Friction Co-Author Interviews GE Healthcare Designer on Innovative MRI Design for Young Children

Reading Chapter 1 of Friction: Adding Value By Making People Work for It

How Successful Brands EMBRACE A DOSE of Good Friction - Soon Yu - CCE 2021

Moments Matter...Make Yours Iconic - Soon Yu - The Smart Manufacturing Textile 4.0 Forum

Soon Yu - Key Concepts of Friction - CCE 2020

How Great Retailers Build Great Brands: Iconic Advantage - Soon Yu

Soon Yu - Don't Chase the New, Innovate the Old

Lessons from Making $5/hour at Crate and Barrel - Soon Yu at DIG SOUTH Tech Conference 2018

What Makes A Brand Really Stick? - Soon Yu on NASDAQ

"What's a Signature Element?" Soon Yu, Author of Iconic Advantage

What Makes Something Iconic?

Learning from Innovation Failures

Winning Design Strategy

Iconic Franchise Management

Creating Iconic Advantage: Don't Just Milk the Cow, Butter It Up!

Design In Action

Motivating & Inspiring a Winning Innovation Culture

T Shaped Leadership: Winning Ideas Only Win If They Are Sold

Fail to Innovate: How to Make Failing a Competitive Advantage

2014 BEI Interviews

Creating Iconic Advantage