A, you raise an interesting point (and one that drives me nuts when I interview graduates). I understand the value my service line can bring far better than any graduate ever will -- and in general, trying to talk knowledgably about an industry where you don't have much experience only reveals your ignorance.The proof, as they say, is in the pudding. It is unlikely that you can 'convince' me through your arguments that you're the right person for the job. I am much more likely to make my decision based on the overall evidence at hand.As a graduate, you should be able to:- Comment on the other firms that you're applying to, understand what they do and how they differ from one another.- Have thought out the companies you're applying to and have a rationale for applying.- Demonstrate that you're bright, having an understanding of business, commerciality, and are eager to learn. Too many grads try to impress and come off as 'know-it-alls'- Demonstrate that you understand the key skills we're looking for in this businessI work for an operational consultancy. If you came here for an interview, I would expect to see evidence of all of the above -- and you would be a good fit if you could demonstrate that you were numerate, analytical, presentable, and mature. I would understand 100% if you were applying to our competitors, but I would expect you to have at least some idea about how we differ (or asked some good questions about this).I've worked within Big 4 companies for years, and even with my experience, it's hard to differentiate one from another. The answer is unlikely to be in the annual account or the graduate prospectus.If I were applying for accountancy, operational consulting, and strategy consulting, I might just tell the interviewer the other companies in the relevant field where I was applying. So if I was applying for KPMG Audit, I would mention that I applied for Deloitte Audit as well, but wouldn't mention my McKinsey or JP Morgan application.Hope this helps