Facebook CEO and noted dropout Mark Zuckerberg gave the commencement address at Harvard’s graduation this year, and he left the graduates with an important nugget of advice for applying to business school. If you weren’t paying close attention, you may have missed it.

Here is the full video. The quote in question comes right after 6:00:

Here is the quote:

One of my favorite stories is when John F. Kennedy visited the NASA space center, he saw a janitor carrying a broom and he walked over and asked what he was doing. The janitor responded: “Mr. President, I’m helping put a man on the moon”.

What did the Janitor do in his reply to strike a chord with the President? In a word, he offered a purpose for his work.

Say one of the Janitor’s Window Cleaner peers applied to business school. If we were on the admissions committee and came across his resume, we might see lines such as “expertly cleaned all glass surfaces with 10% fewer streaks and peers” or “implemented new harness safety program, dramatically reducing falls.”

Now let’s consider the Janitor. What might his business school resume say? Maybe, “Enabled the success of the moon-landing by providing clutter-free work spaces that enabled calm, decisive mission management” or, “Aided the President’s key national priority by maintaining safe, clean, and functional work spaces that top engineering talent would want to work in.”

Why do we find the second resume more compelling even though they have similar performance in similar jobs? In the first case, the Window Cleaner demonstrates an achievement-orientation and a desire to do his job better than others, but his impact starts and ends with himself. His resume explains why he is a better worker, but it does not explain why we should root for him to be successful. We never learn why we should care about how well he does his job. Meanwhile the Janitor, much like the Third Stone Cutter in an earlier blog post (check it out if you have the time), extends his impact outside of himself. In doing so, he creates a cause -- a vision, a meaning, a mission --- big enough for all of us to root for. The purpose of his work is clear and all of us can feel a part of it.

When we help clients craft their admissions essays, we never lose sight of the fact that Admissions Committees are made up of people who find meaning in their work by believing that it matters on a global scale who they decide to extend offers of admission. Whether at undergraduate colleges or MBA programs, all Admissions Committees want to give those spots to the people they believe will make the most of them. The surest way to make that argument in your application is to clearly explain not only the nature of your work, but its purpose as well.

See how we can craft a purposeful application together