Why All Creators Should Build For A Small, Weird Bunch Of People

Do you know what a Superconsumer is?

• A “Super” is the scrapbooking fanatic who owns not one, but a dozen different pairs of scissors — each one designed to cut different shapes from paper.
• A “Super” is the online course enthusiast who buys not one, but a degree’s worth of online courses — each one providing slightly different information than the last.
• A “Super” is the photographer who shoots with not one, but a backpack full of cameras, lenses, and filters — each one playing a crucial role in crafting the perfect photo.

Supers are the consumers pushing the category forward.

They are receptive to the new. They are looking for “different.” They’re a small, weird group of people. 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 you want to build for you Supers — instead of everyone else.

The Power Of Superconsumers

The biggest benefit of Superconsumers comes down to simple math.