Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth PDF
Preview Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth
“Each time I spoke with Eddie, he would share these fun and insightful tidbits about consumers. They were all surprising—and surgical in their precision and power. Later, I realized his wisdom came from superconsumers. This book is not only chock full of epiphanies; it is also a guide that will help you discover your own superconsum- ers and benefit from them as I have.” —Dwight Brown, Senior Vice President, Marketing, iRobot “Eddie Yoon taps into a major secret in brand building: every powerful brand derives its strength from an even deeper and more powerful force—the emotion and energy of superconsumers. These tremendously insightful and influential consumers will pay more, explore more, and advocate more. This book helps you understand how to identify them, completely change the way you think about your business, and maximize your growth.” —Michelle Stacy, former President, Keurig Inc. FM.indd a 12/10/16 12:00 AM FM.indd b 12/10/16 12:00 AM Superconsumers FM.indd 1 12/10/16 12:00 AM FM.indd 2 12/10/16 12:00 AM eddie yoon Superconsumers A Simple, Speedy, and Sustainable Path to Superior Growth harvard Business review Press Boston, Massachusetts FM.indd 3 12/10/16 12:00 AM HBR Press Quantity Sales Discounts Harvard Business Review Press titles are available at significant quantity discounts when purchased in bulk for client gifts, sales promotions, and premiums. Special editions, including books with corporate logos, customized covers, and letters from the company or CEO printed in the front matter, as well as excerpts of existing books, can also be created in large quantities for special needs. For details and discount information for both print and ebook formats, contact [email protected], tel. 800-988-0886, or www.hbr.org/bulksales. Copyright 2017 Eddie Yoon All rights reserved No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to [email protected], or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163. The web addresses referenced in this book were live and correct at the time of the book’s publication but may be subject to change. Library of Congress Cataloging-in-Publication Data Names: Yoon, Eddie, author. Title: Superconsumers : a simple, speedy, and sustainable path to superior growth / Eddie Yoon. Description: Boston, Massachusetts : Harvard Business Review Press, [2016] | Includes bibliographical references and index. Identifiers: LCCN 2016028014 | ISBN 9781633692077 (hardcover) Subjects: LCSH: Market segmentation. | Consumer behavior. | Consumer profiling. | Consumers—Attitudes. | Fans (Persons)—Attitudes. Classification: LCC HF5415.127 .Y66 2016 | DDC 658.8/343—dc23 LC record available at https://lccn.loc.gov/2016028014 eISBN: 9781633692084 FM.indd 4 12/10/16 12:00 AM contents part one An Introduction to Superconsumers 1. Making Your Best Customers Better 3 part two How They Did It 2. Simple, Speedy Strategies to Win: Great Snacks 37 3. Breaking the Rules to Win: Easy Grocery 55 4. Using Superconsumers to Create New Categories: American Girl 75 part three How You Can Do It 5. Building Relationships 105 FM.indd 5 12/10/16 12:00 AM Contents 6. Influencing Other Consumers 141 7. Finding Opportunities and Aligning Your Organization 163 8. Building a Culture 185 Notes 201 Index 207 Acknowledgments 219 About the Author 225 vi FM.indd 6 18/10/16 3:36 am part one An Introduction to Superconsumers Chapter_01.indd 1 08/10/16 11:58 AM
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