The Art of the Customer Interview

In college I spent a year working for Ohio State’s newspaper, The Lantern. I wrote stories, edited copy, and photographed campus happenings. Occasionally, I had the chance to interview someone famous, including SNL alum Jim “Goat Boy” Breuer and political satirist and journalist P.J. O’Rourke. In looking back at how I approached those interviews, I realize now how woefully ill-prepared I was for the discussions.   As marketers, we’re always thrilled to find a customer who’s willing to publicly state not only...