Understand what the job is, the qualities required, and the culture of the company.
Everything else flows from this.
For example, if you show initiative and boldness that may go well for a sales or managerial role, but not for a more mundane role.
In a high performance company having a 5 year plan may be a positive, while in other companies and roles they may want someone without big plans for the future.
Many people think the purpose of the interview is to tell the other person as much as possible about themself as possible. It’s not. It’s about ensuring you are the right match for the position.
So step one is to ensure YOU understand what is required. They may not tell you, but the questions will. Listen carefully to the questions and ensure you understand the question and what it implies.
Just as their questions will reveal more about the job, your questions will reveal more about you. Be prepared to ask questions about the company, the position, the team, and the skills they expect.
You will probably need to ask about remuneration, but make sure it is not the only question you ask. Otherwise it reveals that you care about money and nothing else.
Your “unique trust proposition” (UTP – I made that term up) is why they should trust you to do this job. It is why you are not only capable of doing the job better than anyone else, but why you will do the job better than anyone else.
Ultimately they want to know if they can trust you to do what you say you can.
This may mean giving specific examples of achievements, references, or even admitting what your limitations are. It is more important to build trust than to try and falsely impress.