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 their products, change their 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'll show you 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'll let you into the minds and homes of superconsumers of all kinds, 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.

About the Author
Eddie Yoon is a Principal with The Cambridge Group, a leading growth-strategy firm that is part of Nielsen. He has helped clients achieve well over $1 billion in annual profitable growth during his nearly two decades at TCG. As a regular contributor to Harvard Business Review, Eddie writes frequently on the ideas of superconsumers and category creation. He lives in the western suburbs of Chicago with his wife Kristen and their three children and tries to get back to Hawaii, where he was born and raised, as often as he can. Find Eddie Yoon at: thecambridgegroup.com/about/leadership/eddie-yoon/ and linkedin.com/in/eddie-yoon-a823532, and follow him on Twitter @eddieyoonTCG.

Reviews
ADVANCE PRAISE for Superconsumers: Keith Levy, President, Royal Canin USA, a division of Mars, Inc.-- "Every company says they put their customers first. But their actions don't always reflect their words. It isn't for lack of effort, though. The truth is, it feels like we face only 'either/or' choices between our businesses and our customers. Eddie Yoon has helped company after company break free from this compromise and reach its full potential. Superconsumers shows you how to do it and how to accelerate your growth." Man Jit Singh, President, Sony Pictures Home Entertainment-- "Superconsumers have helped me throughout my career--from selling instant noodles in India to marketing movies in Hollywood. You can ask anyone who works for Sony Home Entertainment Pictures about superconsumers. No matter how junior they are or what role they have, they will know exactly what you're talking about. We have embedded superconsumers deeply into our culture." Steve Hughes, cofounder and CEO, Sunrise Strategic Partners-- "I've had the good fortune of building megabrands with the largest, most respected companies and helping up-and-coming entrepreneurs. In each situation, superconsumers were the 'secret sauce' for success. In my experiences as a marketer, a CEO, and now as a private equity investor, superconsumers have always been a proven part of my playbook." Mukul Deoras, CMO, Colgate-Palmolive-- "When I met Eddie a few years ago, I was intrigued by the idea of superconsumers but wondered if it was truly a global phenomenon. However, we discovered during our work with superconsumers from Mexico City, Manila, and Milan how powerful and surprisingly similar their insights were. Working with superconsumers makes growing a global brand much easier, more efficient, and more effective." Dwight Brown, Senior Vice President, Marketing, iRobot-- "Each time I spoke with Eddie, he would share these fun and insightful tidbits about consumers. They were all surprising--and surgical in their precision and power. Later, I realized his wisdom came from superconsumers. This book is not only chock full of epiphanies; it is also a guide that will help you discover your own superconsumers and benefit from them as I have." Michelle Stacy, former President, Keurig Inc.-- "Eddie Yoon taps into a major secret in brand building: every powerful brand derives its strength from an even deeper and more powerful force--the emotion and energy of superconsumers. These tremendously insightful and influential consumers will pay more, explore more, and advocate more. This book helps you understand how to identify them, completely change the way you think about your business, and maximize your growth."



Book Information
ISBN 9781633692077
Author Eddie Yoon
Format Hardback
Page Count 240
Imprint Harvard Business Review Press
Publisher Harvard Business Review Press
Weight(grams) 354g
Dimensions(mm) 209mm * 139mm * 28mm