An LBS application should show that the institution would benefit from the applicant’s admission. This can be done through the MBA personal statement, or in some other section of the LBS application. What matters is that the reader becomes convinced that the applicant has something to offer. For example, an MBA personal statement needs to show the applicant’s strengths and the relevance of his ambitions. Some personal statement help could be useful in this regard.
Some questions will ask for this information directly. The burden is on the applicant to convincingly show how he can add value to the institution, in a way that is also different from how the other applicants plan to do so, if possible. Here is a sample answer for your reference.