“Rankings will not tell you what’s the best school for you.”

The first page of the Kellogg School MBA application has a very polished video that flashes images of the gorgeous new Global Hub building and plays one-second soundbites of students sharing the stress and anxiety (and self-reflection) that they experienced in their application.

It’s easy to tune out and not really absorb any of it. We’re hit with so many marketing messages every day that we become immune.

But we encourage you to spend time with this, and with every other production that every other school you’re trying for makes available. Sometimes their messaging is straightforward; sometimes it’s so overbranded that you can’t actually distill anything meaningful. But in many, there are real gems of wisdom that are not only important but also relevant, and can possibly be reflected on to find nuggets on the inside of you that you can leverage in presenting your message back in your apps.

One comment that somebody makes in the video is “Rankings will not tell you what’s the best school for you.”

This is the type of thing that can wash right over you, because yeah, you know it’s true.

But why not stop and think about it?

Many, many people are focused on rankings and often rankings alone in their choice of an MBA program. This makes total sense, since everyone wants to go to the best program they can. But rankings tell an exceedingly limited story.

The only legit way to choose schools solely on rankings is if you have spent the time yourself to dig into the methodology used by that publication that develops the rankings. If you cannot sit here and spout off the factors and weightings that Bloomberg BusinessWeek uses to identify Kellogg as a Top 10 school, or that USNews does, then it’s irrelevant that Kellogg is Top 10. (Their methodologies are quite different, BTW.) To go only by rankings is to completely outsource the entire selection process to some nameless corporation. Rankings are useful as a starting point, but that’s it. We’re not going to go so far as to say that rankings are fake news but in this day and age especially, you need to be an informed consumer of everything you take in.

After all, we’re talking about YOUR LIFE.

Remember that these promo videos by the schools are designed for a reason. Significant time and effort is put into them. They are the result of many deliberate choices to try and convey something about the school — something that the school thinks is important. While it’s easy to think that all schools are alike, and to review a bunch of websites makes all of them start to blur together, it’s also important to recognize that each school is desperately trying to convey what they’re about.

Sometimes all it takes is that you listen.