A CEO’s Biggest Interview Dealbreaker

The One Question That Sets the Tone

After interviewing more than 1,000 candidates and hiring hundreds over the course of his career, Boll & Branch CEO Scott Tannen says there’s one simple question he always asks first: What do you know about our company? It’s not a trick question, but it is a telling one. From interns to executives, Tannen believes how a candidate answers reveals whether they’ve taken the opportunity seriously.

Preparation Signals Respect

For Tannen, a lack of basic research is the biggest red flag in an interview. He’s not looking for memorized talking points or perfection, but he does expect candidates to demonstrate effort. Knowing what the company does, how it operates, and why it exists shows respect for the role and the people behind it. Even a few hours of preparation can make the difference between standing out and falling flat.

Going Beyond the Surface

Candidates who offer vague or incorrect descriptions of the business—such as not knowing the company’s products—signal disengagement. Tannen values answers that reflect curiosity and an understanding of the company’s broader mission, not just a surface-level glance. Preparation, he says, is about showing genuine interest, not just reciting facts.

Curiosity Beats Experience

One of Tannen’s most memorable interviews involved an intern with no direct experience in merchandising. What she lacked in background, she made up for in enthusiasm, curiosity, and a clear desire to learn. Her thoughtful questions and admiration for the company’s journey left a lasting impression—so much so that she’s expected to return full-time after graduation.