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Eddie Yoon

Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth

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66 ratings

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Customer Reviews:
66 ratings

About the author

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Eddie Yoon

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Eddie is the founder of EddieWouldGrow, LLC, a think tank on growth strategy, superconsumers and category creation, serving high growth, Category Queens backed by VC and PE looking to sell, go public or maximize their valuations. He is also the co-founder of Category Pirates, a top 10 newsletter on Substack. Eddie is the author of Superconsumers, published by the Harvard Business Press, which was named one of the top 7 business book in 2017 by Strategy + Business. Over his career, he has authored 100+ articles on HBR, appeared on CNBC and MSNBC, been quoted in the WSJ, NY Times, The Economist and has helped companies grow >$8B in incremental revenues and tens of billions in market capitalization.

https://categorypirates.substack.com

Customer reviews

5 star		74%
4 star		6%
3 star		13%
2 star		8%
1 star 0% (0%)		0%

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Top reviews from the United States

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Tom Schwab

Read this now, before your competitors do!

Reviewed in the United States on March 6, 2017

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Your customers have all the answers. Finding and listening to your super consumers will allow you to clearly hear the answer through all of the noise. After hearing Eddie Yoon on the Legends and Losers Podcat I immediately bought his book. It is the MOST READABLE business book I've I've gotten from Harvard Press. Why I'm an auditory learner, I'm glad I go the physical book as there are lot of charts that really communicate the ideas clearly. I most highly recommend this book - Tom Schwab - Interview Valet - Kalamazoo, MI

4 people found this helpful

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Daniela

Must read for all business leaders - whether you run a billion dollar portfolio or own a small business

Reviewed in the United States on January 21, 2017

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Eddie Yoon does an excellent job inspiring business leaders to leverage Superconsumers. It's not the concept alone that is so special about this book, it is also how the concept is explained to readers by using insightful, fun to read case studies. Perhaps my favorite chapter is the one that highlights insights around superconsumers of American Girl Doll. It's a must read for anyone who has a little girl in their lives. This chapter truly brings the immense powers of superconsumers to life - a fascinating description of how superconsumers can help you create new categories.

8 people found this helpful

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kh

Better books out there on superconsumers

Reviewed in the United States on May 30, 2017

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Disappointing. The book can be summed up in a simple white paper of a few pages. I found the 200 pages this took to be exhaustive review of the top level insights on what it takes to reach superconsumers. The narrative often went off into other functional areas that are better covered by other business books (culture, media strategy, big data, etc.). I'm sure Eddie Yoon is a smart guy and on top of his game. However, as a CPG consultant I think his inability to share the gritty details for confidentiality reasons limited the depth of the story he was able to tell.

7 people found this helpful

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Ginger Friesen

Written with great detail and passion, not just for companies but for individuals wanting to invest in those given to them

Reviewed in the United States on June 4, 2017

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Eddie's writing style is honest and winsome. He writes from personal experience but with professional expertise that solidifies the points he makes in the book. The book is filled with interesting and informative case studies of true superconsumers in the marketplace. Eddie writes with great detail and passion as he teaches companies how to identify and serve their superconsumers in a way that in turn helps the companies know themselves better and grow as a result.

There is much applicable information as well for the individual, even a mom like me whose "workforce" is my own children at home. This line stood out from the book, for my own personal application: "To effectively reenergize their workforces, organizations need to shift their emphasis from getting more out of people to investing more in them, so they are motivated - and able - to bring more of themselves to work every day." I can do this at home with my children, not to simply require effort from them, but to invest in them and serve them in a way that energizes, nurtures, and empowers them to live into the whole person we want them to become. It is effort that won't be wasted. And your time reading Eddie's book won't be wasted either.

2 people found this helpful

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Christopher

and this book does a terrific job of bringing some of those stories to life ...

Reviewed in the United States on March 5, 2017

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As a partner of Eddie's, I have watched the evolution of Superconsumers and seen first-hand the power and impact of this simple concept when applied to help clients grow their businesses. Eddie has always been a storyteller at heart, and this book does a terrific job of bringing some of those stories to life to explain the concept and make it practical.

We are all Superconsumers of something. In my family's case, many things: music & movies, baby wipes (four kids), parmesan cheese (amazon can attest to this - we buy parmesan in bulk because we use it in so many ways!)... the list goes on. This book made me think a lot more about what drives us to behave this way. Well worth a read for anyone looking to jump start their growth strategy.

2 people found this helpful

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Phil Mark

A must have for your business library, and one you'll refer back to many times

Reviewed in the United States on January 8, 2019

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I became familiar with Eddie's Superconsumer work at my last company and wanted to learn more. Eddie has written a very easy to read business book with incredibly powerful concepts, tactics, and examples on how to leverage Superconsumers to grow your business, concepts I refer back to often. One hidden gem, which I've found particularly impactful is the idea of Supergeos, or geographies with a higher concentration of superconsumers. As a startup with limited resources, we've been focusing on Supergeos and have seen first hand the network effects take shape. I recommenced Superconsumers to anyone in an executive or consulting role.

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Bellwether Farms

Discover highly engaged customers by looking at existing customers in new ways.

Reviewed in the United States on January 28, 2021

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Smaller companies without the resources necessary to purchase large data sets should first explore the customer data they have. This book is an easy read, yet is full of insight into ways to reconsider what you know about your existing customers in order to find others that are similarly passionate about your brand.

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Pete

This is a great read. Fun stories

Reviewed in the United States on March 1, 2017

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This is a great read. Fun stories, brought to life with impact on real businesses. Also felt very grounded in data…refreshingly, it's not the typical biz book formula of academic-psychology-study loosely draped over business stories.

Now I wonder “What am I a Super Consumer of?” For me it’s probably ‘loyalty points’: lots of biz travel for me + credit cards with loyalty point bonuses. Rationally, points save me cash on travel/flights, and emotionally they let me to do nice things for family/friends but without imposing e.g. get my parents a plane ticket to come visit without actually ‘buying it'.

2 people found this helpful

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Top reviews from other countries

Narasimhan

Good read for Retail/Marketing professional

Reviewed in India on February 1, 2018

Verified Purchase

a series of examples basis on day to day management and it can be applied across businesses in the retail sphere.