A think tank and growth strategy firm.
Eddie Yoon helps companies find their next $10 billion category.
Eddie is the founder of Eddie Would Grow, a growth strategy think tank; the most-published Harvard Business Review contributor on Category Creation; author of the bestseller Superconsumers, co-founder of Category Pirates and a partner at Greyspace with Clint Carnell.
Eddie Yoon, Founder
Track record
7+
Books written
25+
Years of consulting experience
$10B
Annual incremental revenue generated for clients
How the work is organized
Three doors
Advisory, thought leadership, and a people-equity partnership — each with its own door in.
Private advisory
Eddie Would Grow
Category creation and superconsumer growth strategy. Eddie personally works on 1-2 clients at a time.
Thought leadership
Category Pirates
The authority on Category Design and Category Creation, co-founded with Christopher Lochhead.
- Category Design Academy — $10,000Enrolling now — applications close September 30.
- Founding tier — $375/year
- Substack — $20/month
Partner
Greyspace Holdings
The World’s First People Equity Firm. Alongside founder Clint Carnell.
Selected outcomes
Selected outcomes
Eddie is selective, choosing clients who are category creators. The work stays confidential — the results don’t.
#3 to #1 TV brand in the US in 2 years
$1B+ new category for #1 Category King in beverages
$13B exit for new Category King in home appliances
4x revenue growth to $1B+ in 5 years for robotics company
+$100MM in EBITDA via pricing strategy for media company
+$3B+ in market capitalization for aesthetics Category King
4x revenue in 15 months for challenger aesthetics company
+$100MM in revenue in 1 year for Category King in paper goods
Thought leadership
Latest thinking
Fresh Category Pirates writing, pulled straight from the feed.
- Mini-Book Category Design Part 1: Fight the Right Fight
Category Pirates · Oct 23, 2026
- Lightning Strike Legends Part 2 Audiobook
Category Pirates · Oct 17, 2026
- Lightning Strike Legends [Part 2]: The Inside Scoop on OrangeTwist’s Profit Positive Lightning Strike
Category Pirates · Oct 16, 2026
“Eddie is my personal Yoda. Category Pirates is a fantastic source of new ideas, thinking & data on Category Creation for me.”
Clint Carnell
CEO, The Beauty Health Company (now SkinHealth Systems)
Have a growth problem worth solving?
Get in touch about advisory work, media, or Category Pirates.
Contact Eddie