You're in a job interview. How do you answer the question "What do you know about our firm?

1 Know the basics

The first step is to know the basic facts about the firm, such as its history, size, strategy, portfolio, performance, culture, and values. You can find this information on the firm's website, annual reports, press releases, social media, and industry publications. You should also check the firm's LinkedIn page and the profiles of the people who will interview you to learn more about their backgrounds, roles, and achievements. You don't need to memorize every detail, but you should be able to summarize the main points and show that you have done your homework.

2 Know the specifics

The second step is to know the specific aspects of the firm that relate to the role you are applying for, the sector you are interested in, and the deal you are working on (if applicable). For example, if you are applying for an associate position in the consumer sector, you should know the firm's investment thesis, criteria, and process for that sector, as well as the current and past deals they have done in that space. You should also know the trends, opportunities, and challenges that affect the sector and how the firm is positioned to capitalize on them. You can find this information by reading the firm's case studies, newsletters, blogs, podcasts, webinars, and industry reports, as well as by talking to current or former employees or contacts in the sector.

3 Know the fit

The third step is to know how you fit into the firm and why you want to work there. You should be able to articulate what attracted you to the firm, what differentiates it from its competitors, and what value you can add to its team and portfolio. You should also be able to demonstrate that you share the firm's vision, mission, and values, and that you have the skills, experience, and personality that match its culture and expectations. You can find this information by reflecting on your own goals, strengths, and preferences, as well as by asking questions to the interviewer or other people who work at the firm.

4 Know the questions

The fourth step is to know the possible questions that the interviewer might ask you based on what you know about the firm. You should anticipate and prepare for both general and specific questions, such as what the firm's strategy and competitive advantage are, recent or notable deals, how they source, evaluate, execute, and exit investments, the main challenges and opportunities in their sector or market, how they measure and improve performance and impact, why you applied to their firm and why you are a good fit for them, how you would approach a potential investment opportunity in their sector or market, and how you work in a team and deal with feedback, pressure, and ambiguity.

5 Know the answers

The fifth step is to know how to answer the questions that the interviewer might ask you based on what you know about the firm. You should structure your answers using the STAR method, which stands for Situation, Task, Action, and Result. This means that you should describe a specific situation or scenario that relates to the question, explain the task or goal that you had to achieve, describe the action or steps that you took to accomplish it, and highlight the result or outcome that you achieved or learned. You should also use examples from your previous work, education, or extracurricular activities that showcase your relevant skills, knowledge, and achievements. You should also tailor your answers to the firm's specific context, needs, and goals, and show enthusiasm, curiosity, and confidence.

6 Know the feedback

The sixth and final step is to know how to receive and use the feedback that the interviewer might give you based on your answer. You should thank the interviewer for their feedback, whether it is positive or constructive, and show that you are open to learning and improving. You should also ask for clarification or examples if you are not sure what the feedback means or how to apply it. You should also use the feedback to refine your answer, address any gaps or weaknesses, and emphasize any strengths or opportunities. You should also follow up with the interviewer after the interview and reiterate your interest, appreciation, and fit for the firm.