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Turning HiPPOs into Allies - IA Summit 2009

by Samantha Starmer on May 27, 2010

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Turning executives and others in power (HIPPO = Highest Paid Person's Opinion) into your allies.

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Turning HiPPOs into Allies - IA Summit 2009 — Presentation Transcript

Turning HiPPOs into AlliesSamantha Starmer

Not a HiPPO
11+ years managing customer focused strategy & IA
MLIS,Lecturer at University of Washington
Amazon, SchemaLogic, Microsoft, REI
Focus on business case and evangelizing
Lucky at getting funded

HiPPO
http://www.flickr.com/photos/munir/465554598/

HighestiPaidPerson’sOpinion*

Avinash Kaushik

HiPPOS can derail projects
http://www.flickr.com/photos/steveaux/486929817

HiPPOScan kill funding
http://www.flickr.com/photos/lantzilla/2249083758

HiPPOS can approve marketing features users don’t want
http://www.flickr.com/photos/quinnanya/113120247/

Often…the loudest voice wins

Or the most influential…
http://www.acor.org/ped-onc/extfamily/White/images/kandi3.jpg

IA/UX can get cut

Sea of HiPPOs
http://www.flickr.com/photos/pluca/2450791443/

Politics suck

HiPPO Tips
Identifying the HiPPO
Tracking the HiPPO
Neutralizing the HiPPO
Helping HiPPOs help you

Identifying the HiPPO
Photo courtesy of Stephan Castillo & Christy Sky of Disney Worldhttp://www.flickr.com/photos/scottkinmartin/489538824

Identifying the HiPPO
Know organizational structure
Understand strategic objectives
Watch out for HiPPOs in disguise
Listen more than you speak
Watch more than you present

Organizational Structure
www.photobasement.com/donald-duck-family-tree

Strategic Objectives

Watch for HiPPOs in disguisehttp://lemontree.typepad.com/photos/uncategorized/wc_rhinopluswings.jpg

Listen (more than you speak)

Watch (more than you present)

Tracking the HiPPO
http://www.flickr.com/photos/saadiq/2389521241

Tracking the HiPPO
Know company’s decision making model
Know company’s bonus & performance review structure
Lay pipe (the art of the pre-sell)
Find the HiPPOs breeding ground

Know Decision Making Model

Know Performance & Bonus structure

Lay pipe

Find the HiPPOs breeding ground
http://www.flickr.com/photos/cottonm/71972163

Neutralizing the HiPPO
Don’t pen them in
Communicate collaboratively
Pick your battles
Use strategy and tactics
Teach a HiPPO about IA and UX
Use data and analytics

Don’t pen HiPPOs in
Matthew Falk
http://www.flickr.com/photos/mfalk/2764309498

Communicate Collaboratively (aka playing nice)

Pick your battles

Strategy & Tactics

Educate (but don’t be pedantic)

Use Data & Analytics

Helping HiPPOs help You
Be generous - let other people steal
Deal with HiPPOs on their terms
Watch out for your own HiPPOness
Be open to new ideas

Let others steal from you

Deal with HiPPOs on their own terms
http://www.flickr.com/photos/wagnerr/2236264459/

Watch out for your own HiPPOness

Be open to new ideas

Get funded!

Questions?
sstarme@rei.com

Turning HiPPOs into Allies - IA Summit 2009

by Samantha Starmer on May 27, 2010

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Turning HiPPOs into Allies - IA Summit 2009 — Presentation Transcript