Overview

Modern business gurus all cry for the need to innovate, to disrupt, and to act like a startup. It's hard to argue with that kind of thinking. It's sexy and exciting. But it's wrong. Too many businesses become enamored by shiny new objects and end up overlooking the value locked away in their existing products. Maybe your business is one of them. Iconic Advantage is a different approach that allows companies to leverage what they already have to create lasting differentiation and deeper relationships with their customers. It generates disproportionate levels of profit and protects against market fluctuations. Many of the world's most successful brands have been using it for years. Now, you, too, can benefit from reaching iconic status, whether you're a Fortune 500, a local pizza parlor, or an aspiring unicorn startup.

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9781520098326

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Soon Yu is an international speaker and author who has been a founder and CEO of numerous venture-backed companies. A finalist from Northern California for the prestigious Ernst & Young Entrepreneur of the Year award, he frequently guest lectures at Stanford University, where he received his MBA, and is an adjunct professor at Parsons School of Design. Dave Birss is a former advertising creative director who has worked for some of the largest ad agencies in the UK. A respected speaker and writer on the topics of creativity and innovation, he founded OpenForIdeas.org, a popular online magazine focused on demystifying creativity. He's also a television broadcaster, a patented inventor, an illustrator, and a musician. Charlie Thurston is a stage and film actor, a playwright, and an audiobook narrator. He trained at Brown/Trinity Rep as well as at Cornell College, Mt. Vernon. An Earphones winner, he has narrated a wide variety of titles, including The Unfinished Life of Addison Stone, The Terranauts, and the popular I Hunt Killers trilogy.

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