The HiPPO Effect means there’s a beast lurking in every boardroom. 🦛
It’s not the intern who turns up with an oat-milk flat white at 9 a.m. sharp.
It’s not the colleague who insists on replying-all with a cheery “Thanks!” to every group email.
No — the true predator in every workplace is the HiPPO (otherwise known as the “HiPPO Effect”).
HiPPO = Highest Paid Person’s Opinion.
We’ve all been there: the highest paid person in the room shares their opinion, and the whole conversation gets derailed.
Like a territorial animal at a watering hole, the HiPPO wanders into a meeting, surveys its surroundings, and declares: “I don’t like that shade of blue.”
In an instant, months of research, consumer data, and carefully crafted brand strategy are trampled underfoot — collateral damage in the HiPPO’s display of dominance.
🐾 Field Notes from the Wild
I remember creating a campaign for ghd hair when I was running marketing back in 2007. We’d hired an industry-leading photographer, the art direction was sublime, and everything was perfectly on brand.
Then the call came. One of the business directors rang me. And rather dramatically declared that the creative looked as though someone had “vomited onto the page.”
I was flabbergasted. For a moment, I froze. It was one of those encounters where all the smart comebacks only arrive hours later, long after the dust has settled.
But then I remembered: we had strong insight on our side. The campaign direction wasn’t just a matter of taste — it was rooted in what our audience wanted. So, we pressed ahead. (And I kept everything crossed that standing my ground had been the right way to go!)
The result? The limited edition product sold out faster than anyone expected.
Looking back, I realise that was my first close encounter with the HiPPO effect. If only I’d had the term back then! It would have made the whole experience easier to name, explain, and ultimately, survive.
🌍 Life on the Marketing Savanna
Marketers live in a strange ecosystem, caught between two habitats:
Opinions — Subjective, emotional, and often based on whether the CEO’s spouse “just doesn’t vibe with orange.”
Insights — Objective, evidence-based, grown from data, testing, and the careful study of actual human behaviour.
The problem? Opinions roar louder.
Insights, by contrast, require patience, nuance, and the courage to whisper:
“Our audience cares more about clarity than Karen-from-Accounts’ dislike of sans serif fonts.”
And marketers face another unique curse: everyone thinks they’re a marketer.
Nobody strolls into Finance and declares they could run the books. Nobody casually suggests they could “have a go” at managing IT. But when it comes to marketing? Suddenly the whole savanna chimes in, confident their personal taste qualifies as professional strategy.
🦛 The HiPPO Effect Survival Kit
Because sometimes the boardroom feels less like a meeting and more like a scene from Planet Earth.
1. The Magic Phrase
“That’s an interesting perspective — let’s see how that correlates with the insights we have.”
Translation: you’ve acknowledged the HiPPO’s call but parked it until the evidence says otherwise.
2. The Decoy Question
Ask: “How do you think our customers would respond to this?”
Like redirecting a charging animal, you’ve shifted focus away from ego and back to the herd that matters: your audience.
3. The Prop
Carry one killer visual at all times: a graph, heatmap, or direct customer quote. Even the fiercest HiPPO struggles to argue with real voices from the wild.
4. The Two-Pager Rule
Keep a short, sharp insight summary on hand. Think of it as your field guide: quick, portable, and far more effective than a dense 40-slide deck.
5. The Calm Face
When all else fails, channel your inner Attenborough. Stay calm. Narrate the facts. Remember: even the most aggressive HiPPO eventually grows tired and retreats to the shade.
The Last Resort
If the HiPPO also happens to be the business owner or the one holding the purse strings, sometimes survival means knowing when to yield. Do it with integrity:
- State your professional recommendation clearly.
- Document your reasoning.
- Respect their decision.
That way, if their “brilliant idea” sinks faster than the Titanic, you’ve kept your professional integrity intact. Even if the campaign doesn’t resurface.
Word of the Week: Elephant Test
(Ok, technically it’s two words, but bear with me)
Definition: A vague, subjective judgment that everyone “just knows” but can’t actually define. It’s like the old saying, “I know an elephant when I see one.”
Why it matters in marketing: The Elephant Test creeps into creative reviews all the time (“I’ll know it when I see it”). But marketers can’t afford to play guessing games.
Remember: customer data gives you more than a hunch.
Actionable Tip: Track the Herd, Not the Roar
When faced with the HiPPO Effect in the boardroom, pause before reacting. Ask yourself:
- What does the data say? (customer behaviour, campaign performance, test results)
- Is this opinion aligned with audience needs, or is it just noise?
- Can I show the evidence visually (chart, quote, mock-up) so it’s undeniable
Opinions will always roam the boardroom. But marketers earn their stripes not by echoing the loudest roar, but by guiding the herd with insight, evidence, and clarity.
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Other articles you may find useful:
Marketing Planning To Avoid Imposter Syndrome
The Employer Branding Wake Up Call
7 SME Marketing Truths You May Not Know