If you’ve ever felt like marketing is just a numbers game - throwing money at ads and hoping something sticks - this episode with Eddie Yoon will change your mind. The co-creator of Category Pirates and co-author of Superconsumers from Harvard Business Review talks with host Tom Schwab about how the key to unlocking your business’s most profitable growth isn’t in casting a wider net but in doubling down on your most passionate customers—your superconsumers. Eddie explains how just 0.5% of your audience could be driving 50% of your revenue and why understanding these customers allows you to market more effectively, efficiently, and authentically.

Together, they explore why niching down doesn’t shrink your market but strengthens your position and how not all word of mouth is created equal. Eddie introduces the concept of attracting missionaries—not mercenaries—to champion your brand and how that kind of missional advocacy leads to deeper trust, loyalty, and business growth. They also discuss the idea that a super-consumer in one category is often a super-consumer in many others, opening up unexpected pathways for expansion. Whether you’re a brand builder, entrepreneur, or marketer, this episode is packed with insights that will help you stop chasing random traffic and start connecting with the people who matter most.

Timestamps From This Episode:

[03:51] Super geographies and how super-consumers cluster in specific areas, enhancing marketing efficiency.

[10:39] How to connect with your superconsumers beyond transactions.

[15:51] How category kings command significant market value and profits against their competitors.

[21:12] Missionaries (passionate) vs mercenaries (transactional) employees.

[34: 36] Becoming a creator capitalist who synthesizes new ideas and creates value.

Resources From This Episode:

Categorypirates.com

Linkedin.com/in/eddie-yoon-ewg

InterviewValet.com