Seek out stories in your interviews

There's a subtle but powerful difference between "Here's how to grow a business" and "Here's how I grew my business".

Stories are never straightforward routes to success. They're littered with setbacks, conflicts, emotions, and seemingly "all is lost" moments. Your listener wants to live through these with you — not just hear the polished end product.

Stories are the original and best type of shareable content.

Ask your guest before you hit record whether they have any interesting or entertaining stories. Don't let them tell you the story right then — get a heads-up so you can prompt them naturally during the interview itself.