Rob Simmelkjaer’s Ground-Breaking Persona

As a kid, Rob Simmelkjaer’s grandmother always told him: “If you’re going to open your mouth, the best thing is to ask a question.”

Questions are “a sign of respect, curiosity, a way to learn,” notes the Westporter. “They’re more than just an opening.”

Simmelkjaer has had lots of chances to ask questions. He’s a former member of the Zoning Board of Appeals, and a 2017 candidate for second selectman.

Rob Simmelkjaer

He’s been an on-air contributor for NBC Sports, and as vice president of NBC Sports Ventures was involved with the radio network and podcasts. He previously worked at ESPN and ABC News, where as anchor and correspondent he covered the Virginia Tech shootings and President Ford’s funeral.

Simmelkjaer — who majored in government and philosophy at Dartmouth College, and holds a law degree from Harvard University — is a huge fan of NPR’s StoryCorps. In those short Friday segments people interview relatives and friends, unearthing tales rich in drama and inspiration.

So it’s no surprise that Simmelkjaer — who was NBC Sports’ “in-house entrepreneurial expert” — is now striking out on his own.

Or that his new venture — Persona — is all about asking questions.

Simmelkjaer calls Persona “the first social video platform dedicated to interviews.” It’s like Instagram, he says — but with conversations, not photos.

The app makes interviewing easy. It helps interviewers frame great questions, makes sharing interviews easy, and enables users to discover interesting interviews on similar (or totally unrelated) topics.

Rob Simmelkjaer is at ease in front of a camera. Persona will make the rest of us feel comfortable too.

Persona is not yet ready for prime time. Simmelkjaer is developing a prototype. He’s slowly releasing content on other platforms, like YouTube, to grow the brand.

It’s an exciting project. Just the other day — in the aftermath of the massacre at a New Zealand mosque — Simmelkjaer interviewed Imam Mohamed Abdelati of the Bridgeport Islamic Community Center.

Westport is an important part of Simmelkjaer’s process. Interviews with people like State Senator Will Haskell and attorney Josh Koskoff Takes On The NRA — interesting folks with intriguing insights — are part of the plan.

Simmelkjaer’s very first Persona interview was with Victoria Gouletas. She’s the ZBA member who was paralyzed a year ago, when a heavy tree branch fell on her during a windstorm.

Gently but insightfully, he asks Gouletas about the accident, how she handled the devastating news, and the effect on her family. As she talks about her children, they chatter in the background. Despite the tragedy, the interview is warm, personal and uplifting.

That’s Simmelkjaer’s goal with Persona. It launches officially later this year.

Keep your eyes and ears open.

And when you open your mouth, follow Rob Simmelkjaer’s grandmother’s advice: Ask a question.

6 responses to “Rob Simmelkjaer’s Ground-Breaking Persona

  1. Eric William Buchroeder SHS ‘70

    Now this guy is the real deal.

  2. Richard Vogel

    Wow, great concept. If anyone can bring this to life its Rob. Plus Mr.T. Who doesn’t love Mr T!!

  3. Nancy Austin

    And he’s a great neighbor too! Congrats. I’ve always been an ask questions type of gal so think this is a great concept. Best wishes for success!

  4. Rob’s Persona concept is a very exciting idea. And his interviews have been very professional. Go Rob!!

  5. Mary Cookman Schmerker

    I loved the interview. Thanks for sharing. Victoria’s attitude is wonderful and we all should remember to be thankful for what we do have. My Dad always said to us growing up: “The only stupid question is the one you don’t ask.” Thank you Rob for underlining and highlighting the technique.

  6. Sal Liccione

    Good job rob I am proud off you