It was whilst publicising a new book to mark three decades of my work in fashion that I realised I was still slightly nervous about broadcast interviews. Having spent the best part of 30 years talking to the media, I’d always employed the same approach to journalists as I had towards my work – namely to be an open, engaged and passionate advocate for whatever creative concept I was developing. Whilst I’d never had a particularly bad experience, it increasingly felt like the interviewers – especially broadcast interviewers – were playing to a completely different set of rules. In just two sessions with Jon, we’ve managed to re-calibrate my approach entirely. As a poacher-turned-gamekeeper, he was first able to provide full context of the mindset and priorities of the producers and personalities on the other side of the desk – enabling me to understand how to ensure I can give them what they want – whilst also getting what I want out of the interview. With this compact understood, he then introduced me to the fundamental tactical tools I would need to approach even the most difficult interview with confidence – drilling me within relevant working scenarios. This combination of clear & concise instruction with forthright feedback is slightly brutal but without doubt very effective – so much so, I’ve even just managed to get a smile out of John Humphreys on The Today Programme.
