Get information the Louis Theroux way

The English journalist Louis Theroux has a reputation for interviewing “difficult” and unusual people and subcultures, and getting a large amount of information and knowledge from people who otherwise do not open up to outsiders. The techniques and patterns that he uses to get people to open up are methods that can be used in business too.

Smart or stupid?

No-one wants to look stupid, or more importantly, no-one wants to be made to look stupid by someone else. In business, leaders are always fighting anything that may make them seem or appear to be anything less than perfect and exceptional. It is estimated that senior business people spend 80% of their time and effort on trying to look good – instead of actually doing their job. Leaders [generally] do not want to admit they do not know something, they do not want to appear naive, and this can often cause problems.

I have been in many meetings where a complex issue was being discussed or presented – but many leaders do not ask any questions. A room full of very smart people, and no-one is willing to admit that they don’t understand what is being presented or discussed.

There is a cultural blockage of assuming that asking a question means you don’t understand – whereas the truth is, that smart people ask questions.

Be curious

When he is interviewing, Louis Theroux will be curious. He will have a child-like fascination, asking questions that many others would not approach. But importantly, no matter what the answer to his question is, he is thankful for the answer, sometimes showing that he is amazed or impressed. The person supplying the information is being made to look like the smart one, as they are the person with the information that is requested. The questions are often simple, so easy to answer, but also not a challenge or affront to the person who is being asked. The curiosity and desire to learn and understand comes from the interviewer, instead of a demand to the interviewee to justify themselves.

In a meeting, asking curious questions can be the best approach. The person you are asking, is the more knowledgable person – because you are asking them for information. Even if you know the answer already, or part of the answer, the way the question is asked will dictate how the answer is provided.

Interviews as a consultant

In my career, I have been a consultant many times. Creating a report, recommendations, a plan, guidance – all of this comes from obtaining information from the customer. This is often done through interviews and through discussions. I get information from people by being curious, not by demanding their response. Expressing interest and amazement will often make someone switch to “boast mode”, and they provide even more information – the un-written stuff that would neve be otherwise available. People will jump at an opportunity to complain, so providing them the outlet to talk about a failed project or a difficult manager will also allow them to open up – but it is unlikely that you would be able to get that information from someone if you asked them directly.

Simon Sinek – be the idiot

It’s not just Louis Theroux, there is a video from Simon Sinek on how to “be the stupidest in the room” – where he admits that if he asks the question, he will be the “idiot”, but get the information.