Are You Interviewing on Defense? 3 Ways to Create Demand Instead

If You’re Just Answering Questions, You’re Not Leading the Interview

You’ve likely been taught to prepare for interviews by anticipating questions—and having solid answers. That’s important. But it’s only part of the equation.

If you’re showing up just to react, explain, and hope they see your value, you're interviewing on defense.

✅ Defense says: “I hope they think I’m qualified.”
✅ Demand says: “I know the problems they’re trying to solve—and here’s how I’ll help.”

It’s a mindset shift. And it changes everything.

What Does Interviewing on Defense Look Like?

If any of this sounds familiar, you may be stuck in reactive mode:

You wait for their questions and follow their script.
You over-explain your past instead of focusing on what you’ll do next.
You feel like you're trying to earn their approval instead of showing up as a peer.

When that happens, you miss the opportunity to lead the conversation and create demand for what only you can do.

How to Create Demand in the Interview Room

1️⃣ Lead with What You Know They Care About

Before the interview, ask yourself:
➡️ What are they likely struggling with?
➡️ What does success look like in this role?

Then, early in the conversation, say something like:
“I imagine one of the biggest challenges in this role is [insert insight]. I’d love to share how I’ve tackled something similar.”

This simple shift positions you as a strategic thinker—someone already thinking about how to solve their problems.

2️⃣ Anchor Your Stories in Forward Motion

Too many candidates get stuck explaining their résumé. But employers don’t hire résumés—they hire people who can create results.

Instead of:
❌ “At my last job, I owned brand strategy and handled category management.”

Try:
✅ “What excites me about this role is the chance to bring my cross-functional leadership to drive growth in a category that’s ready for innovation. Here’s how I’d start…”

Speak from the place of already being on the team.

3️⃣ Ask Better Questions (That Show You’re Already Thinking Like an Insider)

Anyone can ask: “What’s the culture like?”

But you’ll stand out when you ask:

“What challenges is this team navigating that this role needs to help solve?”
“What would success look like after 90 days?”
“How are you defining growth in this category over the next year?”

These questions create a real dialogue—and show that you’re already thinking like a strategic partner.

The Candidates Who Get Offers Don’t Just Answer Well—They Drive the Conversation

When you create demand, you’re not just proving you can do the job. You’re helping the hiring manager see how you’ll make their life easier.

That’s not about arrogance. It’s about ownership.

And it makes you easy to hire.

Your Action Step: Reframe One Interview Answer This Week

Choose a question you’ve been asked recently—like “Tell me about yourself” or “Why are you interested in this role?”

Then rewrite your answer using this formula:
Here’s the problem you’re trying to solve → here’s how I’ve done that → here’s how I’ll do that for you.

You’ll instantly sound more confident, relevant, and in demand.

Want to Practice Creating Demand in Real Time?

Let’s rehearse together. I offer 1:1 mock interviews where we test your messaging, reframe your answers, and build confidence so you show up as the candidate they can’t forget.

Connect with me on LinkedIn and mention this blog in your invitation to get your free CPG Job Search Resources guide.

Schedule a call with me to discuss your next steps.

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