Why I Won't Build Your School List (And Why That's a Good Thing)

The Policy That Surprises People

When new clients ask me to build their school list, I tell them no. I don't build school lists for clients. This surprises people — isn't that what an MBA consultant does? But here's why: the schools you apply to need to be your decision. You need to be able to tell me — and more importantly, tell the admissions committee — exactly why you chose each school. If I hand you a list, your answer will sound like mine. It won't sound like you.

I'll guide you. I'll tell you if your reasoning is solid or superficial. I'll push you to go deeper. But the choice has to come from you. Schools can tell the difference between an applicant who genuinely wants to be there and one who's following someone else's script.

The Top-25 Line

I primarily work with clients targeting top-25 MBA programs. This isn't elitism — it's ROI math. A top-25 MBA opens doors. The network, the brand, the recruiting pipeline — those things compound over a career. Outside the top 25, the ROI equation changes. The doors don't swing open the same way. You can still get a great education and build a great career, but the calculus is different, and I want my clients going in with clear expectations.

That said, within the top 25, the specific school matters less than most people think for career outcomes. Yes, Wharton is famous for finance. Yes, Berkeley has a strong tech pipeline. But you can land consulting, tech, or finance from any top-25 school. The network is different; the opportunities are comparable.

Reach and Safety: Everyone Gets Both

I always make sure every client has at least one reach school and at least one safety school. Always. You should shoot for the stars — don't let anyone, including me, tell you where you can and can't get in. If your application is strong and you're determined, you'd be surprised what's possible.

At the same time, you need a safety school you'd actually be excited to attend. Not a backup you'd resent. A school you'd be proud to graduate from. I use test scores and GPA as rough indicators — they're not everything, but they're the most predictive data points we have. They help ground the conversation in reality without killing ambition.

The Schools I Know Best

I know Georgetown inside and out — I earned my MBA there on a full scholarship. But I've also spent significant time at Columbia, Wharton, Berkeley, and Duke. I attended multi-day events at each of these schools, sat in on classes, talked to students, and got a feel for the culture. When a client is targeting one of these programs, I can speak from experience about what the school values and what the experience is actually like.

For schools outside my direct experience, I'm upfront about what I know and what I don't. But the fundamentals of a strong application — clear story, authentic essays, well-structured resume — work everywhere.

Location Matters More Than You Think

I always encourage clients to look at schools in cities where they have roots. If you grew up in Chicago, applying to Booth with a narrative about understanding the city's business culture is genuinely compelling. It's easier to write a convincing "why this school" essay when you can connect it to something real in your life. Family ties, industry connections, even just a long-standing familiarity with a region — those are legitimate factors. Don't ignore them.

Post-MBA Goals and School Choice

Your post-MBA goal does affect school selection, but less than you'd think. Once you're in the top 25, the recruiting pipelines are strong across the board. A school's specialization matters, but it's not a dealbreaker. What matters more is that you can articulate a clear, specific goal and connect it to what that particular school offers.

If you can't do that, it doesn't matter how perfect the school looks on paper. The application won't hold together.