Mad Sweeney, I have to congratulate you on getting Steve on your show.
A couple of points Steve made that I think are worth highlighting:
The achilles heel of cults: there are thousands of other groups that think they are the only 'truth' and look down on JWs as a cult. What makes JWs different? JWs need to be able to see their organization from this perspective.
Steve also stated that whilst debating doctrine is usually not productive, discussing flip flops and discrepancies in the organization's history can be useful, depending on the individual you are trying to reach.