Guerrilla Marking for Job Hunters 2.0 - Jay Conrad Levinson [133]
Questions Designed to Separate You from the Pack
• Can you explain to me how your business philosophy has changed/evolved over the past 5 years? How does this compare to your competitor “X”? Their answer tells you what the company values most. It will tell you whether the company is product or market driven and where its weaknesses lie. If the company hasn’t changed in 5 years, it is either a runaway success or blind: either way, your opportunity to make a real impact could be minimal.
• How does the company deal with the inherent conflicts between quality and the timely delivery of new products? This tells you how realistic the company is and whether its alpha- and beta-testing processes are well run. It also gives you insight into how the different departments operate. Anything less than total co-operation between kingdoms is a recipe for disaster—everyone works on “Internet time” now.
• What industries or outside influences affect the company’s growth? This tells you how the company minimizes the downside and maximizes the upside. Many external influences can impact a company’s success. A smart company will be able to recognize these external influences and leverage them.
• What are 5 major short- and long-range goals and objectives? How are success and progress being measured? How is the company doing against these metrics? This defines the company’s vision and underscores its grasp of the market. Do you think it is geared for the long run and has the financial muscle to accomplish its goals? Is the product/service really spectacular or just average? How can your experience help the company achieve its goals?
• From an overall effectiveness standpoint, what might improve or enhance the company’s competitiveness? This tells you whether the company knows its weaknesses; if it doesn’t, it is headed for trouble. How do your strengths and interests play into this? Can you really contribute?
• What are 2 or 3 characteristics that your company feels are unique to your company? This tells you what kind of people the company attracts. This is a trick question: if the company hires no one but high-energy, motivated, positive people, it could be headed for trouble. A company needs people whose opinions conflict, especially on major issues like new markets or services.
• What are the 3 main functional tasks of this position? This tells you about the core responsibilities of the position. You need to make certain you have the authority to complete your mandate.
• In what stage of the buying cycle is your product/service? This tells you whether it’s an early adaptor product/service or if it is seeing its sunset. Your ability to sell (if that’s what you do) in a missionary role—to convert the nonbelievers—could be critical to the success of this company. If you like to build new products and play with state-of-the-art tools, a sunset firm will be dull and you’ll soon be looking again.
• What is your debt-to-equity ratio? If they are a public company, this information is available in the annual report. Odd question, you might think, but in reality any company with a debt-to-equity ratio more than 3:1 could experience difficulty raising cash to launch a new product, no matter how hot the market. The dotcom bust proved that.
Like a good lawyer, you need to know the answers to these questions yourself. Your questions should lead the interviewer to focus on those areas that demonstrate your strengths.
GUERRILLA MISSION
The Killer Question
Here’s how to leverage every interview you’re on and get 5 more interviews. Ask this question during your interview:
“Ms. Smith, in my research I found the following competitors [name up to 5]. Can you please tell me what they’re doing that keeps your executive team up at night?”
Why do you ask this? You’re giving the interviewer the opportunity