet aboard commercial flights.The company owns a patent on a necessary technology. They w(...)
Expert case by
MBB - Sky China
4.3
8.2k times solved
Difficulty: Intermediate
Candidate-led
Capacity change
Competitive response
Growth strategy
Operations strategy
Organizational behavior
Profitability analysis
Public Sector
Sky China, a government-backed Chinese airline, has recently seen profits plummet due to COVID-19. Profits are down 80%(...)
Sky China, a government-backed Chinese airline, has recently seen profits plummet due to COVID-19. Profits are down 80% in the months of February and(...)
Company case by
Bain & Company
Bain Case: BeautyCo – Where Did the Profits Go?
4.5
44.9k times solved
Difficulty: Intermediate
Candidate-led
Market analysis
Profitability analysis
Our client BeautyCo is a large European perfumery company with 500 shops across Europe. However, BeautyCo has been strug(...)
Our client BeautyCo is a large European perfumery company with 500 shops across Europe. However, BeautyCo has been struggling with a decrease in profi(...)
Case by
PrepLounge
Argentinian toy manufacturer
4.3
38.2k times solved
Difficulty: Advanced
Candidate-led
Market entry
Profitability analysis
An Argentinian toy manufacturer has 50% market share in Argentina and is the market leader in South America. However, it(...)
An Argentinian toy manufacturer has 50% market share in Argentina and is the market leader in South America. However, its international market share i(...)
Expert case by
MBB - Taxis in Manhattan
3.5
5.8k times solved
Difficulty: Intermediate
Interviewer-led
Brain teaser
Market entry
Market sizing
An entrepreneur has come to you looking to disrupt the taxi industry in NYC. They are interested in determining the numb(...)
An entrepreneur has come to you looking to disrupt the taxi industry in NYC. They are interested in determining the number of taxis in Manhattan, in o(...)
Case by
PrepLounge
Gambling Business
4.3
11.8k times solved
Difficulty: Intermediate
Interviewer-led
Competitive response
Market entry
Profitability analysis
Poker Inc. is currently operating four casinos in Royal City. Competitors are right now planning to open up a rival casi(...)
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. ha(...)
Expert case by
Baby Formula
4.3
19.3k times solved
Difficulty: Intermediate
Candidate-led
Competitive response
Growth strategy
Pricing
Profitability analysis
BabyformulaCo is a leading producer of baby formula with a 30% market share in the US that is looking for ways to increa(...)
BabyformulaCo is a leading producer of baby formula with a 30% market share in the US that is looking for ways to increase their market share without(...)
Expert case by
FastFood Chain Turnaround
5.0
700+ times solved
Difficulty: Beginner
Candidate-led
Profitability analysis
Our client (FastFood Co) is a fast-food company that has > 20 restaurants in the city. Recently, the business has enc(...)
Our client (FastFood Co) is a fast-food company that has > 20 restaurants in the city. Recently, the business has encountered significant challenge(...)
Company case by
Roland Berger
Roland Berger Case: Onlinestar
4.2
104.6k 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(...)
Case by
PrepLounge
Baby Clothing Market Entry
4.1
4.4k times solved
Difficulty: Intermediate
Interviewer-led
Market entry
Profitability analysis
Our client is a consumer packaged goods company looking for top-line growth opportunities. They are considering extendin(...)
Our client is a consumer packaged goods company looking for top-line growth opportunities. They are considering extending its pre-existing baby produc(...)
Case by
PrepLounge
American Airlinks
4.4
18.9k times solved
Difficulty: Intermediate
Candidate-led
Market analysis
Profitability analysis
Your client American Airlinks has seen its inflight revenues stagnate for the past 3 years.     &nbs(...)
Your client American Airlinks has seen its inflight revenues stagnate for the past 3 years.          &nbs(...)
Case by
PrepLounge
Airport taxi
4.5
34.3k times solved
Difficulty: Intermediate
Candidate-led
Market sizing
Profitability analysis
Dubai Airport has decided to counter the chaos in the airport taxi service by commencing a bidding process to assign air(...)
Dubai Airport has decided to counter the chaos in the airport taxi service by commencing a bidding process to assign airport taxi services to 3 operat(...)
Case by
PrepLounge
SuperBurger
4.5
16.3k times solved
Difficulty: Advanced
Interviewer-led
Mergers & Acquisition
Our client is SuperBurger, a fast food chain that operates in the same class as McDonalds, Wendy's, Burger King and so o(...)
Our client is SuperBurger, a fast food chain that operates in the same class as McDonalds, Wendy's, Burger King and so on. They're the fourth largest(...)
Expert case by
BCG - YodaPhone
4.4
12.6k times solved
Difficulty: Intermediate
Candidate-led
Operations strategy
Our client is Yoda's Phones, a national telecommunications company. They have embarked on a three-year, multi-million do(...)
Our client is Yoda's Phones, a national telecommunications company. They have embarked on a three-year, multi-million dollar digitization program. Unf(...)
Case by
PrepLounge
Toothbrush disruption
4.3
13.4k times solved
Difficulty: Intermediate
Candidate-led
Competitive response
New product
Profitability analysis
We are a global toothbrush producing company. Our portfolio consists of two kinds of toothbrushes - 'manual' that sells(...)
We are a global toothbrush producing company. Our portfolio consists of two kinds of toothbrushes - 'manual' that sells for $5 and an electric 'r(...)
Case by
PrepLounge
Bangkok motorbike
4.1
7.9k times solved
Difficulty: Beginner
Candidate-led
Market sizing
Profitability analysis
If you have ever been in Bangkok, you would have noticed these motorcycles transporting people from A to B as an al(...)
If you have ever been in Bangkok, you would have noticed these motorcycles transporting people from A to B as an alternative means of transportat(...)
Company case by
EY-Parthenon
EY-Parthenon Case: Virtual Marketplace
4.3
79.1k times solved
Difficulty: Intermediate
Candidate-led
Growth strategy
Profitability analysis
A leading online real estate marketplace in Germany – your-new-home.com – is struggling with stagnating sales after many(...)
A leading online real estate marketplace in Germany – your-new-home.com – is struggling with stagnating sales after many years of high growth rates. I(...)
Company case by
RWE Consulting
RWE Consulting Case: Floating Wind in Japan
4.7
29.5k times solved
Difficulty: Intermediate
Interviewer-led
Market analysis
Market entry
Market sizing
Profitability analysis
RWE is an international renewables company with a proud heritage of more than 125 years in the energy business. Recently(...)
RWE is an international renewables company with a proud heritage of more than 125 years in the energy business. Recently, during the Capital Markets D(...)

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.