Ep. 90 - Eddie Yoon on Leveraging Category Thinking to Grow the Aesthetic Pie

“Why is this category, aesthetics, so transformative and yet so niche at the same time? … We think we have the answer.”In this wholly-unique episode, Dr. Grant Stevens interviews author, strategist, founder & creator, Eddie Yoon.A newcomer to aesthetics, Eddie has dedicated his career to studying consumer habits to help build and grow category creating businesses.Through his work with Colgate, Gillette, Nike, Keurig, Samsung, Nestle, and many others, he has helped companies realize $10 billion in annual, incremental revenue.In this captivating episode, Eddie gives us a taste of his unique brand of thinking and shows us how category science and atypical data sets may just be the key to unlocking a whole new tier of consumer adoption within medical aesthetics.Why did Keurig succeed where Starbucks failed?What do the top consumers of infant formula and pet care have in common?Why are vitamin consumers more likely to purchase a generator?What can we learn from aesthetic super consumers that could unlock a whole new wave of growth for the category?Why is Eddie Yoon so intrigued by the field of aesthetics in the first place?Tune in to find out!More about Eddie Yoon:Eddie Yoon is the founder of Eddie Would Grow, a think tank and advisory firm specializing in business growth strategy. Previously, he was a principal at the Chicago-based consulting firm, The Cambridge Group.Eddie is also an acclaimed author. His book, Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth, was named one of the best business books of 2017. He has written more on Category Creation & Design for The Harvard Business Review than any person living or dead. He is also the co-founder and co-writer of Category Pirates, one of the Top 5 most-read paid newsletters in Substack's business categories.» Apple Podcasts | https://podcasts.apple.com/us/podcast/technology-of-beauty/id1510898426» Spotify | https://open.spotify.com/show/0hEIiwccpZUUHuMhlyCOAm» Recent episodes | https://www.influxmarketing.com/technology-of-beauty/» Instagram | https://www.instagram.com/thetechnologyofbeauty/» LinkedIn | https://www.linkedin.com/company/the-technology-of-beauty/The Technology of Beauty is produced by Influx Marketing, The Digital Agency for Aesthetic Practices. https://www.influxmarketing.com/Want more aesthetic insights? Subscribe to Next Level Practices, the show where we discuss the ever-changing world of digital marketing and patient acquisition and bring you the latest ideas, strategies, and tactics to help you take your practice to the next level. https://www.influxmarketing.com/next-level-practices/