Iconic Advantage: Don't Chase the New, Innovate the Old

Don't just chase the new - Innovate the old.

Modern business gurus all cry for the need to innovate, to disrupt, and to act like a startup. It's hard to argue with that kind of thinking. It's sexy and exciting. But it's wrong.

Too many businesses become enamored by shiny new objects and end up overlooking the value locked away in their existing products. Maybe your business is one of them.

Iconic Advantage(R) 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.

Author: Soon Yu
Publisher: Savio Republic
Published: 02/06/2018
Pages: 208
Binding Type: Hardcover
Weight: 0.80lbs
Size: 8.30h x 5.60w x 0.90d
ISBN13: 9781682615409
ISBN10: 1682615405
BISAC Categories:
- Business & Economics | Marketing | General
- Business & Economics | Management | General

About the Author
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.

Dave Birss is a former advertising creative director who has worked for some of the UK's largest ad agencies. That has led to him working with many of the world's biggest brands across most media channels. He's a respected speaker and writer on creativity and innovation. In 2016, Dave founded OpenForIdeas.org, a popular online magazine focused on demystifying creativity. He's also a television broadcaster, a patented inventor, an illustrator, and a musician.