Eddie Yoon

May 29, 2018

Why Companies Should Measure “Share of Growth,” Not Just Market Share

This article originally appeared in Harvard Business Review on June 2, 2017 Accelerating growth is on every CEO’s agenda. Each year business leaders commit to an […]
May 29, 2018

Searching for New Ideas in the Curious Things Your Customers Do

This article originally appeared in Harvard Business Review on April 13, 2017 Twenty five years ago Steve Hughes, now the CEO of Sunrise Strategic Partners, was […]
May 29, 2018

Don’t Overlook the Small Brands You Already Own

This article originally appeared in Harvard Business Review on December 30, 2016 In our most recent Breakthrough Innovation Report, Taddy Hall and I cite that 49 […]
May 29, 2018

The Benefits of Hiring Your Best Customers

This article originally appeared in Harvard Business Review on December 20, 2016 I am a big proponent of superconsumer strategy: find, listen to, and engage with […]
May 29, 2018

The Best Way for Retailers to Turn Superconsumers into the Gift that Keeps on Giving

This article originally appeared in MarketWatch on December 15, 2016 The average American shopper will spend approximately $830 on gifts this holiday season, according to Gallup. […]
May 29, 2018

The Forecasting Sweet Spot Between Micro and Macro

This article originally appeared in Harvard Business Review on August 26, 2016 Forecasting is the third rail of business. Few companies are really good at it, […]
May 29, 2018

Why New Consumer Brands Must Scale Faster

This article originally appeared in Harvard Business Review on July 8, 2016 The cycle time from the small seed of an idea to successful scale has […]
May 29, 2018

Big Companies Should Collaborate with Startups

This article originally appeared in Harvard Business Review on February 26, 2016 Campbell, the food company best known for its soups, is investing $125 million in […]
May 29, 2018

The Billion-Dollar Opportunity in Single-Serve Food

This article originally appeared in Harvard Business Review on October 23, 2015 Imagine being able to buy one medallion of Kobe steak. Or perhaps two single […]
May 29, 2018

Store Brands Aren’t Just about Price

This article originally appeared in Harvard Business Review on April 15, 2015 More and more, I hear different twists of the same question from clients: Can […]
May 29, 2018

The Mistake Companies Make When Marketing to Different Cultures

This article originally appeared in Harvard Business Review on February 17, 2015 Smart consumer businesses are unanimous on the critical importance of “multicultural” growth opportunities. In […]
May 29, 2018

What Netflix and Starbucks Know About Cash Flow

This article originally appeared in Harvard Business Review on January 22, 2015 Netflix just announced its best quarter ever. Its subscriber count went up 13 million […]
May 29, 2018

Find the Best Local Markets to Drive Growth

This article originally appeared in Harvard Business Review on September 26, 2014 As families settle back into school, parents start to worry about the viruses that […]