Reporter's Notebook

The art and science of the interview

The Answer you Want versus The Answer you Get

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Jian Ghomeshi recently interviewed Milton Glaser, an ad man who has taken on the task of bringing the warming of the earth into public consciousness with a jarring image that implies the earth is dying.  It shows the green of the earth being overtaken by black.  During the course of the interview, Ghomeshi asks Glaser why he decided to take on this challenge.

As a listener and an interviewer, I hear this question and I automatically assume both a reason for the question and anticipate an answer.  The reason, namely, since Mr. Glaser is 85, might Ghomeshi be asking him if he is taking on the cause because he is of advanced years and wants to do something both big, and something that deeply affects his and all of our lives in an intimate way before the end of his own life?

And the answer I assume is, yes, that is true because … and then Mr. Glaser would talk about the changes he’s seen, or how he himself was never sold on the idea of an earth that’s getting hotter but as he’s grown older, he gradually become aware of a truth he can’t ignore.  Or maybe he’d say something like he’s at an age where he doesn’t really care about how people in general or people in advertising in particular might react to his methods.

Perhaps I wrongly assume the question and the answer, but I still assume them.

And then, he says something completely different.  He says, “Yikes” in a way that implies he hadn’t really thought about why he decided to take on this work.  And as both a listener and an interviewer, I’m disappointed and I think, “How could you not think about what drove you do this?”  Worse, I think “How could you not answer the way I though you would?”

That’s pretty terrible, I know.

The thing about interviews and interviewing is they don’t always line up.  You hear a set of questions that seems to point to an answer like bowling pins to a strike.  But then, you get something completely different and you’re thrown.

But then again, maybe not.  Maybe you are living in the moment and appreciate the answer because you weren’t thinking you were smarter that the person actually answering the question.  Or maybe you had the thought but you pushed it out of your mind as ridiculously pretentious.

When you talk to a lot of people, you hear a lot of answers.  And when you’re coming up with questions, sometimes, you have a bias.  There is a certain thing you want to hear and when you don’t hear it, as an interviewer, sometimes you ask the same question again because you’re thinking, “OK, I’m going to lay this out for you and please say what I’m expecting.”  When it doesn’t happen, as an interviewer it can be frustrating because you might think the answer in your head is better than the answer in your guest’s head.

But it’s not true.  It never is.  And it never will be.

Bad listener/interviewer.  Bad.

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