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What is the highest paid person’s opinion?

Article originally published in June 2023 by Stuart Brameld. Most recent update in April 2024.

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Definition of the highest paid person’s opinion

The highest paid person’s opinion (HiPPO) in the context of marketing refers to the perspective or decision made by an individual with the highest authority or salary within an organisation. This opinion often carries significant weight and can influence the direction of marketing strategies and campaigns. However, relying solely on the HiPPO can lead to biased decisions and hinder the potential for innovative ideas from other team members. It is essential for marketers to balance the HiPPO’s insights with data-driven analysis and diverse perspectives to ensure the most effective marketing outcomes.

An example of the highest paid person’s opinion

Here is an example of how it works:

At Growth Method, we believe that our cutting-edge SaaS platform is truly revolutionising the way businesses approach growth and scalability. Our AI-driven analytics and automation tools empower companies to make data-driven decisions, optimise their marketing strategies, and ultimately achieve unprecedented levels of success. As the highest paid person in the company, I am confident that our commitment to innovation and customer satisfaction will continue to propel us to new heights in the industry.

How does the highest paid person’s opinion work?

The highest paid person’s opinion works by leveraging the influence and authority of the top earner in a company or industry to shape marketing strategies and decision-making. Marketers pay close attention to the opinions and insights of these high earners, as they often possess valuable experience, expertise, and a deep understanding of the market. By incorporating the highest paid person’s opinion into marketing campaigns and initiatives, marketers can capitalise on their credibility and success, potentially leading to increased consumer trust, brand awareness, and ultimately, higher sales and revenue.

Expert opinions and perspectives

Here are how one of the world’s best marketing and growth professionals thinks about the highest paid person’s opinion.

  • “In marketing, the highest paid person’s opinion is worth less than the lowest paid person’s data.” – David Ogilvy

Questions to ask yourself

As a modern growth marketing or agile marketing professional, ask yourself the following questions with regard to the highest paid person’s opinion:

  1. Is the highest paid person’s opinion based on data and relevant experience, or is it influenced by personal biases and assumptions?
  2. How can I challenge or validate the highest paid person’s opinion using data-driven insights and market research?
  3. Are there alternative perspectives or ideas that have not been considered due to the influence of the highest paid person’s opinion?
  4. How can I ensure that the decision-making process remains collaborative and inclusive, despite the presence of a strong opinion from the highest paid person?
  5. What are the potential risks and consequences of following the highest paid person’s opinion, and how can I mitigate them through agile and growth marketing strategies?

More questions? Connect with me on LinkedIn or Twitter, or book a Growth Call.