Find and Feed Your Superconsumers

Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: they’re obsessed about a specific brand, product or category. They pursue their passions with fervor, and they’re extremely knowledgeable about the things they love. They aren’t average consumers—they’re superconsumers.

Although small in number, superconsumers can have an outsized impact on a company’s bottom line. Representing 10% of total consumers, they can drive between 30% to 70% of sales, and they’re usually willing to spend considerably more than the average consumer. And because they’re so engaged and passionate, they can offer invaluable advice to managers looking to improve products, change business models, energize their cultures and attract new customers.

In Superconsumers, growth strategy expert Eddie Yoon lays out a simple but extremely effective framework that has helped companies of all types and sizes achieve more sustainable growth. He shows how to find, listen to, and engage with your most passionate and profitable consumers, and then tailor your decisions to meet their wants and needs. Along the way, he lets you into the minds and homes of all kinds of superconsumers, revealing what makes them tick and why they’re willing to spend so much more than other consumers.

Rich with data and case studies of companies that have implemented superconsumer strategies with great success, Superconsumers is a fun, practical and inspiring guide for anyone interested in making their best customers even better.

Find Feed Your Obsessed

Praise for Superconsumers

About the Author

The Author

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 shares his insights in Superconsumers. Published by Harvard Business School Press, Superconsumers was named one of the Top Business Books of 2017 by Strategy + Business. He also contributes regularly on consumers, future demand and growth strategy to the Harvard Business Review and on start-ups to, and he has been a keynote speaker at conferences in Asia, Australia, Europe and the Americas.

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