HiPPO

By Tom Fishburne via us2.campaign-archive1.com   Article 

Focus group of one

“It’s tempting for marketers to assume we intuitively know what consumers want. After all, we’re consumers too. But listening to the focus group of one inside our heads can lead us astray. Trying to extrapolate our personal experience to how an audience will respond is risky. Many leaders don’t recognize this blind spot.

This is particularly common in hierarchical organizations that defer to the decision of the most senior person in the room. Google has a maxim to beware of the HiPPO (Highest Paid Person’s Opinion). There’s a classic quote from Jim Barksdale from his time as Netscape CEO: ‘If we have data, let’s look at data. If all we have are opinions, let’s go with mine.'”

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