About EWG


About Our name, Eddie Would Grow:

The name, EDDIE WOULD GROW, was inspired by the iconic saying "Eddie Would Go" about the amazing Hawaiian "waterman" Eddie Aikau. He was a world famous big wave surfer, unafraid to drop in the biggest waves at Waimea Bay. Eddie was an award-winning lifeguard covering the world famous North Shore of Oahu, where he saved over five hundred lives without losing a single soul. His desire to save lives would eventually cost him his own. He was a member of the Hokule'a, a team whose goal was to replicate the ancient Polynesian voyage traveling 2,500 mikes across 30 days in a canoe utilising only celestial navigation. Early on in the voyage the team ran into trouble and capsized 12 miles south of the island of Molokai. He decided to get on his surfboard and try to paddle to Lanai to get help and save the rest of the crew. He was never seen from again.

About Eddie Yoon:

Eddie Yoon is the founder of EddieWouldGrow, LLC a think tank and advisory firm on growth strategy. Prior to this he was a partner at The Cambridge Group, a strategy consulting firm that helps Fortune 500 CEOs drive growth by unlocking consumer demand.

His work over the past two decades has driven over $5 billion dollar of annual profitable growth in consumer packaged goods, durables, robotics and energy. Eddie is one of the world's leading experts on finding and monetizing superconsumers to grow and create new categories

Eddie is the author of the acclaimed book, Superconsumers: A Simple, Speedy and Sustainable Path to Superior Growth (Harvard Business School Press, 2016). He is also the author of over 40 articles, including Make Your Best Customers Even Better (Harvard Business Review magazine, March 2014) and Why It Pays to Be a Category Creator (Harvard Business Review magazine, March 2013). Additionally, he has been quoted in the Wall Street Journal, The Economist, Forbes and has been a keynote speaker in the U.S., Canada, Kenya, Australia, New Zealand, Denmark, the UK and Japan. Eddie holds an AB in Political Science and Economics from the University of Chicago. Having been born and raised in Hawaii, he went to the Punahou School in Honolulu. Eddie lives in Chicago with his wife and three children.