about the author
Eddie Yoon is a Principal with The Cambridge Group, a growth-strategy firm that is part of Nielsen. Over his seventeen years at TCG, he has helped clients drive over $1 billion of profitable growth in the areas of consumer packaged goods, retail, media, and technology. He is an expert in superconsumers, category creation, marketing, innovation, and retail execution.
Yoon earned his BA from the University of Chicago, in Political Science and Economics. He has researched, written, and spoken on the topics of growth strategy, superconsumers, category creation, and latent demand. He has written dozens of articles for hbr.org and been quoted in the Wall Street Journal. He has spoken on these topics at conferences in the United States, ...
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