Episode 106: Find Your Superconsumers and Learn From Them, with Eddie Yoon

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:

• Website: eddiewouldgrow.net
• Book: “Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth”
• Email: [e-mail]
• Twitter: @eddiewouldgrow