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Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth Hardcover – December 20, 2016

by Eddie Yoon (Author)

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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 consumersthey’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.

Print length

240 pages
Language

English
Publisher

Harvard Business Review Press
Publication date

December 20, 2016
Dimensions

5.5 x 1.1 x 8.4 inches
ISBN-10

1633692078
ISBN-13

978-1633692077
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Editorial Reviews

Review

"Superconsumers continued to stay with me for its brevity, its anthropological approach, and its power. It was also hands down the most enjoyable read." -- strategy+business magazine

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 careerfrom 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 surprisingand 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 forcethe 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.”

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.

Product details

Publisher ‏ : ‎ Harvard Business Review Press (December 20, 2016)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 240 pages
ISBN-10 ‏ : ‎ 1633692078
ISBN-13 ‏ : ‎ 978-1633692077
Item Weight ‏ : ‎ 12.5 ounces
Dimensions ‏ : ‎ 5.5 x 1.1 x 8.4 inches

Best Sellers Rank: #1,112,522 in Books (See Top 100 in Books)
- #796 in Customer Relations (Books)
- #1,699 in Strategic Business Planning
- #2,496 in Systems & Planning

Customer Reviews:
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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

4.3 out of 5

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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

Verified Purchase

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.

3 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

Verified Purchase

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.

3 people found this helpful

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Ruslan

Nice book with 1 idea and many supporting cases

Reviewed in the United States on November 12, 2017

Verified Purchase

The book provides a simple framework for customer segmentation and cooresponding marketing techniques with focus on superconsumers. The idea and logic are good, though basic and intuitive, but large number of analyzef cases make your understanding much deeper. Recommend!

One person found this helpful

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kh

Better books out there on superconsumers

Reviewed in the United States on May 30, 2017

Verified Purchase

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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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

Verified Purchase

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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Tom Schwab

Read this now, before your competitors do!

Reviewed in the United States on March 6, 2017

Verified Purchase

The media could not be loaded.

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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Amazon Customer

Every business should know their Superconsumers intimately well!

Reviewed in the United States on August 7, 2018

Verified Purchase

If you are in the business of selling to consumers, this is a great guide on new ways drive outsized growth. It's a quick, easy read and there's plenty of examples of Super Consumers in action for different companies and brands. I loved the framework the book provides and was really fascinated by the examples of Super Consumers of one category being Super Consumers of another. Great way to think about cross promotions, etc for brands. The book is well worth the time. I learned a lot that is relevant for my business today.

Helpful

Pete

This is a great read. Fun stories

Reviewed in the United States on March 1, 2017

Verified Purchase

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

Helpful

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.

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