Ep. 65 - Eddie Yoon on Leveraging Category Thinking to Grow the Aesthetic Pie

<p class="MsoNormal">“Why is this category, aesthetics, so transformative and yet so niche at the same time? … We think we have the answer.”</p> <p class="MsoNormal">In this wholly-unique episode, Dr. Grant Stevens interviews author, strategist, founder & creator, Eddie Yoon.</p> <p class="MsoNormal">A newcomer to aesthetics, Eddie has dedicated his career to studying consumer habits to help build and grow category creating businesses.</p> <p class="MsoNormal">Through his work with Colgate, Gillette, Nike, Keurig, Samsung, Nestle, and many others, he has helped companies realize $10 billion in annual, incremental revenue.</p> <p class="MsoNormal">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.</p> <p class="MsoNormal">Why did Keurig succeed where Starbucks failed?</p> <p class="MsoNormal">What do the top consumers of infant formula and pet care have in common?</p> <p class="MsoNormal">Why are vitamin consumers more likely to purchase a generator?</p> <p class="MsoNormal">What can we learn from aesthetic super consumers that could unlock a whole new wave of growth for the category?</p> <p class="MsoNormal">Why is Eddie Yoon so intrigued by the field of aesthetics in the first place?</p> <p class="MsoNormal">Tune in to find out!</p> <p class="MsoNormal"><strong>More about Eddie Yoon:</strong></p> <p class="MsoNormal">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.</p> <p class="MsoNormal">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. H