So, what are the lessons any executive can take from these “D” interviews (see my post) and generalize to their own interview preparation?
1. Preparation is paramount. Before going into any interview, you need to review your business top to bottom and become familiar with all the relevant issues and perspectives. Specifically review all public information and recent discussions in blogs and other public forums—these are the sources journalists will turn to when developing their interview questions.
2. Know your stats. Get an refresh on key stats that drive your business and be prepared to use the numbers in your answers. Showing command of this level of detail demonstrates your deep understanding of your business and your customers and is a way to build credibility. Stats are also a great way to refute an inaccurate assertion made by a journalist.
3. Be able to summarize your business and position in the market place in a single sentence. You need to be able to describe your business clearly in about 10-15 words or less. You also need to differentiate your business (position it vis a vis the competition) concisely--preferably in a single sentence. You can use an analogy to do this. And, you need to be able to succinctly answer the question “why” is this important? Why should the customer care? Why should the audience care? If you are running a large business with a lot of moving parts, you need an umbrella vision or mission that ties together the pieces into a single, meaningful entity with a singular purpose. If you don’t have all of this already sorted out, don’t wait until the night before your interview to complete the task. Start a few weeks ahead and get a positioning expert (like me) to help you.
4. Don’t over rehearse. Yes, you should role-play the interview with someone who is tough enough to ask the really hard questions. And, yes, you should practice enough that you can easily answer the basic questions and have full command of your stats. But, do not over-rehearse to the point where you are a talking head, parroting out the same line over and over without any emotion.
5. Tell a story. You need to tell a story with your interview. Don’t be afraid to personalize your answers with antidotes, funny insights, or little asides that illustrate your key points. Use the customer’s voice. One of the most effective techniques in any interview situation is to talk from the customer – or users- point of view. Before going into your next interview, make sure you call a few customers yourself and get their immediate feedback, or talk to 10 random users and hear what they have to say about your product or service. The feedback will be illuminating and the stories will help bring the customer perspective into your comments.
2. Treat the interview like a discussion. Without forgetting that you are sitting across from a journalist, relax and enjoy the intellectual give and take of the interview. Remember, you are all in this together. You, the interviewer and the audience; at the end of the day, everyone wants the same thing. A good interview with lots of insightful discussion and meaningful dialog.
To get there takes preparation and know-how but it's a trip worth taking.
1. Preparation is paramount. Before going into any interview, you need to review your business top to bottom and become familiar with all the relevant issues and perspectives. Specifically review all public information and recent discussions in blogs and other public forums—these are the sources journalists will turn to when developing their interview questions.
2. Know your stats. Get an refresh on key stats that drive your business and be prepared to use the numbers in your answers. Showing command of this level of detail demonstrates your deep understanding of your business and your customers and is a way to build credibility. Stats are also a great way to refute an inaccurate assertion made by a journalist.
3. Be able to summarize your business and position in the market place in a single sentence. You need to be able to describe your business clearly in about 10-15 words or less. You also need to differentiate your business (position it vis a vis the competition) concisely--preferably in a single sentence. You can use an analogy to do this. And, you need to be able to succinctly answer the question “why” is this important? Why should the customer care? Why should the audience care? If you are running a large business with a lot of moving parts, you need an umbrella vision or mission that ties together the pieces into a single, meaningful entity with a singular purpose. If you don’t have all of this already sorted out, don’t wait until the night before your interview to complete the task. Start a few weeks ahead and get a positioning expert (like me) to help you.
4. Don’t over rehearse. Yes, you should role-play the interview with someone who is tough enough to ask the really hard questions. And, yes, you should practice enough that you can easily answer the basic questions and have full command of your stats. But, do not over-rehearse to the point where you are a talking head, parroting out the same line over and over without any emotion.
5. Tell a story. You need to tell a story with your interview. Don’t be afraid to personalize your answers with antidotes, funny insights, or little asides that illustrate your key points. Use the customer’s voice. One of the most effective techniques in any interview situation is to talk from the customer – or users- point of view. Before going into your next interview, make sure you call a few customers yourself and get their immediate feedback, or talk to 10 random users and hear what they have to say about your product or service. The feedback will be illuminating and the stories will help bring the customer perspective into your comments.
2. Treat the interview like a discussion. Without forgetting that you are sitting across from a journalist, relax and enjoy the intellectual give and take of the interview. Remember, you are all in this together. You, the interviewer and the audience; at the end of the day, everyone wants the same thing. A good interview with lots of insightful discussion and meaningful dialog.
To get there takes preparation and know-how but it's a trip worth taking.
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