Standing out in the London Business School application means showing up with clarity, authenticity, and ambition. For 2025–26, LBS has retained its long-standing career goals essay and continues with the newer “What makes you unique?” question – a deceptively simple prompt that demands deep self-reflection. Together, these essays give you the chance to demonstrate your international outlook, articulate a clear post-MBA vision, and show how you’ll contribute meaningfully to the LBS community. 

Having read thousands of LBS applications as Senior Manager of Admissions at LBS, I’ve seen firsthand how success comes from connecting the dots between your past, present, and future – while highlighting the personal qualities, global mindset, and collaborative spirit that LBS values most. Let’s dive in.

How to Answer LBS Essay 1: Post-MBA Goals and the LBS Advantage

Prompt: What are your post-MBA plans and how will your prior experience and the London Business School programme contribute towards these? (500 words)

This classic LBS essay prompt is refreshingly direct – but don’t be fooled by its simplicity. A strong response requires more than just stating your goals; you need to build a persuasive case for why you need an MBA now, and why London Business School is the right place to help you achieve your ambitions.

Start by outlining your short- and long-term career goals, then connect the dots between your past experience and future aspirations. Why are you headed in this direction? What have you learned so far – through work, leadership experiences, or exposure to different industries – that points to the path you want to pursue? What skills gaps will the MBA help you fill? The admissions committee wants to see thoughtful progression, a sense of purpose, and a genuine need for the LBS MBA at this moment in your career.

Next, get specific about why London Business School. LBS expects you to demonstrate clear, in-depth knowledge of its program – beyond generalities. Identify particular electives, global experiences or clubs, and be clear how these resources will support you to achieve your goals. Show how LBS’s strengths – from its global student body and London location to its emphasis on leadership development – will support your growth. This is your chance to show you’ve done the research and understand what makes LBS distinct.

The best responses are personal, purposeful, and well-informed. Use this essay not only to define your career goals, but to reflect your values, your global mindset, and your genuine enthusiasm for becoming part of the LBS community.

Key Takeaways for LBS Essay 1

• Connect your past to your future. Show how your prior experience has shaped your career vision – and why an MBA is essential now to reach your goals.

• Show LBS the love. Get specific about opportunities at LBS that directly support your ambitions.

• Show purpose and self-awareness. The strongest essays reflect thoughtful career planning, clarity of intent, and a genuine fit with LBS’s global, collaborative culture.

How to Answer LBS Essay 2: What Makes You Unique?

Prompt: What makes you unique? (200 words)

This new-ish LBS essay question may look straightforward, but don’t underestimate its complexity – or its potential. With only 200 words to make your case, you’ll need to dig deep to deliver something personal, meaningful, and memorable.

The admissions committee is not asking for a list of achievements or a rehash of what they’ve already seen in your resume, application form, or career goals essay. And because LBS also asks short-answer questions about your extracurriculars and international experience, you’ll need to be especially thoughtful to avoid redundancy.

So, what should you focus on? The best responses to this LBS MBA essay draw on a genuine understanding of what makes you who you are – beyond your job title or test scores. What personal qualities, life experiences, or core values define you? What lens do you bring to problem-solving or collaboration that would make you a valuable contributor to the London Business School community?

Don’t be afraid to highlight a particular passion – but show, don’t tell. Have you demonstrated sustained commitment to that cause? Can you tie it to an initiative you might lead at LBS? You might also reflect on a defining value: perseverance, curiosity, resilience, compassion — but again, it’s not enough to name it. Share an anecdote or detail that brings it to life. The most compelling responses often highlight a combination of traits or experiences that give a fuller picture of who you are.

Whatever you do, avoid falling back on generic statements or clichéd declarations. “I’m passionate about learning,” or “I’m a team player” won’t stand out. Nor will a laundry list of attributes. And while a little personality is welcome, steer clear of anything so quirky or offbeat that it feels irrelevant or self-indulgent.

With a tight word limit, every sentence must earn its place. Be concise, clear, and intentional – and above all, be yourself. This is your chance to give the admissions team a glimpse of what you’ll bring to LBS beyond your academic and professional credentials.

Key Takeaways for LBS Essay 2

• Focus on what’s personal and distinctive. Highlight a trait, experience, or value that truly reflects who you are and what you’ll bring to the LBS community.

• Avoid duplication. Don’t repeat content from other parts of your application – use this space to reveal something new that adds depth to your profile.

• Be specific, not generic. Use a brief story, example, or concrete detail to illustrate your uniqueness. Steer clear of clichés and broad statements that could apply to anyone.

Inside the LBS MBA Experience: Watch the Interview

What makes London Business School stand out –  and how can you make the most of your MBA experience? In this candid conversation with Fortuna, LBS Admissions Director David Simpson and alum Jemima Maunder (now at Amazon) discuss the power of a global MBA, LBS’s flexible curriculum, and what the school really looks for in candidates.

When and How to Use the Optional LBS Essay? 

Prompt: Is there any other information you believe the Admissions Committee should know about you and your application to London Business School? (500 words)

Like many MBA applications, LBS offers an optional essay – but with a few important distinctions. For one, LBS already asks about your academic background and performance directly in the application form, so you don’t necessarily need to use this space to explain a low GPA or test score unless there’s additional context worth sharing.

However, if there’s another area of concern in your profile – such as an employment gap, a job you were let go from, or any other red flag – this is the appropriate place to briefly and clearly address it. Keep the tone professional and constructive, and focus on how you’ve grown or what you’ve learned from the experience.

If you don’t have anything to explain, this essay becomes a valuable opportunity to add to your application by highlighting a different dimension of your candidacy. You might explore a personal passion, a side project, or a meaningful commitment that isn’t directly tied to your career goals – but still reflects your values, leadership potential, and global mindset. This is a great way to show how you’ll contribute to the LBS community outside the classroom.

Some of our most memorable client examples for this essay include:

• A candidate who overcame learning disabilities and proposed launching an LBS support network for students with similar challenges.
• An amateur photographer who had organized exhibitions and wanted to revive the LBS Photography Club.
• An LGBTQ+ advocate and former city Pride organizer who planned to take a leadership role in LBS’s Out in Business (OiB) club.

If used thoughtfully, this essay can reinforce your fit with LBS and round out your profile in a compelling, personal way.

Key Takeaways for the Optional LBS Essay

• Use it to explain, if needed. If there’s a career gap, job loss, or other potential concern in your profile, use this space to provide brief, honest context.

• Or use it to enhance your profile. If no explanation is needed, share a passion, value, or side project that adds depth and highlights your leadership or community impact.

• Keep it relevant and forward-looking. Whether you’re addressing a weakness or showcasing an interest, focus on how the experience shapes your potential contributions to LBS.

Want More Advice? 

For more insights and advice on getting into LBS, view our related articles and videos:

• How to Get Into London Business School
• LBS Application Video Interview Questions: Tips and Strategy
• London Business School MBA Interview: Everything You Need to Know
• INSEAD & London Business School: Insider Admissions Advice (7-min video blog)
• MBA in Europe Showcase – London Business School (Fortuna webinar with LBS Admissions Director David Simpson and alumna Jemima Maunder)
• A Conversation with LBS Admissions Director David Simpson

Let’s Get You In.

Fortuna Admissions is a dream team of former MBA admissions directors and officers from top business schools. We work closely with you throughout the application process and provide expert guidance at every stage to maximize your chances of admission to a top school.

To learn more about Fortuna and assess your chances of admission to London Business School and other top MBA programs, book your free consultation session now.

FAQs

What are the required essays for the LBS MBA application?
For 2025–26, the London Business School essays include two required prompts and one optional essay:

1. The LBS career goals essay asks about your post-MBA plans and how your experience and the LBS program will help you achieve them (500 words).
2. What makes you unique? – invites you to share a distinctive quality, experience, or perspective in 200 words.
3. The LBS optional essay – gives you a chance to explain a weakness or share another meaningful aspect of your profile (500 words).

What does LBS look for in an ideal candidate?
Check out our conversation with LBS Admissions Director David Simpson; he describes the ideal candidate as having an “inquiring mind,” ambition, humility, global perspective, and a collaborative spirit. In other words, demonstrating fit with LBS means showing curiosity, purpose, and a desire to learn from others – all qualities that should shine through in your essays and application.

How important is a “global outlook” for the LBS application?
It is critically important. LBS prides itself on its incredibly international cohort and global perspective. Your essays and entire application should reflect an awareness of global business trends, experience working with diverse teams, and a genuine desire to both contribute to and learn from a highly international and diverse community.

How do I approach the LBS career goals essay?
The key to structuring the LBS career goals essay is to clearly connect your past experiences with your future ambitions and show how LBS is the bridge between the two. Use this space to lay out your short- and long-term goals, then make a compelling case for why an MBA now – and why LBS specifically. Specificity is key: reference courses, clubs, and global experiences that align with your path. For more detailed LBS MBA essay tips, see the section above on Essay 1.

How strictly should I adhere to the LBS essay word count?
Very strictly. Admissions committees expect you to be clear, concise, and impactful. Aim to use the space effectively, getting close to the limit without going over. Exceeding the word count can show a lack of attention to detail.

How do I handle a low GPA or GMAT/GRE score in the LBS application?

London Business School provides a designated section within the application form to explain your academic performance, including a low GPA or test score. You don’t need to use the LBS optional essay for this. If addressing a low GPA or GMAT/GRE score, be brief and factual, and avoid making excuses. More importantly, emphasize what you’ve done to demonstrate your academic readiness, such as strong performance in a quantitative role, additional coursework (like CFA,  CPA or a pre-MBA math course), or a strong test score. 

What makes a strong response to the ‘What makes you unique?’ essay?
The best answers are self-aware, specific, and authentic. Avoid generic claims or duplicating content found elsewhere in your application. Instead, shine a spotlight on an attribute, story, or combination of traits that reveal something new about you. This is your chance to go beyond credentials and show your potential contribution to the LBS community. For more detailed LBS MBA essay tips, see the section above on Essay 2.

Should I use the optional essay?
The LBS optional essay can be a powerful tool. If you need to explain a gap in employment or other potential concerns (remember that academic concerns are covered in another question in the application form), this is the place to do it – succinctly and professionally. Otherwise, consider using the space to showcase a personal passion, side project, or leadership experience that reflects your values and what you bring to the LBS community.

What are some common mistakes to avoid in the LBS essays?
Here are a few common mistakes candidates make in the LBS essays:

• Writing vague or generic responses that could apply to any school
• Failing to show specific knowledge of LBS programs, culture, or values
• Repeating information already shared elsewhere in the application
• Trying too hard to impress instead of being authentic
• Ignoring the word count or wasting space with filler content

Where can I get more help with my LBS MBA application?
If you’re serious about submitting a standout application and want expert guidance, Fortuna Admissions offers personalized LBS MBA application support. Our team includes former LBS admissions decision-makers who know exactly how to get into London Business School and how to position your candidacy for success. Book a free consultation to get started.

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Fortuna’s Emma Bond is an expert MBA admissions coach and former LBS Senior Manager of MBA Admissions. She has been rated as the top MBA admissions consultant in the world by Poets&Quants.