Eddie Yoon is the founder of EDDIEWOULDGROW, a think tank and advisory firm on growth strategy. Prior to that he was a partner at The Cambridge Group where he worked for 18 years, a strategy consulting firm that helps CEOs drive growth via new sources of consumer demand. Eddie is widely recognized as one of the world’s leading experts on Category Growth, Category Creation and Superconsumers. His ideas have unlocked billions of untapped profitable growth. Eddie is the author of the acclaimed book, Superconsumers: A Simple, Speedy and Sustainable Path to Superior Growth. He is also the author of over 50 articles in HBR, Inc Magazine and he has been quoted in the Wall Street Journal, The Economist, and Forbes. He has been a keynote speaker in the U.S., Canada, Kenya, Australia, New Zealand, Denmark, the UK and Japan.