At the NYT Small Business Summit in October, I got formally interviewed on video for the first time. AMEX was the main sponsor of the Summit, and their small business campaign theme is "Share Your Story". They hired a production crew to spiff up the nervous entrepreneurs who were milling about the Hilton, and asked them on camera about their products, their personal saga, etc. I shared my story like the rest -- yet it seemed more mundane than the soccer mom with a better golf shoe, or the Harlem wine store owner, or the guy in a black and white shirt with black and white cookies.

Perhaps it was my delivery.

Some weeks after, I saw how it should be done. The WSJ did a brief interview of a popup book designer, who scored 10/10 during his four minutes. I gave my observations on him over at the NYT SBSC blog.

Bottom line, if you're not clicking: Have passion for your business, convey personality, give short answers, and practice beforehand.