How to Nail an Effective Interview
by Tim Hedberg, Co-Founder & CEO
Interviews are one of the most powerful tools in storytelling.
Whether you're making a documentary, working on customer evidence videos, or just trying to capture someone’s story, a good interview can be the difference between something forgettable and something that truly connects.
I’ve spent over 15 years interviewing people from all walks of life—corporate CEOs, startup founders, Supreme Court attorneys, kids, and even Richard Branson. Over time, I’ve realized that a great interview isn’t just about asking questions—it’s about creating an environment where people feel comfortable enough to share something real.
I remember one particular interview that taught me a lot about this. It was with a high-profile CEO who had been in the middle of what could be described as a major scandal. I was brought in to interview him for a documentary, and I knew this would be a challenge. He was guarded, defensive, and stuck to his talking points. If I had just thrown questions at him, I would’ve walked away with nothing but corporate-speak. But by preparing well, building trust, and knowing how to ask the right questions, I got a story that no one had heard before.
Here’s what I learned from that experience about conducting an effective interview.
“It’s about creating an environment
where people feel comfortable enough
to share something real.”
Preparation: The Foundation of a Great Interview
A great interview starts long before you ever press record. The more prepared you are, the smoother things will go. Build a map that allows you to go off-script and come back.
Do Your Research — With this CEO, I knew that he had been in the news for months, but I didn’t just skim the headlines. I went deeper, watched past interviews, read old quotes, and found personal stories about his career that hadn’t been talked about much. The more I knew, the more I could guide the conversation in a meaningful direction.
Write Strong Questions — Instead of jumping into the controversy, I started with personal stories. I asked about his early career and what first excited him about his industry. These open-ended questions softened him up, and built rapport, making him more willing to share when the time came to discuss tougher topics.
Set the Scene — The setting matters. In this case, I let him pick a location. I could have pushed for his place or an office, but I knew that people open up more when they feel safe. By letting him choose the space, I gave him a sense of comfort, which helped later when the conversation got more challenging.
Building Rapport and Setting the Tone
The best interviews feel like conversations, not interrogations. If your subject is relaxed, they’ll open up more. Make sure you take time to connect before you roll cameras.
With that CEO, I’d called him a week earlier just to chat. Nothing heavy, just who he was, what he cared about. On the day-of, while the crew was setting up, I was hanging out with him and just chatting. I told him about myself, and he loosened up, started talking about his family. It’s not fake, it’s real. At Motivo, we’ve done this with everyone—Seattle nonprofits, Harvard professors, business executives, and so many more. Connect first, or they’ll clam up.
Make Them Feel at Ease — When I arrived, I didn’t jump straight into questions. I shared a bit about how I got interested in this subject and shared context with him that would give him a sense of who I am. He lit up, telling me he shared a similar interest. That small moment made me feel like a person, not just an interviewer.
Adapt to Different Personalities — He was a polished speaker, used to dodging tough questions. But by watching his body language and listening closely, I could tell when he was starting to relax and when he was getting defensive. Instead of pushing too hard, I eased back when needed and leaned in when I sensed an opportunity for honesty.
Mastering the Art of Asking Questions
Knowing how to ask a question is just as important as the question itself.
Don’t Just Stick to the Script — I had a list of questions, but I didn’t stick to it rigidly and, instead, led with curiosity. Throughout the interview, I paid close attention to his answers and let them guide my follow-ups rather than just jumping to the next planned question. When he mentioned a pivotal moment in his company’s history, I paused and asked, “How did that decision feel at the time?” That detour led to some of the best moments in the interview.
Embrace the Silence — At one point, I asked him about the scandal. He gave a short, diplomatic answer. Instead of immediately moving on, I waited. The silence stretched for a few seconds, and then he sighed and said, “You know, it was one of the hardest times in my professional life.” That led to a raw, honest conversation I wouldn’t have gotten otherwise.
Handle Tough Topics with Care — When discussing the controversy, I framed my questions carefully. Instead of saying, “Why did you make this mistake?” I asked, “Looking back, is there anything you wish you’d done differently?” That small shift in wording made him more willing to engage, rather than shut down.
Listen and Feel Empathy — Here’s where it gets real; you’ve got to hear them, not just wait your turn. That CEO starts talking about a tough call he made years back, and I don’t jump to my next question. I lean in, ask, “What was that like right then?” He goes deeper. I mirror him too—if he’s heavy, I nod, let my face show it’s sinking in. If he’s excited, I smile, keep it rolling. It’s not acting; it’s feeling it with them. At Motivo, we want genuine energy—real stuff, not flat.
Start Easy, Then Build — Don’t launch into the hard topics right away—you’ll hit a wall. Instead, ease in. Begin with simple inquiries to help them relax, such as “What’s your day been like?” or “How’d you first get started?” Softballs first, get them talking. Later, build up—“What was that experience like for you?”—and let it peak when they’re ready. Silence helps too; after a short answer, wait and let them fill the space—“It was rough, honestly.” Then wind it down slowly, guiding the conversation to a soft landing rather than ending with an abrupt, “Thanks, bye.” In 2025, with short-form video everywhere, these real moments are what stick.
“You’ve got to hear them,
not just wait your turn. ”
Conclusion
A well-done interview isn’t just about getting answers—it’s about creating an atmosphere where people feel heard, respected, and comfortable enough to share something meaningful.
By the end of the interview, the CEO told me, “I wasn’t expecting to talk about half of this today, but it actually feels good to get it out.” That was my sign that I had done my job well.
The final interview was real, emotional, and gave depth to a story that had been missing from the headlines.
Over the years, I’ve learned that empathy, patience, and genuine curiosity make all the difference. Whether you’re sitting down with a Fortune 500 CEO or an up-and-coming entrepreneur, the key is to listen deeply, ask thoughtfully, and create space for real stories to emerge.
That’s where the magic happens.
About Motivo Media
Motivo Media is a Seattle-based video production and marketing agency specializing in storytelling for non-profits and growing businesses. With expertise in digital marketing and audience engagement, we create compelling content that connect with audiences and amplifies your mission.
Get in touch by emailing us at hello@motivo.me.