Soon Yu

Soon Yu (born August 5, 1965) is an international Asian-American speaker and an adjunct professor at The New School's Parsons School of Design.[1] Yu is an expert in innovation and design[2] and is the author of the book, 'Iconic Advantage' (February 6, 2018, distributed by Simon & Schuster).[3][4] He has been featured in The Wall Street Journal,[5] Washington Post,[6] Entrepreneur Magazine,[7] and New York Times,[8] and is a Forbes contributor[9].

Soon Yu
OccupationAuthor, public speaker, consultant
Alma materStanford University
GenreBranding, marketing, business

Early life

Yu was born in Taiwan and moved to Davis, California, at age 3, where his father was an agricultural geneticist[10] . Soon received his BS in Electrical Engineering from the University of California, Davis in 1988[11] and his MBA from Stanford University in 1993.[12]

Career

Soon has served as the global VP of innovation and as a corporate officer for VF Corporation from 2010 to 2016.[13] Prior to working at VF Corporation, he has also worked at The Clorox Company[14] as brand manager, customer marketing group manager, and general manager; Advanced Micro Devices as an engineer; and Bain & Company, as an associate consultant[15]. Other positions held were CEO and founder of Gazoontite.com[16], general manager at Chiquita Brands International[17], and chief marketing advisor at SafeWeb[18].

In 1997, Yu left his management position at Clorox to pursue a sales associate position at Crate & Barrel, taking an 85% pay cut and earring $5/hour to gain retail experience. [19]

In 1998, Yu founded Gazoontite, a multi-channel e-tailer offering products, services, and information to “help people breathe happier and healthier”.[20] The launch included a comprehensive e-commerce site, a mail-order catalog, and several retail stores.[21] The now forgotten retail establishment was one of the first retail/eCommerce companies to promote and build an entire model around the multi-channel shopping environment. [22] Two years after its launch, Gazoontite was known as the “poster child of Web-era excess and stupidity”,[23] however, in the process Yu set the tone for what is now referred to as omni-channel retailing. [24]

He has received the Webby Award,[25] Favorite Website Award,[26] Dope Award and Northern California finalist for the Ernst & Young “Entrepreneur of the Year” award.[27][28] His book, Iconic Advantage, won the 2019 Axiom Business Book Award in Advertising / Marketing / PR / Event Planning.[29]

Writings

Books

  • Soon Yu, Dave Birss (February 6, 2018). Iconic Advantage: Don't chase the new, innovate the old. Savio Republic. ISBN 978-1682615409

Articles

  • Soon Yu (March 26, 2020). It’s Not Always The Fittest Who Survive, It’s Often The Nimblest. Forbes. Forbes.com[30]
  • Soon Yu (January 31, 2020). KISS Your NPS Good-Bye. Forbes. Forbes.com[31]
  • Soon Yu (October 31, 2019). Lessons from An American Icon. CMO Council Marketing Magnified. Marketingmagnified.com
  • Soon Yu (September 4, 2019). Does The Company Stink From The Top? Forbes. Forbes.com[32]
  • Soon Yu (August 7, 2019). A Masterclass In Iconicity (With A Side Of Fries). Forbes. Forbes.com[33]
  • Soon Yu (June 6, 2019). The Inauthentics -- Ignoring The Value of Values. Forbes. Forbes.com [34]
  • Soon Yu (June 5, 2019). Unleash Innovation: Speak Softly and Carry a Sledgehammer. CMO Council’s digital magazine, PeerSphere.
  • Soon Yu, Dave Birss (March 29, 2019). 5 Reasons Why A Gym Is Better Than An Office. CMO Council Marketing Magnified. Marketingmagnified.com
  • Soon Yu (July 2, 2018). Who Really Owns Your Brand? Chief Executive. ChiefExecutive.com
  • Soon Yu (May 19, 2018). Start-ups take note: Iconic brands bank on compelling story-telling in their quest for glory. First Post. Firstpost.com
  • Soon Yu (April 2, 2018). Keep Your Sole Forever Young. Bulldog Drummond. Bulldogdrumond.com
  • Soon Yu (March 28, 2018). 'Don't Chase the New, Innovate the Old': Four Lessons From Nike. Marketing Profs. marketingprofs.com

References
  1. "Soon-Chart Yu - Parsons School of Design". www.newschool.edu. Retrieved 2018-11-28.
  2. "Event: Bryant Park HSBC Business & Finance: Iconic Advantage at Reading Room in Bryant Park". NYC Parks. Retrieved 2018-11-28.
  3. "Rave Reviews: Soon Yu's best-selling book "Iconic Advantage"". outspoken. Retrieved 2018-11-28.
  4. Iconic Advantage®. 2018-02-06. ISBN 9781682615409.
  5. Nishi, Dennis (2014-12-07). "How to Break Your Bad Work Habits". Wall Street Journal. ISSN 0099-9660. Retrieved 2017-04-14.
  6. "How removing fear can be your innovation trump card". Washington Post. Retrieved 2017-04-14.
  7. Alter, Heather (2000-04-01). "Bay Of Gigs". Entrepreneur. Retrieved 2017-04-14.
  8. Donovan, Aaron (2000-04-02). "IN BRIEF; Can blessyou.com Be Far Behind?". The New York Times. ISSN 0362-4331. Retrieved 2017-04-14.
  9. Yu, Soon; Yu, Soon. "Soon Yu". Forbes. Retrieved 2019-06-11.
  10. "A Nose for Business / Entrepreneur molds his startup dreams into allergy-products specialty store". SFGate. 1999-03-31. Retrieved 2018-11-28.
  11. "UC Davis Magazine on Twitter". Twitter. Retrieved 2018-11-28.
  12. "The Secrets of Staying Power". Stanford Graduate School of Business. Retrieved 2018-11-28.
  13. "Art and Science Leads to Iconic Products". www.vfc.com. Retrieved 2018-12-27.
  14. Eu, Geoffrey (2017-08-12). "Soon Yu". The Business Times. Retrieved 2018-12-29.
  15. Sinton, Peter; Writer, Chronicle Senior (1999-03-31). "A Nose for Business / Entrepreneur molds his startup dreams into allergy-products specialty store". SFGate. Retrieved 2018-12-29.
  16. Sinton, Peter; Writer, Chronicle Senior (2001-01-11). "Gazoontite Gets Fresh Start". SFGate. Retrieved 2018-12-29.
  17. "Chiquita Brands International, Inc in Franklin Park, IL 60131 - ChamberofCommerce.com". www.chamberofcommerce.com. Retrieved 2018-12-29.
  18. Rubin, James Peter (May 14, 2001). "No Surrender". The Wall Street Journal.
  19. Sinton, Peter (March 31, 1999). "A Nose for Business / Entrepreneur molds his startup dreams into allergy-products specialty store". SFGate.
  20. "New Page 1". www.1stventure.com. Retrieved 2019-02-19.
  21. "The Hybrid Company: Reach All Your Customers Through Multi-Channels Anytime, Anywhere - PDF Free Download". epdf.tips. Retrieved 2019-02-19.
  22. "Gazoontite!".
  23. Rubin, James Peter. "No Surrender". WSJ. Retrieved 2019-02-19.
  24. "Gazoontite!".
  25. "Chiquita Brands International | The Webby Awards". webbyawards.com. Retrieved 2017-04-14.
  26. "Eat A Chiquita". The FWA. Retrieved 2017-04-14.
  27. "Soon Yu". outspoken. Retrieved 2017-04-14.
  28. "Dopeawards blog » EAT A CHIQUITA". blog.dopeawards.com. Retrieved 2017-04-14.
  29. "AXIOM BUSINESS BOOK AWARDS 2019 RESULTS".
  30. Yu, Soon. "It's Not Always The Fittest Who Survive, It's Often The Nimblest". Forbes. Retrieved 2020-03-26.
  31. Yu, Soon. "KISS Your NPS Good-Bye". Forbes. Retrieved 2020-02-03.
  32. Yu, Soon. "Does The Company Stink From The Top?". Forbes. Retrieved 2020-01-07.
  33. Yu, Soon. "A Masterclass In Iconicity (With A Side Of Fries)". Forbes. Retrieved 2020-01-07.
  34. Yu, Soon. "The Inauthentics -- Ignoring The Value Of Values". Forbes. Retrieved 2020-01-07.
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