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He pushed our team to become Iconic, even in our first year." David Wolfe, CEO https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500828129781-2BC2EQIIZT6QWBSVAX0Q/Kleiner-Perkins-red.jpeg Testimonials "Iconic Advantage is even more important for startups than it is for established brands and large companies." Wen Hsieh, General Partner https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500828238835-JKVET8519X4PTZ9ZPWET/northface.jpeg Testimonials "With Soon's leadership, we combined the Iconic power of The North Face, Timberland and Napapijri to create a leading category presence at Breuninger." Arne Arens, President https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500828240333-SW588NIAMEF1Y5RTHTNV/vans.jpeg Testimonials "Keeping Van's relevant yet distinctive is a challenge that Soon embraced when he helped us combine proven design best practices with the latest technologies." Jan Van Leeuwen, President EMEA https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500828239088-XUD75P4G8S2QAEMQWD2X/pfizer.jpeg Testimonials "Soon had an impact on our team…he packaged up his advice into smaller steps and do-able principles that were easier to remember, making it tangible for us to take action." Yoon Kang, Advanced Customer Team https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1513798050816-ZJY24C4VJAQ4BMZA8QYZ/Lindt_logo.png Testimonials “Soon's workshop on “breaking down the walls of innovation” was eye opening and he inspired the team to engage differently with each other – we left motivated, energized and would highly recommend Soon to anyone looking for an inspiring speaker." Sarah Keller, VP of R&D https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1513798089401-ITFJ27C7EKDCT3PBJT9B/chapstick_logo_detail.png Testimonials "Our teams have really enjoyed working with Soon on building even greater Iconic Advantage for Chapstick across the globe." Garsen Yap, Global Lead for Innovation & Brand https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1513798117787-EUBRQN0KBAGRVHWMF1OS/Hotels_Resorts_horizontal-opt.png Testimonials "Soon's inspiring talk reaffirmed our belief in the power of 'innovating the old' to create lasting Iconic Advantage...something we have been doing for the past two decades and plan to do for decades to come.” Lucia Penrod, Chief Brand Officer https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500828240500-HQCAC8M65VBVKE2S5SS0/wipro.png Testimonials "Soon has helped us develop new IP to create signature moments for our clients…this is a potential game changer for us and our clients" Chandra Surbhat, Vice President & Head of CCX https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500822181397-U8NSA2XT7FRO5WX58NPR/7-for-all-mankind-logo+%282%29.png Testimonials "Soon is one of the most expansive and visionary thinkers I've encountered. He has an amazing ability to inspire others to imagine and pursue 'the never done before' with a strategic and thoughtful approach." Susan Kellogg, former President https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500828239824-81LC21OPKFKDPG7TWMEE/timberland.jpeg Testimonials "By pushing us to collaborate with other Iconic Brands, Soon helped dramatically increase the Iconic status of all brands, with hardly any additional costs…Brilliant!" Timo Schmidt-Eisenhart, President EMEA https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500828239386-WIBCVTPW8XOWO0CLUHY4/primed.jpeg Testimonials "I would highly recommend Soon to any business looking for a charismatic, energetic speaker who will energize your team while helping to bring clarity to the key differentiators that help to drive corporate success." Lucas Ethier, VP of Marketing https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500822184405-RYWEOITVF5RIRSO0AF2F/East-pak-logo+%282%29.png Testimonials "With Soon's guidance and support, the EASTPAK team has quickly embraced the key lessons behind Icon & Franchise product management…allowing the brand to deliver profitable growth while avoiding ubiquity in the marketplace." Stefano Saccone, President https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500987291886-OR8L1WN70964LL7H9SM9/PVH_CK_TH_Logos.jpg Testimonials "Soon's take on building iconic brands is both fresh and familiar...something that my teams took to heart as we continue to grow our iconic franchises." Barry McGeough, Global Vice President https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500828238446-AIXMEFRWF14BVHAHTJXA/napapijri.jpeg Testimonials "By focusing on building our Iconic heritage, Soon helped our team dramatically grow our sales while reducing our complexity." Andrea Cannelloni, President https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500828238295-CKVCHCYFB0SDFMLBCMFO/majestic.png Testimonials "Soon's relentless push to combine technology with iconic design helped us capitalize on a large unmet consumer need for our new Swing IQ platform." Michael Johnson, VP of Strategy https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500822184415-QM1JGDC68DHO9MVY2T6T/Kipling_logo+%282%29.png Testimonials "Discipline and creativity may seem at odds, but that's exactly the recipe Soon used to develop Kipling's winning innovation strategy and retail store experiences." Richard Macey, President https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1513797778258-IOUJD4YCE5T9UTXORLE5/nautica-logo.png Testimonials "Even though we met with early opposition, Soon won over our critics to successfully elevate the role of iconic design and innovation enterprise wide." Karen Murray, Former Coalition President https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1513797841832-20JV1NR0JV06ILCE1HUF/wrangler.jpg Testimonials "Soon was very instrumental in helping us transform our business, business model and brands via a greatly enhanced innovation platform...his ability to combine innovation process & culture is a game changer." Angelo LaGrega, Former Jeanswear Coalition President https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1513797923129-HQM27G45G7FUK0PSYU37/willis-towers-watson_4.jpg Testimonials "Our executive team really enjoyed having Soon join our judging panel for our annual innovation challenge...he brought a fresh and relevant perspective, and helped us to select an exciting set of ideas to take forward.” Karen O'Leonard, Global Client Solutions Leader http://www.soonyu.com/media-coverage daily 0.75 2022-06-25 https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1656152308961-4C7VFS8EDD490TWZBZ0I/image-asset.png Media Coverage https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1656152308961-4C7VFS8EDD490TWZBZ0I/image-asset.png Media Coverage https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1656152425351-C34WSTFDQ8MSLMNLJRMA/Mailchimp+-+Soon+Yu.png Media Coverage https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1656152644386-EC3772F3JXKDKR90F2J3/40d37770-1dc1-11eb-8975-a795af754878.jpg Media Coverage https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1656152747821-7GAZANK1FY9U7YPF07D0/Screen+Shot+2022-06-25+at+1.25.37+PM.png Media Coverage https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1656152851048-YNFYXKBEAG5PXAQFL7EN/Screen+Shot+2022-06-25+at+1.27.20+PM.png Media Coverage https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1656152921232-IQ7SUNHFEA6JDF5RZCXD/Screen+Shot+2022-06-25+at+1.28.29+PM.png Media Coverage http://www.soonyu.com/temporary-cover-page daily 0.75 2016-06-02 http://www.soonyu.com/read-me daily 0.75 2013-07-11 https://images.squarespace-cdn.com/content/v1/515c7b5ae4b0875140c3d94a/1373494887029-4AXRW743FMOYDJKF3T3M/index-collection-read-me-2.jpg Read Me https://images.squarespace-cdn.com/content/v1/515c7b5ae4b0875140c3d94a/1373494866621-8L8TJSL19SCJDJ7JYPHM/index-collection-read-me-1.jpg Read Me http://www.soonyu.com/about daily 0.75 2025-01-22 https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1464848609855-UMKR5WLWM4F6DGO1BZPL/IMG_1409.JPG About http://www.soonyu.com/theiconicadvantage daily 0.75 2018-10-03 https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1475099065295-MGHWKS1YJKK3N7XQMON4/image-asset.jpeg Iconic Advantage® https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1516631393003-J86PWNY7U9NU9A2AD5EI/SY+Milestone+Graphic+1.jpg Iconic Advantage® - AVAILABLE IN STORES DISTRIBUTED BY SIMON & SCHUSTER https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1529962558842-A5CS4ET3B7W3JVALSVVX/Soon-Yu-New-York-71.jpg Iconic Advantage® http://www.soonyu.com/home daily 0.75 2016-05-21 https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1463850742030-DCQDOUA4LIGOZYEBKTAK/SoonYu.jpg Home http://www.soonyu.com/consulting daily 0.75 2023-02-24 https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/5b0af9c9-2ffc-4fa8-9630-ffa47a691cd6/WHAT+ARE+OUR+ASPIRATIONS+AND+GOALS.jpeg Consulting - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1594833787863-KAOU35MFBS8WJK2F74WK/dna-triangle.png Consulting https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/cced1996-2e55-48b9-8363-4094393448fe/Creating+Iconic+Advantage-avocado.jpg Consulting - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1539297437709-WAXEYSN9FS7L980JXD7N/soonyu-linkedinlearning-thumbnail-edit.jpg Consulting https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1464882759448-DA348ESU1CDRRKNVFKLK/IMG_1403.JPG Consulting http://www.soonyu.com/speaking daily 0.75 2018-10-19 https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1538587199630-CNT8C9WC2IE3WOLV5T1I/JAB_8483+%281%29.JPG Speaking http://www.soonyu.com/terms-of-use daily 0.75 2017-02-14 http://www.soonyu.com/iconic-advantage-1-1 daily 0.75 2017-09-26 https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1506458871797-I3EE0Y10CBVBAS31KWBW/Skew-Paperback-Dust-Jacket+%281%29.jpg Iconic Advantage® - available January 2018 sign up to be the first to know when the book is available. https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1475099065295-MGHWKS1YJKK3N7XQMON4/image-asset.jpeg Iconic Advantage® https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1506459110634-TLP9G8U6LZ2U4X1KZVR9/Standing-Paperback-Book+%281%29.jpg Iconic Advantage® https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1510597181986-HR1GBU2LKP2PW7FVEUCV/IA-Banner-2-nov132017.jpg Iconic Advantage® http://www.soonyu.com/privacy-policy daily 0.75 2017-02-06 http://www.soonyu.com/testimonials-old daily 0.75 2017-07-24 https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500671142793-J1I5328PAOFVHJSLCVCU/Majestic_Athletic_red.png TESTIMONIALS (deprecated) "Soon's relentless push to combine technology with iconic design helped us capitalize on a large unmet consumer need for our new Swing IQ platform." - Michael Johnson, VP of Strategy https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500670410440-BWUQWSZAUUDWDTBGNPPJ/image-asset.jpeg TESTIMONIALS (deprecated) "With Soon's leadership, we combined the Iconic power of The North Face, Timberland and Napapijri to create a leading category presence at Breuninger." - Arne Arens, President https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500670672533-THKARHA4SFXBE06SJEQK/Pfizer_logo.png TESTIMONIALS (deprecated) "Soon had an impact on our team…he packaged up his advice into smaller steps and do-able principles that were easier to remember,making it tangible for us to take action" - Yoon Kang, Advanced Customer Team https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500670965715-T65ERQTD4HOG3JXWASIW/image-asset.png TESTIMONIALS (deprecated) "Soon is one of the most expansive and visionary thinkers I've encountered. He has an amazing ability to inspire others to imagine and pursue 'the never done before' with a strategic and thoughtful approach." - Susan Kellogg, former President https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500905570733-D5W6VMRVJLEU1WNBNHVL/image-asset.jpeg TESTIMONIALS (deprecated) "Soon's take on building iconic brands is both fresh and familiar...something that my teams took to heart as we continue to grow our iconic franchises." - Barry McGeough, Global Vice President https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500670376392-IDHYZZK2X7Y16MRLGZG6/Kleiner-Perkins-red.png TESTIMONIALS (deprecated)   "Iconic Advantage is even more important for startups than it is for established brands and large companies" - Wen Hsieh, General Partner https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500670538474-VQH7QZRGUXBY4Q1OR7X2/Samsung_Logo.svg.png TESTIMONIALS (deprecated) "Soon's session on Iconic Advantage energized my team to continue building greater distinction and deeper relevance for each new innovation we unleash" - Sunny Kim, Vice President and Head of Samsung Next https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500670714537-503G6JAO96DO5WQMFQM9/image-asset.png TESTIMONIALS (deprecated) "Soon has helped us develop new IP to create signature moments for our clients…this is a potential game changer for us and our clients" - Chandra Surbhat, Vice President & Head of CCX https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500670698183-N1JD6EHOL62FHGT73EYT/image-asset.jpeg TESTIMONIALS (deprecated) "Keeping Van's relevant yet distinctive is a challenge that Soon embraced when he helped us combine proven design best practices with the latest technologies." - Jan Van Leeuwen, President EMEA https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500671119581-DOJRAGCA4CLP5IBFAL1L/image-asset.jpeg TESTIMONIALS (deprecated)   "By pushing us to collaborate with other Iconic Brands, Soon helped dramatically increase the Iconic status of all brands, with hardly any additional costs…Brilliant!" - Timo Schmidt-Eisenhart, President EMEA https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500672491683-RH833JFKMCKHAX8FM6F0/Untitled+design-3.png TESTIMONIALS (deprecated) "By focusing on building our Iconic heritage, Soon helped our team dramatically grow our sales while reducing our complexity." - Andrea Cannelloni, President https://images.squarespace-cdn.com/content/v1/57409542e3214003460ad364/1500670740793-G2YRW0L5BEM6UODZ4ZCY/image-asset.png TESTIMONIALS (deprecated) "Soon is a master at building iconic brands through innovation and disciplined strategy...something he captures quite elegantly with Iconic Advantage. 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