turning hippos into allies - ia summit 2009
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Turning HiPPOs into Allies Samantha Starmer
me• 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
http://www.flickr.com/photos/steveaux/486929817
HiPPOS can derail projects
http://www.flickr.com/photos/lantzilla/2249083758
HiPPOS can kill funding
http://www.flickr.com/photos/quinnanya/113120247/
HiPPOS can approve marketing features users
don’t want
Often…the loudest voice wins
http://www.acor.org/ped-onc/extfamily/White/images/kandi3.jpg
Or the most influential…
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
Photo courtesy of Stephan Castillo & Christy Sky of Disney World http://www.flickr.com/photos/scottkinmartin/489538824
Identifying the HiPPO
Identifying the HiPPO
1. Know organizational structure
2. Understand strategic objectives
3. Watch out for HiPPOs in disguise
4. Listen more than you speak
5. Watch more than you present
www.photobasement.com/donald-duck-family-tree
Organizational Structure
Strategic Objectives
Watch for HiPPOs in disguise
http://lemontree.typepad.com/photos/uncategorized/wc_rhinopluswings.jpg
Listen (more than you speak)
Watch (more than you present)
http://www.flickr.com/photos/saadiq/2389521241
Tracking the HiPPO
Tracking the HiPPO1. Know company’s decision making model
2. Know company’s bonus & performance review structure
3. Lay pipe (the art of the pre-sell)
4. Find the HiPPOs breeding ground
Know Decision Making Model
Know Performance & Bonus structure
Lay pipe
http://www.flickr.com/photos/cottonm/71972163
Find the HiPPOs breeding ground
Neutralizing the HiPPO
1. Don’t pen them in
2. Communicate collaboratively
3. Pick your battles
4. Use strategy and tactics
5. Teach a HiPPO about IA and UX
6. Use data and analytics
Matthew Falkhttp://www.flickr.com/photos/mfalk/2764309498
Don’t pen HiPPOs in
Communicate Collaboratively (aka
playing nice)
Pick your battles
Strategy & Tactics
Educate (but don’t be pedantic)
Use Data & Analytics
Helping HiPPOs help You
1. Be generous - let other people steal
2. Deal with HiPPOs on their terms
3. Watch out for your own HiPPOness
4. Be open to new ideas
Let others steal from you
http://www.flickr.com/photos/wagnerr/2236264459/
Deal with HiPPOs on their own terms
Watch out for your own HiPPOness
Be open to new ideas
Get funded!
Questions?
sstarme@rei.com
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