Iconic Advantage: Don't Chase the New, Innovate the Old
Written by Soon Yu and Dave Birss
Narrated by Charlie Thurston
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About this audiobook
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.
Soon Yu
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.
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