Issue 161 - 05 | The Making of an Icon

By Soon Yu
Published Feb. 7, 2018 12:30 p.m.
“Are you ready to strangle the next person who tells you to ‘innovate or die’, ‘jump on the next S curve,’ or ‘find the game changer?’ Do you wish there was an easier more profitable way to drive organic growth? Fortunately, this manifesto will help you stop chasing the new and instead, innovate the old.
Iconic Advantage is a different approach that allows companies to leverage what they already have to create lasting differentiation and deeper relationships with their customers. It generates disproportionate levels of profit and protects you against market fluctuations. Many of the world’s most successful brands have been using it for years.

Now, you can benefit from reaching iconic status, whether you’re a Fortune 500, local pizza parlor, or an aspiring Unicorn startup.”

About Soon Yu | Soon Yu is an international speaker and author on innovation and design. He most recently served as the Global VP of Innovation and Officer at VF Corporation, parent organization to over thirty global apparel companies, including The North Face, Vans, Timberland, Nautica, and Wrangler. He has been a founder and CEO for numerous venture-backed startups and was recognized as a Northern California finalist for the prestigious Ernst & Young “Entrepreneur of the Year” award. Prior to this he worked at Bain and Company, The Clorox Company, and Chiquita Brands, where he won company-wide awards for best advertising, best promotion, and best new product, and gained industry recognition from the Webby Award, Favorite Website Award and Dope Award. He frequently guest lectures at Stanford University, where he received his MBA, and is an adjunct professor at Parsons School of Design.

Related Books

Don't Chase the New, Innovate the Old
Hardcover  (9781682615409) 
Published 02/2018  by Savio Republic 
Price: $15.75 to $20.00
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