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What is “bridging” in an interview?
Say someone asked you about a rival company, what one of your rivals is doing. So you say: I couldn’t possibly comment on what “SmithKline Beecham” are doing. However, what I can tell you is what we’re focusing on is this.
These are little tricks, watch any politician and they’ll do it time and time and time again: “That’s not important. What is important here is [something else]. Or, “That’s above my pay grade. What I’d really like to focus on is…”
This is called bridging. It’s addressing what you’re asked but not answering it, bridging away to where you’d rather go. And then back to your key message.