Iconic Advantage: Don't Chase the New, Innovate the Old by Soon Yu

Iconic Advantage: Don't Chase the New, Innovate the Old

bySoon Yu, Dave Birss

Kobo ebook | February 6, 2018

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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 you against market fluctuations. Many of the world’s most successful brands have been using it for years.

Now, you can benefit from reaching iconic status, whether you’re a Fortune 500, local pizza parlor, or an aspiring Unicorn startup.

“Soon has an uncanny ability to take mysteries and turn them into heuristics. He’s done it on innovation and design, and now with Iconic Advantage.”—Roger Martin, author of Playing to Win and Former Dean of the Rotman School of Business

“This book explains why some brands are built to last and others seem doomed to perish.  It’s a framework that every marketer can put into play right away.”—Adam Grant, New York Times bestselling author of Give and Take, Originals, and Option B with Sheryl Sandberg

Title:Iconic Advantage: Don't Chase the New, Innovate the OldFormat:Kobo ebookPublished:February 6, 2018Publisher:Savio RepublicLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:1682615413

ISBN - 13:9781682615416

Appropriate for ages: All ages

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