Advice to Applicants

'Even though I was admitted, I'll probably never know exactly why…I can, however, share some advice that I think made me a stronger applicant'

By Brandon Cornuke

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Brandon Cornuke
Northwestern (Kellogg)
MBA Class of 2010

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As September peeks around the corner, aspiring MBA candidates all over the world will begin crafting their business-school applications. I know how they feel. A year ago I was beginning to navigate the daunting selection process myself. Among all the questions and doubts that swirled around my head back then, I was most concerned with my chances. In other words, I wanted to know if I was a legitimate candidate.

Because I eventually got into my top choice—Northwestern's Kellogg School of Management—I'd love to report that I've found the alchemy necessary to identify a successful application.

But even though I was admitted, I'll probably never know exactly why. The admission process is a mystery and most admissions officers, it seems, are way too busy to provide in-depth feedback. I got the "Congratulations!" letter rather than the "We regret to inform you…" letter. If you ask me how I "got in," that's where the facts stop and the conjecture starts.

The GMAT Isn't Everything

I can, however, share some advice that I think made me a stronger applicant.

First, don't let your GMAT score hinder your application. Business schools know just as well as the rest of us that the GMAT doesn't measure a candidate's wisdom, guts, or tenacity. If it did, schools would fill their ranks with perfect scores. Aim close to the average of other admitted students and let the rest of your application demonstrate how great you really are.

While that isn't stunningly helpful advice, here's the important part: Yes, you, can beat that test. Some people are natural test takers. Trust me, I'm not. But I studied tenaciously for the GMAT and it paid off. I have several friends with similar stories. Devour the study guides, practice until you see questions in your sleep, and treat the sample exams like the real thing. Don't be intimidated by people who supposedly waltz into the test unprepared and knock it out of the park. I'm not ashamed to say that I studied nearly every day for three months before I sat for the exam. Study hard, get a score that won't overshadow the more meaningful parts of your application, and never look back.

Be Sincere

Next, articulate why you want an MBA. Your essay readers will expect you to be specific. Your interviewers (if they're good) will demand concrete reasons. And, candidly, you should know exactly why you're planning to spend $100,000 on a degree that some people think is completely irrelevant. Refine your reasons and make them tangible. I was ready to leave information technology consulting because I was tired of slogging through the minute details of operational business. Instead, I wanted to help companies define and shape a bigger strategic picture. The most well-respected strategy consultancies almost universally require a blue-chip MBA, so I knew I needed to attend a top program. While my chain of reasoning might not be unique, it sounds a lot stronger than "I want an MBA because it seems like a great way to find myself."

Once you've defined where you want your degree to take you, choose your target programs deliberately. That means deciding what you want out of your business-school experience and finding schools that match your needs. Do a few programs excel in your desired field of study? What are the characteristics of your ideal student body? What classroom approach appeals to you? Sift carefully. Don't apply to the top five just because they're the top five. Apply to your own top five (or three, or seven.) Schools like to know that you chose them because you appreciate their unique strengths. I bet an astute interviewer or essay reader will sense your enthusiasm and welcome your diligence.

That follows in the same vein as another suggestion: Be sincere. When I came face to face with admissions reps, I could sense them searching for insincerity. How many times can they hear "this is absolutely my top choice" without becoming a little guarded? Be tactful, but don't just say what you think they want to hear. Tell them what you want them to know about you and exactly why you've chosen to apply to their school. Of course, that groundwork starts with identifying the right programs and articulating solid reasons.

Craft Your Story

Finally, refine your "story," the personal narrative of influences, experiences, and values that make you who you are. For example, if you're a lifelong volunteer who finds a great deal of satisfaction in nonprofit work, figure out how that's helped steer you toward business school, then thread that theme throughout your essays. A crafted story helped me communicate a compact, clear self-image. I knew I couldn't explain who I am and where I'm going in a 500-word essay or an hour-long interview. But by picking a theme and sticking to it, I was able to frame and focus key aspects of my character and my motivations.

It's worth repeating that this advice comes from my own interpretation of a process. Ultimately, I will never know for sure why an MBA admissions board gave me a spot in the Class of 2010. Thankfully, I don't have to: My journey as an applicant has come to a close. To those of you who are about to start your own journey, however, I'll offer you one more piece of advice. Lift your sights as high as you can and work relentlessly toward your goal. "Make no little plans," said architect Daniel Burnham, "They have no magic to stir men's blood."

Cornuke is a B-school member of Northwestern's Kellogg School of Management MBA Class of 2010.