Eddie Yoon — Co-Founder

My name is Eddie Yoon, and I’ve spent the last two decades helping companies unlock exponential growth by leveraging Superconsumers—the 10% of customers who drive 30-70% of category sales—and identifying "weird" data patterns that others dismiss as outliers but are actually billion-dollar opportunities waiting to happen. As a co-creator of Category Pirates, I teach high-growth Category Kings & Queens how to escape the grind of competition by designing and dominating entirely new market categories. My work is rooted in Category Science, a revolutionary approach that turns overlooked data and customer insights into billion-dollar opportunities. A quick overview of my career: • $10B+ in profitable growth generated for Fortune 500 companies, startups, and category leaders across industries. • Author of Superconsumers, a best-selling book hailed as a roadmap for discovering untapped growth by understanding the 10% of customers who drive 70% of sales. Pioneered strategies for industry giants, including helping Anheuser-Busch create Bud Light Lime ($1.5B in new revenue), forecasting Keurig’s dominance of single-serve coffee in 35 million households, and helping DUDE Wipes become a Category King. • Co-creator of Category Pirates, a Top paid business Substack that teaches leaders how to frame, name, and claim their own market categories. My superpower is breaking down the myths of traditional strategy and showing businesses that growth isn’t about competing over scraps — it’s about creating new opportunities that only they can own. WANT TO DESIGN YOUR NEXT BILLION-DOLLAR OPPORTUNITY? → SUBSCRIBE HERE: www.categorypirates.news/subscribe Join me and the team at Category Pirates to learn how to turn weird data into market-defining strategies, leverage your Superconsumers, and dominate your industry with category design. For more, connect with me: Email: eddie@eddiewouldgrow.net Twitter: @EddieWouldGrow

Stackforce AI infers this person is a Business Strategy Consultant with expertise in Category Design and Growth Strategy.

Experience: 29 yrs 6 mos

Skills

Category Design
Growth Strategy
Market Analysis
Strategy
Consulting
Client Relationship Management
Revenue Generation

Career Highlights

Generated over $10B in profitable growth.
Co-created a Top 5 Business Substack.
Authored best-selling book 'Superconsumers'.

Work Experience

Category Pirates

Co-Creator (5 yrs 2 mos)

greyspace

Strategy Yoda & Weird Data Wizard (5 yrs 2 mos)

EddieWouldGrow, LLC

Founder (8 yrs 9 mos)

The Cambridge Group

Partner (17 yrs 10 mos)

Sibson & Company

Consultant (2 yrs 10 mos)

Education

BA at University of Chicago

at Punahou

Eddie Yoon

Co-Founder

United States29 yrs 6 mos experience

Highly Stable

Key Highlights

Generated over $10B in profitable growth.
Co-created a Top 5 Business Substack.
Authored best-selling book 'Superconsumers'.

Stackforce AI infers this person is a Business Strategy Consultant with expertise in Category Design and Growth Strategy.

Contact

Skills

Core Skills

Category DesignGrowth StrategyMarket AnalysisStrategyConsultingClient Relationship ManagementRevenue Generation

Other Skills

AnalyticsBusiness StrategyBusiness TransformationChange ManagementCompetitive AnalysisCross-functional Team LeadershipData AnalysisFMCGFinancial AnalysisGo-to-market StrategyManagement ConsultingMarket ResearchMarketing StrategyMerchandisingMergers & Acquisitions

About

Experience

Category pirates

Co-Creator

Jan 2021 – Present · 5 yrs 2 mos · Hawaii, United States

On a mission to transform how companies grow by teaching leaders the revolutionary practice of Category Design. At Category Pirates, we help businesses reject incremental thinking and embrace the power of creating entirely new markets.
Co-led the growth of Category Pirates into a Top 5 Business Substack, redefining how leaders approach growth and strategy.
Authored over 100+ mini-books, newsletters, and frameworks that simplify the complex world of strategy into actionable insights.
Worked with global leaders and entrepreneurs to uncover billion-dollar opportunities using "weird" data and Superconsumer insights.
Pioneered the "Frame, Name, and Claim" methodology, empowering businesses to move beyond competition-focused strategies to exponential growth.
Category Pirates exists to inspire courageous leaders to design their own future by creating new categories, building exponential growth engines, and claiming the lion’s share of market profits.

Category DesignGrowth StrategyMarket AnalysisData Analysis

Greyspace

Strategy Yoda & Weird Data Wizard

Jan 2021 – Present · 5 yrs 2 mos · Chicago, Illinois, United States · Remote

greyspace holdings is a boutique advisory firm leading Glo2Facial by Geneo in partnership with Lumenis. Eddie advises on strategy, category design and the aggregation, analysis and application of weird data to simplify strategy and accelerate growth

StrategyCategory DesignData Analysis

Eddiewouldgrow, llc

Founder

Jun 2017 – Present · 8 yrs 9 mos · Chicago

EddieWouldGrow, LLC is a growth think tank and advisory firm. The name of my new venture is inspired by the iconic saying, “Eddie Would Go” about the Hawaiian ‘waterman’ Eddie Aikau. He was a big wave surfer, an amazing lifeguard and ocean navigator who gave his life to save others. Eddie Aikau's mix of courage to just “go for it” and the generosity in helping others throughout his life is the big inspiration for my new venture.
My mission at Eddie Would Grow will be to gather, synthesize and share compelling growth stories to draw patterns, build frameworks, and help teams chart a course to greater growth and prosperity. My work will include a mix of on-going best practices research coupled with writing, speaking and consulting work with private, public and civic sector organizations at every growth stage during their journey. Of course, I will be building on the work and perspectives featured in my first book, Superconsumers (HBS Press, 2016)
As part of Category Pirates, we have published 3 books: The Category Design Toolkit, The Marketer's Guide to Category Design and Snow Leopard. Our plan is to publish 1-2 books per year

Growth StrategyConsultingMarket Research

The cambridge group

Partner

Aug 1999 – Jun 2017 · 17 yrs 10 mos

I was one of the most senior partners at Cambridge. While at Cambridge I generated thought leadership (40+ articles in HBR), led and built senior client relationships (serving CEO, Presidents and CMO for billion dollar businesses and Fortune 100 companies) and helped manage the firm. While at Cambridge, my client work directly helped clients generate $10 billion + in incremental, annual revenue.
I was also a key senior leader at Nielsen (Nielsen acquired Cambridge in 2009). While at Nielsen, I helped win new global clients ($30B+ apparel and retail company) and enhance relationships with senior executives at other $20B-80B clients. Most recently, I led a council of 15 retail CEOs across Africa, Russia and the Middle East in a strategic thought leadership project.

Thought LeadershipClient Relationship ManagementRevenue Generation