Soon Yu

Last updated
Soon Yu
Soon Yu 2016.jpg
Born (1965-08-05) August 5, 1965 (age 59)
Taiwan
Education University of California, Davis (BS)
Stanford University (MBA)
Organization(s)Writer, public speaker, consultant
Website www.soonyu.com

Soon Yu (born August 5, 1965) is a Taiwanese-American speaker, writer and former adjunct professor at The New School's Parsons School of Design. [1] Yu is the founder of Gazoontite, the author of the book Iconic Advantage [2] and Friction [3] , and host of Aconic Podcast. [4]

Contents

Early life and education

Yu was born in Taiwan and moved at age 3 to Davis, California, where his father was an agricultural geneticist. [5] Soon received his BS in electrical engineering from the University of California, Davis in 1988 and his MBA from Stanford University in 1993. [6]

Career

Soon served as the global VP of innovation and as a corporate officer for VF Corporation from 2010 to 2016. [7] [8] [9] Prior to working at VF Corporation, he has also worked at The Clorox Company [10] He left his management position at Clorox to pursue a sales associate position at Crate & Barrel, taking an 85% pay cut and earning $5/hour to gain retail experience. [11] He has also held positions as an engineer with Advanced Micro Devices, an associate consultant with Bain & Company, [12] general manager at Chiquita Brands International, [13] and chief marketing officer at SafeWeb. [14]

In 1998, Yu founded Gazoontite, a retailer of allergy and asthma related products. [15] [16] [17] It was one of the first retail/eCommerce companies to promote and build its business model around the multi-channel shopping environment. [16] [18]

His book, Friction: Adding Value By Making People Work For It won the 2022 NYC Big Book Award in Sales & Marketing. [19] His book, Iconic Advantage, won the 2019 Axiom Business Book Award in Advertising / Marketing / PR / Event Planning. [20]

Writings

Books

References

  1. "Iconic Brands in the Age of Anarchy with Soon Yu". MS Strategic Design & Management. 2018-04-24. Retrieved 2021-03-26.
  2. Peter Rubin, James (2000-06-12). "Business Acceleration". Wall Street Journal. ISSN   0099-9660 . Retrieved 2021-06-23.
  3. "Adding friction can heighten customer value and build relationships". Justin Brady. 12 January 2022. Retrieved 2022-07-11.
  4. "Soon Yu". Forbes. Retrieved 2025-07-27.
  5. "A Nose for Business / Entrepreneur molds his startup dreams into allergy-products specialty store". SFGate. 1999-03-31. Retrieved 2018-11-28.
  6. "The Secrets of Staying Power". Stanford Graduate School of Business. Retrieved 2018-11-28.
  7. Nishi, Dennis (2014-12-07). "How to Break Your Bad Work Habits". Wall Street Journal. ISSN   0099-9660 . Retrieved 2017-04-14.
  8. "How removing fear can be your innovation trump card". Washington Post. Retrieved 2017-04-14.
  9. "Art and Science Leads to Iconic Products". www.vfc.com. Retrieved 2018-12-27.
  10. Eu, Geoffrey (2017-08-12). "Soon Yu". The Business Times. Retrieved 2018-12-29.
  11. Sinton, Peter (March 31, 1999). "A Nose for Business / Entrepreneur molds his startup dreams into allergy-products specialty store". SFGate.
  12. Sinton, Peter (1999-03-31). "A Nose for Business / Entrepreneur molds his startup dreams into allergy-products specialty store". SFGate. Retrieved 2018-12-29.
  13. "Chiquita Brands International, Inc in Franklin Park, IL 60131 - ChamberofCommerce.com". www.chamberofcommerce.com. Retrieved 2018-12-29.
  14. Rubin, James Peter (May 14, 2001). "No Surrender". The Wall Street Journal.
  15. Donovan, Aaron (2000-04-02). "IN BRIEF; Can blessyou.com Be Far Behind?". The New York Times. ISSN   0362-4331 . Retrieved 2017-04-14.
  16. 1 2 "The Hybrid Company: Reach All Your Customers Through Multi-Channels Anytime, Anywhere - PDF Free Download". epdf.tips. Retrieved 2019-02-19.
  17. "Gazoontite Seeks Brand Awareness Offline". Los Angeles Times. 1999-11-08. Retrieved 2021-06-18.
  18. "Gazoontite: Going, Going, Gone". Wired. ISSN   1059-1028 . Retrieved 2021-06-18.
  19. "NYC Big Book Award Winners". nyc-big-book-award. Retrieved 2023-07-19.
  20. "2019 Medalists". axiomawards.com. 31 October 2019. Retrieved 2022-08-24.