Other essay topics come and go, but the GSB’s main essay topic remains “what matters most…and why?” It’s been the prompt for as long as anyone remembers, and when I, an aspiring MBA, met the then-director of admissions, I asked him what I should say.

“What matters most to you?” he countered.

Immediately I responded: “my dog.”

“Then write about your dog.”

For the record, I did not write about my dog. But the knowledge that I could write about my pup — could write about ANYTHING — was enormously liberating. And the essay that resulted may not have been my best piece of writing, ever, but it was 100% me, being who I was.  Not trying to second guess what anyone might want to read, or worrying about whether I was sending the right message. The key to WMM is to talk about something that truly matters to you, matters in a global, big picture way. If you’re feeling it, your essay will show it.

One year when I worked at the GSB, director of admissions Derrick Bolton mentioned, more than once, that we’d admitted two students who’d written WMM essays about potatoes; another successful applicant had written about pickles.  I didn’t read the potato essays, but did read the pickle one.  Though nominally about pickles, it was mostly about interpersonal relationships, about courage, about creativity. As with the best WMM, it gave admissions readers a deep dive into the heart and soul of the applicant.

Now when I work with clients, I always warn them that WMM is going to be the toughest essay they write, and to budget plenty of time for it. Often it takes a few iterations to figure out the optimal topic and to nail the tone.  But I also remind clients that every minute they spend on the WMM is an investment in their future, taking them a few steps closer to the MBA. In a successful WMM, the unique voice of the applicant shines through. When I worked at the GSB, reading an essay like that was like unwrapping your biggest and best birthday gift. We lived for those essays! , I’d run into Derrick’s office saying “we have to interview this applicant!” and usually that applicant would get invited to interview.

All that said, here’s what not to write about:

  • Saving the world. On evaluation forms, I’d abbreviate this as MAD — Making a Difference.  Of course we all want to have an impact. We want to feel as though our lives matter. But unless you are Malala, you are going to have a hard time convincing admissions readers that your desire to help others is a key driver in your life.  This kind of essay tends to sound trite and contrived. Don’t.
  • The marathon essay. Preparing for and completing a marathon, or any other event that requires a lot of training, commitment, and time, may be a focal point of your life, but it’s a hard essay to pull off without sounding self-absorbed and even kind of shallow. If you’re tempted to write this kind of essay, consider instead what is motivating you to run the marathon. That, rather than the marathon itself, might make a terrific WMM.
  • Your family. It’s great that you love your parents, siblings, grandparents, and other people who have played an important role in your life.  The challenge with this essay is that admissions wants to learn about YOU, not about all the amazing relatives who aren’t applying for an MBA. So instead of writing about them directly, think about key values they’ve imparted that have shaped you and continue to influence your life.
  • Anything that you normally wouldn’t discuss except with your therapist or diary. I’m sure you’ve got some juicy material, but save it for the novel you’re going to write.  I’ve seen some cringe-worthy stories.  Don’t torment admissions readers. Please.

HBS is currently using an open-ended “tell us about yourself” prompt. Sometimes, people think they can use the same essay for both schools. Nice idea, but usually it’s not going to work.  Even though the prompts may sound somewhat similar, in practice they result in different kinds of essays. Moreover, the admissions officers at both schools will figure out what you’re up to, and they aren’t going to be thrilled with the fact that you used your HBS essay to apply to the GSB, and vice versa.

And finally: don’t forget the “why” part of the prompt. You can normally dispense with “why” in a few sentences, but those are important sentences as they add context to the WMM.