---
title: "Uncooperative Subjects: A Comparison of Two Failed Interviews and How to Turn Them Around"
date: 2008-03-14
description: "$( document ).ready(function() { // Handler for .ready() called. $("
canonical_url: https://idratherbewriting.com/2008/03/14/which-interview-is-worse-luke-burbanks-sigur-ros-interview-or-sarah-laceys-zuckerburg-inteview/
---
# Uncooperative Subjects: A Comparison of Two Failed Interviews and How to Turn Them Around
### Sigur Ros Interview

With the Sigur Ros, the interviewees [have little to say](http://www.npr.org/blogs/bryantpark/2007/10/when_good_interviews_go_bad.html). Despite Luke's continual questions, their responses are terse, uninsightful, and often consist of 1-3 word answers. Luke recognizes that the interview is bombing, but he doesn't quite know how to fix it, and the interviewees don't ever open up.

It's partly the band's fault for their unresponsiveness, but it's also Luke's fault for asking questions that don't elicit good responses. Questions like, How do you write your songs? How do you feel being a phenomenon? And so on.

There's no question that the interview is a complete failure, but Luke makes an [ingenious comeback with a follow-up commentary](http://www.npr.org/blogs/bryantpark/2007/10/anatomy_of_an_interview_gone_w.html), where he invites [Jancee Dunn](http://janceedunn.typepad.com/) to give a play-by-play analysis on the wreckage. I absolutely loved watching this. It shows Luke's humility and humanity -- and endears his audience back to him.

[![brilliantrecovery.png](https://s3.us-west-1.wasabisys.com/idbwmedia.com/images/brilliantrecovery1.png)](http://www.npr.org/blogs/bryantpark/2007/10/anatomy_of_an_interview_gone_w.html)

### Zuckerberg Interview

With the [Mark Zuckerberg interview](http://www.allfacebook.com/2008/03/mark-zuckerberg-sarah-lacy-interview-video/), Sarah Lacy gets Zuckerberg to open up quite a bit (apparently he's a little like the Sigur Ros band -- shy and untalkative). But near the end of the interview, the audience revolts and insults Sarah's interviewing style, which makes her defensive, a little confused, and stunned.

If you watch the Zuckerberg interview, it doesn't seem too bad. Sarah is relaxed and playful, even teasing the Mark a little, telling stories and making jokes about throwing water on him. But for some reason, much of the audience hates her style. They want her to be a lot more invisible, shining the spotlight more on Mark.

The interesting parts are from minutes 49 to the end. Also, if you listen to [the MP3 recording](http://audio.sxsw.com/podcast/interactive/panels/2008/SXSW08.INT.20080309.ZuckerbergKeynote.mp3), you can hear Sarah's reaction while the audience cheers for her to simply shut up and ask questions.

[![Sarah Lacy interview with Mark Zuckerberg](https://s3.us-west-1.wasabisys.com/idbwmedia.com/images/sarah1.png)](http://www.allfacebook.com/2008/03/mark-zuckerberg-sarah-lacy-interview-video/)

[Weave's comment](http://www.allfacebook.com/2008/03/mark-zuckerberg-sarah-lacy-interview-video/#comment-8064) on the video best sums up the audience's discontent. He says there are 5 things to learn from this failed interview:

1) Understand your audience, regardless of what you think of them. If you have contempt for them, keep it veiled. This group: pretty vocal.

2) Ask questions, step aside and allow your speaker to engage directly with the audience…even if the speaker is not the most practiced. “Mmm-hmms” and interruptions are unnecessary and detract from what the audience wants to hear.

3) Remember who the audience is there to see. Leave your own book, TV show, etc., out of the conversation. It wasn't a panel, it was a keynote.

4) If the audience isn't as professional or mature as you'd like them to be, don't be unprofessional or immature back to them.