Episode 1416: Eddie Yoon: Growing Categories & Engaging Super Consumers

In this episode Derek Champagne chats with Eddie Yoon. Eddie is a growth strategy expert for the last 20 years as a Partner with The Cambridge Group. In the last 5 years, he has helped double numerous businesses-cable media company, food brand, beverage company, pet food brand, consumer robotics, standby generators-from several hundred million to close to a billion dollars.Eddie is the author of the acclaimed book, Superconsumers: A Simple, Speedy and Sustainable Path to Superior Growth (Harvard Business School Press, 2016). He is also the author of over 40 articles, including Make Your Best Customers Even Better (Harvard Business Review magazine, March 2014) and Why It Pays to Be a Category Creator (Harvard Business Review magazine, March 2013). Eddie has been a keynote speaker in the U.S., Africa, Australia, Denmark, the UK and Japan.