Succinct CEO

10 November 2011

We're coming to the end of a series of interviews with senior management in a global company, which will be used to inform the copywriting of their new website.

This morning at 7am UK time, it was time to talk to the CEO, who is in Australia. You could tell why he is the CEO from the very first minute. He answered each question, thoughtfully, succinctly, precisely. No embellishments. No tangents.

Hard work for me as the interviewer, trying to capture what he had to say, and think about the next question, and think about what strategic content we needed, when there's effectively no downtime in the conversation. But brilliant source for the website copywriting we're about to do and a real lesson in corporate communication.


Categories: General ruminations, Web & e