Soon Yu

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