Whether we’re interviewing employees, insiders, top management, or third parties – everyone initially balks at the idea of unscripted on-camera interviews. What should I say? What should I talk about? Can’t you just give me a script so I can get it right? Wrong. It’s natural to feel camera-shy and to reach for a script as though it were a life raft. But experience has taught us that this supposed life raft is the fastest way to sink your project’s authenticity, originality, and pizzazz.

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