Soon Yu

Soon Yu is an international speaker, award-winning author, and innovation expert who currently runs SCY Advantage Corp.123 He is known for his expertise in innovation, design thinking, and branding, and has authored two notable books: Iconic Advantage® and Friction.24

Professional Background:

• Served as Global VP of Innovation at VF Corporation, overseeing brands like The North Face, Vans, and Timberland123
• Previously worked at The Clorox Company and Chiquita Brands, winning multiple company awards12
• Consultant at Bain and Company
• Founder and CEO of several venture-backed startups12

Academic and Speaking Credentials:

• MBA from Stanford University
• Teaches at Parsons School of Design
• Guest lectures at Stanford University
• Forbes contributor
• Featured in Wall Street Journal, Washington Post, Entrepreneur Magazine, and New York Times12

Published Works:

• Iconic Advantage® (2019 Axiom Business Book Award)
• Friction (2022 NYC Big Book Award in Sales & Marketing)23

Yu is a highly sought-after speaker on leadership, branding, innovation, and entrepreneurship, with his consulting and speaking work conducted through SCY Advantage Corp.5