Eddie Yoon is a category designer, strategist, and the author of "Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth."

In this episode of Good Revenue, host Neeta Bidwai and Eddie cover:

How Eddie drove $10B+ in profitable growth for firms and brands by understanding who the superconsumers are and what they care about.
Eddie’s core insight: superconsumers spend 30-70% more than everyone else and power the business.
The universal applicability across B2C and B2B of focusing on superconsumers to innovate and grow.
The impact of geographical clusters of superconsumers, the future of customer acquisition costs, and the vital role of high-performance companies’ mission-driven approaches in sustaining long-term success.
Practical advice on category design, based on his work at Category Pirates, and emphasizes the indispensability of honesty and mission alignment in achieving groundbreaking success.
Significance of outliers as future trends, even if their actions appear unconventional, and their actions are always logical from their perspective.
Effectiveness of small, diverse, and future-focused skunkworks teams and pilot projects.
High-performance companies are guided by a clear purpose, transcending short-term gains.
Why Superconsumers and category design necessitate unwavering honesty.