How to Ask Better Questions: 9 Lessons from a BBC Interviewer
In this episode, Alfie Joey shares practical strategies to improve your interviewing and communication skills. Learn how to ask better questions, listen for key moments, and create conversations that engage and deliver real value.
Most professionals spend time preparing what to say.
Few spend enough time thinking about what to ask.
Yet in many situations – client meetings, interviews, panel discussions – the quality of your questions shapes the quality of the conversation.
In a recent episode of the Ideas on Stage Podcast, I spoke with Alfie Joey, former BBC presenter, about what makes an interview effective. Alfie has interviewed prime ministers, celebrities and business leaders. His experience offers useful lessons for anyone who leads conversations where clarity and impact matter.
Here are the key ideas from our discussion.
1. Prepare deeply, then let go
Alfie believes in over-preparation. He researches his guests in detail and builds a clear structure in advance.
But during the conversation, he often leaves that structure aside.
Preparation gives him confidence. It allows him to stay present and follow the conversation where it leads. If something interesting comes up, he can explore it without worrying about what comes next.
This approach applies beyond interviews. In client conversations or presentations, strong preparation creates freedom. You’re ready, but you’re not locked into a script.
2. Listen for the moment
Many people listen while thinking about the next question.
Alfie takes a different approach. He listens for what he calls “the moment” – something unexpected, something worth exploring.
These moments don’t appear if you focus only on your notes. They appear when you pay full attention to what the other person is saying.
For leaders, this matters in every important conversation. The most valuable insights often sit just beneath the surface.
3. Create moments when needed
Not every moment appears naturally.
Sometimes, you need to create one.
Alfie shared an example from an interview with the founder of Hotel Chocolat. He knew the guest cared about the craft of chocolate. So he designed a simple idea: he told him he had not eaten chocolate in ten years, and asked him to guide him through the experience.
The result changed the energy in the room. The guest came to life. The audience engaged.
The key point isn’t the idea itself. It’s the intention behind it. Think about what could make the conversation more engaging, more human, more memorable.
4. Keep the spotlight on the other person
One of Alfie’s core rules is simple: don’t put yourself in the story.
Even small comments such as “I know what you mean” shift attention away from the guest. Over time, they reduce the depth of the conversation.
He shared an example where a guest tried to turn the spotlight on him during a live interview. He redirected the conversation back to the guest.
In business settings, this principle is often overlooked. When you lead a conversation, your role is to bring out the best in the other person. That requires focus and discipline.
5. Ask questions that go beyond the obvious
Many interviews follow the same pattern: background, career path, challenges.
Alfie looks for a different angle.
When he interviewed Peter Mandelson, he noticed that most journalists focused on politics. Instead, he explored moments where Mandelson showed vulnerability. This approach led to a different kind of conversation.
He also uses simple techniques, such as reviewing a guest’s latest LinkedIn posts. This helps him ask questions that feel current and relevant.
In client conversations, this approach creates stronger engagement. People respond when they feel seen and understood.
6. Avoid questions that lead nowhere
Some questions produce lists of answers. These don’t create insight or engagement.
Alfie shared a simple example. When people win the lottery, interviewers often ask: “What would you buy?”
The answers are familiar – houses, cars, holidays.
A small shift in the question changes everything: “If money was no object, what would you not buy?”
That question forces people to think differently. It reveals values and priorities.
Better questions open new directions. And those directions lead to more interesting, more useful conversations.
7. Introduce tension with care
Good conversations often include some level of tension.
Alfie doesn’t rely on confrontation. He uses curiosity. He explores ideas in more depth. He follows up when something feels incomplete.
He shared the example of Jeremy Paxman, who repeated the same question multiple times without raising his voice. The persistence created pressure and led to a stronger outcome.
In business conversations, this approach helps you explore issues without damaging the relationship.
8. Serve the audience
Every question should serve a purpose.
When Alfie interviews business leaders, he asks them to translate their experience into something useful for the audience. Large achievements and high-profile stories can feel distant. Practical insights create value.
He shared an example of a speaker who had worked on the London Olympics and helped bring Lionel Messi to the United States. The impact came when the speaker connected those experiences to the challenges faced by the audience in the room.
For leaders, this principle applies in every conversation. Focus on what’s useful for the people listening.
9. Review your performance
One of the most practical habits Alfie recommends is simple: watch or listen to your own recordings.
During his time at the BBC, he used a method called “the snoop”. He would review short segments of his show and compare them with other presenters. This process helped him identify what worked and what didn’t.
Most people avoid this step. It can feel uncomfortable. But it’s one of the fastest ways to improve.
Final thought
How you guide the conversation is key.
The questions you ask, the way you listen and the moments you choose to explore all shape the outcome.
If you want to improve the quality of your conversations, start with your questions.
Watch the full interview with Alfie Joey to explore how to ask better questions, create memorable moments, and lead conversations that engage your audience.
