I don't understand

I've been turned down for several administrative assistant positions. I've done it for probably ten years or more, (I do hate it) and I keep getting messages saying they're going with someone who more closely meets their needs, or that I don't have the qualifications they're looking for. I don't understand. It's a weird thing. This is why I need to go to grad school because jobs like this don't like me, and I don't like them. What is wrong with me?? (wait, don't answer that)