In the latest installment of Jus Agency’s Global Expert Interview Series, I’m thrilled to introduce Jeff Conway—an Emmy-nominated TV host, Senior Contributor at Forbes, and a true master of authentic storytelling. If you’ve ever seen him interview A-list stars like Jennifer Aniston, Dwayne Johnson, or Jason Momoa, you know Jeff has an uncanny ability to create meaningful, genuine connections, whether on camera or behind the scenes.
But beyond the star power, Jeff’s approach to authenticity, connection, strategic branding, and his focus on the business side of celebrities is what makes his perspective so fascinating. His takeaways aren’t just for Hollywood insiders—they’re packed with practical lessons for those who are building a business or personal brand, and are navigating their own growth journeys.
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Julia Ager
Jus Agency Founder
Jeff, what sparked your passion for media and journalism?
Jeff: Growing up, I was a huge movie buff. I’d spend hours quoting movies on family road trips, much to everyone’s annoyance! While I loved movies, I knew acting wasn’t for me—I can’t memorize lines to save my life.
What drew me to journalism was watching red carpet interviews at award shows. I noticed how robotic and transactional those conversations were, and I thought, “There’s a better way to do this.” I wanted to connect with celebrities as humans, not just stars. That approach has served me well. I’ve built genuine relationships because I lead with authenticity and treat them like real people.
Your interviews feel so personalized. How do you prepare for them?
Jeff: Research is my foundation. I dig deep—reading old articles, watching past interviews, and studying how my subjects carry themselves. It’s about understanding their energy and adapting to it.
For example, if someone’s naturally upbeat, I bring high energy to match. If they’re more reserved, I slow down and approach them calmly. It’s like a psychological dance, where you tune into social cues in real time. Matching their tone not only builds trust but ensures the audience feels that genuine connection.
Celebrities are turning into entrepreneurs now more than ever. What’s driving this shift?
Jeff: It’s fascinating to see stars expand beyond Hollywood. Many use their fame to kickstart businesses, but the most inspiring ones are deeply involved in the process.
Take Cameron Diaz and her wine brand, Avaline. She didn’t just lend her name; she was in the trenches, testing and refining the product. That hands-on approach is what separates authentic ventures from mere endorsements. It’s the same with Jennifer Aniston and her skincare line—she knows her stats and product details, inside out.
What can small business owners learn from these celebrity entrepreneurs?
Jeff: Authenticity is key. Customers can spot a fake a mile away. Celebrities like Halle Berry excel because they only align with brands they genuinely believe in—like her partnership with a probiotic company she discovered and loved for her own health.
For business owners, the takeaway is to stay transparent. Share your journey, the highs and lows, and make your messaging consistent. Vulnerability humanizes your brand and creates trust.
You’ve worked with the biggest names in the industry. What’s one universal truth about personal branding?
Jeff: Your reputation is everything. Whether you’re a celebrity or a small business owner, people want to work with those they trust.
For instance, during an interview with Jennifer Aniston, she asked me to omit a comment that didn’t reflect her thoughts. I respected her wishes, even though it was “on the record.” That integrity keeps my contacts strong and ensures longevity in my career. Similarly, in business, consistency and follow-through build credibility.
Any tips for businesses looking to collaborate with celebrities?
Jeff: Do your homework. Before approaching a celebrity, show that you understand their brand and passions. For example, don’t just pitch to Ryan Reynolds because he’s popular. Instead, highlight how your product aligns with his business ventures, like his work with Mint Mobile or Aviation Gin.
Also, avoid the term “spokesperson.” In 2024, celebrities want roles like “Chief Brand Ambassador” or “Executive Partner.” Giving them a meaningful title and involving them in decision-making goes a long way.
Lastly, Jeff, what’s the secret to staying relevant in today’s fast-paced world?
Jeff: Authentic storytelling. A-list stars who succeed at business seamlessly integrate their brand into their daily lives.
Take Halle Berry, for example. She talks about her gut health journey naturally on Instagram, weaving her personal story with her product promotion. The result? Customers trust her because it feels real.
For business owners, it’s the same. Don’t just sell your product—share your “why.” Let people see the human behind the business.
Final Takeaways: Embrace the Human Side of Business
Jeff’s wisdom reminds us that success isn’t just about having a great product or service—it’s about showing up authentically and staying consistent. Whether you’re pitching to a celebrity or building your personal brand, the principles of trust, research, and connection are universal.
Ready to hear more from Jeff Conway? Follow him on Forbes, LinkedIn, Instagram, and X (formerly Twitter). You can also watch the full interview with Jeff Conway on our Global Expert Series here for deeper insights and exclusive tips straight from one of Hollywood’s leading media personalities.
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