Why all Category Kings build for a small, weird bunch of people
Your Superconsumers can help point to breakthrough ideas hiding in plain sight.
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Dear Friend, Subscriber, and Category Pirate,
This is about a weird bunch of people—Superconsumers.
Supers are the consumers pushing the category forward. They are receptive to the new. They are looking for “different.” And if you can get even 1% of the Supers in the top 10% of consumers in the category connected to your new and different future, you’ll become the Category King.
Your Supers will tell other Supers. And so on, and so on…
Here’s why, in the discipline of category design, weird is good.
The Power Of Superconsumers
The biggest benefit of Superconsumers comes down to simple math.
Pound for pound, Supers generate the most power in a category. They’re the first to spot breakthrough products and business model innovations—and are quick to point out their frustrations with current category offerings. In fact, Supers leave so many digital breadcrumbs, that if you see anyone commenting extensively about a category on social media, an online review, or a Reddit forum, it’s 99% likely they are a Superconsumer.
We all have friends who are Supers:
The winos who arrive for a casual night of drinks with seven different types of wine glasses
The self-help readers who own every book in the genre
The sound engineers who collect studio amps and vintage microphones
The music fans who like to brag about how they were listening to rock band Greta Van Fleet before they won a Grammy
Although Supers are few in number—usually about 10% of consumers for a particular product or category (not 10% of your customers)—they can drive between 30% and 70% of sales, an even greater share of category profit, and 100% of the insights.
And yet, when it comes to building companies, launching products, and creating new categories, Supers are almost always a forgotten piece of the puzzle.
Don’t Build For Every Consumer, Build For Your Superconsumer
If you want to make sure you are innovating in the right direction, go talk to your Supers.
It’s the quickest way to find clarity—and understand why the smartest decision you’ll ever make as an entrepreneur, marketer, investor, or creator is building for THEM.
Why? Because Superconsumers are: