Groupon CEO’s Bizarre Today Show Interview
Last Friday, Groupon CEO Andrew Mason made an appearance on NBC’s Today Show. He evaded questions using non sequiturs about class bullies and his middle name.
Groupon, described by Newsweek as one of the “fastest-growing companies on the web,” issues coupons for local businesses and collects half the revenue the businesses take in. The business model has caught the attention of other companies, and recent press reports claim Mr. Mason turned down a $6 billion offer from Google.
Prior to Mr. Mason’s appearance, he Tweeted: “About to do Today show and beta test a new technique for dodging questions.” When Matt Lauer asked about the rumored Google offer, Mason deflected (video is no longer available) :
Matt Lauer: “Let’s get to the elephant in the room. The reporting of late on the business pages has been that Google offered you six billion dollars for this company, and the same reporting says you turned it down. Have you turned down a deal like that lately?”
Andrew Mason: “Unfortunately, Matt, I can’t speak to that. But, we’re excited to be (giggles) to have a cool company that we’re continuing to grow.”
Lauer: “Can you at least confirm that you were in the…I’m not looking for the specific number. Will you confirm that you were in talks with Google for such a deal?”
Mason: “Let me tell you a story to answer that question, Matt.”
Lauer: “I have a feeling I’m not going to get an answer here.”
Mason: “My middle name is Divens. And when I was in fourth grade, Josh Wilson who was my friend, I was embarrassed of this middle name, and Josh Wilson made fun of me on the baseball field. And I started crying and ran after him and Mrs. Paddock pulled me aside and yelled at me and the next day on the field trip to the pool, Kristen Flaherty made fun of me. She called me, “Hey Divens,” and I tried to squirt, I tried to squirt suntan lotion on her…”
Lauer: “…This is answering my question how?”
Mason: “I’ve got eight more of those. And every time you try…”
Lauer: “You will stall any way you possibly can, right?”
The reaction to Mr. Mason’s interview was generally favorable on Twitter and around the web. He was congratulated for his “obtuse stonewalling” and “funny” interview.
I agree that Mr. Mason came off as humorous, audacious, and devilishly mischievous. Even Matt Lauer seemed to enjoy being “punked” by a master of the game.
But I can’t shake the feeling that Mr. Mason missed an opportunity.
Regardless of whether Mr. Mason sells his company, he has a vested interest in growing it. The question is whether you believe the best way to grow your company is to inspire more people and retailers to sign up with your company through a terrific interview, or whether you think you’re going to grow it by trying to develop a cult of personality.
I’ll concede that his use of non sequiturs got more people talking than if he had answered the questions more forthrightly. But he got people talking about the wrong thing. And in so doing, I’d argue that he missed an opportunity to sell his brand to millions of morning television viewers who aren’t likely to check out his product just because he’s a quirky interviewee.
Related: November’s 5 Worst Video Media Disasters
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Yea. Chalk one up for the “not going to use groupon” group. That was the stupidest interview I have ever seen. The kid isn’t brilliant. He’s an idiot. OK maybe he knows how to hacky hacky on da ‘puter, but he really seemed full of himself during that interview. Total turn off.
OMG, Andrew! You are so clever with your non-sequitars! Can I work for you?! Oh please! Oh Please.
Barf!
I hope groupon dies and dies a quick death.
Down with the 30-somethings that think the universe revolves around them.
Dahls – thanks for your comment. Your strong reaction to the interview confirms what I thought – that Mr. Mason unnecessarily divided the audience instead of just delivering a terrific interview.
And I’m glad I’m almost out of my 30’s. I’ll soon be a 40-something that thinks the universe revolves around me. 🙂
Age and non-sequitars aside, Andrew Mason gives “good TV.” I’d say he must tickle the fancy of most print journalists he meets, too. Consequently, his talent is not limited to delivering cavalier answers. Sir Richard Branson, Steve Forbes, Steve Jobs and others could even learn a thing or two about the power of turning on a boyish grin and using Mason’s homespun quasi-Midwestern trusting manner. Besides, would you ever consider going on NBC’s Today show without wearing a sport jacket or a collared shirt? Mason’s charm is rewriting the rulebook with talents that are refreshingly uncommon and absolutely unlearned. He’s a natural. Some current elected officials could find Mason’s interview instructive. Though, if I could indulge a caption for Mason’s interview, I would title it, “I have a secret…” And, his vagueness becomes practically irrelevant the longer Matt Lauer’s line of questioning endures. Even though Groupon’s CEO gets off scot-free evading any real business news value, Mason’s mystery never stops selling the brilliance at the center of his movement. My biggest criticism? Only that a slightly more mature and cunning CEO would have plugged his own web site at least once and promised (or taunted) Lauer that he or she would return in 2011 to make future non-announcements.
Aric – As always, thank you for your thoughtful comments and your smart opposing view. The other three CEO’s you cited are indeed good analogies.
I, too, found myself charmed by Mr. Mason. But the question I’m still wrestling with is whether he unnecessarily divided the audience into two halves: those that found him charming (as we did), and those that found him obnoxious (as several e-mailers and commenters in cyber-space did).
I’d love to hear from other readers. Did Mr. Mason charm or annoy you? Should he continue doing media interviews the same way, or should he reign in his smart-alecky side?
Editor’s Note: This comment was left in response to this article on Bulldog Reporter, where it was also posted. I’m pasting it here to continue the conversation.
“The first time I read a Mason response on the Google buyout rumor — he said he’d talk to press only if they asked about his hobby of building doll houses — my main impression is that the guy is a screwball. Some people may think his Today Show interview was cute, but to me it was a classic example of breaking one of the cardinal rules of PR: Don’t Waste a Journalist’s Time.
The fact is that, but for the excitement generated by Google’s involvement, this story would rate a column inch in national print media or brief mention on-air: $6B deals just aren’t what they once were. Mr. Mason would be doing everyone a favor if he backed off from interviews until he has something newsworthy to say. In the meantime, quit wasting the media’s time. If the man has a PR agency board, hopefully they’re giving him the same counsel.”
– Jim Crawford
Just found this site through a Shepherd Smith correction on where the “Top Ten Media Disasters Of 2010” came from.
I’m really impressed with this website and the writing/teachings of Brad Phillips.
On Groupon’s Mr. Mason;
He blew the opportunity to both titillate the Twitter-sphere AND be a good interviewee by combining the ‘coy charmer’ shtick with some meat for Lauer and service to the shareholders.
“Ah shucks Matt, here’s some really cool numbers for you…” (Groupon growth and projection numbers).
Michael