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About the Author
Soon Yu is an international speaker and author on innovation and design.
He has been featured in the Wall Street Journal, Washington Post, Entrepreneur Magazine, and the New York Times. His book, Iconic Advantage®, challenges businesses, from Fortune 500 to venture-backed startups, to refocus their innovation priorities on building greater iconicity, and offers deeper insights on establishing timeless distinction and relevance. He regularly consults business leaders on developing meaningful iconic signature elements, signature moments, and signature communication.
He most recently served as the global VP of innovation and officer at VF Corporation, parent organization to over 30 global apparel companies, including The North Face, Vans, Timberland, Nautica, and Wrangler. While at VF, Soon created a $2 billion innovation pipeline, established three global innovation centers, and initiated industry-leading design best practices.
Prior to this he worked at 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 Awards, Favorite Website Awards, and DOPE Awards. He has also been a consultant at Bain and Company, and a founder and CEO for numerous venture-backed startups (including Gazoontite, Promeo Technologies, and TWRL) and was recognized as a Northern California finalist for the prestigious Ernst & Young Entrepreneur of the Year award.
Soon is a highly sought-after speaker on innovation, design, and entrepreneurship, and teaches at Parsons School of Design and often guest lectures at Stanford University, where he received his MBA and is active with the GSB Asian Alumni Association.