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Companies Grow When Customers are Treated as Unique Individuals

Shep Hyken Interviews Eddie Yoon, Author of Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth

Do your customers feel like friends or just transactions?   


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Top Takeaways:

  • Leaders of organizations need to have strong personal brands for the employees to rally around and get behind. Not only is this important for entrepreneurs, but it is also better for large organizations to have leaders with strong personal brands as well.
  • You don’t have to create an entirely new product or service. You just need to reinvent the way that it is being offered and reinvent the way it gets delivered. That’s the key.
  • Disruption completely changes the way an industry works. You don’t have to be as big as Uber or Amazon. You just have to think about what can be done that the competition isn’t doing.
  • A company that thrives is one that knows that not every customer is the same. They empathize with customers and strive to delight them. These companies know they have a lot to learn from their customers.
  • Superconsumers are your customers who come back over and again, your loyal customers. They want and deserve sympathy, respect, and generosity. When the company delivers what the customer wants, the results will be dramatic and bigger than ever imagined.
  • Social media is a great place to find your super consumers.


Eddie Yoon is the founder of EDDIEWOULDGROW, a think tank advisory firm on growth strategy. Eddie is the author of the acclaimed book Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth (Harvard Business School Press, 2016).

Shep Hyken is a customer service and experience expert, “New York Times” best-selling author, award-winning keynote speaker, and your host of Amazing Business Radio.

“You can have disruptive thinking in a one-person company the same as you can in a one-hundred-thousand-person company.” – Eddie Yoon


This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more:

  1. How strong is my personal brand?
  2. How do I create a personal brand?
  3. How can I create superconsumers?
  4. How can I disrupt the market I am in?

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