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Super Consumers. Super Agents. Super Advantage.

If you want to win in the AI era, don’t build for the average.

Build for your supers. Then train your AI to think like them.

In this mini-book, we reveal the future of category creation: AI Super Consumer Agents.

The idea is simple but powerful.

Your best customers already know what the future looks like.

Now, AI lets you bottle their instincts—and scale them across your entire company.

Instead of generic chatbots and obvious LLMs giving average answers, you can train narrow, purpose-built agents that pressure test decisions, identify new growth levers, and turn customer obsession into category domination.

This is not about “using AI.”

It’s about creating outcome-driven AI agents trained on the weird, wonderful, wallet-out instincts of your most loyal fans.

Here’s what you’ll get inside:

[00:01:00] – Lose Your Super Consumers, Lose Your Category: When Harley-Davidson hired a non-biker CEO, they didn’t just break tradition—they broke trust. The backlash was proof that supers are the brand. Ignore them and you don’t just lose relevance. You lose the whole damn category.

[00:05:00] – Obvious AI Will Kill You Faster Than Harley’s CEO Did: Feeding generic customer data into AI creates “plausible mediocrity at scale.” If your inputs are average, your outputs will be painfully obvious—drop the price, make the logo bigger, copy the trend. Supers don’t want any of that. They want different, and they’re happy to pay for it.

[00:09:00] – Most CEOs Spend More Time on the Toilet Than With Their Supers: Harvard data shows CEOs spend just 3% of their time with customers—only 0.3% with supers. That’s 11 minutes per week. Meanwhile, founders who are super consumers (like those behind Instacart and ThirdLove) build billion-dollar companies.

[00:15:00] – AI Gives You 24/7 Access to Your Best Customers—If You Train It Right: Most companies still layer insights through agencies, surveys, and sanitized data. But AI changes that. You can now scale the unfiltered voice of your supers—every tangent, metaphor, and passionate rant—and use it to pressure test strategy, price changes, product ideas, and more.

[00:20:00] – Your First Agent Should Be a Wizard of Weird: Before building a chatbot or customer service agent, start with the one that matters: a wizard of weird data. This agent isn’t just smart—it’s trained to think like your highest-value customers and see what others miss.

This isn’t just an AI strategy.

It’s Category Design x AI x Super Consumers—a new playbook for founders, CMOs, and execs who want to build the future, not react to it.

And this is just part one.

In the next mini-book, we’ll show you how to go from capturing existing super insights to uncovering brand new ones with AI—then turning those insights into a full team of agents across every function in your company.

Because when AI thinks like your supers,

You don’t just scale your business. You scale your category advantage.

Arrrrrrr,

Category Pirates 🏴‍☠️

Eddie Yoon

Christopher Lochhead

Katrina Kirsch