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Eddie Yoon is the founder of EddieWouldGrow, LLC, a think tank and growth strategy firm working exclusively with Category Creators. His work has helped clients generate $10B+ in annual revenue and much more in incremental market capitalization. He focuses on VC and PE backed companies seeking to maximize their valuation, and includes two recent $1B+ unicorns. Prior to this, Eddie was a senior partner at The Cambridge Group, a growth strategy firm that was acquired by Nielsen.

He is also the co-founder of Category Pirates, a substack newsletter that is the definitive authority on Category Design/Creation. His co-founders are Christopher Lochhead, 3x Silicon Valley CMO, author of Play Bigger and host of the Top 100 iTunes podcast Follow Your Different, and Nicolas Cole, founder of Digital Press, and viral writer with more than 100 million views who has written on behalf of 300 different founders, executives and venture capitalists.

He is the author of the book Superconsumers, published by the Harvard Business Press, and more than 70+ articles on growth and category creation on HBR. He has been cited in the Wall Street Journal, New York Times, The Economist, Bloomberg Businessweek and has appeared numerous times on CNBC and MSNBC. He is a graduate of the University of Chicago.