Somehow, I spent part of a Mediterranean vacation on a beach … reading a Harvard Business Review book about sustainably growing a brand. Yeah, I know — I live on the edge.

At 200 pages, Eddie Yoon’s Superconsumers is a quick read, even if the subject itself may not sound like much of a page-turner. What caught my attention, honestly, was its essential concept: The best companies don’t just have shoppers or fans; they have superfans. Or rather, superconsumers. They’re the type who eagerly await each new launch, who browse the store multiple times a week for fun (even if they don’t need anything), who account for 10 percent of total consumers but do 30-70 percent of the spending.

That kind of devoted fan base is an obvious target to reach if you’re running your own business (or building out a side hustle), but even if you’re working for a larger company, identifying the superconsumers at your job can make a big difference in how you feel about the day to day. Their excitement and enthusiasm for the brand can make you see the daily grind in a new light; you see how much of an impact the work you do has on another person’s life, and what it means to them.

Even when you’re totally burned out, there’s something infectious about seeing that there’s someone who’s devoted an entire Instagram account to unearthing the latest merch at your HomeGoods, or that someone’s willing to drive 3 hours just to try your restaurant’s latest twist on pizza. Their insights can improve the product or service you sell, too, making you a more valuable employee all-around.

So, how do you even find — or build — superconsumers where you work? Eddie’s research found that superconsumers tend to flock together, so looking at where your sales are strongest is one starting point. Or searching social media for hashtags that reflect your brand. Then reach out to those people. It doesn’t have to be a formal focus group; just a casual conversation to understand the various ways they use your product or service, why they’re passionate about it, and how it can fulfill a need and give them a sense of accomplishment. Their passion might just ignite yours.

You can pick up a copy of Superconsumers on Amazon or at most major bookstores.

Photo by Emma Matthews on Unsplash.