How to Interview for a Startup

People are insecure about what they know and they feel bad about knowing something. Half the job of the interviewer should be to leave the person you've spoken to wanting to work for your company whether you proceed with them or not. How do you avoid not focusing on the most senior executive people because that's kind of how to imagine where the money is? In some ways, maybe it's easier to place individual developer when perhaps a more senior person is worth more.