"Are you ready to strangle the next person who tells you to 'innovate or die', 'jump on the next S curve,' or 'find the game changer?' Do you wish there was an easier more profitable way to drive organic growth? Fortunately, this manifesto will help you stop chasing the new and instead, innovate the old. [...] 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."