Guten Tag from Raleigh, NC! This week we had our very first in-person interview at the “WitzEnd Studio” (i.e. Rich’s office) with Dello’Oro Group’s Senior Research Director, Jeff Heynen. In this episode, we learn that Jeff is well versed in German and Dutch, he was a contributing author on a PBS documentary series, and he’s a major history buff. If you want all the juicy details, be sure to click the Sound Cloud link below!
Honesty is the best policy…
When it comes to interviews, spokespeople need to be honest. Analysts want companies to be upfront about the challenges they are facing, where the company stands, and how they view the competition. It is important that companies be prepared to answer the tough questions—even when your PR team has given you particular talking points to stick by. In this tight-knit tech industry, it’s our incentive to be honest with analysts and reporters because next month you might be working with them.
More than one way to ‘C’ it…
One way for companies to be more transparent is to allow analysts and reporters access to multiple perspectives for an interview. Sometimes it’s just as valuable to interview the people whose main job it is to test and deploy the products as it is having the C-level perspective. Jeff and many analysts like him, appreciate when companies let them talk to the sales team or the testing folks because they see things differently. Having the long-term vision of the company—combined with the viewpoint of those working face to face with customers—can help analysts in building their forecasts, coming up with more questions to ask their competitors, and understand where the technologies actually are.
What else is on Jeff Heynen’s radar?
When asked about what topic he wished he could dive into more besides broadband access, his answer was healthcare technology. Heynen said, “if I look beyond, I think there is still a tremendous amount of innovation that can be developed to support healthcare and cure diseases. Now we see this parallel between fishing and healthcare. We’ve overfished and that’s changed the ocean structure. In healthcare, we are doing the same thing. We keep treating certain diseases and afflictions, but we aren’t thinking about what the ramifications are in terms of what is being reintroduced or what is being sparked in terms of growth of other things. For example, there is still a lot of work to be done in understanding the impact of genetic sequencing and figuring out how we can get smarter about the consequences of the technologies that we introduce.”