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Absolute Advantage Podcast

The Absolute Advantage is about learning from some of the world’s most successful entrepreneurs, leaders, and achievers at the top of their game. When chasing your dreams, a lot of times there isn’t a need to reinvent the wheel. Instead, shorten your path to success by learning from the stories, strategies and concepts shared by our guests. Then shorten it even further by learning about amazing resources (books, webinars, tools, software, events, coaching, etc.) that should be on your radar. You are not alone in the challenges you face! It's my mission to help you walk away with at least one idea you can apply each episode and to offer content that inspires, encourages and helps you grow and progress QUICKLY both professionally and personally.
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Sep 13, 2017

Eddie Yoon is the founder of EDDIEWOULDGROW, a think tank and advisory firm on growth strategy. Prior to that he was a partner at The Cambridge Group where he worked for 18 years, a strategy consulting firm founded in 1975 that specializes in helping CEOs and senior leadership teams within Fortune 1000 corporations drive growth by understanding how to unlock new sources of consumer demand. In the last 5 years, he has helped double numerous businesses-cable media company, food brand, beverage company, pet food brand, consumer robotics, standby generators-from several hundred million to close to a billion dollars.

Eddie is the author of the acclaimed book, “Superconsumers: A Simple, Speedy and Sustainable Path to Superior Growth” (Harvard Business School Press, 2016). Eddie has been a keynote speaker in the U.S., Africa, Australia, Denmark, the UK, and Japan.

What you’ll learn about in this episode:

  • Eddie’s journey as a consultant
  • How competitive strategies “split the pie” and why they need to “make more pie”
  • Why you should create your own category to do business in
  • Asking crazy questions to figure out how to grow the business in your category
  • Talk less; listen more: why this needs to be how brands operate going forward
  • Why categories are now the star and brands are not
  • The psychology of a superconsumer
  • What makes services even more suited to superconsumers than products (which also have many superconsumers)
  • Using data and doubling down on the things that are growing your business
  • Why you need to engage with the people who are talking about you on social media

Ways to contact Eddie:

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