By @SimonCocking review of Iconic Advantage®: Don’t Chase the New, Innovate the Old by Soon Yu  (Author), woth contributions from Dave Birss  available from Amazon here. 

Don’t just chase the new – Innovate the old.

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.

Iconic Advantage®: Don’t Chase the New, Innovate the Old reviewed

Sometimes there is money in not just chasing the newest, shiny ideas. Localisation may not seem sexy, but has still often brought in steady revenue streams. Similarly many of our well know, iconic brands offer great potential for more revenue opportunities, leveraging their already strong brand recognition. If you find your company in this situation then this book is a logical one to read.

The authors write in an accessible and interesting way, which helps to get the message across effectively. Plenty of case studies help to illustrate the ideas they wish to convey which is always helpful and useful for understanding. We were trying to assess if this is a niche topic or one that many companies face. While new companies are constantly emerging, quickly they are replaced by this years latest thing, so then the challenge is how to remain relevant and commercial in a fast changing landscape. Innovate or die, or in this case, use what you have. A thought provoking book.

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