Sign In

Soon Yu

Best Selling Author of Iconic Advantage and Friction.

Soon Yu is a Taiwanese-American speaker, writer, and consultant who founded SCY Advantage Corp.246 Born on August 5, 1965, he is an international speaker and best-selling author specializing in innovation, design, and branding.235

Professional Background

Yu has an impressive career spanning multiple industries:

  • Holds a BS in Electrical Engineering from UC Davis and an MBA from Stanford University1
  • Served as global VP of innovation at VF Corporation from 2010 to 20161
  • Previously worked at companies like Clorox, Advanced Micro Devices, and Bain & Company1
  • Founded Gazoontite, an early multi-channel retail/eCommerce company in 19981

Notable Achievements

Books and Writing:

  • Authored two award-winning books:
    • Friction: Adding Value By Making People Work For It (2022 NYC Big Book Award)1
    • Iconic Advantage: Don't chase the new, innovate the old (2019 Axiom Business Book Award)1
  • Contributes to Forbes and is an international speaker25

Current Role: He currently runs SCY Advantage Corp, a consulting and speaking company focused on innovation, design thinking, and branding.467

Related Questions

What are some key takeaways from Soon Yu's book "Iconic Advantage"?
How did Soon Yu's experience at Crate & Barrel influence his career?
What is the main focus of Soon Yu's book "Friction"?
How did Gazoontite contribute to the concept of omni-channel retailing?
What awards has Soon Yu won for his books?
Soon Yu
Soon Yu, photo 1
Soon Yu, photo 2
Add to my network

Location

United States