Growth Marketing is Not a Hack – Eddie Yoon

eddie-yoonEddie Yoon (@eddiewouldgrow) is a personal think tank and advisor on growth strategies. He learned and cultivated his craft at The Cambridge Group where he worked for 18 years teaching CEOs and senior leadership teams within Fortune 1000 corporations how drive growth by understanding how to methodically unlock new sources of consumer demand. Eddie is widely recognized as one of the world’s leading experts on Category Growth, Category Creation and Superconsumers—highly passionate and profitable customers who are intensely invested in a company’s category.

In this episode Eddie describes how companies often choose the wrong growth path containing more than the required obstacles. He explains how to measure growth and how looking in different areas could enable you to capture adjacent markets and grow faster than competing head to head.

Eddie sums up the conversation and talks of his personal scorecard to evaluate growth marketing campaigns he has worked on like iRobot, American Girl and Sara Lee.

How to Evaluate Marketing Results:

  • Did we learn something new?
  • Did we come up with a different strategy?
  • Did we do something about it?
  • Did we get a marketplace result?

Links and Mentions

Contact Eddie

Website –
Twitter – @eddiewouldgrow
eMail –
Book – Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth