CBS News gets up close and personal with Warren Buffett, parent
CBS News “Sunday Morning” found a more personal route to profile billionaire financier Warren Buffett during the Berkshire Hathaway shareholder meeting in Omaha, Neb., by capturing him with his son, Peter, a musician.
During the segment with correspondent Tracy Smith, Peter Buffett says he sold the company shares he received at age 19 for $90,000. Today, they’d be worth $70 million, he says. (Clearly, stock-picking acumen wasn’t hereditary in this case.)
The segment also shows Warren Buffett playing ukulele with his son during a performance and touring the conference center during the shareholder meeting. Peter attended the conference to promote his latest book and CDs.
The segment ends with Warren Buffett comparing parenting to buying companies, the big difference being you can sell the companies, he says.
Today’s Tip: Look for the personal side of business executives.
Granted, most people reading about Warren Buffett want to know how he predicts winners and where he’s betting next. However, showing the interaction between father and son while giving a glimpse into their family life offers a dose of humility and humanity readers and viewers enjoy. People like to read about other people.
Looking at the exhibitor list, which listed Peter, probably planted the seed for this story. You can do similar stories by noting charities or activities your executives enjoy. You can also get sources more relaxed by interviewing them with close friends. For example, Fortune’s story last year about the Procter & Gamble transition showed the two incoming and outgoing CEOs interacting, noting their gestures and making them more human.
