Creativity that leads to category creation is always a very valuable skill when developing your business. Who do you market this category to? How do you identify the people who are most likely to be engaged in your category? What makes super consumers so important on the way to evangelizing your category? No problem will remain unsolved with this week's guest, legendary growth strategist and motivational speaker Eddie Yoon.

You're not born a super consumer, you evolve into one. That evolution of how you became one has a lot of richness and insight for what you can do to crack the code on it. - Eddie Yoon

Takeaways

We started off the episode by explaining Eddie's concept of the super consumer and how companies and entrepreneurs need to be mission-driven and have an insight around the problem. Eddie also shared how the shift from being passionate about your business to turning it into a job or a career can make the creativity and spirit in a good company die. He then shared some tips from his book Super Consumers on how we can identify our best customer segment. We then mentioned a few specific examples on how engaging with your super consumers can help you grow within your category. Eddie then used an example to point out how localization can help you grow a new product in your brand and that's a typical feature of many category kings.

Eddie then shared his opinion on using agencies and other third party companies to build a network of influencers. Afterwards Eddie gave a few examples about super consumers in the unique category of power generators and how that also pushes them to be super consumers in other categories. We then discussed the relationship between a brand and a category. Eddie then talked about his background and what it was that set him on the path of success. This led to a bigger conversation about adversity and how to target this appropriately throughout your life. Eddie then talked about his career at the HBR and how that's helped his understanding of business and marketing. We then mentioned the role of coincidence and how being in the right place at the right time can work out for you - the way it worked out for Eddie when he wrote his first piece about super consumers. We also mentioned about the benefits of being humbling and trading ideas freely. Finally, we talked about what the future holds for Eddie.

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