Eddie Yoon has helped drive over $1 billion in profitable growth for exceptional brands and companies. His research into “superconsumers” — a segment of consumers whose passion for a particular category or product makes them an ideal market for companies looking to grow — has led to groundbreaking growth strategies for a wide range of businesses. 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.

Eddie draws on the case study of Kraft’s Velveeta brand to reveal how companies can harness superconsumers’ engagement and passion to improve their products, change their business models, energize their cultures, and attract new customers.

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