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

Not your average consumer.

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.

Author: Eddie Yoon
Publisher: Harvard Business Review Press
Published: 12/20/2016
Pages: 240
Binding Type: Hardcover
Weight: 0.80lbs
Size: 8.40h x 5.50w x 1.10d
ISBN: 9781633692077


Review Citation(s):
Choice 05/01/2017

About the Author

Eddie Yoon is the founder of EddieWouldGrow, LLC a think tank and advisory firm on growth strategy. Prior to this he was a partner at The Cambridge Group, a strategy consulting firm that helps Fortune 500 CEOs drive growth by unlocking consumer demand. His work over the past two decades has driven over $5 billion dollars of annual profitable growth in consumer packaged goods, durables, robotics and energy. 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 Superconsumers, published by Harvard Business School Press, which was recently named one of the Top Business Books of 2017 by Strategy + Business. He contributes regularly on consumers, future demand and growth strategy to the Harvard Business Review and on startups with Inc.com and has been a key note speaker at conferences in Asia, Australia, Europe and the Americas.