Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth
By Eddie Yoon
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. And because they re so engaged and passionate, they can offer invaluable advice to managers looking to improve their products, change their business models, energize their cultures, and attract new customers.
In Superconsumers, growth strategy expert Eddie Yoon lays out a simple but extremely effective framework that has helped companies of all types and sizes achieve more sustainable growth: he ll show you how to find, listen to, and engage with your most passionate and profitable consumers, and then tailor your decisions to meet their wants and needs. Along the way, he ll let you into the minds and homes of superconsumers of all kinds, revealing what makes them tick and why they re willing to spend so much more than other consumers.
Rich with data and case studies of companies that have implemented superconsumer strategies with great success, Superconsumers is a fun, practical, and inspiring guide for anyone interested in making their best customers even better."
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|Publisher||Harvard Business School Press|
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