(This image was inserted for thumbnail purposes, scroll down to watch the video!)

The Marshall McLuhan concept is a complex one, but the spirit of it boils down to the idea that the way a message is delivered is as important–if not more important–than the actual message itself.

I've been thinking of ways to make my "20 questions" interactions as powerful as possible, and I think I've stumbled across a strategy that I will continue to implement in future communication with interviewees.

Previously the interaction would look something like this:

1 - I reach out to an interesting influencer who I think would help make a great interview

2 - The invitation is either accepted or declined

3 - If accepted, I do further research and come up with 20 compelling questions

4 - He/she answers the questions

5 - I post the interview, and then e-mail the link to the interviewee, encouraging him/her to share it to their following on social media

This has been fine up until this point, but I've recently added in a 6th step, which I think is critical to the interaction. It looks something like this (watch the video)...