Content-Based Networking by James Carbary

Author:James Carbary
Language: eng
Format: epub
Publisher: BookBaby
Published: 2019-12-16T20:33:32+00:00

In a relatively short amount of time, Patrick became an expert. And it didn’t take a master’s degree from a fancy school. He got a master class on corporate learning and development from the best possible source: Chief Learning Officers.

Now, Patrick knows a thing or two about this industry. He can ask increasingly thoughtful, detailed, and specific questions to each interviewee. And this expertise keeps deepening as Patrick does more and more interviews.

The same thing will happen to you as you do your interviews. You’ll learn so much about the industry because you are doing the journalistic work that nobody else is doing. Soon, you’ll be the person curating data and sharing interesting insights. It’s pretty fun to see how this turns around very quickly. After diving deep into an industry with your interviews, your guests will start asking you questions about problems they’re having. And why not? Who would know better about this topic than the person who’s been interviewing all the experts about it?

Pro Tip

One time in the early days of B2B Growth, I had a guest who spent a good chunk of our interview talking about category creation. I had no idea what he was talking about. (If I’m being honest, it was probably another year after that conversation until I finally did.) But it didn’t matter because he did.

I know it can feel a little nerve-wracking to be in a situation like this, where you feel like you’re just playing along even though you have no idea what your guest is talking about. If you find yourself in a situation like this, here’s a tip: the verbiage you use to ask questions matters.

If you don’t know what your guest is talking about, your audience might not either. So, if there’s a particular point that’s going over your head or there’s something you’re just not understanding, advocate for your audience. Say something like, “For our listeners who aren’t as familiar with this concept, could you walk us through exactly what category creation means?”

Pay attention to enough interviews, and you’ll see hosts do this all the time. It’s a great pivot and a useful strategy. Not only do you get a chance to learn (without giving away that you don’t know what your guest is talking about), but you’re also advocating for your audience, which gives you more authority as an interviewer.

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