The Craft of Conferencing Newsletter
Issue No. 3. News, insights & ideas on public speaking and the business and craft of B2B conference production from journalist, podcaster, and B2B event producer Charles Laughlin. September 11, 2024.
We post a few times per week (newsletter and podcast) sharing news, insights, opinions, and best practices on The Craft of Conferencing.
Being good at conferencing is a game-changer for careers and brands. If you organize, speak, sell, or even if you just attend events regularly, this Substack is for you.
The beauty of conferencing is that every skill that falls under its umbrella can be cultivated. Organizing, curating, ideating, writing, speaking, networking, interviewing, selling. Anyone can learn to do any of these things. Yet few of us are great at any of these on day one.
You get out of conferencing what you put into it.
Please consider the content we share here as a key input in your conferencing journey.
The Art of the Interview
My Favorite “Pocket” Questions
Interviewing people is fun. But it can also be really hard work. Especially when it happens on stage, in front of a crowd. There isn’t much margin for error. A good subject who runs with every question can rescue you. Yet interviewing some people can feel like an unusually painful trip to the dentist.
Still, as a conference pro who started in journalism and remains an active podcaster, the “fireside chat” is a format that is an easy fit with my skill set. So of course it’s my favorite session format.
Still, any interviewer will tell you (if they’re being honest) that there are moments when your mind goes blank. This shouldn’t happen, you think. But it does. We’re all human.
For me, the easy way around this is to have a few “pocket” or “go-to” questions that you can pull out of the rabbit’s hat when needed. These questions are also generally useful in interviews, even when your mind remains fully engaged.
Here are my two favorite “pocket” questions.
Pocket Question 1: “Talk About Your First Business”
This is a question I use when I talk to tech founders, which I do often. They all have a “my first business” story. And it is usually revealing. You learn about the founder’s creativity and resourcefulness. It also tests their storytelling ability.
The last time I used this question, the founder I was interviewing talked about buying bags of candy at the grocery store and selling individual pieces to their friends at school. It was a charming story that revealed an early understanding of how business works. This led to a story about their parents’ experiences as small business owners.
Every tech founder has a story like this. But what if you are interviewing a corporate executive, a musician, or anyone who isn’t an entrepreneur? Ask the executive about their first job. Ask the musician about their first performance. Adapt the question to whoever you are interviewing. It just takes a little bit of thinking.
One thing to keep in mind. If you are dropping this question to paper over a memory lapse, just remember to add some kind of transition so it doesn’t seem abrupt.
For example. “Before we move on, I have been meaning to ask you to tell us about your first business.”
This question can also help to reset an interview that is going off the rails. For example, if the subject isn’t engaged or has responded testily to the questions asked to this point.
Pocket Question 2: “Please Say More”
This is a good follow-up question for when you need one but can’t come up with anything specific. Top interviewers use this technique all the time. It is really less of a question than a prompt.
Use this if the interview subject says something new or interesting and you know it is a thread you should pull, but you just cannot quickly articulate a specific follow-up. Just lean in and nudge the subject with “Say more about that.” Or “Please expand on that.” It shows that you appreciate that this is a moment that calls for deeper exploration.
Asking good follow-up questions is an advanced interviewing skill. It is advanced because it all has to take place in the moment and it requires quick thinking and careful listening. “Say more” is a generic follow-up that can rescue you in a pinch. But sometimes you need to be more specific.
I’ll have more to say on how and when to ask follow-up questions in a future edition.
The Billionaire Event Calendar
According to Business Insider, if you want to find a room full of billionaires, it’s not that hard. Just consult the billionaire event calendar.
Q1
If it’s January, it must be Davos. In February, you can always find a gaggle of billionaires at the Super Bowl. In March, you’ll have to fly to Art Basel in Hong Kong.
Q2
What about April? The Masters golf tournament of course. May is all about the Cannes Film Festival. And in June it’s time to don your fancy hats for the Royal Ascot.
Q3
Where do the billionaires fly in July? To the Sun Valley Conference. August is all about Burning Man. And in September, it’s time to switch gears (and attire) and head to the Monaco Yacht Show.
Q4
In October the PJs head to the Frieze Art Fair in London. What’s a billionaire to do in November? Les Bal des Debutantes, of course! And yes, it’s in Paris. Finally, the big shots round out the year with a New Year’s Eve bash in St. Barts.
ICYMI: The Craft of Conferencing Podcast
The Craft of Conferencing Podcast E2: Phil Mershon, Social Media Marketing World
Episode 2 of The Craft of Conferencing Podcast features an interview with the man who wrote the book on crafting great events. Phil Mershon leads the annual Social Media Marketing World event and is the author of Unforgettable: The Art & Science of Creating Memorable Experiences. Phil shares his formula for great events.
The Craft of Conferencing Podcast E1: Daphne Earp Hoppenot, The Vendry
In case you missed it, the inaugural episode of The Craft of Conferencing Podcast features an interview with event-tech founder Daphne Earp Hoppenot, who recently sold The Vendry to Groupize. The conversation covers the state of B2B events, The Vendry’s eventful ride from launch to exit, and much more.
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