Introduction
One of the most thoughtful and revealing job interview questions is:
“What do you think we could do better or differently?”
At first glance, this might seem tricky—how do you critique a company you want to work for without sounding negative?
This article will guide you on how to answer with tact, insight, and strategy—and impress your interviewer with your research and thinking skills.
Why Interviewers Ask This Question
Interviewers ask this to evaluate:
-Your research and preparation
-Your ability to think critically and constructively
-Your understanding of the company’s mission, brand, or product
-How you give feedback without being disrespectful
They want to know if you’ve taken time to explore their brand and if you have the mindset to contribute meaningfully.
Common Mistakes to Avoid
–Being overly critical – Avoid harsh or negative comments.
–Giving generic answers – “I think everything is great” doesn’t show thought.
–Guessing wildly – Don’t comment on areas you clearly don’t understand.
–Attacking the company – You’re there to improve, not to insult.
How to Structure Your Answer
Use this 3-step framework:
1. Start with a compliment
Acknowledge something you genuinely admire about the company, website, product, or service.
2. Share a constructive suggestion
Mention one specific area where you see an opportunity for improvement.
3. Offer a thoughtful idea or solution
Briefly suggest how you might address it if you were part of the team.
Example Answers
For a Marketing Role
“I really admire your social media presence—it’s consistent and engaging. One area you could consider enhancing is your YouTube content. I noticed there are fewer recent videos, and with your strong brand, short-form tutorials or customer testimonials could help you reach a wider audience.”
For a Customer Service Position
“I appreciate how easy it is to find product info on your website. However, the live chat feature could be more prominent. Improving its visibility or response time might boost user satisfaction, especially for first-time visitors.”
For a Product or Tech Role
“Your app is intuitive and clean. One thing I’d suggest is adding a ‘dark mode’ feature, which many users appreciate for comfort during extended use. It could enhance user experience, especially at night.”
Tips for a Great Answer
- Do your homework – Review the company’s website, product reviews, social channels, or app store ratings.
- Think like a user or customer – What would make the experience better?
- Be specific – Vague answers like “do better marketing” don’t show depth.
- Show creativity and positivity – Focus on improvement, not failure.
- Stay humble – Use phrases like “One thing I noticed…” or “Have you considered…” to sound constructive.
Final Thoughts
When handled correctly, “What do you think we could do better or differently?” is a chance to showcase your insight, professionalism, and cultural fit. With a balanced answer that includes both praise and perspective, you’ll leave a lasting impression as someone who brings value from day one.
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