Superconsumers A Simple Speedy and Sustainable Path to Superior Growth (Audible Audio Edition) Eddie Yoon Chris Sorensen Recorded Books Books
Download As PDF : Superconsumers A Simple Speedy and Sustainable Path to Superior Growth (Audible Audio Edition) Eddie Yoon Chris Sorensen Recorded Books Books
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.
Superconsumers A Simple Speedy and Sustainable Path to Superior Growth (Audible Audio Edition) Eddie Yoon Chris Sorensen Recorded Books Books
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.Product details
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Superconsumers A Simple Speedy and Sustainable Path to Superior Growth (Audible Audio Edition) Eddie Yoon Chris Sorensen Recorded Books Books Reviews
Great read! The idea that superconsumers can serve as the launching pad for your business is well thought out and presented. Good delivery of case examples and strategy for implementation, all backed by supporting data. Highly recommended!
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.
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'.
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 ( 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.
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.
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.
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.
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