Last year, we published our very first digital marketing book – Shoot the HiPPO: How to be a killer digital marketing manager. Going through the process of writing a book for the first time, let alone editing and publishing it, was a steep learning curve that we are all very proud of! The book is named, not after shooting majestic hippopotami, but after a phrase coined by Avinash Kaushik which means shooting down the Highest Paid Person’s Opinion in order to make better decisions. We asked our team what they think the best ways to shoot down those opinions are:
- Chris Green says be true to yourself and what you think is right. value your own opinion and don’t be afraid to try something new or outside of the box.
- Alex suggests objectivity and using customer insights to your advantage. tailor your proposals to the decision maker’s working style and use analytical data not gut feel, always back up your recommendations with fact.
- Bailey’s keeping her advice simple with data, data, data!
- Hannah thinks it’s about making sure you’ve clarified the collective goals and work as a team to reach them. she says to always establish what the goal is and work with the HiPPO and the team to reach it.
- Rosie simply thinks you should buy our book! #ShamelessPlug
- Jo argues that if you want the HiPPO (or anyone) to listen and agree with you, you need to explain why you think something and have evidence for your reasoning.
- Josef says take data, not opinions, into conversations as data points are key to shooting that HiPPO!
- Be prepared. That’s Mick’s motto!
