The Closer Podcast brings you the inside story of deals changing the world, told by the people who know how it all went down.

Understand the human motivations behind groundbreaking business decisions with host Amy Keene.

Listen to The Closer,cast from Harvard Business Review. I'm Sarah Green Carmichael. I really love hiking and

that means I buy a lot of hiking gear. I'm always interested in new boots and new backpacks

and I have a lot of opinions about what makes a really good rain jacket and what makes a bad one.

Almost every product, category, or brand has some super-fans, those die-hard consumers that are extremely knowledgeable about what they love.

These aren't average consumers, they're super consumers.

They're small in number but spend more.

Still, that's not their biggest impact on the bottom line.

Because they're so engaged and passionate,

they can offer invaluable advice to managers looking

to improve their products, change their business models,

and attract new customers.

Here to talk about how companies can find their most

passionate customers and learn how to tailor decisions to meet their needs is Eddie

Eun. He's a gross strategy expert and he's the author of the new book, Super Consumers, a simple, speedy, and

sustainable path to superior growth. Eddie, thank you so much for coming on the

HPR idea cast. Pleased to be here. Thank you, Sarah. So in your book and in your

HPR articles over the years you've often written about this phenomenon of

super consumers but who are these folks how do you define them?

Yeah so a super consumer is someone who has a lot of passion and has a lot of profitability

in a certain category.

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