Soon Yu is a best-selling author and expert on innovation and design. His latest book, Friction, asks businesses to consider adding MORE friction for their customers and employees to create greater engagement, meaning, belonging, rapport, assurance, competence, and exclusivity. He most recently served as the Global VP of Innovation and Officer at VF Corporation, the parent organization to over 30 global apparel companies, including The North Face, Vans, Timberland, Nautica, and Wrangler. Before 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.