Stop Stealing Market Share & Create $100M Categories Instead with Category Pirate Eddie Yoon скачать в хорошем качестве

Stop Stealing Market Share & Create $100M Categories Instead with Category Pirate Eddie Yoon

If you've ever heard me talk about Superconsumers, SuperGeos, or why you should Name, Frame, and Claim your new category - all of that thinking comes from today's guest, one of my heroes: Eddie Yoon. Eddie is one of the world's leading thinkers on category design. He's a longtime Harvard Business Review contributor, co-founder of Category Pirates (a top Substack you must subscribe to), and has spent decades advising Fortune 100 companies on how to create new categories instead of just fighting for scraps of market share. I've studied Eddie's work obsessively for years because he doesn't just teach marketing - he teaches thinking. AND in this conversation, we jam together (riffing on ideas, building on each other's thoughts) about why everything you've learned in marketing strategy is likely wrong. We talk about K-pop Demon Hunters, how Nespresso and Gillette grew massive categories, and why breakthrough categories don't come from better features or nicer packaging - they come from deeply understanding what outcomes your super consumers are looking for. This episode is PACKED with real-life brand examples: Velveeta, Keurig, Tesla, Spam Musubi, frozen peas, and more. Eddie brings category design to life with stories that will completely change how you think about growing your business. Next Steps: Go find your K-pop moment, your Velveeta insight, your frozen peas problem - that's where exponential growth lives! In This Episode You'll Learn: Why 99% of CPG brands are playing the wrong game - stealing market share vs. growing categories, and why the biggest companies are least likely to create new categories Benefits are dead, outcomes are everything - The Velveeta $100M growth story: how solving one super consumer outcome (getting kids to eat greens) unlocked massive growth The power of super consumers & super geos - Why you should hire your super consumers, and the shocking Cherry Garcia data: 3,000 of 30,000 stores drove 80% of sales Lightning strike marketing - How to turn a £60K budget into £600K of impact (the Dude Wipes strategy of keeping 75% of marketing unplanned) Don't be afraid to niche down - Why 99% of experts are wrong when they say you're leaving people behind Useful links Connect with Eddie Yoon on LinkedIn   / eddie-yoon-ewg   Connect with Category Pirates on LinkedIn   / category-pirates   https://www.categorypirates.com/    / @categorypirates   Mentioned in This Episode: Books & Frameworks: Competitive Strategy by Michael Porter Superconsumers by Eddie Yoon Clayton Christensen's "Jobs to Be Done" (milkshake example) Byron Sharp (mentioned as conventional wisdom) Mentioned in This Episode: Brands & Case Studies: Gillette (China market expansion) Keurig vs. Starbucks Verismo Nespresso Velveeta Ben & Jerry's Cherry Garcia Spam & Spam Musubi (Hawaii) Tesla Nvidia K-pop Demon Hunters (Netflix) Dude Wipes Rogaine Royal Canin Anheuser-Busch ============================================================ Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm =============================================================