Soon Yu is an international speaker, award winning author on innovation and design and Forbes contributor who has been featured in the Wall Street Journal, Washington Post, Entrepreneur Magazine and New York Times.

His book, Iconic Advantage®, challenges businesses, from Fortune 500 to venture-backed startups, to refocus their innovation priorities on building greater iconicity, and offers deeper insights on establishing timeless distinction and relevance.  He regularly consults business leaders on developing meaningful Iconic Signature Elements, Iconic Brand Language (TM), Signature Moments and Signature Communication.