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

Fanboys. Pork dorks. Tech nerds. These consumers have a lot in common: they care a lot about a specific brand, product, or market; they pursue their passions with fervor; and they spend a lot of money in the process. They’re superconsumers.

Superconsumers are everywhere, and they span categories, countries, and age groups. There are superconsumers of sneakers, bacon, cars, wine, and sports memorabilia. There are even superconsumers of white bread and white socks. Although these fanatics are relatively small in number—they make up only about 10% of consumers—they can drive between 30% and 70% of sales. Simply put, they are the key to fast, simple, and sustainable growth.

Eddie Yoon, a strategy consultant with over 15 years of experience, takes us into the minds of superconsumers of all kinds of brands, including American Girl and Velveeta. He reveals what makes these fanatics tick and why they spend so much more than other consumers. And, most important, he teaches readers how to use readily available data to identify their own superconsumers and then use this newfound knowledge to transform ordinary consumers into more profitable superconsumers.

Rich with data, research, and case studies, Superconsumers takes an in-depth look at a lovable, unique, and utterly fascinating group of people. It’s a practical guide for readers interested in tapping into new revenue streams, boosting sales, and transforming their companies.