In Brief

• The London Business School application includes two required essays, each with a strict character limit, plus an optional essay.
• The LBS career goals essay asks you to explain your post-MBA plans, how your experience has prepared you, and how LBS will help you get there.
• The second required essay asks “What makes you unique?”, giving you just 1,200 characters to reveal something distinctive about who you are.
• The optional essay also allows up to 3,000 characters to provide additional context or share another meaningful dimension of your candidacy.
• If you use AI software to assist with any of your essays, LBS requires you to disclose and reference that use in the application.

Standing out in the London Business School (LBS) application means showing up with clarity, authenticity, and ambition. With just 3,000 characters for your career goals essay and 1,200 for the “What makes you unique?” response, every word needs to work hard. Your essays should give the admissions committee a clear sense of where you are headed and what you will contribute to the LBS community.

Having read thousands of LBS applications as Senior Manager of Admissions, I know what distinguishes successful candidates: a compelling connection between past, present, and future, grounded in the personal qualities, global mindset, and collaborative spirit LBS values most.

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? (3,000 characters maximum; hard cutoff)

This classic LBS essay prompt is refreshingly direct. A strong response should define your goals while making a persuasive case for why you need an MBA now and why London Business School is the right place to help you achieve them. The 3,000-character limit translates to roughly 500 words (about one page), so you’ll need to make every word count.

Start by outlining your short- and long-term career goals, then connect your past experience to your future aspirations. Why are you headed in this direction? What have you learned through your work, leadership experiences, or exposure to different industries that points toward this path? What 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 point 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. This means understanding the LBS MBA class profile, curriculum, and career opportunities. 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 sets LBS apart.

For a deeper dive into the LBS MBA class profile, curriculum, career outcomes, admissions requirements, and more, explore our comprehensive London Business School MBA Application Guide.

https://fortunaadmissions.com/mba/mba-london-business-school-mba-admissions-guide

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. 

“The most common mistake I see is applicants spending precious words telling LBS about LBS. The committee already knows what the school offers. What they need to hear is why you fit, how the program meets your specific goals, and what you would do with all that flexibility.” Karen Ponte, Fortuna Coach & former Senior Manager at London Business School

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.

Inside the LBS MBA Experience: Watch the Interview

Check out our video conversation with David Simpson, Admissions Director at London Business School, and alum Jemima Maunder, hosted by Fortuna’s Matt Symonds.

Inside the LBS MBA: Flexibility, Global Networks & London Advantage

Hear how LBS combines a flexible 15–21 month MBA (plus a new one‑year option) with world‑class teaching, vibrant clubs, and an extraordinary global cohort. From building career agility and tapping into London’s business hub to forging lifelong friendships and networks across 60+ nationalities, discover how the LBS MBA sets you up to thrive, not just survive, in today’s dynamic world.

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

Prompt: What makes you unique? (1200 characters max hard cut off)

This LBS essay question may look straightforward, but with just 1,200 characters (about 200 words), you’ll need to be highly selective. Your goal is to reveal something personal and distinctive that the admissions committee won’t learn elsewhere in your application.

Avoid turning this response into a list of achievements or a rehash of what the admissions committee has already seen in your resume, application form, or career goals essay. Because LBS also asks short-answer questions about your extracurriculars and international experience, be especially thoughtful about avoiding 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?

You can highlight a particular passion, but show rather than 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.

Avoid 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. A little personality is welcome, but steer clear of anything so quirky or offbeat that it feels irrelevant or self-indulgent.

With a tight character 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.

“Your most memorable story may not be your most impressive achievement. Look for the experience, perspective, or detail that reveals something the admissions committee couldn’t learn anywhere else in your application.” Cassandra Pittman, Fortuna Coach & former member of the admissions teams at LBS and INSEAD

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.

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? (3,000 characters maximum; hard cutoff)

LBS also offers an optional essay, with a few important distinctions. The application includes space to provide additional academic context, so you don’t necessarily need to use this essay to explain a low GPA or test score unless there is further information worth sharing. (Note that 3,000 characters is about 500 words, or one page.)

If there’s another area of concern in your profile, such as an employment gap or an involuntary job departure, this is an appropriate place to address it briefly and clearly. Keep the tone professional and constructive, and focus on relevant context, growth, or what you learned from the experience.

If you don’t have anything to explain, this essay can add another dimension to your candidacy. You might explore a personal passion, side project, or meaningful commitment that is not directly tied to your career goals but still reflects your values, leadership potential, and global mindset. Used well, it can 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.

“An optional essay should have a clear job to do. Use it to give the admissions committee context they genuinely need or to reveal something meaningful that the rest of your application leaves unsaid.” Karen Ponte, Fortuna Coach & former Senior Manager at London Business School

Key Takeaways for the Optional LBS Essay h3

Key Takeaways for LBS Essay 3

• 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)
• 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.