I thoroughly enjoyed my conversation with Soon!  Show Notes: Soon is curious about brands. His whole mission is to find why some brands become timeless and others don’t. Soon loves innovating. Brands should innovate what they already have in order to become relevant. Soon worked for decades before writing his bestselling book. Soon’s book topic evolved as he did research. He didn’t have everything fleshed out. Soon uses writing partner/co author to keep himself accountable and motivated. It is good to seek collaboration when writing. Soon wrote every weekend for a year, in his office with his son. He spent 3-4 hours writing. It is far better to make your brand more relevant every year than to try to make something new every year. The book became a bestseller because of its unique name. Books ARE Judged by their cover.