Questions will either limit your ideas or give you such strong ones to work with that the piece will writ itself. An essential part of your job is simply to come up with questions.

Despite its simplicity, it is not usually too easy. You want to:

• Avoid questions that you can find on Page 1, 2, or 3 of a Google Search query with their name + interview in it.
• Elaborate on questions from previous interviews that may have interested you.
• If they're keynote speakers, look for their SlideShares and see if any of their slides intrigue you. Ask them about that.
• Make sure you know if there are any topics you should try to steer clear of.
  
• Constrain the questions appropriately; "What are the latest social media trends?" may be a bit more difficult to answer than, "I've heard this piece of news, what do you think this means for society?"