Employment interviews set up a power imbalance. They ask questions, and you answer. You prepare a couple of questions for the close of the interview, but don’t think about asking questions during the interview. This is a mistake.

Include the intention of asking questions in your interview preparation. As you do your research, learn about the requirements for the job, the company culture, and the demands of the role you are seeking. Also, identify the company's competitors, their future goals, and potential threats they are facing.

The knowledge you gain allows you to join in the conversation during the interview, rather than respond passively. You explain how you’ve solved problems in the past and achieved extraordinary results. You also integrate your achievements with their needs, goals, and potential opportunities.

Your research creates opportunities for you to bridge the gap from outsider to insider. Then you take it a step further. You gracefully ask a question addressing their core needs or opportunities. Your questions show both your knowledge and your level of motivation for the position. You cared enough to get smart.

Ultimately, your best interviews will be more like a meeting between colleagues than a one-sided ping-pong match. You can’t be sure your arsenal of information about your employment target will pay off, but it’s a worthy gamble. One or two well-crafted questions based on solid research sets you apart from your competition.

In case you are reading this and don’t have an interview in the wings, use this approach for any interaction that matters. Whether you are buying, in case you are reading this and don’t have an interview in the wings, use this approach for any interaction that matters. Whether you are buying a new car or hiring a personal trainer, your ability to ask relevant, insightful questions will increase the likelihood you will get the outcome you desire.