Stanford GSB asks candidates to respond to two core essay questions: What matters most to you, and why? and Why Stanford for you? Together, they’re designed to uncover who you are, what drives you, and how you hope to grow.

These essays are among the most personal and thought-provoking in MBA admissions and present a formidable exercise in self-awareness. The strongest applications tell a coherent, deeply personal story – anchored in self-awareness and aligned with the GSB’s mission to develop principled, innovative leaders who make a difference.

In the guidance below, we’ll break down what each essay is really asking, how to approach it, and what makes a successful response. Drawing on our experience as admissions insiders and coaches who have helped hundreds of candidates secure spots at the GSB, we’ll help you write essays that are not only compelling, but unmistakably you.

How to Answer Stanford GSB’s Essay on What Matters Most to You & Why?

Prompt: What matters most to you, and why? (650 word limit)

For this essay, we would like you to reflect deeply and write from the heart. Once you’ve identified what matters most to you, help us understand why. You might consider, for example, what makes this so important to you? What people, insights, or experiences have shaped your perspectives?

This iconic essay has been at the heart of Stanford GSB’s MBA application for more than two decades – and for good reason. It’s designed to reveal what really drives you. The question is intentionally broad and deceptively simple. Yet crafting a meaningful response requires deep self-reflection, clarity of purpose, and the courage to be authentic.

At Fortuna, we know this essay can be one of the hardest to write – but also the most rewarding. It asks you to pause the hustle of day-to-day life and look inward. Stanford isn’t interested in what you think they want to hear. They want you – your voice, your values, your “why.”

Why This Essay Matters
Stanford GSB is looking for more than impressive credentials. They want principled, curious leaders who care about making a difference. This essay gives the admissions team insight into your motivations and how you see the world.

Done well, it helps them understand how you’ll show up in the classroom, in your career, and in your community. That’s why it’s worth the time and emotional energy to get it right.

Kirsten Moss, Stanford GSB’s former Assistant Dean of MBA Admissions, explained to Fortuna’s Matt Symonds why the GSB has stuck with this question for so long: “One of the things that has been proven over and over in research is that inspirational leaders who get the highest level of performance from their organizations really know what drives them, and they are thinking beyond themselves to the problems they can have an impact on. Taking the time to understand what matters to you will be your true north as a leader, no matter what school you go to, for the rest of your life… You will be one step ahead of the game in terms of being able to motivate others.”

Where to Begin
Start by setting aside your goals and accomplishments. This isn’t about your future plans or repeating your resume – it’s about what matters most to you as a person. Ask yourself:

• What do I stand for?
• What experiences have shaped my beliefs?
• When have I made a hard choice that revealed what really matters?
• What will I be remembered for?

You might find it helpful to jot down memories, conversations, or formative experiences that have stayed with you over the years. Often, a theme will begin to emerge. Talking with a friend, a coach or mentor can also spark insights you hadn’t seen before.

Building Your Narrative
Once you’ve identified your core theme, bring it to life with a story – or a series of moments – that illustrate how this value or priority has shaped you. Think about:

• Origins: How did this value first emerge in your life?
• Evolution: How has it been tested, challenged, or strengthened?
• Impact: How does it shape your decisions, relationships, or aspirations?

Let the reader feel what you felt. You don’t need dramatic events; small moments, told with honesty and insight, can be just as powerful. What matters is that the essay feels grounded in your lived experience.

This is also a space to be vulnerable. Don’t shy away from complexity or contradiction – those are often where the most compelling insights live.

What to Avoid

• A resume rehash. This essay isn’t about your achievements. Avoid listing accomplishments or outlining your career path.
• Trying to impress. You don’t need to sound grand or overly polished. The most memorable essays are often the most personal and unfiltered.
• Abstract concepts without a story. If you say that “integrity” or “growth” matters most to you, back it up with specifics. What does that value look like in your life?
• Using AI. This essay needs to have personal details that will help you stand out.  AI tends to “smooth the edges” and make essays sound pretty but generic.  The “edges” are what the GSB is looking for!

How It Fits Into Your Application
Think of this essay as the soul of your application. It gives context and meaning to everything else you share – from your professional goals (Essay B) to your letters of recommendation. When it’s done well, Essay A creates a throughline that ties your story together and helps the admissions committee see the person behind the profile.

Key Takeaways

• Dig deep. This essay requires more introspection than strategy. Give yourself time to reflect before you start writing.
• Be specific. Use real experiences and moments – not vague generalities – to illustrate your values.
• Keep it personal. The best essays sound like a conversation with someone who knows you well.
• Focus on the “why.” What matters most is not just what you value, but why you value it – and how it shows up in your life.
• Let your voice shine. Don’t worry about being impressive. Be sincere, be clear, and be you.

How to Answer Stanford GSB’s Essay on Why Stanford?

Prompt: Why Stanford for you? (350 word limit)

Describe your aspirations and how your Stanford GSB experience will help you realize them. 

If the first essay asks you to reflect on the core values that shape who you are, this second essay turns your attention toward the future.

At Fortuna, we often think of these two essays as two parts of the same story. Essay A reveals your inner compass; Essay B explains where you’re headed and why Stanford is the community you’ve chosen to grow with along the way.

What Stanford Is Looking For
Stanford is seeking people who dream boldly but think clearly. Your plans don’t need to be rigid or overly detailed, but they do need to be intentional. The admissions committee wants to see that you’ve reflected seriously about your future and have compelling reasons for pursuing an MBA – and for pursuing it specifically at the GSB.

That means you’ll need to:

• Articulate your career goals.
• Clarify your motivation for pursuing an MBA.
• Show that you understand what’s distinctive about Stanford – and how it aligns with your growth.

Crafting Your Vision
Start by defining your short- and long-term career aspirations. What kind of leader do you want to become? What impact do you hope to make – and why? These goals should feel authentic to your background, your Essay A values, and the direction you’re motivated to take.

Then turn the focus to Stanford. This is where your research really needs to shine. Go beyond a surface-level list of electives or clubs. What elements of the GSB experience will catalyze your transformation? Consider:

• Specific courses or faculty whose work connects with your interests.
• Experiential learning opportunities like the Action Learning Program.
• Student-led initiatives, centers, or communities you want to be part of.
• Values that resonate with you – like Stanford’s emphasis on principled leadership, self-awareness, and innovative impact.

If you’re applying to both the MBA and MSx programs, clearly address your interest in each and how they relate to your goals and experience level.

Make it Yours
Make this essay unmistakably yours. Imagine handing it to a person who knows you really well – hidden inside a stack of 100 anonymous essays. Could they pick yours out? That’s your goal. This essay should reflect your voice, your aspirations, and your connection to Stanford in a way that no one else could replicate. The most compelling essays don’t just explain why Stanford – they reveal why Stanford for you.

Key Takeaways

• Make it personal. Connect your goals to who you are – not just what you want to achieve.
• Demonstrate intention. Show you’ve thought deeply about why now is the right time for an MBA.
• Do your homework. Show that you’ve taken the time to really understand what makes the Stanford MBA distinctive.
• Show alignment. Make it clear why the GSB is the right fit – not just a great school.
• Keep it cohesive. Your aspirations should feel like a natural extension of what you shared in Essay A.

How to Answer Stanford GSB’s “Positive Impact” Short Answer Question? 

Prompt: Think about a time in the last five years when you’ve created a significant positive impact, whether in professional, extracurricular, civic, or academic settings. What was the situation, what did you do, and what was the impact? (3 examples of up to 1,200 characters each)

Additional instructions from Stanford: If you would like to discuss your contributions more fully, this section is the place to do so. Perhaps you would like to expand upon a bullet item from your resume and tell us more about the “how” or “why” behind the “what.” Or maybe you have had a significant impact outside of work in a way that doesn’t fit neatly in another part of the application. 

This short-answer section is an invitation to reveal – with both specificity and substance – where you’ve been most impactful. Behind this inquiry lies Stanford GSB’s conviction that past behavior is the best predictor of future potential.

While the section is officially optional, it’s one we strongly recommend completing. It’s a valuable opportunity to highlight how you lead, contribute, and make a difference – beyond titles, metrics, or accolades. Each example is concise (there’s a hard cutoff at 1,200 characters which is roughly 200 words), yet it should be packed with authenticity, reflection, and meaning.

Your examples may overlap with other parts of your application, such as your resume, recommendations, or your “most significant accomplishment” entries, but this is your chance to dig deeper into the “how” and “why,” not merely restate the “what.” Each response should add dimension and context to your candidacy, showing how you define impact and why these experiences were formative.

How to Approach It

1. Cast a wide net.
   Start by brainstorming moments from across your life – professional, academic, or personal – where you’ve made a meaningful difference. Often, smaller or less obvious examples can reveal your character, problem-solving, and empathy.
2. Choose strategically.
   Select examples that align with your values and complement the rest of your application. Be intentional about what each story conveys and how it reflects Stanford’s view of leadership – strategic thinking, initiative, persistence, results orientation, and the ability to engage and develop others.
3. Use a clear structure.
   The STAR format (Situation → Task → Action → Result) keeps your answers focused and easy to follow. Within that framework, highlight both what you did and why you did it; your motivations and decision-making process matter as much as the outcome.
4. Be specific and personal.
   Include concrete details that help the reader visualize your actions and understand your impact. Go beyond describing results to explain why the experience mattered to you and how it influenced your perspective or leadership style.
5. Show range.
   Use all three responses if possible, drawing from different aspects of your life, e.g. work, community, extracurriculars, or academics. Together, your examples should showcase both breadth and depth: how you think, lead, and learn from experience.
6. Add value, not repetition.
   If an example already appears elsewhere (on your resume, in your recommendations, or in the application itself), use this space to go deeper into the how and why. Each response should add nuance and texture to your overall narrative.

As my fellow Stanford GSB alumna and Fortuna colleague Tatiana Nemo puts it:

“The admissions office is genuinely interested in getting to know you in a deep and mindful way. The experiences you deem most impactful and valuable offer a window into your thoughts, your actions, and your perspective on life – a great opportunity to complete the truest representation of you.”

Key Takeaways

• Treat this section as an essential window into your leadership and values in action.
• Choose examples that reveal not just what you did, but who you are when you lead or collaborate.
• Even small wins can showcase meaningful impact if they reveal empathy, initiative, or transformation.
• Use this space to add substance and value to your overall application.

How to Answer Stanford GSB’s Additional Context Question?

Prompt: We know that each person is more than a list of facts or pre-defined categories. With this question we provide you with an optional opportunity to elaborate on how your background or life experiences have helped shape your recent actions or choices. (800 characters)

This optional short-answer question is your chance to add another dimension to your application – one that goes beyond academic and professional data points. It’s an invitation to share how your identity, lived experience, or background has meaningfully influenced the way you move through the world today.

Stanford introduced this question to give applicants space to connect the dots between who they are and how they show up. Think of it as a brief window into how your history has shaped your values, relationships, or actions – especially recent ones.

How to Approach It
First, reflect on what makes you you. That could include your race, ethnicity, gender identity, sexual orientation, socioeconomic background, religion, culture, nationality, or immigration journey. But it could also include less visible dimensions – such as a lifelong dedication to an art form or sport, being a caregiver, or navigating a nontraditional path.

Then, go a step further: How has this part of your background influenced a recent choice or action? That’s what the question is really about.

This isn’t the place to rehash your resume or restate your essays. Instead, it’s an opportunity to highlight something personal – maybe even something that wouldn’t otherwise appear in your application – and show how it informs the way you lead, collaborate, or contribute to your community.

Keep It Focused
With a strict 800-character limit, which is about 120-130 words, every word counts. Make sure your response answers both sides of the prompt:

1. A specific aspect of your background or life experience
2. How it influenced a recent action, interaction, or decision

Even a small, real-world example can make a powerful impression if it’s tied to your identity in a meaningful way.

Key Takeaways

• Think identity-first. What’s a core part of your background that shapes how you see and engage with the world?
• Connect to the present. Focus on how this identity has influenced something you’ve done or chosen recently.
• Don’t repeat your essays. Use this space to introduce something new or deepen an existing theme.
• Be authentic. Choose something that genuinely matters to you—not something you think Stanford wants to hear.
• Be concise. You have 800 characters to leave an impression—make each sentence specific and intentional.

How to Answer Stanford GSB’s Additional Information Question?

Prompt: Through all of the elements of your application, we believe that we get to know you well. Complete this section only if you have critical information you could not convey elsewhere on your application (e.g., extenuating circumstances affecting academic or work performance, or test taking experiences, academic experience (e.g. independent research) not noted elsewhere). This section is not meant to be used as an additional essay. (1200 characters)

This section is truly optional – and should only be used if you have essential context that would help the admissions committee better interpret your candidacy. It’s not the place to add more accomplishments or squeeze in an extra essay. If you’re unsure whether to include something, ask yourself: Would the absence of this information create a gap or misunderstanding in how my application might be read?

Common reasons to use this space include:

• A drop in academic performance due to illness or personal hardship
• Context around a low test score
• A disciplinary issue you’ve grown from and want to address head-on

If you choose to write something, be brief, factual, and direct. Avoid emotional appeals or long justifications – your goal is clarity, not persuasion. And if you’re on the fence: Stanford means it when they say they believe the application already gives them a good sense of who you are. Only write here if you truly have something critical to add.

Final Thoughts on the Stanford GSB Essays

Writing the Stanford GSB essays isn’t just about getting into business school – it’s about sharpening your sense of self. These prompts ask you to step back from the noise of everyday life, and consider what truly drives you. It’s not easy work. But it’s exactly the kind of deep, personal exploration that GSB values – and that great leaders return to again and again.

At its core, Stanford is looking for people who know who they are, what they stand for, and why they’re stepping forward. If you can bring that clarity to your application, you’re not just writing a strong set of essays – you’re preparing yourself for the journey ahead.

Let’s Get You In

Fortuna Admissions is a dream team of former MBA admissions decision-makers from top schools. We know what it takes to stand out because we’ve made the admit decisions ourselves. Whether you need help refining your story, strengthening your essays, or navigating interviews, we’ve got you covered.

Our free consultations are consistently rated the best in the industry – and they’re a great way to get personalized advice and honest feedback on your profile. Book your free session with us today.