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Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth
Not your average consumer. Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: they’re obsessed about a specific brand, product, or category. They pursue their passions with fervor, and they’re extremely knowledgeable about the things they love. They aren’t average consumers—they’re superconsumers.
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.
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.
- GenresBusinessEntrepreneurship
240 pages, Hardcover
Published December 20, 2016
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Displaying 1 - 15 of 15 reviews
January 7, 2021
Review:
It was a book about the super engaged customers, who are passionate about your product, and they take up most of the sales and especially the profits. It could have gone a little bit deeper, it was maybe a little bit superficial. Nevertheless, it was an interesting read, short and easily readable.
I find that these superconsumers make or break a company, Tesla had tremendous success because of them. It is also present in the YouTube world I think, Linus Tech Tips said that two or less % of their audience make most of their money, so it was interesting to read about them.
Main points:
It was a book about the super engaged customers, who are passionate about your product, and they take up most of the sales and especially the profits. It could have gone a little bit deeper, it was maybe a little bit superficial. Nevertheless, it was an interesting read, short and easily readable.
I find that these superconsumers make or break a company, Tesla had tremendous success because of them. It is also present in the YouTube world I think, Linus Tech Tips said that two or less % of their audience make most of their money, so it was interesting to read about them.
Main points:
February 14, 2017
Everybody wants growth and profit for their business, especially from loyal and devoted customers who may be your best advocates to give all that free marketing and extra eventual sales in addition to their own, frequent purchases. Superconsumers, in other words, and this book seeks to show how to attract this magical customer group, which can exist for every possible product or service category in every country – even for white socks!
The author says that whilst superconsumers are small in number (maybe 10% of a consumer group) they can generate up to one-third of sales and 70% of profits! Superconsumers are also very vocal about your products and its brand. Getting to know what makes superconsumers enthused and developing ways to transform regular consumers into superconsumers is this book’s aim, and the author mixes research, theory and practical advice to great effect. Maybe he is trying to work his magic on book reviewers too!
It does not and cannot guarantee success. The hard work and developing that great product or service falls to you and your company alone. Yet there is a credible, informative and engaging text to help inspire and motivate you during this quest.
The book is low on hype and high on information, even if some of it seemed hard to believe, such as up to one-third of office-supply consumers can be superconsumers for paperclips, pens and Post-It notes! You can be sure that if this reviewer sold office products, he’d be looking to tap into this market of stationery nerds and obsessives with the latest in shiny products! The author shares anonymous data about previous assignments, showing how marketing and sales modifications led to drastic increases in sales and profitability in different sectors, along with the drop in sales when a client failed to heed the same advice. Inspirational and amazing on many levels.
This can be a book worthy of consideration, before your business rivals discover it! Even if you don’t have a business, it is fascinating an engaging reading nonetheless.
Superconsumers, written by Eddie Yoon and published by Harvard Business Review Press. ISBN 9781633692077. YYYYY
The author says that whilst superconsumers are small in number (maybe 10% of a consumer group) they can generate up to one-third of sales and 70% of profits! Superconsumers are also very vocal about your products and its brand. Getting to know what makes superconsumers enthused and developing ways to transform regular consumers into superconsumers is this book’s aim, and the author mixes research, theory and practical advice to great effect. Maybe he is trying to work his magic on book reviewers too!
It does not and cannot guarantee success. The hard work and developing that great product or service falls to you and your company alone. Yet there is a credible, informative and engaging text to help inspire and motivate you during this quest.
The book is low on hype and high on information, even if some of it seemed hard to believe, such as up to one-third of office-supply consumers can be superconsumers for paperclips, pens and Post-It notes! You can be sure that if this reviewer sold office products, he’d be looking to tap into this market of stationery nerds and obsessives with the latest in shiny products! The author shares anonymous data about previous assignments, showing how marketing and sales modifications led to drastic increases in sales and profitability in different sectors, along with the drop in sales when a client failed to heed the same advice. Inspirational and amazing on many levels.
This can be a book worthy of consideration, before your business rivals discover it! Even if you don’t have a business, it is fascinating an engaging reading nonetheless.
Superconsumers, written by Eddie Yoon and published by Harvard Business Review Press. ISBN 9781633692077. YYYYY
December 2, 2019
Кращі цитати з книги:
"стратегія суперспоживачів: знайдіть і вислухайте ваших найбільш відданих клієнтів та почніть співпрацювати з ними; зрозумійте їхні смаки, емоції та поведінкові моделі, зважайте й на аспекти, які знаходять відгук у значно більших групах потенційних суперспоживачів; а тоді переходьте до ухвалення рішень, координації та концентрації своїх інвестицій і не забувайте про інновації, що мають стосуватися як вашого прибутку, так і бізнес-моделей, які ви практикуєте"
Readlax пропонує інтернет-вправи для мозку для швидкого та ефективного навчання. (промо-лінк)
"суперспоживачів мало - зазвичай 10% від загальної кількості споживачів певного товару чи категорії товарів - від 30 до 70% продажів припадає саме на них, а ще - найбільший відсоток прибутку в межах певної категорії товарів, і зазвичай майже 100% інформації про те, чого насправді потребують клієнти."
"Вплив суперспоживачів - постійно позитивний, незалежно від рангу, масштабу, ресурсів та бізнес-моделі компанії."
"Сізіфова розгубленість - невпевненість у позитивному результаті своєї праці"
"Суперспоживачі - це джерело чітких вирішень заплутаних проблем."
"підказка: проблему однієї групи споживачів можна вирішити, розв'язавши іншу пров'язану з нею проблему."
"важливо виходити за межі буденного маркетингу та набиратися креативності від своїх суперспоживачів"
"Найбільша цінність суперспоживачів у їхній "заразності""
"стратегія суперспоживачів: знайдіть і вислухайте ваших найбільш відданих клієнтів та почніть співпрацювати з ними; зрозумійте їхні смаки, емоції та поведінкові моделі, зважайте й на аспекти, які знаходять відгук у значно більших групах потенційних суперспоживачів; а тоді переходьте до ухвалення рішень, координації та концентрації своїх інвестицій і не забувайте про інновації, що мають стосуватися як вашого прибутку, так і бізнес-моделей, які ви практикуєте"
Readlax пропонує інтернет-вправи для мозку для швидкого та ефективного навчання. (промо-лінк)
"суперспоживачів мало - зазвичай 10% від загальної кількості споживачів певного товару чи категорії товарів - від 30 до 70% продажів припадає саме на них, а ще - найбільший відсоток прибутку в межах певної категорії товарів, і зазвичай майже 100% інформації про те, чого насправді потребують клієнти."
"Вплив суперспоживачів - постійно позитивний, незалежно від рангу, масштабу, ресурсів та бізнес-моделі компанії."
"Сізіфова розгубленість - невпевненість у позитивному результаті своєї праці"
"Суперспоживачі - це джерело чітких вирішень заплутаних проблем."
"підказка: проблему однієї групи споживачів можна вирішити, розв'язавши іншу пров'язану з нею проблему."
"важливо виходити за межі буденного маркетингу та набиратися креативності від своїх суперспоживачів"
"Найбільша цінність суперспоживачів у їхній "заразності""
October 23, 2016
This book will be more catered towards retail or services business.
I personally find the concept of the idea is feasible but the data provided do not seem thorough.
Also, i feel that the concepts discussed in the books are pretty weak as well.
Case Studies by customer uses fake name which does not bring credibility to the concept.
Overall, this book is a meh~
I personally find the concept of the idea is feasible but the data provided do not seem thorough.
Also, i feel that the concepts discussed in the books are pretty weak as well.
Case Studies by customer uses fake name which does not bring credibility to the concept.
Overall, this book is a meh~
November 12, 2017
Nice book with 1 idea and many supporting cases
The book provides a simple framework for customer segmentation and cooresponding marketing techniques with focus on superconsumers. The idea and logic are good, though basic and intuitive, but large number of analyzef cases make your understanding much deeper. Recommend!
The book provides a simple framework for customer segmentation and cooresponding marketing techniques with focus on superconsumers. The idea and logic are good, though basic and intuitive, but large number of analyzef cases make your understanding much deeper. Recommend!
June 21, 2021
Probably a 3.5 stars. Core premise is strong & applicable. But this is an HBR article not a book - some interesting but not necessarily additive anecdotes. And the requisite plugs for Nielsen data. But I’m the end I got what I needed out of it.
February 4, 2017
Thanks to Harvard Business Review Press and Netgallery, I got the advanced reader copy of this book. I would like to applaud the prompt revert of HBR Press when my e copy of the book wasnt opening properly and they were swift in providing the fresh version within hours.
If one has attended Business School, he/she will be aware of Pareto Principle which states that about 80% of the sales of a product come from 20% of the consumers. Eddie Yoon’s Superconsumers is based on this concept that that not only there exists a type of consumer “superconsumer” which purchases certain products in bulk but they are deeply in love for the category and maybe a particular brand in that category.
This is a refreshing book laden with numerous case studies which highlight how companies tap into their pool of superconsumers to increase the sales. While the number of case studies mentioned in this book is decent, what I felt was that these studies just touched the tip of the iceberg. Some of the case studies could have been dealt in bit more detail. Maybe that’s why this is a fast paced and short book. Nevertheless the book gives a good introduction to why it is important to recognize superconsumers and how to tap into this segment.
The book was helpful in demonstrating how one can follow the superconsumers to get idea about product improvisation, packing, positioning, etc. One useful piece of insight for me was how these superconsumers can help to understand how your product can be used. While the manufacturer of the product may have thought of a primary usage, these superconsumers help in understanding how consumers can also use the product in a different way. This can help in new positioning which can be a game changing strategy for the company. Not only this, the vitamin example’s insight was useful to me in understanding that if you study people who purchase vitamins could actually be buying them as kind of a health insurance. This could be a big insight for insurance companies who can also target these vitamin consumers to expand their customer base.
After reading the book, i feel that The strategy of Superconsumers should be one of the strategies for the companies and maybe not the whole focus. It would have been great if the case studies didn’t use fake names as I feel people will be able to connect more with what the author is saying. There were times I felt that just to prove a point, the author has made up an example and a fake name.
Overall a good book with useful insights. If you have studied business course, this will give a different perspective of why it is important to pay attention to super consumers. If you are new to business, this will open your mind and may give you a new strategy to work upon.
Rating: 3.5 stars out of 5
If one has attended Business School, he/she will be aware of Pareto Principle which states that about 80% of the sales of a product come from 20% of the consumers. Eddie Yoon’s Superconsumers is based on this concept that that not only there exists a type of consumer “superconsumer” which purchases certain products in bulk but they are deeply in love for the category and maybe a particular brand in that category.
This is a refreshing book laden with numerous case studies which highlight how companies tap into their pool of superconsumers to increase the sales. While the number of case studies mentioned in this book is decent, what I felt was that these studies just touched the tip of the iceberg. Some of the case studies could have been dealt in bit more detail. Maybe that’s why this is a fast paced and short book. Nevertheless the book gives a good introduction to why it is important to recognize superconsumers and how to tap into this segment.
The book was helpful in demonstrating how one can follow the superconsumers to get idea about product improvisation, packing, positioning, etc. One useful piece of insight for me was how these superconsumers can help to understand how your product can be used. While the manufacturer of the product may have thought of a primary usage, these superconsumers help in understanding how consumers can also use the product in a different way. This can help in new positioning which can be a game changing strategy for the company. Not only this, the vitamin example’s insight was useful to me in understanding that if you study people who purchase vitamins could actually be buying them as kind of a health insurance. This could be a big insight for insurance companies who can also target these vitamin consumers to expand their customer base.
After reading the book, i feel that The strategy of Superconsumers should be one of the strategies for the companies and maybe not the whole focus. It would have been great if the case studies didn’t use fake names as I feel people will be able to connect more with what the author is saying. There were times I felt that just to prove a point, the author has made up an example and a fake name.
Overall a good book with useful insights. If you have studied business course, this will give a different perspective of why it is important to pay attention to super consumers. If you are new to business, this will open your mind and may give you a new strategy to work upon.
Rating: 3.5 stars out of 5
December 3, 2017
If you are interested in a different approach to growing your brand, Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth by Eddie Yoon may just be the tool you need.
Yoon gives his readers some real world examples of how trends can be leveraged to optimize sales.
We have had different experiences in the adult beverage industry that lead us to doubt some of the data Yoon cites in Superconsumers. While working at two different convenience stores in Texas, we discovered that the average beer consumer in those stores spent on average of $20 per day on beer every day of the year. Maybe some Texan out there isn’t drinking his fair share.
Other than that observation, it appears that Superconsumers is spot on. It is well-written and well-researched. If one is in leadership in a business and is looking to grow that business then, Superconsumers would be a helpful resource for them.
We give it all five stars. We enjoyed the book and think it could be a valuable tool for someone trying to grow a business.
We were sent a complimentary copy of this book. We are under no obligation to write any review, positive or negative.
We are disclosing this in accordance with the Federal Trade Commission's 16 CFR, Part 255.
Yoon gives his readers some real world examples of how trends can be leveraged to optimize sales.
We have had different experiences in the adult beverage industry that lead us to doubt some of the data Yoon cites in Superconsumers. While working at two different convenience stores in Texas, we discovered that the average beer consumer in those stores spent on average of $20 per day on beer every day of the year. Maybe some Texan out there isn’t drinking his fair share.
Other than that observation, it appears that Superconsumers is spot on. It is well-written and well-researched. If one is in leadership in a business and is looking to grow that business then, Superconsumers would be a helpful resource for them.
We give it all five stars. We enjoyed the book and think it could be a valuable tool for someone trying to grow a business.
We were sent a complimentary copy of this book. We are under no obligation to write any review, positive or negative.
We are disclosing this in accordance with the Federal Trade Commission's 16 CFR, Part 255.
August 31, 2019
I am very close to this book topic, but the book is still able to give couple of important learning point to apply in my day to day professional life. I still remember my moment of truth when I fully realized that consumer have gained the ability and access to change very rapidly (especially in CPG industry) in past 3 years compare to 6-7 years when I first joined the industry. Consumers now have evolved and become super consumers. A simple, speedy, and sustainable strategy is more than needed to win their heart - and this book discussed about that.
I am very glad to live in the era where everything is possible to happen and the future is now, and where the only thing needed is just to take action.
I am very glad to live in the era where everything is possible to happen and the future is now, and where the only thing needed is just to take action.
October 16, 2019
Great book, honestly changed the way I think about consumers and how to grow my business.
Some feedback is that the examples are a bit repetitive (beer, wine) and the book lacks a bit more depth. Would love to have seen some more examples and studies.
Some feedback is that the examples are a bit repetitive (beer, wine) and the book lacks a bit more depth. Would love to have seen some more examples and studies.
May 25, 2018
It's a good insight into focussing on something that we already knew but often forget - ie to find consumers passionate about us.
June 10, 2019
(The English review is placed beneath Russian one)
Крайне бессодержательная книга. Даже трудно собрать воедино все ценные идеи, что были высказаны автором, ибо их, фактически, и нет. Более того, возникает стойкое ощущение, что книгу как бы и не читал.
Вроде, автор пишет что-то важное, но очень пространно, о клиентах, которые приносят наибольшую прибыль, т.е. если ссылаться на закон Парето, то это как раз те 20%, что приносят 80% прибыли. Собственно, о нечто похожем можно прочесть в любом хорошем учебнике по маркетингу, будь то классический учебник Ф. Котлера «Маркетинг. Менеджмент» или какой-нибудь кирпич на 800 страниц по MBA. В принципе, об этом часто пишут и в более простых книгах на 300 страниц, в бизнес-книгах. Поэтому это не что-то новое, а это из той же серии что и классическое 4P или процесс совершения покупки потребителем.
Из того что я понял, автор предлагает сосредоточиться на этих самых ценных потребителях, как я уже сказал и прислушиваться к их желаниям, их претензиями и пр. Вот, собственно, и всё. По крайне мере, что лично я понял. Так как книга крайне мутная, мне было трудно выделить больше ценных и цельных мыслей. Что-то временами проскальзывало, но это что-то было крайне незначительным, что обычно можно встретить при чтении вышеназванных книг. В общем, суть книги можно выразить в двух словах: самые прибыльные ваши покупатели и их максимально клиентоориентированное обслуживание. Вот и всё. Зачем нужно было писать целую книгу о том, что и так известно, да и ещё когда можно было обойтись одной статьёй в HBR или AdAge – вопрос.
It's an extremely inane book. It is even difficult to bring together all the valuable ideas that have been expressed by the author, because they do not exist. Moreover, there is a strong feeling after reading that the book was not read at all.
It seems that the author writes something important, but very extensive, about the customers who make the most profit, i.e. if we refer to Pareto's law, it's the 20% that makes 80% profit. Actually, you can read about something similar in any good marketing textbook, be it a classic textbook "Marketing. Management" or any brick on 800 pages of MBA. In principle, this is often written about in simpler 300-page books, in business books. Therefore, this is not something new, but it is from the same series as the classic 4P or the process of making a purchase by the consumer.
From what I have understood, the author proposes to focus on these most valuable consumers, their desires, their claims, etc. That's all, actually. At the very least, what I have personally understood. Since the book is extremely vague, it was difficult for me to identify more valuable and complete thoughts. Something slipped through my fingers at times, but it was something extremely insignificant. In general, the essence of the book can be expressed in two words: your most profitable customers and most customer-oriented service. That's all. Why did you have to write a whole book about what is known, and when you could do with one article in HBR or AdAge - a question.
Крайне бессодержательная книга. Даже трудно собрать воедино все ценные идеи, что были высказаны автором, ибо их, фактически, и нет. Более того, возникает стойкое ощущение, что книгу как бы и не читал.
Вроде, автор пишет что-то важное, но очень пространно, о клиентах, которые приносят наибольшую прибыль, т.е. если ссылаться на закон Парето, то это как раз те 20%, что приносят 80% прибыли. Собственно, о нечто похожем можно прочесть в любом хорошем учебнике по маркетингу, будь то классический учебник Ф. Котлера «Маркетинг. Менеджмент» или какой-нибудь кирпич на 800 страниц по MBA. В принципе, об этом часто пишут и в более простых книгах на 300 страниц, в бизнес-книгах. Поэтому это не что-то новое, а это из той же серии что и классическое 4P или процесс совершения покупки потребителем.
Из того что я понял, автор предлагает сосредоточиться на этих самых ценных потребителях, как я уже сказал и прислушиваться к их желаниям, их претензиями и пр. Вот, собственно, и всё. По крайне мере, что лично я понял. Так как книга крайне мутная, мне было трудно выделить больше ценных и цельных мыслей. Что-то временами проскальзывало, но это что-то было крайне незначительным, что обычно можно встретить при чтении вышеназванных книг. В общем, суть книги можно выразить в двух словах: самые прибыльные ваши покупатели и их максимально клиентоориентированное обслуживание. Вот и всё. Зачем нужно было писать целую книгу о том, что и так известно, да и ещё когда можно было обойтись одной статьёй в HBR или AdAge – вопрос.
It's an extremely inane book. It is even difficult to bring together all the valuable ideas that have been expressed by the author, because they do not exist. Moreover, there is a strong feeling after reading that the book was not read at all.
It seems that the author writes something important, but very extensive, about the customers who make the most profit, i.e. if we refer to Pareto's law, it's the 20% that makes 80% profit. Actually, you can read about something similar in any good marketing textbook, be it a classic textbook "Marketing. Management" or any brick on 800 pages of MBA. In principle, this is often written about in simpler 300-page books, in business books. Therefore, this is not something new, but it is from the same series as the classic 4P or the process of making a purchase by the consumer.
From what I have understood, the author proposes to focus on these most valuable consumers, their desires, their claims, etc. That's all, actually. At the very least, what I have personally understood. Since the book is extremely vague, it was difficult for me to identify more valuable and complete thoughts. Something slipped through my fingers at times, but it was something extremely insignificant. In general, the essence of the book can be expressed in two words: your most profitable customers and most customer-oriented service. That's all. Why did you have to write a whole book about what is known, and when you could do with one article in HBR or AdAge - a question.
January 16, 2017
It is no surprise to any of us to realise that there always exists a certain set of customers or consumers for our products or services who are emotional and vocal about our products and services and hence drive significant amount of business for us.
What this book does is to define these customers and help us find a way to use their passion and creativity for the product category to drive significant growth - in revenues, profitability and innovation.
THis is a must read book if you are in the consumer business and a great book nonetheless to read if you want to find growth in any of your businesses.
What this book does is to define these customers and help us find a way to use their passion and creativity for the product category to drive significant growth - in revenues, profitability and innovation.
THis is a must read book if you are in the consumer business and a great book nonetheless to read if you want to find growth in any of your businesses.
September 8, 2016
This was a fast read and a good overview of fan-centered marketing. Yoon makes a lot of good points about how finding and marketing to your superconsumers makes the most sense. Yoon's examples include Keurig and Netflix. The book is primarily aimed at those in the business of selling consumer goods but it has wider applications to some extent. The part of the book that could have used more exploration in my opinion is the art of finding superconsumers but overall this is a decent exploration of an important marketing and business topic.
November 28, 2017
Enjoyed this - tangible ideas to improve customer service.
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