Iconic Advantage (with Soon Yu)

Every company in every industry is facing disruption as tastes change, profit margins shrink, and barriers to entry fall for upstart rivals. Soon Yu, former global VP of innovation at VF Corporation, says the key to avoiding obsolescence is to build iconic advantage. No, that doesn’t mean designing prettier smartphone icons; it means pursuing a strategy that builds real differentiation and turns your business into a cultural icon. Dig into this week’s episode with us as Soon explores the concept of iconic advantage. He gives us a sneak peek at his book of the same name, which challenges businesses to refocus their innovation priorities by building greater iconicity—yes, that’s a thing—and establishing timeless distinction and relevance. Download the executive summary for this episode at manonfire.co. Learn more about your ad choices. Visit megaphone.fm/adchoices