acquisitions, 157
Roman Columns, identifying, 50–56
subvocalization, 56
Affirm Holdings, 163
Allianz, 88
answering questions. See also special questions
deafness ruse, 59
“No comment,” 117
reasons to decline an answer, 121
spin Buffer, 114
“whataboutism,” 114
“Return to Sender,” 60, 99–100
anticipation, preparation and, 25–27
Audience Advocacy, xviii
audience perception, 16–17, 20–21, 38, 81. See also presenter behavior/audience perception dynamic
of certainty, 114
authority, questioning, 5
Avio, 74
Bayer Pharmaceutical company, 162–163
Better, 72
Bilirakis, Gus Michael, 133–135
BlackBerry, 18, 116. See also Lazaridis, Mike
Blankespoor, Elizabeth, 15
Boehner, John, 8
Bork, Robert, 25
BP (British Petroleum), 4
Brand, Rachel, 177
British Bankers Association, 87
Brooks, David, 58
Buffering, 1, 74–76, 88–91, 93, 113, 132, 144–145, 158, 181–182. See also challenging questions, answering
for competition/differentiation issues, 66, 70–71
for contingencies, 68–69, 73, 85
for growth/outlook issues, 68, 73
for negative questions, 78
for price/cost issues, 65–66, 70
for qualifications/capability issues, 66, 71–72
spin, 114
Topspin and, 155
Bush, George H. W., 41–47, 49, 53, 55, 58, 114, 140–141, 146. See also Presidential Debates, 1992
Bush, George W., 135
businesspeople, tough questions and, 10
CamConnect, 57
Carlyle Group, 57
Carroll, Lewis (Through the Looking-Glass), 114
Cartesian method, 10
Carville, James, 53
CBS, Mike Wallace, xvi–xvii, 6–8
CEOs, 26
CFOs, 26
challenging questions, answering. See also tough questions
about presented content, 89–90
irrelevant questions, 80
Channel 4 (Britain), Jon Snow, 87
Cicero, Marcus Tullius, 28
Cisco
Chuck Robbins, 75
Helene Poirier, 10
Clapp, Geoff, 72
Class V Group, 12
Clinton, Bill, 41, 44, 46, 53–57. See also 1992 Presidential Debate
Code Media Conference, Roger Lynch, 82
company-specific questions, 74–76
competition/differentiation
answering questions about, 66
Suasive Q&A Cycle and, 158–161
Complete the Arc, 94
audience perception and, 20–21
Mike Lazaridis interview, 18–19
contingencies
answering questions about, 68–69, 85
Suasive Q&A Cycle and, 168–169
Covid-19, 11, 70, 118, 165, 169
Crown Advisors, 12
deafness ruse, 59
declarative statements, 114
audience perception and, 20–21
John Stumpf Senate testimony, 17–18
Mark McGwire Senate testimony, 16–17
Dimon, Jamie, 161
distilling questions, 40–41, 48. See also listening
preparation and, 27
red flags, 28
downstream questions, answering, 139–140
El-Erian, Mohamed, 88
Enron, 137
Epictetus, 47
Eubanks, Shawn, 90
evasive answers, 114, 115–122, 141–142
“No comment,” 117
reasons to decline an answer, 121
spin Buffer, 114
“whataboutism,” 114
Extended Stay America, 73
eye contact, 57
false assumption questions, 132–135
fast thinking, 39, 48, 81, 177. See also Daniel Kahneman
Fog of War, The, 113
forward-looking questions, answering, 139
Franklin, Benjamin, 5
Freshworks, 174–175. See also Girish Mathrubootham, Jayne Gonzales, and Tyler Sloat
Gibson, Scott, 177
Goncalves, Lourenco, 19–20, 62
Goodell, Roger, 120
Google, 178
Gonzales, Jayne, 174
“gotcha” questions, 6
growth/outlook
answering questions about, 68
Suasive Q&A Cycle and, 166–167
“Guilty as Charged” questions, 140–142
benefits of, 147
“Breaking into Jail,” 142
Guru-Murthy, Krishnan, interview with Quentin Tarantino, 8–10
Hammond, Ed, 161
handling tough questions, 12–13
Harlow, Poppy, 75
Hasse, Bruce, 73
Hastings, Reed, 74–75, 127, 159
Hayward, Tony, 4
head nods, 97
HealthSouth, 6. See also Scrushy, Richard
Hendricks, Brad, 15
Hewitt, Don, 24
Hopwood, Mike, 177
hostile questions, 140
Instacart, 170
interpersonal relationships, listening, 38
IPO roadshows, 4, 10–11, 15, 26, 29, 151
IPOs
CEOs and, 2
NetRoadshow, 11
public investors, 12
“Risk Factors” section, 142
irrelevant questions, 80
Izquivel, Jesus, 108
J.P. Morgan, 128
JPMorgan Chase, 161
Kahneman, Daniel, Thinking, Fast and Slow, 39
Kennedy, John. F., 2
Kennedy, Ted, 25
Kennedy-Nixon debate, 2–3, 24–25
Kernen, Joe, 118
Key Words, 29, 86, 101–109, 113, 120. See also Buffering
Khosrowshahi, Dara, 70–71, 157–158
Kirsanov, Dmitry, 104
Kurtzleben, Danielle, 114
Lazaridis, Mike, 18–19, 115–116
Leary, Timothy, 5
Lebowitz, Fran, 37
Lee, Bruce, 149
Legere, John, 128
listening, 37, 41–44, 48. See also Active Listening
active, 46
identifying Roman columns, 50–56
subvocalization, 56
Loney, Dan, 88
Lopatin, Uri, 151
Mathrubootham, Girish, 174–175
McNamara, Robert, 113–114, 150
Mehta, Apoorva, 170
Merwin, Chris, 132
Mill, John Stuart, 77
Miller, Greg, 15
Monroe, James, 31
multiple questions, answering, 81–86
murder boards, U.S. Supreme Court, 26
negative questions, answering, 78–79
NetRoadshow, 11. See also IPO Roadshow Study
news media, 6
NFL, 120
Nixon, Richard, 2, 17–18. See also Presidential Debates, 1960
NLP (natural language processing), 151
NPR, 114
Ocasio-Cortez, Alexandria, 136–137, 138
Osterweis Capital Management, 90
Pardes Biosciences, 151
parity, 75
Patronizing Paraphrase, 95–96, 115–116
PayPal, 163
Pegoraro, Rob, 116
perception, 2
Perot, H. Ross, 41, 45–46, 51–52, 55. See also Presidential Debates, 1982
persuasion
Point B and WIIFY, 147
Pichai, Sundar, 178
Pluralsight, 175
PLX Technology, 177
Point B, 147, 150. See also Topspin
Poirier, Helene, 10
Powell, Colin, 104, 107–108, 131–132, 182
It Worked for Me: In Life and Leadership, 109–110
worst-case scenario and, 31
presented content, answering questions about, 89–90
presenter behavior/audience perception dynamic, 20–21
Mike Lazaridis interview, 18–19
defensive behavior
John Stumpf Senate testimony, 17–18
Mark McGwire Senate testimony, 16–17
Presidential Debates
1992, Bush-Clinton-Perot, 41, 50–59
2008, Reagan-Mondale, 171
price/cost
answering questions about, 65–66
Suasive Q&A Cycle and, 156–158
problems
answering questions about, 69–70
Suasive Q&A Cycle and, 169–170
Q&A cycle, 34. See also Suasive Q&A Cycle
answering questions, 123
yielding the floor, 34–35, 47–49
asking questions about questions, 59–60
for competition/differentiation issues, 66, 70–71
for growth/outlook issues, 68, 73
positioning, 64
for price/cost issues, 65–66, 70
for qualifications/capability issues, 66, 71–72
contentious behavior and, 18–21
controlling the traffic, 32–33
deafness ruse, 59
maximum control and, 32
Patronizing Paraphrase, 115–116
recognize the questioner, 33–34
repeating the question, 62
self-consciousness and, 48
setting the ground rules, 32
tough questions, why people ask, 5–10
worst-case scenario, preparing for, 31
qualifications/capabilities
answering questions about, 66
Suasive Q&A Cycle and, 161–163
quid pro quo, 122–123, 139, 159
Seven Universal Issues and, 124–125
rambling, 39
Ranzo, Guilio, 74
recognizing the questioner, 33–34
red flags, 28
positioning, 30
repeating the question, 62
research, preparation and, 24–25
“Return to Sender,” 60, 99–100
Roman Columns, 49, 88, 123, 181–182 See also Buffering
Roman Room Technique, 28
“Safe Harbor” statements, 139
Salameh, Mike, 177
Schroeder, Alan, 24
SEC (Securities and Exchange Commission), 142
“Safe Harbor” statements, 139
tough questions and, 19
self-consciousness, 48
Senate testimony
Seven Universal Issues, 28–29, 153, 178. See also Buffering
Compete/Differentiate
Suasive Q&A Cycle and, 158–161
Contingencies
Suasive Q&A Cycle and, 168–169
Growth/Outlook
Suasive Q&A Cycle and, 166–167
Price/Cost
Suasive Q&A Cycle and, 156–158
Problems
Suasive Q&A Cycle and, 169–170
Qualifications/Capabilities
Suasive Q&A Cycle and, 161–163
Timing
Suasive Q&A Cycle and, 163–166
Seward, William Henry, 23
Sewing, Christian, 79, 143–144
Shakespeare, William, 176
Shaw, George Bernard, 37
Sierro, Laurent, 71
Simon, Paul, 113
Skilling, Jeffrey, 138
Sloat, Tyler, 175
slow thinking, 39
Socrates, 5
Sonnenfeld, Jeffrey, 21
Sorkin, Ross, 157
special questions
forward-looking, 139
“Guilty as Charged,” 140–145, 147
spin Buffer, 114
Squawk Box, 21
startup companies
hostile questions and, 140–142
statements
declarative, 114
forward-looking, 139
Suasive Q&A Cycle, 155–156, 170–171. See also Topspin
Seven Universal Issues and
Compete/Differentiate, 158–161
Qualifications/Capabilities, 161–163
Topspin, 47–49, 141–148, 150–154, 171
yielding the floor, 34–35, 47–49, 170–171
subvocalization, 56
Summers, Marisa, 41–42, 43, 47, 50–51, 52, 56–57, 59
The Art of War, 149
Swisher, Kara, 74
tangential questions, answering, 131–132
Tao of Jeet Kune Do, 149
The Wall Street Journal, 2, 72, 107, 132
Through the Looking-Glass, 114
Time magazine, 8
timing
answering questions about, 67–68
Suasive Q&A Cycle and, 163–166
Topspin, 47–49, 141–148, 150–154, 171, 182, 184. See also Topspin
Buffering and, 155
quid pro quo answers and, 154–155
tough questions
audience perception and, 20–21
for competition/differentiation issues, 70–71
for growth/outlook issues, 68, 73
positioning, 64
for price/cost issues, 65–66, 70
for qualifications/capability issues, 71–72
for timing issues, 72
Cartesian method and, 10
contentious behavior and
defensive behavior and
John Stumpf Senate testimony, 17–18
Mark McGwire Senate testimony, 16–17
“gotcha” questions, 6
SEC (Securities and Exchange Commission) and, 19
why businesspeople ask, 10
transparency, 154
Trewhitt, Henry, 171
Tumulty, Karen, 8
Twain, Mark, 13
Tzuo, Tien, 132
Uber Technologies, 70
unauthorized Wells Fargo accounts, 17–18
unknown questions, answering, 135–139
U.S. Supreme Court murder boards, 26
Vataru, Eddy, 90
Wall Street Journal, The, 2, 72, 107, 132
Wallace, Mike, interview with Richard Scrushy, 6–8
Wang, Xiang, 86
Waters, Maxine, 120
“whataboutism,” 114
WIIFY (“What’s in it for you?”), 147, 150, 186. See also Topspin
scientific and technical information, 151–153
Wills, Garry, 26
worst-case scenario, preparing for, 31
Xiang, Wang, 73
Xiaomi Corporation, 73
yielding the floor, 34–35, 47–49, 170–171
Zhao, Frank, 151
Zoom Video Communications, 103