Sean Butler - 2014 Lean Startup Conference - Turning Lawyers into Allies
Turning HiPPOs into Allies - IA Summit 2009
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Transcript of Turning HiPPOs into Allies - IA Summit 2009
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Turning HiPPOs into Allies Samantha Starmer
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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
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HiPPO
http://www.flickr.com/photos/munir/465554598/
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HighestiPaidPerson’sOpinion*
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Avinash Kaushik
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http://www.flickr.com/photos/steveaux/486929817
HiPPOS can derail projects
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http://www.flickr.com/photos/lantzilla/2249083758
HiPPOS can kill funding
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http://www.flickr.com/photos/quinnanya/113120247/
HiPPOS can approve marketing features users
don’t want
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Often…the loudest voice wins
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http://www.acor.org/ped-onc/extfamily/White/images/kandi3.jpg
Or the most influential…
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IA/UX can get cut
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Sea of HiPPOs
http://www.flickr.com/photos/pluca/2450791443/
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Politics suck
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HiPPO Tips
• Identifying the HiPPO• Tracking the HiPPO• Neutralizing the HiPPO• Helping HiPPOs help you
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Photo courtesy of Stephan Castillo & Christy Sky of Disney World http://www.flickr.com/photos/scottkinmartin/489538824
Identifying the HiPPO
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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
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www.photobasement.com/donald-duck-family-tree
Organizational Structure
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Strategic Objectives
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Watch for HiPPOs in disguise
http://lemontree.typepad.com/photos/uncategorized/wc_rhinopluswings.jpg
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Listen (more than you speak)
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Watch (more than you present)
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http://www.flickr.com/photos/saadiq/2389521241
Tracking the HiPPO
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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
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Know Decision Making Model
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Know Performance & Bonus structure
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Lay pipe
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http://www.flickr.com/photos/cottonm/71972163
Find the HiPPOs breeding ground
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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
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Matthew Falkhttp://www.flickr.com/photos/mfalk/2764309498
Don’t pen HiPPOs in
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Communicate Collaboratively (aka
playing nice)
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Pick your battles
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Strategy & Tactics
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Educate (but don’t be pedantic)
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Use Data & Analytics
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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
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Let others steal from you
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http://www.flickr.com/photos/wagnerr/2236264459/
Deal with HiPPOs on their own terms
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Watch out for your own HiPPOness
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Be open to new ideas
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Get funded!