A Simple, Speedy, and Sustainable Path to Superior Growth



A story about a yellow balloon that comes to life and relentlessly pursues a workaholic father. The balloon confronts the dad about his addiction before he loses his family


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.


The Author

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.

Thought Leadership

Articles, Podcasts and TV Appearances. One of the main reasons why I became a solopreneur was to free up time to think, write and speak about the best ways to grow your category or create a new one. Check out my latest pieces on the Harvard Business Review, CNBC/MSNBC and various leading podcasts

Catalog of Thought Leadership

  • >100 articles
  • Podcasts
  • TV appearances


  • 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 – 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


  • 3 Behavioral Trends That Will Reshape Our Post-Covid World
    Harvard Business Review – 05/26/2020 – Click here to read
  • 5 Ways to Stimulate Cash Flow in a Downturn
    Harvard Business Review – 04/08/2020 – Click here to read
  • How to Market a Product When Your Buyer Isn’t Your User
    Harvard Business Review – 03/10/2020 – Click here to read
  • The Difference Between a First Mover and a Category Creator
    Harvard Business Review – 11/21/2019 – Click here to read
  • Tesla’s Strong Brand Gives It Unusual Expansion Potential
    Harvard Business Review – 05/15/2019 – Click here to read
  • Why Businesses Should Know Where Their Densest Markets Are
    Harvard Business Review – 03/19/2019 – Click here to read
  • Why It’s So Hard to Predict the Size of New Markets
    Harvard Business Review – 02/04/2019 – Click here to read
  • Why Some High Performers Are Quitting Big Companies to Work for Themselves
    Harvard Business Review – 01/02/2019 – Click here to read
  • Grocery trip decline might accelerate thanks to plant-based meats
    LinkedIn – 12/19/2018 – Click here to read
  •  Will Wall Street Be Able to Earn the Trust of Younger Investors?
    Harvard Business Review – 11/21/2018 – Click here to read
  • Private Label as a Growth Strategy
    Total Retail – 11/16/2018 – Click here to read
  • Black Friday’s Best Days are Behind It
    Retail Dive – 10/26/2018 – Click here to read
  • Black Friday’s Best Days are Behind It
    AW 360 – 10/17/2018 – Click here to read
  • Review: Super Consumers
    South Sound Business Magazine – 06/04/2018 – Click here to read
  • 4 Behavioral Declines Set to Disrupt Grocery in 20 Years
    Progressive Grocer – 5/11/2018 – Click here to read
  • Viewpoint: Grocery Trip Decline Might Accelerate Thanks to Plant-Based Meats
    Supermarket News – 04/23/2018 – Click here to read
  • Your Best Customers Are Emotionally Engaged
    Industry Today – 04/12/2018 – Click here to read
  • Not Every Business Is Destined For National Greatness
    Twice Newspaper – 04/02/2018 – Click here to read
  • Why You Should Hire Your Superconsumers – 10/27/2017 – Click here to read
  • Tesla Shows How Traditional Business Metrics Are Outdated
    Harvard Business Review – 08/08/2017 – Click here to read
  • New IDDBA Superconsumer Research Released
    Perishable News – 08/02/2017 – Click here to read
  • Opinion: The best way for retailers to turn superconsumers into the gift that keeps on giving
    Market Watch – 12/15/2016 – Click here to read