

23 | Your Best Customers Are Weirdos 🤯 Why Ignoring Them Is Killing Your Business with Eddie Yoon (Category Pirates)
14 snips Feb 27, 2024
Explore the concept of superconsumers driving profitable growth, the influence of consumer segments, and the impact of category design on consumer preferences. Discover the importance of understanding key customer segments, rethinking traditional business approaches for national growth, and the significance of purpose-driven culture for sustainable business success.
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Super Consumers Transform Brands
- Eddie Yoon helped a fractured global personal care brand unify their fractured data by focusing on super consumers.
- They found super consumers spent significantly more and had deeply emotional reasons for repeated product use, which led to double-digit growth.
Super Consumers Span All Sectors
- Super consumers exist in virtually every category, including B2B, and they invest more time, money, and emotion in their purchases.
- Following emotional engagement rather than just spending reveals the most loyal and profitable customers.
Why Super Consumers Are Logical
- High spenders in a category are not "weirdos" but logical super consumers with multiple use cases.
- Their purchases reflect deep rational, emotional, and aspirational needs that businesses can leverage to grow.