Three Tips for a Great Interview

Three interview techniques can radically improve the results of any interview, making your audience want more. After experimenting with various methods, I’ve found that three timeless techniques endure, practiced masterfully by journalists like Kara Swisher and Andrew Ross Sorkin: get to the point, avoid surprises, and ask hard questions instead of softballs.

And don’t forget your tone—using humor can disarm, while constructive criticism encourages candor from interviewees.

Get to the Point

Every conference interview seems to start with backgrounders. Don’t be a lemming; be different: get straight to the point. Start with your most compelling question, as Swisher does. An engaging interview will naturally draw in the audience, and they’ll seek background information on their own. Skipping to the meaty parts keeps your viewers engaged and prevents them from drifting away.

Swisher states:

I think I'm fair and tough on people. Where am I mean? Show me.

Sorkin agrees and ensures he is well-prepared:

For DealBook, I spend 20 hours preparing for a 15 minute interview.

By doing the vital pre-work, you create a focused discussion that captivates viewers, and shows respects for your audience's time.

Surprise or No Surprise?

Swisher delivers sharp, candid insights; her honesty creates a context where surprises emerge from the situation rather than from the content. Her skepticism about Silicon Valley’s performative humility can astonish the audience when delivered compellingly, as seen in her quote:

They weren’t here to help us. They were here to help themselves.

In contrast, Sorkin may be more predictable but manages to deliver unexpected insights by leveraging his deep financial knowledge. His questions often reveal new angles to familiar stories, surprising his audience with fresh interpretations.

Find an approach that matches your style. Test different techniques to introduce levels of surprise to see what resonates with your audience.

Hardball or Softball Questions?

Swisher isn’t afraid to tackle tough topics head-on. Find an angle that cuts-through technical jargon or unsustainable practices. For example, Swisher hits hard at the faux Silicon Valley’s humility with incisive comment masquerading as a question:

It couldn't be them because they've given us this gift to the world... That's weird, and I find that immature.

Meanwhile, Sorkin attracts A-list guests for the DealBook Summit and balances incisive hardball questions with softer, more engaging ones. This technique allows guests to share their perspectives while guiding the audience through a comprehensive narrative.

Understanding when to ask tough questions and when to soften the blow can create a well-rounded and engaging conversation.

Takeaways

Employing these strategies not only keeps your audience engaged but fosters richer conversations about the topics at hand. Try these techniques the next time you find yourself interviewing someone: get to the point, embrace surprises, and balance hardball with softball questions. Be direct, prepare thoroughly, and create a dynamic environment for open dialogue. By doing so, you'll leave your guests and your audience wanting more.

Citations

- On Kara Swisher: Rethinking with Adam Grant Podcast - Swisher discusses her approach to interviewing.

- On Andrew Sorkin: Instagram Reel - showcasing his preparation methods.

- Additional Tips: All Rise with Sally Helgesen on Substack - a valuable resource with excellent tips on the art of interviewing. Thanks Sally Helgesen.