Podcast appearances and mentions of eddie yoon

In this episode Derek Champagne chats with Eddie Yoon. Eddie is a growth strategy expert for the last 20 years as a Partner with The Cambridge Group. In the last 5 years, he has helped double numerous businesses-cable media company, food brand, beverage company, pet food brand, consumer robotics, standby generators-from several hundred million to close to a billion dollars.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). Eddie has been a keynote speaker in the U.S., Africa, Australia, Denmark, the UK and Japan.

The University of Michigan released its latest consumer sentiment report, showing another decline. Eddie Yoon attributes it as a "pandemic-level pendulum swing" that will throw sentiment out of balance until 2027. He expects spending to increase near-term as people panic-buy ahead of tariffs implementation, followed by a spending trough.======== Schwab Network ========Empowering every investor and trader, every market day.Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribeDownload the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watchWatch on Vizio - https://www.vizio.com/en/watchfreeplus-exploreWatch on DistroTV - https://www.distro.tv/live/schwab-network/Follow us on X – / schwabnetwork Follow us on Facebook – / schwabnetwork Follow us on LinkedIn - / schwab-network About Schwab Network - https://schwabnetwork.com/about

On this episode of  Christopher Lochhead: Follow Your Different, we explore the transformative potential of intellectual capital (IC) with our fellow Pirate Eddie Yoon. Intellectual Capital (IC) is a valuable yet often overlooked asset, which can help you to shift from being knowledge workers to creator capitalists. We also discuss the challenges of making complex ideas accessible and highlights the importance of diagnostics in leveraging IC, and go into the concept of "lenses," or perspectives, that can illuminate new opportunities. This episode serves as a call to action for individuals to recognize and monetize their unique knowledge, fostering innovation and personal growth. You're listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let's go. The Essence of Intellectual Capital Christopher opens the discussion by talking about how intellectual capital is often an underappreciated asset. Intellectual capital is not just for academics or certified experts; it is an asset that everyone possesses. Many individuals possess a wealth of knowledge accumulated over their careers, yet they fail to recognize its potential value.  The key is understanding how to package and monetize this knowledge effectively. Eddie Yoon elaborates on this point, discussing the transition from being a knowledge worker to becoming a creator capitalist. A knowledge worker typically replicates existing knowledge, while a creator capitalist actively creates new knowledge and value. This shift is crucial in a rapidly changing job market, especially with the rise of artificial intelligence and automation, which threatens many traditional jobs. The Importance of Diagnostics Another key point in their discussion is the role of diagnostics in understanding and leveraging intellectual capital. Eddie Yoon notes that many industries, particularly healthcare and fitness, utilize diagnostic tests to establish baselines and measure progress. He argues that this practice should be more widely adopted in other fields, including consulting and sales. Eddie cites the historical context of management consulting, referencing Marvin Bower and James O. McKinsey, who emphasized the importance of accounting as a diagnostic tool for financial health. Just as doctors assess patients' health through tests, businesses should evaluate their performance through similar diagnostics to identify areas for improvement. The Power of Lenses The conversation then shifts to the concept of "lenses"—the perspectives through which we view our ideas and experiences. Eddie Yoon reflects on how writing and teaching have helped him develop a clearer understanding of category design, a concept he believes is crucial for business success. Christopher adds to this by discussing the various types of lenses we encounter in life, using the metaphor of prescription glasses. Just as different lenses can enhance our vision, new perspectives can illuminate previously unseen opportunities. He likens this to using a microscope or telescope, which allows us to see details or distant objects that are otherwise obscured. To hear more from the Category Pirates and their thoughts on Intellectual Capital, download and listen to this episode. Subscribe to Category Pirates today and join the crew in our Category Design journey on the business seas! Don't forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer's Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different  **NEW!

There will be "more shoes to drop" when it comes to consumer sentiment, according to Eddie Yoon. Among the tell-tale signs: DOGE, and how the economy is just starting to see the impact of government job cuts. He also turns to the airlines and talks about why Southwest Airlines (LUV) cutting back its free baggage policy is a red flag for sentiment.======== Schwab Network ========Empowering every investor and trader, every market day.Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribeDownload the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watchWatch on Vizio - https://www.vizio.com/en/watchfreeplus-exploreWatch on DistroTV - https://www.distro.tv/live/schwab-network/Follow us on X – https://twitter.com/schwabnetworkFollow us on Facebook – https://www.facebook.com/schwabnetworkFollow us on LinkedIn - https://www.linkedin.com/company/schwab-network/About Schwab Network - https://schwabnetwork.com/about

Eddie Yoon and Mike Mussio look at the February Consumer Sentiment report. Eddie cites concern about the job market for the lower-than-expected number. Mike calls it a “pretty bad print” and thinks demand may have been pulled forward in the holiday season because of the threat of tariffs.======== Schwab Network ========Empowering every investor and trader, every market day.Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribeDownload the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watchWatch on Vizio - https://www.vizio.com/en/watchfreeplus-exploreWatch on DistroTV - https://www.distro.tv/live/schwab-network/Follow us on X – https://twitter.com/schwabnetworkFollow us on Facebook – https://www.facebook.com/schwabnetworkFollow us on LinkedIn - https://www.linkedin.com/company/schwab-network/About Schwab Network - https://schwabnetwork.com/about

Today I'm joined by Gina Bianchini, founder of Mighty Networks, to discuss what her data shows makes online communities succeed or fail.Gina shares her frameworks for creating engagement between members and reveals the one metric that predicts a community's success with 93% accuracy. We dive into specific strategies around transitions, monthly themes, and daily engagement that keep members active.You'll learn how to build genuine connections between members, identify the right people to seed your community, and create lasting value that has members sticking around long-term.Timestamps:00:00 Building Your Own Community01:20 Signs Your Community Will Fail05:04 How to Make Money from Your Community07:05 Turning Around a Dying Community08:24 The Role of Network Effects09:19 Creating Member Engagement14:47 Creating Community Engagement with Monthly Themes20:07 How to Use Polls to Drive Community Interaction24:36 Facebook Groups vs Dedicated Community Platforms32:23 What is People Magic and Why It Matters36:35 Creators Defining Their Own Terms38:44 Positioning Your Community: Force of Choice vs Comparison40:59 Building Long-Term Community Success45:13 Using Nominations to Grow a Paid Community50:42 When to Revive vs Restart a Community53:23 How Member Connections Drive Growth01:06:41 Closing ThoughtsIf you enjoyed this episode, please like and subscribe, share it with your friends, and leave us a review. We read every single one.Learn more about The Nathan Barry Show: https://nathanbarry.com/show Follow Nathan:Instagram: https://www.instagram.com/nathanbarry LinkedIn: https://www.linkedin.com/in/nathanbarry X: https://twitter.com/nathanbarry YouTube: https://www.youtube.com/@thenathanbarryshow Website: https://nathanbarry.com Follow Gina:LinkedIn: https://www.linkedin.com/in/ginabianchini Instagram: https://www.instagram.com/gbianchini X: https://twitter.com/ginab Featured in this episode:Mighty Networks: https://www.mightynetworks.com Christopher Lochhead: https://lochhead.com Eddie Yoon: https://www.eddiewouldgrow.com Mastermind Talks: https://www.mmt.community Creator Flywheels: https://creatorflywheels.com Highlights:06:19 The Problem of Churn in Communities44:38 The 70/30 Rule for Community Growth01:00:22 Mighty Networks + Kit Collaboration

Eddie Yoon says consumers are bracing for an expensive year. He cites grocery inflation and tipping culture pressuring wallets. Ted Rossman notes that consumer sentiment is still significantly lower than pre-pandemic, and rates are hurting the everyday American. They also cover housing costs and credit card debt. ======== Schwab Network ======== Empowering every investor and trader, every market day. Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribe Download the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185 Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7 Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watch Watch on Vizio - https://www.vizio.com/en/watchfreeplus-explore Watch on DistroTV - https://www.distro.tv/live/schwab-network/ Follow us on X – / schwabnetwork Follow us on Facebook – / schwabnetwork Follow us on LinkedIn - / schwab-network About Schwab Network - https://schwabnetwork.com/about

Eddie Yoon discusses the current environment for U.S. consumers, noting major differences between generations' spending. “The companies that continue to innovate” will do great, while those who don't will “go out of business or be consolidated.” He emphasizes a shift in “how life stages are evolving”, with the traditional path no longer working due to higher inflation and A.I. risks to jobs “destroying” the worth of college for younger people, which in turn pushes them away from bigger purchases and into “spending for today. ======== Schwab Network ======== Empowering every investor and trader, every market day. Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribe Download the iOS app - https://apps.apple.com/us/app/schwab-... Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-... Watch on Sling - https://watch.sling.com/1/asset/19192... Watch on Vizio - https://www.vizio.com/en/watchfreeplu... Watch on DistroTV - https://www.distro.tv/live/schwab-net... Follow us on X – / schwabnetwork Follow us on Facebook – / schwabnetwork Follow us on LinkedIn - / schwab-network

Dec 4, 2024 – Eddie Yoon, founder of EddieWouldGrow and a regular contributor to Harvard Business Review, discusses the factors lining up for a golden age of US small businesses, which he believes will provide a continued tailwind to...

Eddie Yoon and Sam Burns look at Consumer Sentiment's November report, which rose numerically but fell short of Street expectations. They both think sentiment is being driven by the election in the near-term. Eddie thinks holiday spending might switch more towards experiences than physical gifts and is wary of Target's (TGT) earnings miss and the disparity between low-skill labor demand and high-skill layoffs. Sam agrees about the shift in spending areas, but thinks the consumer is in good shape. ======== Schwab Network ======== Empowering every investor and trader, every market day. Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribe Download the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185 Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7 Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watch Watch on Vizio - https://www.vizio.com/en/watchfreeplus-explore Watch on DistroTV - https://www.distro.tv/live/schwab-network/ Follow us on X – https://twitter.com/schwabnetwork Follow us on Facebook – https://www.facebook.com/schwabnetwork Follow us on LinkedIn - https://www.linkedin.com/company/schwab-network/ About Schwab Network - https://schwabnetwork.com/about

On this episode of Christopher Lochhead: Follow Your Different, Christopher and fellow Category Pirate Eddie Yoon dive into the misconceptions surrounding innovation and market dynamics. This episode is a must-listen for business leaders and entrepreneurs who want to navigate the complexities of today's market more effectively.  You're listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let's go.   The Context The episode revolves around the limitations of Clayton Christensen's "Innovator's Dilemma" and the assumptions that can lead businesses astray. Eddie Yoon critiques the traditional understanding of disruptive innovation, arguing that it often misguides incumbents in their strategic decisions. He emphasizes the need for a fresh perspective on innovation that focuses on creating value rather than merely competing on price.   The Innovator's Dilemma Christopher Lochhead opens the discussion by emphasizing the importance of genuine conversations in business and innovation. He sets the context for a deep dive into the innovator's dilemma, highlighting its relevance in today's fast-paced market. Eddie Yoon then elaborates on the four fatal flaws associated with the innovator's dilemma and introduces intriguing concepts like "super dingdong premium pricing." Yoon shares valuable insights on how companies can generate unparalleled value while steering clear of "competition derangement syndrome."   The Four Fatal Flaws of the Innovator's Dilemma   Lower Prices vs. Super Ding-Dong Premium Pricing The Misconception Many companies believe that lowering prices is the best strategy for growth. While this can increase market share, it often sacrifices profitability. The Reality Eddie points out that companies like Apple thrive by maintaining premium pricing, capturing a larger share of revenue and profits. Lowering prices can lead to a race to the bottom, where quality and brand value are compromised.   Lesser Consumers vs. Super Consumers The Misconception Businesses often target "lesser need consumers" to expand their market, assuming that this will lead to growth. The Reality Eddie argues that this perspective is overly simplistic and lacks empathy. Instead, businesses should recognize the potential of "super consumers"—those who are passionate about the product and willing to pay for higher quality.   Winning the Present vs. Designing the Future The Misconception Many companies focus solely on current market dynamics, trying to compete in existing markets rather than envisioning future possibilities. The Reality This short-sightedness can lead to missed opportunities for innovation and growth. Eddie encourages businesses to think beyond the present and actively design the future by identifying unmet needs and creating new solutions.   Languaging Around Destruction Scarcity vs. Creation Abundance The Misconception The language surrounding disruption often focuses on destruction and scarcity, leading to a negative mindset that stifles creativity and innovation. The Reality Businesses should adopt a mindset of abundance and creation, where the goal is to build new categories and solve problems rather than merely displacing competitors.   To hear more from Pirates' Eddie Yoon and Christopher Lochhead, download and listen to this episode.   This episode is based on a new audio mini-book "The Innovator's Delusion" by your friendly, neighborhood Category Pirates! If you want to join in the discussion, subscribe to Category Pirates and sail the seas with fellow Pirates today! Don't forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer's Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand,

Eddie Yoon and Sam Burns join Nicole Petallides to dissect the latest Consumer Sentiment data. October's print showed a small uptick in the index and a small move lower in y/y inflation expectations. For ways to track the consumer's current spending power, Eddie points to Dick's Sporting Goods (DKS) and Applovin (APP). ======== Schwab Network ======== Empowering every investor and trader, every market day. Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribe Download the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185 Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7 Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watch Watch on Vizio - https://www.vizio.com/en/watchfreeplus-explore Watch on DistroTV - https://www.distro.tv/live/schwab-network/ Follow us on X – https://twitter.com/schwabnetwork Follow us on Facebook – https://www.facebook.com/schwabnetwork Follow us on LinkedIn - https://www.linkedin.com/company/schwab-network/ About Schwab Network - https://schwabnetwork.com/about

On this episode of Lochhead on Marketing, Category Pirates Christopher Lochhead and Eddie Yoon talk about the power of simplifying business strategies into a One-Sentence Strategy. They discuss how successful companies, from large enterprises to solopreneurs, leverage concise strategies to drive focus and alignment. Highlighting examples like Gillette's "revenue per user per year" and Microsoft's "a computer on every desktop," they emphasize the importance of clarity and customer-centric approaches. The episode underscores that while crafting a one-sentence strategy is challenging, it is essential for achieving cohesive company culture and long-term success. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Power of Having One Clear Strategy Eddie Yoon emphasizes that the most successful businesses, regardless of their size, often operate under a singular, clear metric or strategy. This simplicity allows for better focus and alignment across the organization. He cites the example of Gillette, which used "revenue per user per year" (RUPI) and "profit per user per year" (PUPI) as their guiding metrics. This approach not only streamlined their decision-making but also ensured that all team members understood their primary objectives. Christopher & Eddie then give examples of several legendary companies that have thrived due to their clear, concise strategies. For instance, Microsoft's one-sentence strategy was "a computer on every desktop," which guided their product development and marketing efforts for decades. Similarly, YETI, known for its premium ice coolers, positioned itself with the straightforward strategy of offering a "premium ice cooler," differentiating itself from traditional, lower-cost options. The Importance of Customer Focus They also point out how these companies maintain a customer-centric approach. For example, the Keurig coffee system was built around the idea of convenience and choice, with the metric of "K-cups per brewer per day" driving their business decisions. This focus on customer experience and satisfaction is crucial for long-term success. Christopher explains that while these strategies are simple to understand, executing them effectively is often challenging. He notes that when a company has a clear strategy, it becomes easier to align employees, investors, and customers towards a common goal. This alignment is essential for fostering a cohesive company culture and driving growth. The Challenge of Crafting a One-Sentence Strategy Creating a one-sentence strategy is not a straightforward task. It requires deep reflection and a thorough understanding of the business's core mission and values. Christopher & Eddie discuss how many organizations settle for vague or overly complex strategies, which can lead to confusion and misalignment. They advocate for a rigorous process of distillation, where businesses must sift through their ideas and focus on what truly matters. One of the standout examples is the Ritz-Carlton's guiding principle: "Ladies and gentlemen serving ladies and gentlemen." This simple yet profound statement encapsulates their commitment to exceptional service and sets a high standard for their employees. It illustrates how a well-crafted strategy can inspire and elevate a brand's identity. To hear more From Christopher & Eddie about the One-Sentence Strategy, download and listen to this episode. Want to hear more Pirate Jams? Head on over to Category Pirates and enjoy more conversations between Category Pirates Christopher & Eddie! Don't forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer's Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand,

On this episode of Lochhead on Marketing, Christopher Lochhead and Eddie Yoon dissects Apple's latest announcements from the 2024 Worldwide Developers Conference (WWDC) on an all-new Pirates Perspective. The conversation centers around Apple's introduction of Apple Intelligence, a cutting-edge AI-driven personal intelligence system, and their strategic partnership with OpenAI. They break down the key insights from their discussion, offering actionable advice and thorough explanations for marketers and tech enthusiasts alike. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Apple Intelligence: A New Category in AI Apple's announcement of Apple Intelligence marks a significant milestone in the tech industry. This AI-driven personal intelligence system is designed to enhance user experiences by integrating smarter, more intuitive tools into daily lives. Christopher Lochhead praises this move, emphasizing Apple's role as a primary category designer, particularly in the realm of personal computers. Actionable Insights: Embrace Category Design: Companies should focus on creating new categories rather than just competing within existing ones. This approach can lead to market leadership and long-term success. Integrate AI Thoughtfully: Embedding AI in products should be done in an evolutionary manner, ensuring that it enhances user experiences without overwhelming them. Strategic Partnership with OpenAI Apple's decision to partner with OpenAI rather than compete with them is a strategic move that highlights the importance of collaboration in the tech industry. Christopher Lochhead commends this approach, noting that it allows Apple to focus on serving their customers through thoughtful and aggressive innovation. Actionable Insights: Leverage Partnerships: Collaborating with other industry leaders can lead to innovative solutions and a better customer experience. Focus on Customer Needs: Innovation should always be driven by the goal of serving customers better, rather than just outpacing competitors. Privacy, Data Usage Concerns, and Regulations in AI Eddie Yoon expresses both excitement and concern about the potential benefits and privacy implications of Apple's personal intelligence system. He highlights the need for careful consideration of data usage and consumer privacy. The conversation also delves into the need for oversight and regulations in the AI space. Christopher emphasizes the importance of strong controls while acknowledging Apple's historical business practices and the need for critical examination. To hear more Pirates Perspective, download and listen to this episode. You can also check out more Pirates Perspective at Category Pirates. Don't forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer's Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different  **NEW!** The B2B Tech Marketer's Guide To Category Design: How To Engineer Your Market, Find What Makes You Different, And Become A Category Queen We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

Today on Lochhead on Marketing, we want to share some insights from a riveting discussion we had with Eddie Yoon, our category pirate brother, about a monumental move by Apple. We're talking about a colossal $110 billion stock buyback and what it means for the tech giant's innovation trajectory, particularly in the realm of artificial intelligence (AI). Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Apple's Strategic Crossroads: Innovation or Shareholder Pleasing? Apple's decision to buy back stock is a strategic move that has raised eyebrows across the industry. I've always been fascinated by the bold moves that define market leaders, but this move by Apple has us questioning: Is this a sign of maturity and stability, or a red flag signaling a lack of innovative vision? Warren Buffett, a name synonymous with investment acumen, was famously tech-averse until Apple caught his eye. The staggering 95% retention rate of iPhone users and the undeniable addiction to Apple's ecosystem reminded him of his investment thesis on Coca-Cola. But as Eddie and I discussed, there's a nuance to Apple's success under Tim Cook's leadership. Despite the financial growth and profitability, the company has struggled to launch new categories—a hallmark of Apple's DNA. The Apple Watch: A Beacon of Innovation in the Cook Era It's not all a tale of caution, though. The Apple Watch stands out as a testament to Apple's ability to innovate and create new categories even post-Steve Jobs. It's a reminder that Apple still has the chops to redefine markets. But the question lingers: Is this enough to sustain Apple's legendary status? The crux of the discussion centered on the massive potential of AI, as we're just at the dawn of what could be the most significant platform shift since the internet. With Apple's deep pockets, one would expect a torrent of investments in AI, propelling the company to the forefront of this new frontier. Instead, the $110 billion stock buyback seems to suggest a different priority—short-term stock price over long-term category creation. Microsoft's Contrasting Strategy: A Global AI Chess Game Contrast Apple's strategy with Microsoft's aggressive global AI investments, and you get a stark picture of two tech titans taking divergent paths. Microsoft is placing strategic bets on AI across the globe, from the UAE to Malaysia and beyond, positioning itself as a leader in the next wave of technological revolution. To hear more Pirate talk by Christopher Lochhead and Eddie Yoon, download and listen to this episode. If you want to join in the discussion, subscribe to Category Pirates and find more Pirates Perspective buried around the beach. Don't forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer's Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

On this episode of Lochhead on Marketing, we are presenting Christopher's partner, friend, collaborator, and brother from another mother, Eddie Yoon, breaking down how to do a legendary marketing lightning strike with the Tesla Cybertruck as a textbook example. Eddie Yoon is the category design guru to the S &P 500, and he's written more about category design in the Harvard Business Review than anyone else alive or dead. So buckle up for a quick lightning strike of an episode, and hey ho, let's go! Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Concept of a Lightning Strike Let's talk about Lightning Strikes. Lightning Strikes have four critical ingredients: one, it should be profit-center and not an expense. Remember, marketing that does not drive revenue, category potential, or market cap, is just arts and crafts. Lightning Strikes are no different. Two, Lightning Strikes should be a strike and not a spread – meaning don't space it over the whole course of the year; it will just dilute the effect of it that way. You want a clear point in time, a quick in and out in a certain area or market, and you're done. The idea is to get maximum lift without spending too much. Third, it should have a multiplier effect. It must be engineered to generate word of mouth that lasts beyond the strike itself. You do it buy creating a stunt or a fight, or you want to have a very prominent giveaway. These are the things that people tell their friends and family, and spread from there. And lastly, you want to be a hijacker or hitchhiker. You want to your lightning strike to take advantage of some broader thing where you take over the conversation, or piggyback off an audience that is already established. The Cybertruck as a Lightning Strike by Tesla So, how does the Cybertruck fit into all these things? Let's go through the list. First, the Cybertruck is a profit center in multiple ways. One is the product itself, but it also promotes the broader brand of Tesla motors. Lastly, its components are also something that can be a profit center for later generation of electric cars. It also has a multiplier effect, as it has generated word of mouth not only from Tesla car owners, but people who are either at awe or making fun of the Cybertruck's design. Even after it's short showcase, people are still talking about it. The design is so polarizing: you either hate it, or love it. Either way, you're going to hear about it. The Cybertruck itself became the stunt it needed for the lightning strike to occur. Lastly, it's hitchhiking off the launch of Apple Vision Pro, some people who are using Apple Vision Pro has been seen driving said Cybertrucks in videos and social media. It hit its target well that it hitchhiked in the Apple Vision Pro conversation to some extent, getting a rise from Apple enthusiasts. And that, my friends, is a successful lightning strike. If you want to join in the discussion, subscribe to Category Pirates and find more Pirates Perspective buried around the beach. Don't forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer's Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different  **NEW!** The B2B Tech Marketer's Guide To Category Design: How To Engineer Your Market, Find What Makes You Different, And Become A Category Queen We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

January 17, 2024 – Eddie Yoon, author of Superconsumers and founder of EddieWouldGrow, sits down with Financial Sense's Cris Sheridan to discuss his bullish outlook for the US consumer into 2024. Eddie says that the mindset of consumers...

Do you know who your “superconsumers” are, and why they're so important for your strategy decisions? Growth strategy expert Eddie Yoon says they're your most passionate, most valuable customers—not just because they spend more than average, but because their insights can help you improve your products and services. “You start with superconsumers and ask them to figure out what would need to be true for you to pay double the price of what I sell you now today,” he explains. “If you ask any regular consumer, they'd say, ‘no way would I let you do that.' But a superconsumer would say, ‘well, if you did this, this, and this; I would actually pay three times as much for it.' Start with the passionate core, and let them do your work for you.” In this episode, you'll learn how to define your superconsumers and use their insights to attract new users to your products and services, with plenty of real-world examples, from Velveeta cheese to vitamins and video games. Yoon is the author of the book Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth. Key episode topics include: strategy, growth strategy, customer experience, product development. HBR On Strategy curates the best case studies and conversations with the world's top business and management experts, to help you unlock new ways of doing business. New episodes every week. · Listen to the full HBR IdeaCast episode: What Superconsumers Can Teach You (2016)· Find more episodes of HBR IdeaCast· Discover 100 years of Harvard Business Review articles, case studies, podcasts, and more at HBR.org]]>

In this episode of the Centricity podcast, our host, Will Riley, meets with Eddie Yoon, one of the authors of The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different. They talk about the ultimate business strategy - category design - which uses a passion for change and the need to upend the status quo to drive innovation and growth. Category Design - The Ultimate Strategy Instead of competing against other businesses or trying to come out at the top of your field, category design is about competing against the status quo. Companies that subscribe to a “Be Different” mentality grow quickly, but many are too risk-averse to go in this direction. Leaders in these businesses care deeply about their products and believe in what the company produces - they're frustrated by current societal standards and want to create change. Types of Category Designers Accidental designers are those who create something great that explodes but don't know why and can't replicate their success. Serial designers are innovators who consistently create successful products that they support and care about. Resources Reach out to Eddie via email at eddie@eddiewouldgrow.com Follow Eddie on Twitter @eddiewouldgrow The 22 Laws of Category Design by Category Pirates, Christopher Lochhead, Eddie Yoon, Katrina Kirsch, Nicolas Cole - pick it up on Amazon

Get ready to dive into the fascinating world of category strategy with a true authority in the field. We are thrilled to have Eddie Yoon as our guest. He's the Co-Founder of Category PIrates, LLC...a business writing band and top 10 business Substack. He's also a distinguished author and expert who has contributed extensively to the Harvard Business Review on category strategy. With his unparalleled knowledge and expertise, Eddie is set to share groundbreaking insights from his latest book “The 22 Laws of Category Design,” His other book is called “Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth”. In this podcast for managers, Audrey, Lee and Eddie discuss:  ·        What superconsumers are and how they affect your business ·        What is category design and how can you fine tune it for greater sales ·        Why categories matter MORE than your brand ·        How to identify new sales channels by finding the superconsumers who are at the fringes of your business category "There are three types of business strategy. "Be the winner" (e.g., Toyota has #1 market share), "Be the best" (e.g., BMW...ultimate driving machine), and "Be different" (e.g., Tesla).”– Eddie Yoon Build Credibility and Effective Leadership with the Manage Smarter Podcast Join hosts Audrey Strong and C. Lee Smith every week as they dive into the aspects and concepts of good business management. From debunking sales myths to learning how to manage with and without measurements, you'll learn something new with every episode and will be able to implement positive change far beyond sales.   Connect with Eddie Yoon www.categorypirates.com https://www.linkedin.com/in/eddie-yoon-ewg/  Connect with Manage Smarter Hosts ·         Website: ManageSmarter.com  ·         LinkedIn: Audrey Strong                                                                    ·         LinkedIn: C. Lee Smith   Connect with SalesFuel ·         Website: http://salesfuel.com/  ·         Twitter: @SalesFuel  ·         Facebook: https://www.facebook.com/salesfuel/  Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode of The SaaS Brand Strategy Show, Eddie Yoon, a renowned author, B2C and B2B marketing consultant, and category design expert, joins us to share his experience in consumer psychology and growth strategies. He highlights the importance of category creation for companies of all sizes, and why knowing your customer (and who your Super Consumers are) is key to selling and telling the right story. Eddie has authored a variety of marketing books, and aided innovative companies like Keurig and iRobot and his wisdom is both wide and deep. With a shared ethos for how we approach marketing, and maybe even the world, this week's episode offers valuable perspectives on consumer behavior and business success in the context of analytics and category design. About DRMG: SaaS Brand Strategy (SBS) isn't about the colors you use, or the typeface you choose. It's about the category you design and the story you tell. DRMG exists to help SaaS businesses find their magic bullet, load it, and fire it into the market. The companies we work with come out the other side with differentiation, defined categories, and the messaging to back it up. They're organizationally aligned, inspired, and ready to tell a better story—and win. Own the brand that drives demand. With DRMG. Send us an email at: ⁠hi@drmg.co⁠ Learn more at: ⁠drmg.co

Authentic selling, innovative networking, and the transformative power of original thought in business with Eddie Yoon. Donnie challenges the status quo with his candid take on industry jargon, while Eddie unveils the strategic framework of category design that can revolutionize how we approach business networking.

Kerry Lutz and Eddie Yoon discussed various economic issues, including the student loan debt bubble and its impact on the economy, the potential long-term consequences of consumer debt, and the challenges facing the retail industry. They proposed solutions such as capping tuition, tying loan forgiveness to universities, and incentivizing universities to improve student outcomes and productivity. They also suggested that retailers should adapt to changing consumer preferences by following a Costco model and charging customers up front for a better experience. Overall, they emphasized the need for businesses and institutions to adapt to changing times and consumer preferences in order to survive and thrive. Visit Eddie at: http://eddiewouldgrow.com Visit Us at: http://FinancialSurvivalNetwork.com  

Today I interviewed Christopher Lochhead and Eddie Yoon. Two master marketers who developed a fascinating new process called “Category Design”.  If you've ever tried to build a brand, promote a product, or grow a following, this is a must-watch episode. As you'll hear in my opening comments, these two guys have single-handedly changed how I think about online marketing. If you listen to one podcast episode this year, it should be this one. Visit Eddie and Chris's site: https://www.categorypirates.com/ Books Mentioned Play Bigger: https://amzn.to/3tcowFg The 22 Laws of Category Design: https://amzn.to/3PQwPj5 Snow Leopard: https://amzn.to/3Rxtgzs   == What to do Next == Subscribe to the Weekly Alchemy Newsletter - https://jasonstapleton.com/em/ Join the LEVERAGE Coaching Group - https://go.jasonstapleton.com/leverage-offer Get a FREE Copy of my book “The Nomadic Wealth Formula” - https://bit.ly/3JadOnj // FOLLOW ME // Twitter - https://twitter.com/Jason_Stapleton Youtube - https://www.youtube.com/jasonstapletonofficial Instagram - https://www.instagram.com/StapletonConsulting/ Website - https://jasonstapleton.com/

On this episode of Lochhead on Marketing, we are presenting some Pirates Perspective from our newsletter, Category Pirates about consumer spending trends. Eddie Yoon, Christopher Lochhead and Katrina Kirsch of Category Pirates discuss the latest consumer spending reports and what they mean for the retail category and retail category queens. They also dive into a category opportunity for McDonalds and how it could impact the future of food delivery. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Changing Retail Landscape Eddie Yoon examines the evolving economic landscape and its impact on U.S. consumers. Employing a Category Science lens, Eddie highlights significant disparities in economic indicators. Disposable personal income in July saw a mere 0.15% uptick, the year's lowest, while personal consumption expenditures (PCE) surged by 0.82%, marking a 2023 high. This income-spending disconnect raises concerns. Eddie notes the imminent return of student loan payments, averaging $503 per month, which may strain disposable income. Loan delinquencies, nearing 2020 levels, signal financial challenges. Notably, a fourfold increase in young adults aged 25 to 34 living with parents since the 1960s reflects economic constraints driving lifestyle changes. Prompted by Christopher, Eddie also identifies two contrasting trends: robust growth in experiences and personal transformations versus declining interest in traditional goods. While international travel and categories like medical aesthetics flourish, traditional retailers like Target, Kroger, and Home Depot report declining revenues. Eddie predicts a future marked by consolidation and M&A, with only a select few brands and private labels surviving. Navigating the Shifting Consumer-Driven Economy Christopher Lochhead and Eddie Yoon then tackle the intriguing dual signals in the economy, driven by increasing digital influence on consumer behavior. On one hand, positive indicators suggest the American consumer remains a key economic driver, with retail sales growing by 0.6% in August and a forecasted real GDP growth of 3.5% for the third quarter. However, Eddie Yoon emphasizes the underlying shifts: Consumers are driving economic growth through increased credit spending, but it raises questions about sustainability. Many are making significant changes in their financial habits, including declining college enrollments, reduced home purchases, and a lower birth rate, all contributing to a redefined economic landscape. The trend toward single-person households, now at 29%, signifies a fundamental shift in the traditional nuclear household model. While the macroeconomic picture may still appear positive, these changes point to a significant remaking of the American economy, shaped by evolving consumer preferences influenced by digital transformations. McDonald's Dilemma Christopher and Eddie then discuss McDonald's recent announcement to phase out fountain drinks inside their stores by 2032, which highlights a significant shift in consumer behavior. Currently, 40% of their revenue is generated through app purchases, delivery, and drive-thru, indicating a decline in physical store visits. This trend reflects the changing preferences of Native Digitals, who prefer digital-first experiences and the conveniences they bring. As consumers become more discerning and value experiences over material possessions, businesses need to adapt to these mega trends. Eddie Yoon points out that while some trends are favorable, like digital and app-focused sales, the shift in product mix poses challenges. McDonald's heavily relies on the profitability of fountain drinks, which drive a substantial portion of their margins. However, the convenience of home beverages and changing consumer preferences may lead to a decline in the sale of large-size drinks at McDonald's,

Brought to you by Mixpanel—Event analytics that everyone can trust, use, and afford | Vanta—Automate compliance. Simplify security | Round—The private network built by tech leaders for tech leaders—Christopher Lochhead is a 14-time #1 bestselling author, top podcaster, and former 3x public tech company CMO and has been an advisor to over 50 VC-backed tech startups. He is best known as a “godfather” of category design, and Adobe named his book Play Bigger one of “the five greatest marketing books of all time.” In this episode, we discuss:• What exactly category design is• The “Frame It, Name It, Claim It” framework• How to go about designing your category• Why “languaging” is so powerful• Rating yourself on the category design scorecard• Why Chris considers “product-market fit” a dangerous concept• Chris's spicy take on positioning• The “better trap” and why it's crucial to avoid it• The magic triangle of product, company, and category• How to embrace negative feedback• Why the greatest time in the history of innovation is now—Find the transcript for this episode and all past episodes at: https://www.lennyspodcast.com/episodes/. Today's transcript will be live by 8 a.m. PT.—Where to find Christopher Lochhead:• Twitter/X: https://twitter.com/lochhead• LinkedIn: https://www.linkedin.com/in/christopherlochhead/• Website: https://www.categorypirates.com/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter/X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Chris's background(05:08) Why Chris shares his negative criticism on his website(11:58) A simple explanation of category design(18:00) How Purell mastered category design(23:07) What Gong got right (and wrong)(29:01) The “better trap” and why it's crucial to avoid it(38:51) Reflective thinking vs. reflexive thinking(44:45) How Lomi created a revolutionary solution for food waste (48:50) The “Frame It, Name It, Claim It” framework (49:08) The concept of “languaging” (54:00) Examples of languaging (59:19) Spend more time on the problem than the solution(1:01:37) The power of “backcasting”(1:07:33) The truth behind building legendary brands(1:10:39) The problem with product-market fit(1:16:11) Chris's spicy take on positioning(1:19:20) “Damming the demand”(1:24:49) Laws from Chris's book The 22 Laws of Category Design(1:29:46) Word of mouth: the most powerful form of marketing(1:34:05) Chris's closing message to listeners(1:39:01) Lightning round—Referenced:• Rick Rubin Says Trust Your Gut, Not Your Audience: https://podcasts.apple.com/us/podcast/rick-rubin-says-trust-your-gut-not-your-audience/id1570872415?i=1000606447333• How to identify your ideal customer profile (ICP): https://www.lennysnewsletter.com/p/how-to-identify-your-ideal-customer• Grant Cardone on Twitter: https://twitter.com/GrantCardone• Tai Lopez on Twitter: https://twitter.com/tailopez• The Difference Between a First Mover and a Category Creator: https://hbr.org/2019/11/the-difference-between-a-first-mover-and-a-category-creator• Gojo Industries: https://www.gojo.com/• Gartner reports: https://www.gartner.com/• Forrester reports: https://www.forrester.com/bold• Gong: https://www.gong.io/• Clari: https://www.clari.com/• Threads, Instagram's “Twitter Killer,” Has Arrived: https://www.nytimes.com/2023/07/05/technology/threads-app-meta-twitter-killer.html• Kevin Maney: https://kevinmaney.com/• Red Bull cola: https://www.redbull.com/int-en/theorganics/organics-simply-cola• Microsoft Copied Apple's Successful Retail Plan. Now It's Shutting the Whole Thing Down: https://www.inc.com/jason-aten/microsoft-copied-apples-successful-retail-plan-now-its-shutting-whole-thing-down.html• A New Way to Think, with World's #1 Management Thinker Roger Martin: https://lochhead.com/roger-martin/• A New Way to Think: Your Guide to Superior Management Effectiveness: https://www.amazon.com/New-Way-Think-Management-Effectiveness/dp/164782351X• RJ Scaringe on Twitter: https://twitter.com/rjscaringe• Lomi: https://lomi.com/products/lomi• Otis elevators: https://www.otis.com/en/us• How to build a breakthrough … the secret of Backcasting: https://medium.com/@m2jr/how-to-build-a-breakthrough-3071b6415b06• John Bielenberg's website: https://www.thinknado.com/• Eddie Yoon: https://www.eddiewouldgrow.com/• Marc Andreessen on Twitter: https://twitter.com/pmarca• Snow Leopard: How Legendary Writers Create a Category of One: https://www.amazon.com/Snow-Leopard-Legendary-Writers-Category/dp/1956934456• Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets: https://www.amazon.com/Play-Bigger-Dreamers-Innovators-Dominate-ebook/dp/B015MOJ80G• Niche Down: How to Become Legendary by Being Different: https://www.amazon.com/Niche-Down-Become-Legendary-Different-ebook/dp/B07FLKJJQQ• The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, and Move The World from Where It Is to Somewhere Different: https://www.amazon.com/Laws-Category-Design-Somewhere-Different/dp/195693457X/• An inside look at Deel's unprecedented growth | Meltem Kuran Berkowitz (Head of Growth): https://www.lennyspodcast.com/an-inside-look-at-deels-unprecedented-growth-meltem-kuran-berkowitz-head-of-growth/• Illusions: The Adventures of a Reluctant Messiah: https://www.amazon.com/Illusions-Adventures-Reluctant-Richard-Bach/dp/0440204887• What They Don't Teach You at Harvard Business School: Notes from a Street-Smart Executive: https://www.amazon.com/What-Teach-Harvard-Business-School/dp/0553345834• Inventing Anna on Netflix: https://www.netflix.com/title/81008305• The rise and fall and rise of Tony Eltherington: https://www.swellnet.com/news/swellnet-dispatch/2017/04/27/rise-and-fall-and-rise-tony-eltherington—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

On this episode of Sell With Authority I'm joined by a guest who's a true expert in superconsumer growth strategies, Eddie Yoon. Eddie is the Founder of Eddie Would Grow, a think tank and advisory firm that specializes in business growth strategy. Eddie and his team have a remarkable track record of generating billion-dollar outcomes for their clients by harnessing the power of superconsumers. These strategies don't just boost sales; they help create new categories and drive existing category growth. Eddie is also the author of the book Superconsumers, published by Harvard Business Press. In his book, Eddie mapped out a framework that he designed to help companies just like yours and mine grow — but grow in sustainable — and I would argue — predictable ways. Eddie and I talk through the framework. If you take and apply the insights, best practices, and wisdom Eddie shares during this episode — you and your team will have an even more crystal clear example of who your superconsumers are — and most importantly — how you can be helpful to them. What you will learn in this episode: Who are your superconsumers Who are your client's superconsumers How to find and engage with your most profitable and passionate clients How just 10% of your clients can drive 30% -70% of your sales How to best leverage superconsumer potential for your business and your clients Resources: Website: www.eddiewouldgrow.com LinkedIn Personal: https://www.linkedin.com/in/eddie-yoon-ewg/ LinkedIn Business: https://www.linkedin.com/company/category-pirates/ Twitter: https://twitter.com/EddieWouldGrow Category Pirates Substack: https://categorypirates.substack.com The 22 Laws of Category Design Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth

“Writers without niches are starving artists. Because again, they're just competing in these massive competitions. Writers with niches are category kings.” — Nicolas Cole Nicolas Cole shares the lessons he's learned as one of the internet's most-read writers, including why he's fascinated with reverse engineering written work—from James Patterson novels to Twitter threads—into templates writers can use, why all great writing changes the reader, why his superpower is his ability to endure boring things for longer than others, and so much more. EPISODE GUIDE AND TRANSCRIPT https://www.outlieracademy.com/episode/140 WATCH THIS EPISODE ON YOUTUBE https://youtube.com/playlist?list=PL5QJhLoabFV1ZZfgVIIWmGqjKzbhe0N7o CHAPTERS (00:00:00) - Introduction (00:07:37) - Service Businesses, Linear vs Infinite Scaling, and Picking a Bag of Problems (00:10:02) - Ship 30 for 30 and Finding Your Niche (00:17:01) - The Origin Story of Category Pirates and Snow Leopard (00:20:13) - Category Creation, Competition, and Being Different vs Better (00:28:48) - Content-Free Content and Blinding Glimpses of the Obvious (00:35:34) - The Content Pyramid: Levels One, Two, and Three (00:49:44) - The Content Pyramid: Level Four (Making Non-Obvious Connections) (00:55:32) - Debunking Common Myths About Writing and Category Creation (01:04:10) - The Difference Between More Views and More Dollars (01:11:37) - What is Category Creation? (01:14:27) - How to Create a Category: Weird Problem + Weird Solution ABOUT THE BOOK Snow Leopard: How Legendary Writers Create A Category Of One by Category Pirates (Nicolas Cole, Christopher Lochhead, and Eddie Yoon) shares why all legendary writers who stand the test of time create a category of one. In decades past, David Ogilvy, Gary Halbert, Leo Burnett, Gary Bencivenga, Al Ries & Jack Trout, and many more master communicators have all written about the psychology behind how messages spread. Snow Leopard builds on their work with dozens of new insights and frameworks, and brings category creation and design into the digital age.

In the 85th episode of the On Branding Podcast, Arek Dvornechuck interviews Eddie Yoon, and they talk about how to name and claim your niche. Podcast page: https://www.ebaqdesign.com/podcast --- Support this podcast: https://podcasters.spotify.com/pod/show/ebaqdesign/support

You spoke and we heard you — this community needs a book club!We kicked off the first ever Category Thinkers Book Club with Eddie Yoon's classic, Superconsumers.Listen to Eddie, the co-founders of Category Thinkers (Mike Damphousse, John Rougeux, Pablo Gonzalez), and members of the community discuss:Where Eddie came up with the insights that led to his book on SuperconsumersHow to apply a Superconsumer strategy in B2B service companiesWhy understanding Superconsumers is the key to creating a profitable community strategyand much more!If you want to join future events like these, join our community at CategoryThinkers.com

On this episode of Lochhead on Marketing, we are presenting some Pirates Perspective from our newsletter, Category Pirates. Eddie Yoon, Christopher Lochhead and Katrina Kirsch of Category Pirates discuss Elon Musk's recent move to rebrand Twitter to X. They also speculate why Elon made such a move, and what he could have done from a category design perspective. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Twitter to X Elon Musk's choice to rename Twitter as X has left people puzzled, questioning why he would give up a well-known brand and introduce a new one. Katrina follows up that the others think the move might be aimed at entering a different category, possibly related to financing. She wonders whether it would have been wiser to create a new company instead of rebranding Twitter. Eddie Yoon discusses the debate surrounding the cost of rebranding and the value of legacy brand identity. He highlights that classic economic theory suggests ignoring sunk costs, which are expenses from the past, and instead focusing on future opportunities. Eddie mentions that while some argue against rebranding due to the value of Twitter's legacy brand, most consumers prioritize what a brand can offer them in the future rather than its past reputation. He suggests that rebranding can make sense when a company wants to enter new categories and emphasizes the importance of looking towards future opportunities rather than dwelling on the past. In Musk's case, he's not banking on the legacy of the brand itself, but the established userbase that Twitter has, who have a high potential of also buying in to what new category Twitter, now X, might become. Elon Musk's Mistake with the rebrand While Christopher Lochhead agrees with Eddie Yoon's points, he also believes that Elon Musk made a mistake by rebranding Twitter without clearly unveiling his vision for the new category of service he wants to create. He argues that a rebrand should be part of a strategic launch of a new category and not just a standalone action. The value of a brand lies in its perceived leadership in a relevant category, and in this case, the microblogging category may not be as impactful as before. Although Elon Musk's approach might not align with the ideal category design strategy, his reputation and influence will likely still garner attention when he eventually presents his big vision for the new category. But it definitely will lose some steam because the rebrand has become open to interpretation, rather than being focused on the intended category creation. X as a financial category The three further discuss the possibility of X creating a new currency or incorporating cryptocurrencies into its platform. Eddie mentions that X is already experiencing a shift in money flow, with revenue coming from both advertisers and users. They also speculate that Elon Musk might have plans to introduce financial services or a new token (X token) on Twitter/X, incentivizing creators and potentially offering various payment options, including cryptocurrency. They compare this potential move to American Airlines' frequent flyer program, which essentially created a currency in the form of loyalty points. While they acknowledge they don't have insider information, they highlight that Musk's background with PayPal and his desire to make X a vital part of everyone's life might lead to interesting developments. To hear more about the discussion on what Elon plans to do with X, download and listen to this episode. If you want to join in to the discussion, subscribe to Category Pirates and find more Pirates Perspective buried around the beach. Don't forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche

1. Consumer spending roller coaster continues Disposable income went up slightly to 0.4% in May 2023, after 4 months of declines  Personal consumption expenditures continues to roller coaster, at basically flat at 0.1% in May vs. +0.6% in April and +0.1% in March  2. Out with the old...legacy categories and consumer loyalty are declining, as consumers become more price sensitive "Serial churners" on Netflix (consumers who binge and quit streaming services) grew from 3% of subs in 2019 to +16% of subs in 2022, per a HBR article I co-wrote here. https://hbr.org/2023/07/tackling-the-problem-of-subscribers-who-bingethen-bail Thrill data shows the average wait times at Disney world was 33 minutes in July 2023 vs. 41 minutes a year ago. This is the lowest since January 2022.  3. In with the new...consumers are willing to spend, but on 'new and different' experiences COVID to Community: The WSJ notes the "Taylornomics" phenomenon, where Taylor Swift's $1B US tour is creating spending increases everywhere she goes. In Cincinnati, total adjacent spending grew $48MM per their tourism office Per the BLS, the monthly average # of US workers taking vacation from Jan to June exceeded 2.5MM, which was the first time since 2017 Cybertruck pre-orders are at 1.9MM as consumers await this controversial, but compelling different product 4. While interest rates remain high, consumers...especially younger ones...will hold off on bigger ticket purchases in lieu of smaller, immediate and different experiences Per Moody Analytics, only 11% of homeowners have an adjustable rate mortgage... ...so the vast majority of homeowners have not been impacted by interest rates and have little incentive to move until rates drop Per Redfin, the median price of a starter home is 46% higher than in 2019. First time buyers of home will delay buying a home (and possibly having kids), and continue to spend on these smaller, immediate and different experiences Twitter feed: @eddiewouldgrow Email: eddie@eddiewouldgrow.com Eddie's site: https://EddieWouldGrow.com Our site: https://FinancialSurvivalNetwork.com

On this episode, we are presenting some Pirates Perspective from our newsletter, Category Pirates. Eddie Yoon, Christopher Lochhead and Katrina Kirsch of Category Pirates discuss why it's crucial to frame, name, and claim a problem when designing a category and marketing it to customers. They also discuss why companies struggle to articulate their problems, and explain what happens if they fail to properly language it. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The three most important things a company does at the highest levels When asked about the problem that category design solves, Christopher emphasizes three key aspects. Firstly, it is important to believe that there are three crucial elements for a successful company: designing a legendary company/business model, offering legendary products/services, and creating a legendary category. These three aspects are considered the most important things a company does. If someone does not agree with this belief, he thinks that there is no basis for further discussion. Secondly, it is necessary to acknowledge the significance of taking ownership and authorship of the category. If someone is willing to assume this responsibility, then assistance can be provided. However, if they are not interested in this aspect, there is no intention to convince or persuade them. “That's the difference between you walking in the dojo and us standing outside the dojo and dragging you into it.” – Christopher Lochhead Would you rather capture the 76% or compete for the 24%? Eddie Yoon emphasizes the importance of category design in capturing the market. He argues that if one does not recognize the significance of category design, then other considerations become irrelevant. If it is agreed that category design is important, it must be acknowledged that it should be pursued wholeheartedly. Eddie suggests that the question of why naming, framing, and claiming are important is essentially a question about the importance of category design itself. He states that if one does not understand the essence of category design, they cannot effectively address the first question. He presents a scenario where capturing 76% of the category economics is compared to competing for the remaining 24% with a better or faster, cheaper version. Eddie suggests that many people are actually comfortable with the smaller percentage because it is familiar and known. However, if someone is content with competing for the smaller share, Eddie acknowledges their choice and states that traditional business strategies and teachings will suffice for that situation. Ultimately, Eddie highlights the importance of understanding one's preference for a larger or smaller market share and reframing the perspective accordingly. Unlearning the 24% way Eddie Yoon discusses the necessity of unlearning old and "comfortable" ways in order to capture the 76% of the market. He emphasizes that choosing to pursue the larger market share requires a significant amount of unlearning. Part of this unlearning process involves freeing oneself to focus on understanding and articulating the problem at hand. Eddie compares it to Mark Twain's quote about not having time to write a short letter, which highlights the importance of concise and effective communication. Framing, naming, and claiming the problem are essential because without the ability to express it clearly, important details can be lost in subsequent conversations with coworkers, investors, or customers. This loss of clarity can lead to a diluted understanding of the value proposition. Eddie explains that without a clear understanding of the problem and its articulation, customers may not perceive the worth or premium of the product or service, investors may question the multiple premiums, and employees may not see the value of choosing the company over competitors focusing on...

Tom Schwab is the Chief Evangelist Officer & Founder of Interview Valet, a podcast guesting marketing service helping thought leaders drive growth by leveraging other people's audiences. We discuss the power of podcast guesting, how to use podcasts as a business development tool, and ways to guest on high-quality podcasts.    Time Stamps [00:35] Tom's entrepreneurial journey [03:43] Tom's experience with management blueprints  [05:59] How to find podcasts to be a guest on [08:41] How Interview Valets helps connect guests with great podcasts  [12:11] Benefits of targeting the right audience for your marketing [13:27] Tools to help you understand your audience better [15:57] Using podcasts as a business development tool [20:18] Do people actually check show notes? [21:42] Understanding video podcasting [24:24] Podcast marketing with Interview Valet [26:25] Parting thoughts   Links and Resources Steve and Greg Cleary's Book: Pinnacle: Five Principles that Take Your Business to the Top of the Mountain Work with Steve - Stevepreda.com Interviewvalet.com/Steve Tom's LinkedIn Lost and Founder: A Painfully Honest Field Guide to the Startup World by Rand Fishkin PODCAST GUEST PROFITS: Grow your business with a targeted interview strategy by Thomas M. Schwab Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth by Eddie Yoon 

On this episode, we are presenting some Pirates Perspective from our newsletter, Category Pirates. Eddie Yoon, Christopher Lochhead and Katrina Kirsch of Category Pirates discuss why some companies ship products, but very few companies category design markets. They explain this through the lens of Apple's new Vision Pro spatial computing headset in talk about why Apple's approach is different. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Apple has always been Category First, Product Second Katrina Kirsch starts off the conversation with how a lot of companies tend to put out products, and not focus on creating a category for them first. Apple seems to be the biggest contrary to this statement, as it has always been a category-driven company rather than product driven. Eddie Yoon agrees with this, and adds that Apple has never been one to create a product first, or a first-mover. Even going as far as the first Mac, there have been personal computers before it, but Apple sold people to a whole new experience by creating a category around personal computers and having an interface that's both intuitive and easy to get into. Copying vs Innovating Following up to this, there are those who say that Apple is just copying ideas from its competitors and adding their own quirk to it. But if you look at this deeper, Apple is just really good at finding different uses for existing products in the market, something that those who made it first didn't even consider as a function. Take for example what Apple is doing to the Vision Pro right now, which was discussed by Christopher in the previous Lochhead on Marketing episode (LOM 178). The main difference with how Google and other virtual headset devices marketed themselves versus the clear-cut presentation and demonstration by Apple is just miles apart. It doesn't just look like a proof of concept that people can experiment on: Apple clearly tells you, “This is what you can do with it, and what other things you can add on later.” Apple is attacking the "tyranny of the screen” Christopher then explains that a lot of people misunderstood Apple's point of attack in launching the Vision Pro. As product-centric companies and businesses, they think Apple is attacking other products like the Oculus and other VR headsets. When in reality, Apple is aiming for something else. As Eddie Yoon puts it, Apple is attacking the tyranny of the screen. The concept that we have to get bigger screens when we want better entertainment value, or that we have to be tied down to a certain place when doing work because your display cannot move with you. The other misconception is that people say Apple did not invent spatial computing. That it has been there this whole time in other products. And that's true. But they are one of the first to adopt it to a question that only spatial computing can solve, and not just push out a product to see what people will do to it. This gives Apple app developers a range that they can work with; a clear scope and limitation so they don't overshoot their promises, but at the same time push the boundaries of what can be done with it. To hear more about these Pirates Perspectives, download and listen to this episode. And if you like to hear more Pirates Perspectives, you can find it and other buried treasures when you subscribe to our Category Pirates newsletter. Don't forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer's Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him,

On this episode, we are presenting some Pirates Perspective from our newsletter, Category Pirates. Eddie Yoon and Christopher Lochhead of Category Pirates answer questions about how important it is to create a category name that resonates with people—and that is similar enough to everyday language. Languaging takes thinking, but it's worth getting right. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The importance of a Category Name entering the mainstream The first topic comes from a question about the importance of having a category name, and how important it is to be relevant enough to be used in everyday speech and lingo. Eddie points out that it is every important and a great deal to have one's category name be something recognized by the public, particularly the target consumers, while striking a balance of being unique and different from the rest. An example he gives is Starbucks, which is in the “Dessert Coffee” business. While they might not outright say that they are in such as business, how they portray their products is perceived by consumers as such. And they capture that particular market by Languaging, creating something new like the Frappuccino. Having your Category Name make a mark in people's minds Continuing along that line of thought, Eddie Yoon emphasizes that it is not only important to create something new, but it is also important that people find it relevant and want to engage with your product or service. Going to the example of Starbucks again, people have had coffee before, but they have not had dessert coffee. And say what you will, Frappuccino is essential a liquid sugar bomb in a cup, which a lot of people find more interesting than your regular latte or cappuccino. And where can you buy this Frappuccino? That's right, Starbucks. Nowadays, there are numerous coffee shops that use the term, but whenever one thinks of Frappuccino, Starbucks is one of the first things that come to mind. And that is how you make a mark in people's minds. Combining Ideas to make a new innovative Category Idea Christopher Lochhead then brings up the topic of combining two or three ideas to make a new Category Idea. Sometimes, those ideas can even clash with each other individual, but makes sense when you combine them. An example of this was Sun Microsystems, which went all-in for networking earlier than everyone else. While people are still using their computers as standalone units in business, Sun Microsystems have been selling servers and advocated for business to build a network for their office PCs. They even have their own networking software called Solaris. So while the business people in the 90's finally had their delayed A-ha! moment, Sun Microsystems have already carved up a sizable chunk of the market for themselves. To hear more about these Pirates Perspectives, download and listen to this episode. And if you like to hear more Pirates Perspectives, you can find it and other buried treasures when you subscribe to our Category Pirates newsletter. Don't forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer's Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

On this episode of Lochhead on Marketing, myself and Eddie Yun, co-founder & co-creator of Category Pirates, tackle what's going on with what Elon Musk is now doing at Twitter; specifically, the move to charging people for their Validation Verification– once coveted, now purchasable – Blue Checkmarks. This is part of a new thing we're doing with our Category Pirates newsletter called Pirate Perspectives. So if you are interested and haven't subscribed to Category Pirates yet, now's the best time to check it out. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Twitter removes the Blue Check. Kinda. The conversation starts with Christopher and Eddie Yoon discussing Twitter's recent decision to remove Legacy Blue Checkmarks and only allowing verified accounts for those who pay. Eddie argues that this move is a step towards aligning Twitter's incentives with its users by making them pay for the service rather than monetizing their data through an advertising model. However, he suggests that Twitter could offer a tiered pricing structure to accommodate different budgets. The two acknowledge that this move has caused a lot of controversy, with some users upset about losing their Legacy Blue checkmarks, while some are given Blue checkmarks even though they didn't ask for one. Christopher mentions that Elon Musk paid for verified accounts for Stephen King, LeBron James, and others, and they are angry about the change given their prior stance about it. Elon Musk and the missed opportunity with repurposing the blue checkmark Christopher and Eddie then talk about the recent decision by Twitter to remove the blue checkmark verification for some users. Christopher mentions that he appreciates the verification process before because it helps him identify real people on the platform. They also discuss the success of OpenAI's GPT chat and the importance of delivering a valuable user experience. Eddie agrees and mentions that incentivizing creators can improve the overall ecosystem by improving content and reducing fraud. They agree that Elon Musk and Twitter missed an opportunity to position the repurposing of blue checkmarks as an improvement to the user experience rather than a takeaway. To hear more about these category pirates' hot takes on what is happening to Twitter and the social media space, download and listen to this episode. Bio Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger. He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur. Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist. In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion. He also co-founded the marketing consulting firm LOCHHEAD; the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive. Don't forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer's Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

Hello, and welcome to Beauty and the Biz where we talk about the business and marketing side of plastic surgery and insights from Grant Stevens, MD. I'm your host, Catherine Maley, author of Your Aesthetic Practice – What your patients are saying, as well as consultant to plastic surgeons, to get them more patients, more profits and stellar reputations. Now, today's episode is called "Insights From Grant Stevens, MD". Dr. Grant Stevens is the who's-who of plastic surgeons and one of the most trusted voices in beauty, and will have lots of insights to share. He's a board-certified plastic surgeon who is the founder and medical director of Marina Plastic Surgery by Athenix and Marina Med Spa in Marina Del Rey, California. Not only is he the past president of The Aesthetic Society, Dr. Grant Stevens also actively speaks, writes, researches, teaches, consults and participates with national and international medical societies, journals, hospitals, universities, industry, pharma, PR outlets and even government.  This week's Beauty and Biz Podcast is my interview with Grant Stevens, MD where we talked about: Insights on new business models available to those who want to simplify Insights on equity deals to invest in to shore up your financial future Insights on how to differentiate from everyone else  Insights on how cosmetic patients have changed  You may need to listen to this Beauty and the Biz episode several times since it's packed with pearls on how to market, scale and exit a cosmetic practice.  You'll hear how differently Dr. Grant Stevens thinks about business, marketing and the plastic surgery industry. Visit Dr. Steven's website P.S. Please review!

I'm fired up for the following episode of DWB, as I get chance to sit down with the one of original Category Pirates and Business Author, Eddie Yoon, a self-described Strategy Yoda, Category Designer, and Author of the book Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth.I take pride in being an intellectual capitalist, what Eddie and his team at Category Pirates describe as the modern knowledge worker, unafraid of thinking about thinking, and introducing ideas that unlock new value in the world. We have to read, write, and share thoughts with the world, something Eddie's been doing his entire professional career. During out conversation, not only did we discuss super consumers, Eddie also shared his frameworks for strategy, how to conduct research, and much much more. If you are committed to winning in business, this is another great podcast you don't want to miss.Be sure to subscribe to the Dog Whistle Brand Newsletter on Substack here: www.dogwhistlebranding.comOrder my book, “Black Veteran Entrepreneur” here: https://amzn.to/3gme7kgPurchase Eddie's book here: https://amzn.to/3o6GTcaCheckout Category Pirates here: https://www.categorypirates.com/

Summary: We're seeing a lot of trends in the economy with specific regard to employment—as more companies announce mass layoffs, there seems to be a larger factor at play. Eddie Yoon joins me in this episode to talk about the grand shift that is taking place in the professional sphere, fueled by the transition from a knowledge-based economy to a creator-based economy. What this means is that the qualifications that were once absolutely necessary for white collar careers (i.e. college education or higher training/certifications) are becoming less valuable for particular roles; subsequently, some of the roles themselves are now obsolete. We're seeing a major decrease in roles where one's responsibilities would entail managing other knowledge workers, which is massively impacting the job market as a whole. Furthermore, Eddie and I discuss other future innovations, such as artificial intelligence, that are already shifting things within the economy and the employment sphere. Listen in for more information and insight.  Useful Links: Financial Survival Network Eddie Would Grow

“Why is this category, aesthetics, so transformative and yet so niche at the same time? … We think we have the answer.” In this wholly-unique episode, Dr. Grant Stevens interviews author, strategist, founder & creator, Eddie Yoon. A newcomer to aesthetics, Eddie has dedicated his career to studying consumer habits to help build and grow category creating businesses. Through his work with Colgate, Gillette, Nike, Keurig, Samsung, Nestle, and many others, he has helped companies realize $10 billion in annual, incremental revenue. In this captivating episode, Eddie gives us a taste of his unique brand of thinking and shows us how category science and atypical data sets may just be the key to unlocking a whole new tier of consumer adoption within medical aesthetics. Why did Keurig succeed where Starbucks failed? What do the top consumers of infant formula and pet care have in common? Why are vitamin consumers more likely to purchase a generator? What can we learn from aesthetic super consumers that could unlock a whole new wave of growth for the category? Why is Eddie Yoon so intrigued by the field of aesthetics in the first place? Tune in to find out! More about Eddie Yoon: 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 is also an acclaimed author. His book, Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth, was named one of the best business books of 2017. He has written more on Category Creation & Design for The Harvard Business Review than any person living or dead. He is also the co-founder and co-writer of Category Pirates, one of the Top 5 most-read paid newsletters in Substack's business categories.

Today marks the 300th episode of Christopher Lochhead: Follow Your Different. And who better to have a dialogue with on this episode than one of our very first guests in the podcast, the amazing Dushka Zapata. Dushka Zapata is a regular here on the podcast, and is one of my absolute favorite people in the world. She's the author of many legendary books. Her most recent is called How to Write a Book: or tackle anything you find daunting, whichis part of the How to be Ferociously Happy series. When she's not writing, she has had an extraordinary career as a PR communications executive and coach. A Period of Creativity The dialogue starts off with a bit of reversal of roles, as Dushka asks Christopher about how he has been, and congratulating him on his most recent works. Christopher attributes it to having partners in the craft in Eddie Yoon and Nicolas Cole. He feels grateful that he has been able to work with both in what he refers to as his “business writing band”. “I think in my case, on the writing side with Cole and with Eddie, when you have partners, we sort of feel like a band. We call ourselves a business writing band, in so far as we've committed to do work together for years, and do meaningful work over a meaningful amount of time. And while the three of us have other interests and do other things, we do the vast majority of our writing together. So what being in a creative band means is the quality of the work changes radically.” – Christopher Lochhead Christopher adds that while they have overlapping interests, they also each have expertise in other areas, which allows for a multiple perspective on what they write, and can reach out and connect to different audiences. Creativity as a Way to Connect with Yourself On the topic of connecting to people, Dushka shares that creativity in a way has a purpose of connecting you more with yourself. She also finds it wonderful that while you are doing so, other people can join you on that path of self-connection. “I feel like being connected to the part of me that creates, which in my case is mostly writing. But it can be anything. Creativity can be baking, or raising a child or anything that creates something from nothing. But I think it's us at our most us.” – Dushka Zapata Writing as a Superpower It usually is the case for people who create is that the more they get older, the less they create. Though it does not seem like it for Dushka, as she continues to write and share new things enthusiastically as time goes on. For Duskha, she feels like she has even become more creative as she grew older. Because for her, it's something that she genuinely enjoys doing. “My relationship with writing is idyllic. I have heard great writers like Hemmingway say that you have to bleed at the keyboard. And I have never associated writing with anything that hurts. I have never felt frustrated with it. Or I've never experienced writer's block. I've never felt that I have to suffer at the keyboard or with my pencil. It's just pure joy. It always has been.” – Dushka Zapata To hear more from this amazing dialogue with Dushka Zapata, download and listen to this episode. Bio After working for more than 20 years in the communications industry, Dushka noticed a theme. People find it very difficult to articulate who they are and what they do. This holds true for both companies and for individuals. For companies, this is an impediment to the development of an identity, a reputation, a brand. It makes it hard for customers to see how companies are different from their competitors. For individuals, in a new world order of personal brands, it makes it hard to develop one that feels real. This is the focus of Dushka's work: she helps companies and people put into simple terms who they are, what they do, and where to go next. Her work comes to life through message development, presentation training, media training and personal brand development.

Summary: Tough times are ahead as we approach the new year. Should we expect a white collar recession, or is the recession going to hit all parts of the economy equally? Eddie Yoon appears in this episode to discuss which industries are being impacted the most by the current economic conditions. Looking at employment, enormous cuts have been made in the realm of corporate staff. Recent instances of mass layoffs have demonstrated that management roles—especially those managing knowledge workers—are being omitted and will be at major risk in 2023. Thus, as corporations eliminate middle men, it looks as if we are truly entering the age of the solo-preneur. Tune in to this episode to find out what's to come. Useful Links: Financial Survival Network Eddie Would Grow Eddie Yoon Twitter

Summary: Inflation numbers are coming out at 30 year highs, and CPI isn't going down any time soon. What indicators should we analyze in order to explain the current economic circumstances? I sit down and chat with Eddie Yoon, who attributes some of the trends in labor force participation and unemployment to an unusual number of baby boomers working for decades and now retiring. We are trying to solve for something systemic by implementing short term solutions, and businesses ultimately have to shift gears to cater to one two two person households rather than the nuclear family. Tune in for more insightful remarks from Eddie. Highlights: -Inflation numbers are coming out at 30 year record highs -Unemployment numbers look good, but these are lagging indicators -CPI is not going down; is this good or bad? This is also a lagging indicator -We are causing inflation in order to fight inflation with interest rates -Consumer sentiment is trending up, which is a good sign -The number of travelers is still trending upwards -Labor force participation is low in comparison to the last 40 years -If unemployment was higher, the Fed may back off -There may be something simpler going on that explains what is going on -Baby boomers retiring may play into labor participation -It's not that things are problematic in the near term, it's that we had an unusually large work force for about three decades, and these people are now retiring and leaving -We're solving for something systemic with short term solutions, which is going to cause more damage -The businesses that are going to do better will be less volume dependent and more premium oriented -Companies designed around the nuclear family will struggle, while businesses designed for one to two person households will be more successful Useful Links: Financial Survival Network Eddie Would Grow

Nicolas Cole shares the lessons he's learned as one of the internet's most-read writers, including why he's fascinated with reverse engineering written work—from James Patterson novels to Twitter threads—into templates writers can use, why all great writing changes the reader, why his superpower is his ability to endure boring things for longer than others, and so much more. “Writers without niches are starving artists. Because again, they're just competing in these massive competitions. Writers with niches are category kings.” — Nicolas Cole EPISODE GUIDE (LINKS, QUOTES, NOTES, AND BOOKS MENTIONED) https://www.danielscrivner.com/notes/snow-leopard-nicolas-cole  FULL TEXT TRANSCRIPT https://www.danielscrivner.com/notes/snow-leopard-nicolas-cole-transcript   CHAPTERS (00:00:00) - Introduction (00:07:37) - Service Businesses, Linear vs Infinite Scaling, and Picking a Bag of Problems (00:10:02) - Ship 30 for 30 and Finding Your Niche (00:17:01) - The Origin Story of Category Pirates and Snow Leopard (00:20:13) - Category Creation, Competition, and Being Different vs Better (00:28:48) - Content-Free Content and Blinding Glimpses of the Obvious (00:35:34) - The Content Pyramid: Levels One, Two, and Three (00:49:44) - The Content Pyramid: Level Four (Making Non-Obvious Connections) (00:55:32) - Debunking Common Myths About Writing and Category Creation (01:04:10) - The Difference Between More Views and More Dollars (01:11:37) - What is Category Creation? (01:14:27) - How to Create a Category: Weird Problem + Weird Solution ABOUT THE BOOK Snow Leopard: How Legendary Writers Create A Category Of One by Category Pirates (Nicolas Cole, Christopher Lochhead, and Eddie Yoon) shares why all legendary writers who stand the test of time create a category of one. In decades past, David Ogilvy, Gary Halbert, Leo Burnett, Gary Bencivenga, Al Ries & Jack Trout, and many more master communicators have all written about the psychology behind how messages spread. Snow Leopard builds on their work with dozens of new insights and frameworks, and brings category creation and design into the digital age.

Summary: As the stock market has corrected, we've found that crypto is not the safe haven that many investors assumed it to be. Here to talk about this is Eddie Yoon, specializing in business growth strategy, and he explains the relationship between cryptocurrency and the rest of the market. While gold and real estate may not move in sync with the stock market, Bitcoin is a different story. Tune in for more insight. Highlights: -Inflation numbers are a little less devastating than they were last month, but they're still going up while consumer sentiment goes down -Cryptos and Bitcoin are at a high, but overall, the charts look negative -The job market still appears to be holding fast and strong; is the consumer sentiment wrong? Or is there more going on beneath the surface -Eddie says that more than one thing can be true at the same time -Things like travel have helped keep the economy going 
-Inflation should be coming down towards the end of the year -A lot of this is the Fed over-responding (i.e. temporary supply chain shocks) -The consumer has figured out that trusting large institutions is a risk -We're going to see a dramatic shift away from classical employment -With cryptocurrency, the major consideration is whether you want to put your trust in the US government or not -The native digital lifestyle has become extremely prevalent, and we're likely to trends that reflect in where people choose to live -People have recently discovered that cryptocurrencies aren't necessarily a non-correlated asset -When the stock market goes down, things like gold or real estate might not go down with it -As the stock market has corrected, crypto has as well. It is not the safe haven that people thought it was -Those who had invested in crypto from a diversification theory had a rude awakening -Cryptocurrency has not proved to be functionally useful yet because of its volatility, but we're still in early innings Useful Links: Financial Survival Network Eddie Would Grow

Summary: Is the Twitter acquisition by Elon Musk going to happen? Or is it a strategic effort to scare the government/media elite? Eddie Yoon comes on the show to talk about Musk and his agenda for Twitter—most likely fueled by the goal of creating a larger, unified network for Internet users. For a detailed discussion of Elon Musk, Twitter, Tesla, and how a powerful individual is greatly influencing the economic scene, be sure to tune in to this episode. Highlights: -Musk feels very strongly about protecting free speech, and sees Twitter as a great medium for freely expressing thought -He believes that he can increase cash flow/profits and make Twitter more valuable -He sees a world that is dramatically better when a big platform (such as Twitter) realizes its full potential -Whether or not he has the means to elevate Twitter in this way is still in question -A board position is glamorous when all is well, but it is a very serious and demanding position -Musk is seeking to change Twitter's advertising -Twitter will most likely become a mega, unified platform Useful Links: Financial Survival Network Eddie Would Grow Eddie Yoon Twitter

In this episode Derek Champagne chats with Eddie Yoon. Eddie is a growth strategy expert for the last 20 years as a Partner with The Cambridge Group. In the last 5 years, he has helped double numerous businesses-cable media company, food brand, beverage company, pet food brand, consumer robotics, standby generators-from several hundred million to close to a billion dollars.

Have you ever looked at your business success and realized that a few of your clients have led to a disproportionate size of your revenue?Leveraging these superconsumers the right way can lead to explosive growth for your business, but it's not through your typical ask for referrals or recording testimonials.That's why we brought the guy that literally wrote the book on Superconsumers to the show- master growth strategist, co-author of a top 1% strategy newsletter (Category Pirates), and author of Super Consumers, Eddie Yoon!Eddie helped us understand:- Why this segment of your clients is a sleeping growth giant - What the telltale signs of Superconsumers are so you can find them- How to engage them and get clues from them to find others like them- and much more!Eddie's work on Superconsumers and his writing in Category Pirates has placed him squarely into the Mount Rushmore of business thought leaders I most admire.Come be a part of the show!https://tinyurl.com/B2BCBSeason5Connect with Isar!On LinkedIn: https://www.linkedin.com/in/eddie-yoon-ewg/His Website/Company: https://www.eddiewouldgrow.com/Connect with ME!Learn to produce internet talk shows and build your own Relationship Flywheel. Find out more about the Bootcamp HERE.Also, I'd love it if you connected with me on LinkedIn or Instagram.Or shoot me an email at youshould@connectwithpablo.com with the "Heard B2B's Eddie Yoon" in subject.This that's a genius email address?  Me too, but I didn't come up with it.  It was the idea of my good friend, and super talented web designer, Nathan Ruff.If you want your website redone, updated, and managed with unlimited updates for just $250/month (CRAZY GOOD DEAL RIGHT??), go to Manage My Website and hookup with one of the smartest, most talented guys I've ever met- THE Nathan Ruff.OH! and subscribe to Category Pirates.  It's the smartest thing ever. If you email them and tell them I sent you, you'll get a free month.Support the show (https://connectwithpablo.com)

In this episode Derek Champagne chats with Eddie Yoon. Eddie is a growth strategy expert for the last 20 years as a Partner with The Cambridge Group. In the last 5 years, he has helped double numerous businesses-cable media company, food brand, beverage company, pet food brand, consumer robotics, standby generators-from several hundred million to close to a billion dollars.