What’s a HiPPO you ask?
Coined by Google Analytic guru Avinash Kaushik

Have you ever been given the responsibility of designing/developing a new marketing piece (website, brochure, etc.) only to have your design or content ideas trampled by an upper-level executive who really has no clue? That’s a HiPPO, the Highest Paid Person’s Opinion.

As a website developer, I tend to run into HiPPOs a lot. And unfortunately, there are a lot of bad websites out there that have been designed based solely on the siloed, subjective opinions of  upper-level management. I know the same can be said for logo and print designs as well. Ask any graphic designer and I’d bet they have a slew of designs that their clients “should have chosen”…But I digress.

We all understand what is at stake when a company develops and launches a new marketing campaign. The costs associated with the design and production of the campaign’s materials can be considerable, not to mention the cost of a campaign that flops. So it’s understandable that business owners and upper-level execs feel the need to insert their intuition into the development process. But what many HiPPOs neglect to realize is that at their high-level position, they tend to have the least amount of direct customer contact. They’re not on the ground floor dealing with everyday customer needs and wants.

On the other side of the coin, HiPPOs hire us (marketing personnel, creative professionals) to complete the task at hand in a manner that will meet or exceed their expectations. It’s our job to instill confidence and a level of trust in our abilities. Without that trust, the potential for a HiPPO stampede may be imminent.

Herding Tips

So what do we do about HiPPOs? Well, there’s no use arguing with them since most of the time they’re probably going to be a gatekeeper to you getting a paycheck. Over the years I’ve dealt with my fair share of HiPPOs and I’ve developed several techniques that not only help creative projects run smoother, but ensure better performing marketing materials and campaigns.

1. Get the HiPPO involved in initial planning – One of the biggest stumbling blocks in website projects is the design phase, where a subjective design opinion can bring a project to a screeching halt. If the highest-paid person hasn’t been involved in the initial strategy meetings, and suddenly they get a few designs thrown at them that don’t fit their vision, you might have just wasted a bunch of time and money. I’ve found that getting HiPPOs involved in the early planning meetings gives them the opportunity to be a part of the strategy, creative and information architecture discussions. If they have a vision, let’s flush it out and get everyone on the same page.
2. Convey Your Expertise, Build Their Trust – Whether you’re being hired for a specific project or already work for the company, you need to take every opportunity to show HiPPOs that YOU are the expert in your particular field/capacity. This may come during initial meetings or it could take months for your boss to trust in your abilities. Throughout the process, provide explanations of concepts, present “schools of thought” and educate the decision makers so that they get comfortable with you corralling them if/when needed.
3. Introduce Data to Support the Cause – Data has always been a marketers best friend. And in the growing online world, it’s never been easier to capture and analyze. In the case of websites, leveraging past analytics data can provide a crystal clear roadmap for future design, content and search engine optimization decisions. Instinct aside, HiPPOs will have a hard time arguing with a bunch of data that is guiding your strategy.
4. Get The Customer Involved – Rather than us making decisions in a silo, let the customer be the arbitrator. Let them tell us which design they prefer, or which content layout helps them get from point A to point B the easiest. Establishing a testing mechanism/protocol for your projects using online surveying and testing platforms lets your actual customers make the decisions, ensuring higher ROI, conversion rates and ultimately…higher sales.