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About Eddie

About Eddie

Eddie Head Shot

Eddie Yoon is the founder of Eddie Would Grow, a think tank and advisory firm specializing in business growth strategy.  Previously, he was a principal at the Chicago-based consulting firm, The Cambridge Group.  

Eddie Would Grow generates billion dollar outcomes for clients via superconsumer growth strategies.  These strategies help birth new categories and drive existing category growth.  

Eddie is also an acclaimed author of Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth published by Harvard Business School Press.  Strategy+Business named it one of the best business books of 2017. 












Since 2009, Eddie has been a regular contributor in Harvard Business Review Magazine.  In fact, he has written more for HBR than any other contributor on Category Creation.












Eddie is one of three  co-founders of Category Pirates, the authority on Category Design and Category Creation.   He and his fellow co-founders, Christopher Lochhead and Nicholas Cole, publish their innovative thoughts and theories, sending them straight to your inbox.  In less than six months, Category Pirates became one of the Top 5 most-read paid newsletters in Substack's business category.





















Eddie loves to envision the future, almost as much as he loves Hawaii, the state where he was born and raised.  After graduating from Punahou School  in Honolulu, Eddie relocated to the midwest where he earned dual ABs in political science and economics from the University of Chicago.  Eddie lives in Chicago with his wife and three children but returns to the islands as often as possible.

HBR Magazine March 2014
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Click to browse the latest publications by Category Pirates.
Superconsumer Book
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photo credit @jronningphotography

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