When you hear the phrase Shoot the HiPPO, you might instinctively recoil at the thought! But rest assured, no wildlife is harmed in this metaphor. The term HiPPO refers to the Highest Paid Person’s Opinion, a phenomenon that often stifles creativity, data-driven decisions, and innovation in businesses and marketing departments. “Shooting” the HiPPO means challenging outdated, intuition-based decision-making with facts, data, and collaboration.
This concept is at the heart of Footprint Digital’s book, Shoot the HiPPO: How to be a Killer Digital Marketing Manager, and its accompanying online course. Both were created to empower digital marketers to thrive in a constantly evolving industry by learning to think critically, make data-driven decisions, and embrace continuous education.
Why Education is Everything in Digital Marketing
Digital marketing is an ever-changing field. With new platforms, tools, and trends emerging regularly, staying relevant requires a mindset of lifelong learning. As Footprint Digital’s Managing Director, Tom Bowden, explains, “We don’t know exactly what the future holds for digital marketing – what systems, platforms, or apps will exist in five or ten years. The only way to succeed is to be open to learning every single day.”
Footprint Digital’s commitment to education is ingrained in its culture. The team values curiosity and looks for “sponges” when hiring – people who soak up information and are eager to grow. Recognising the challenges that come with entering such a dynamic field, Footprint Digital created the Shoot the HiPPO book and online course as accessible, comprehensive resources for digital marketers at all levels.
From Book to Course: Bridging Academia and Real-World Skills
The Shoot the HiPPO book is designed to fast-track learning for digital marketing managers, covering essential topics such as digital sustainability, SEO, PPC, and email marketing. Each chapter starts with a story to illustrate key concepts, followed by theoretical lessons and practical activities to help readers apply what they’ve learned. The book is both a structured guide and a reference tool that readers can revisit as they tackle new challenges.
Building on the book’s success, the online course was developed to make this knowledge even more accessible. According to Tom, the course fills a critical gap between university-level marketing education and the practical skills required in the workplace. While academia often provides a strategic foundation, the course bridges this with tactical knowledge, teaching participants how to run meetings, build successful team cultures, manage projects, and apply technical skills like SEO and CRO.
Who Is the Course For?
The Shoot the HiPPO online course is tailored for:
- Aspiring and current Digital Marketing Managers.
- Recent graduates looking to gain practical skills.
- Professionals transitioning into digital marketing roles.
Tom emphasises that the course is for anyone navigating the complexities of digital marketing. “It’s broad enough to provide an overarching understanding of the field but focused on the essentials, ensuring that participants can make confident, informed decisions.”
Shooting the HiPPO: Empowering Better Decisions
One of the course’s central themes is learning to “Shoot the HiPPO.” Too often, businesses rely on intuition or hierarchical authority instead of data and collaboration. This approach leads to groupthink and stifles innovation. By teaching participants how to use data to challenge assumptions, the course empowers them to advocate for smarter strategies and more creative solutions.