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

235 Pages·2017·7.158 MB·English

by  Eddie Yoon

“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 superconsum-
ers and benefit from them as I have.”
—Dwight Brown, Senior Vice President, Marketing,
iRobot
“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.”
—Michelle Stacy, former President, Keurig Inc.
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Superconsumers
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eddie yoon
Superconsumers
A Simple, Speedy, and
Sustainable Path to
Superior Growth
harvard Business review Press
Boston, Massachusetts
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HBR Press Quantity Sales Discounts
Harvard Business Review Press titles are available at significant
quantity discounts when purchased in bulk for client gifts, sales
promotions, and premiums. Special editions, including books with
corporate logos, customized covers, and letters from the company or
CEO printed in the front matter, as well as excerpts of existing books,
can also be created in large quantities for special needs.
For details and discount information for both print and
ebook formats, contact [email protected],
tel. [phone], or www.hbr.org/bulksales.
Copyright 2017 Eddie Yoon
All rights reserved
No part of this publication may be reproduced, stored in or introduced into
a retrieval system, or transmitted, in any form, or by any means (electronic,
mechanical, photocopying, recording, or otherwise), without the prior
permission of the publisher. Requests for permission should be directed
to [email protected], or mailed to Permissions, Harvard
Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163.
The web addresses referenced in this book were live and correct at the time
of the book’s publication but may be subject to change.
Library of Congress Cataloging-in-Publication Data
Names: Yoon, Eddie, author.
Title: Superconsumers : a simple, speedy, and sustainable path to superior
growth / Eddie Yoon.
Description: Boston, Massachusetts : Harvard Business Review Press, [2016] |
Includes bibliographical references and index.
Identifiers: LCCN 2016028014 | ISBN 9781633692077 (hardcover)
Subjects: LCSH: Market segmentation. | Consumer behavior. | Consumer
profiling. | Consumers—Attitudes. | Fans (Persons)—Attitudes.
Classification: LCC HF5415.127 .Y66 2016 | DDC 658.8/343—dc23
LC record available at https://lccn.loc.gov/2016028014
eISBN: 9781633692084
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contents
part one
An Introduction to Superconsumers
1. Making Your Best Customers Better 3
part two
How They Did It
2. Simple, Speedy Strategies to Win: Great Snacks 37
3. Breaking the Rules to Win: Easy Grocery 55
4. Using Superconsumers to Create New
Categories: American Girl 75
part three
How You Can Do It
5. Building Relationships 105
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Contents
6. Influencing Other Consumers 141
7. Finding Opportunities and Aligning Your
Organization 163
8. Building a Culture 185
Notes 201
Index 207
Acknowledgments 219
About the Author 225
vi
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part one
An Introduction to
Superconsumers
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