It's Not About You

Reframe Your Thinking

Written by admissions strategist Barbara Coward, one of the most respected names in graduate management education, It's Not About You reframes the MBA application as what it actually is: a decision-making exercise run by institutions with specific goals, constraints, and incentives.

The strongest candidates don’t just express who they are. They demonstrate why they make sense for a particular program, right now.

This isn’t a book of templates, buzzwords, or inspirational anecdotes. It’s a practical guide to understanding how admissions committees think—and how to position yourself accordingly.

You’ll learn how to move beyond self-description, stop over-indexing on credentials, and build an application narrative that signals clarity, judgment, and fit.

If you’ve read other MBA application books and still feel uncertain about what really matters, this one will feel different. Because it is.

It’s Not About You is for candidates who want fewer rules and more insight—and who understand that standing out starts with seeing the process clearly.