About Eddie Yoon

Eddie Yoon is the founder of EddieWouldGrow, LLC, a think tank and advisory firm on growth strategy. He is a past partner at The Cambridge Group, a strategy consulting firm that helps Fortune 500 CEOs drive growth by unlocking consumer demand. His work over the past two decades has driven over $5 billion dollars of annual profitable growth in consumer packaged goods, durables, robotics and energy. Eddie is one of the world’s leading experts on finding and monetizing superconsumers to grow and create new categories.

He authored the acclaimed book, Superconsumers: A Simple, Speedy and Sustainable Path to Superior Growth (Harvard Business School Press, 2016). He is also the author of over 40 articles, including “Make Your Best Customers Even Better” (Harvard Business Review magazine, March 2014) and “Why It Pays to Be a Category Creator” (Harvard Business Review magazine, March 2013). Additionally, he has been quoted in The Wall Street Journal, The Economist and Forbes and has been a keynote speaker in the U.S., Canada, Kenya, Australia, New Zealand, Denmark, the UK and Japan. Eddie holds an AB in Political Science and Economics from the University of Chicago. Having been born and raised in Hawaii, he went to the Punahou School in Honolulu. Eddie lives in Chicago with his wife and three children.

Eddie Yoon
Eddie Would Go

About the Name “Eddie Would Grow”

The name “Eddie Would Grow” was inspired by the iconic saying “Eddie Would Go,” referring to the world-class, big-wave surfer Eddie Aikau. Eddie was an award-winning lifeguard on the North Shore of Oahu, where he saved over 500 lives. That desire to keep others safe eventually cost him his own life. He was a member of the Hokule’a, a team that attempted to replicate an ancient Polynesian, 2,500-mile, 30-day canoe voyage using only celestial navigation. When the canoe capsized 12 miles south of the island of Molokai, Eddie took it upon himself to paddle a surfboard back to shore for help. He was never seen again.

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