Whether it is startups, medium or large companies, I’ve found that while most focus on evaluating the skill and will of potential hires, far too many people overlook passion for their category when hiring. Specifically, startups should be looking to hire the best customers of the category–their superconsumers. Superconsumers are folks who buy a lot (highly profitable) and care a lot (highly passionate) about the category, not just a specific brand. They are the most profitable, articulate and intelligent consumers who tend to be the 10 percent of consumers who drive 30 to 70 percent of category sales and 100 percent of category insights!
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