Soon Yu

Soon Yu

Soon Yu is an international speaker, award-winning author, and expert on innovation, branding, design, and entrepreneurship. He most recently served as the Global VP of Innovation and Officer at VF Corporation, parent organization to over 30 global apparel companies, including The North Face, Vans, Timberland, Nautica and Wrangler. Prior to this, he worked as a general manager at The Clorox Company and Chiquita Brands, as a consultant at Bain and Company, and as a founder for numerous venture-backed startups. He is the author, alongside Dave Birss, of Friction: Adding Value by Making People Work for It.


Soon Yu is an opinion columnist for the CEOWORLD magazine. Connect with him through LinkedIn. For more information, visit the author’s website.
Soon Yu
Future of Work

Adding Value by Making Your Customers, Patients, and Staff Work for It

If you’re a product designer, the most exciting part of your job is seeing the finished product for the first time. It’s the culmination of months of research, thinking, meetings, tinkering, frustrations, and triumphs. It’s what makes the job worthwhile. So Doug Dietz, a designer at GE Healthcare, was understandably...