This question gets to the essence of why you think an MBA is right for you, and, more importantly, why this particular school is right for you. The schools expect that by the time you are working on your application that you have put a lot of thought into this question. A few things to keep in mind:

• Discuss your background and strengths to show why they are a match for the school. How will the school help you reach your goals? Make sure your goals are believable – that is, are they reasonably attainable given your background.

• Schools realize that many applicants are using an MBA to change careers. Don’t speak too negatively of your current situation or describe an MBA as the answer for all of your earthly desires. Again, be realistic and specific with your career goals. How you can achieve the goals with the help of the school given your background?

• Do not use the same answer to this question for each school. The school wants to know that you are familiar with its strengths and that its strengths are tailored to your goals. Does the school offer a particular specialty that meets your goals?