"I'll just ask them to give me five things that they think are terrible on our website," says Courtney DeLaura, owner of Lot25. This disarmingly direct approach reveals more than just a candidate's analytical skills – it shows their ability to navigate delicate professional situations with confidence and tact.

Beyond Surface-Level Answers

DeLaura's interview technique cuts through the typical rehearsed responses. "I'm giving them permission to be critical," she explains, noting how this creates a space for authentic dialogue. It's a clever way to assess not just what candidates see, but how they communicate potentially sensitive observations.

The Reality of Marketing Leadership

"When you're a marketing leader, there's only so much you can do in a day," DeLaura reflects. This candid acknowledgment sets the stage for one of the most important qualities she looks for: the ability to prioritize and identify key areas for improvement. She continues, "You know that there is so much room for improvement even in the most efficient teams."

Critical Thinking Meets Diplomatic Communication

The real test, according to DeLaura, lies in the balance between criticism and constructive feedback. "I always want to see that they can [be] critical but also comfortable bringing up those things," she notes. This delicate balance reveals a candidate's potential to be both an analytical thinker and a diplomatic team player.

Testing Competitiveness Early

DeLaura acknowledges the challenges of evaluating certain traits during initial interactions. "As far as the competitiveness, that is definitely a more difficult one I think to test early on in the relationship or the interview process," she admits. This insight highlights the importance of having a multi-faceted interview approach that evolves throughout the hiring process.

Creating Psychological Safety in Interviews

By explicitly giving candidates permission to critique, DeLaura creates a safe space for honest dialogue. This approach not only reveals a candidate's analytical capabilities but also their ability to:

• Think critically about existing systems
• Communicate potentially sensitive observations
• Balance criticism with constructive suggestions
• Demonstrate strategic thinking under pressure

The Hidden Value of the Question

The genius of DeLaura's approach lies in its simplicity. By asking candidates to identify problems, she's really asking them to demonstrate:

• Attention to detail
• Strategic thinking
• Communication skills
• Professional courage
• Problem-solving abilities

Looking Beyond the Obvious

"What would you do if you stepped in tomorrow?" DeLaura poses this follow-up question to push candidates beyond simple criticism into solution-oriented thinking. This reveals their ability to not just identify problems but to envision practical solutions.

The Broader Implications

This interview technique speaks to a larger truth in marketing leadership: the need for professionals who can balance honesty with diplomacy, criticism with construction, and analysis with action. As DeLaura's approach demonstrates, finding this balance starts with the interview process itself.

A Two-Way Street

The beauty of this approach is that it also gives candidates valuable insight into the organization's culture. It shows:

• Openness to feedback
• Comfort with criticism
• Value placed on honest communication
• Recognition of continuous improvement

Beyond the First Impression

While DeLaura acknowledges that some qualities are harder to assess in initial interviews, her approach to testing critical thinking and communication provides a strong foundation for evaluating potential team members.

The Takeaway

The lesson here isn't just about interview techniques – it's about creating an environment where honest, constructive feedback is valued from the very first interaction. As DeLaura demonstrates, sometimes the most revealing questions are also the most straightforward.

In the end, it's not just about finding someone who can spot problems – it's about finding someone who can communicate them effectively and contribute to their solution. This balance of critical thinking and diplomatic communication is what sets great marketing professionals apart from good ones.

Remember, as DeLaura's approach shows us, the best interviews aren't just evaluations – they're conversations that reveal both capability and character.