Soon yu is an international speaker and author on innovation and design dont chase the new innovate the old amazon best seller distributed by simon and schuster order now on amazon about me hes done it on innovation and design and now with iconic advantage . Dont chase the new innovate the old the best way to protect your business from these threats is by building iconic advantage a strategy that builds real differentiation based on meaningful product benefits this will help any business build deep and lasting loyalty with their customers that they can grow year on year and use to . Dont just chase the new innovate the old modern business gurus all cry for the need to innovate to disrupt and to act like a startup its hard to argue with that kind of thinking its sexy and exciting but its wrong too many businesses become enamored by shiny new objects and . But the most important reason to innovate the old is to protect your iconic status the highest and most profitable form of branding soon yu is the author of iconic advantage dont chase the new innovate the old an international speaker on innovation and design and an adjunct professor at parsons school of design. An iconic advantage strategy is for companies that want to establish market leadership by becoming the standard bearer in their market this is about focusing your efforts in the right places it means instead of just chasing shiny new objects you focus on innovating the old where your existing strengths lie
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