Interviewing key management is best done face-to-face. Recording the interview facilitates eye contact and a better interview. If necessary, interviewing can be done over the telephone. Building trust is another agenda. The quality of the questions and the rapport established in the interview set the tone for an important relationship. Encourage individuals to be brief and succinct. Do not provide questions in advance, if possible, since spontaneous answers may be more insightful.

It is absolutely critical for you to read through the baseline information about the company before conducting any interview.

It is important to convey that you have already examined the documents provided. The list of who should be interviewed is cocreated with a client. It is best to keep interviews under forty-five minutes in length. The following questions should be custom-ized before the interview.

Key Interview Questions

What business are you in?
What is your mission? What are your three most important goals?
Why was this company created?
Describe your products or services.
Who is your target market?
Prioritize your stakeholders in order of importance. How do you want to be perceived by each audience?
What is your competitive advantage? Why do your customers choose your product or service? What do you do better than anyone else?
Who is your competition? Is there a competitor that you admire most? If so, why?
How do you market your product and services?

What are the trends and changes that affect your industry?
Where will you be in five years? In ten years?
How do you measure success?
What values and beliefs unify your employees and drive their performance?
What are the potential barriers to the success of your product or service?
What keeps you up at night?
Place yourself in the future. If your company could do anything or be anything, what would it be?
If you could communicate a single message about your company, what would it be?