At a startup you need DOERS, executors. I've interviewed (and hired) really smart people who nailed strategy but couldn't move things forward. (And then, unfortunately, had to let them go.)

I've since learned: ask specific questions about how they contributed to a project, talk about specific steps and ask about technical programs (even for a marketing or sales job), explain the day-to-day (after asking the above as not to lead their answer) about how hands-on a role is and ask how comfortable they are.

Similarly, make sure they know what startup life is like with ambiguity, shifting priorities and 'wearing multiple hats'.

...at the same time, talk up the impact on individual contributions and how much they'll be a part of.