chapter 6

INFLUENCING OTHER CONSUMERS

 

I’ve described in detail superconsumers and how superconsumer-centric companies have managed to make their best customers even better. And rightfully so. To make a superconsumer strategy work, you need to spend a lot of time, resources, and energy on understanding and innovating with this relatively small segment of consumers.

That doesn’t mean that you should ignore the other 90 percent of consumers, however. They’re important, too, perhaps more so. But like with many things in life, timing is everything. For many companies, you can be doing all the right things, but if you do it in the wrong sequence you may not get the full result you could. And once you build relationships with superconsumers, there ...

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