Soon Yu is an international speaker and best selling author on innovation and design who has been featured in the Wall Street Journal, Washington Post, Entrepreneur Magazine and 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 3 global innovation centers, and initiated industry-leading design best practices.