Eddie's TV Appearances
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.
Eddie Yoon is the founder of EddieWouldGrow, LLC, a think tank and advisory firm on growth strategy. Previously he was one of the senior partners at The Cambridge Group, a strategy consulting firm. His work over the past two decades has driven over $8 billion dollars of annual incremental revenue. In particular, 8 of his clients have doubled or tripled in revenue in less than 8 years. Eddie is one of the world’s leading experts on finding and monetizing superconsumers to grow and create new categories.
He is the author of the book, Superconsumers: A Simple, Speedy and Sustainable Path to Superior Growth (Harvard Business School Press, 2016). His book was named as one of the Best Business Books of 2017 by Strategy & Business. He is also the author of over 100 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 appeared on CNBC and MSNBC and 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.
- 221: Eddie Yoon Strategic Growth
Legends and Losers – 01/11/2019 – Click here to listen
- How to Think Strategically About Your Business
YouTube, Entrepreneur of the Month – 08/31/2018 – Click here to watch
- The Marketing Book Podcast 168 Superconsumers by Eddie Yoon
iHeartRadio, The Marketing Book Podcast – 03/30/2018 – Click here to listen
- The Marketing Book Podcast: “Superconsumers” by Eddie Yoon
iHeartRadio, The Marketing Book Podcast – 03/28/2018 – Click here to listen
- Listen to Eddie Yoon, founder, Eddiewouldgrow, LLC, about Superconsumers
Hispanic MPR.com – 01/29/2018 – Click here to listen
- The AV Profession 7: Creating Superconsumers
AVNation – 01/25/2018 – Click here to listen
- Eddie Yoon, founder of Eddie Would Grow: “10 percent…”
Stitcher – 12/06/2017 – Click here to listen
- Super Consumers and the Fun to Chore Ratio – An Interview with Eddie Yoon
YouTube, 2Questions.TV – 10/31/2017 – Click here to listen
- James Kornacki, Ullo Wine Purifier. Eddie Yoon, Eddie Would Grow.
Food and Wine Insider – 10/25/2017 – Click here to listen
- Eddie Yoon, Eddie Would Grow. Jason Vandeboom, ActiveCampaign
Recalculating – 09/19/2017 – Click here to listen
- Find Your Superconsumers and Learn From Them, with Eddie Yoon
Absolute Advantage – 09/13/2017 – Click here to listen
- Episode 18 – A Simple, Speedy, and Sustainable Path to SUperior Growth: Eddie Yoon, Author of Superconsumers
Canvas – 07/24/2017 – Click here to listen
- 87 STRATEGY How to achieve incredible growth and outpace your competition w/ Eddie Yoon
Business Owners Radio – 06/26/2017 – Click here to listen
- Eddie Yoon: Growing Categories & Engaging Super Consumers
Podomatic – 06/11/2017 – Click here to listen