Somewhere in almost every expert video project, someone asks a very reasonable-sounding question:
“Can we just give them the questions ahead of time?”
It feels helpful. Polite. Professional.
It’s also one of the fastest ways to quietly sabotage an interview and, by extension, the video.
Prepared questions are just scripts that have not been written...yet.
Learn more by watching "The #1 Mistake in Expert-Driven Content" on the Content Wars Podcast.
Why Questions Create False Comfort
Experts ask for questions ahead of time because they’re trying to reduce uncertainty. Marketing teams agree because they think it will improve clarity and efficiency.
What actually happens is predictable:
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The expert writes down answers.
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Those answers turn into written talking points.
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And those talking points might as well be scripts that need memorization.
Now, that expert isn’t having a conversation during the interview. They’re performing.
The moment the interview veers—even slightly—from what they prepared, panic sets in:
You can see it happen on camera. The cadence changes. They rush. They flatten emotion just to get the words out before they forget them.
Conversations Don’t Follow Checklists
The best moments in expert interviews are rarely planned.
They come from:
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A throwaway comment that deserves unpacking
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A pause that invites reflection
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A follow-up question sparked by something unexpected
Prepared questions fight all of that.
When the interviewer is focused on “getting through the list,” they stop listening.
When the expert is focused on remembering answers, they stop thinking.
That’s not an interview. It’s an exam.
Topics > Questions
There’s a better approach that keeps everyone calm without killing authenticity.
Instead of sharing questions, share topics.
Topics give experts a mental map without dictating the route:
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“Why this product was developed”
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“What problem it solved that others didn’t”
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“What surprised you during development”
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“What customers didn’t expect”
An expert can walk into that conversation confident because they know the territory, even if the exact path changes.
And it will change. Because good interviews flow like an engaged conversation.
The CEO Meltdown Problem
One of the most painful things to watch is a senior leader melting down on camera because they didn’t say their memorized answer “right.”
This happens all the time, even with experienced executives.
Prepared answers create an invisible standard: I have to say it the way I planned.
When they miss it, confidence collapses.
Ironically, if you had just asked the question naturally, they would’ve answered it perfectly without thinking. They know the answer, without preparation.
Let the Interviewer Do Their Job
Prepared questions also shift responsibility to the wrong person.
Experts shouldn’t be responsible for structuring the narrative. That’s the interviewer’s job.
A good interviewer listens for:
Prepared questions prevent that because they lock both people into a script they pretend isn’t one.
The Real Goal
The goal isn’t to extract specific sentences. It’s to reveal how the expert thinks.
That only happens when they’re present, not rehearsing, not remembering, not performing.
If you want expert-led content that actually connects, stop handing them scripts disguised as questions.
Give them a topic. Have a conversation. Let the good stuff happen.
