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They’re young, they’re brash,
they’re smart—and they’re
Generation Y is creating startups at an
unprecedented rate, and their approach to
business is unlike anything you’ve seen.
The generation described by the media
as spoiled, entitled, even narcissistic, is proving
these notions false every day. Inspired
by the rock-star entrepreneurs of previous
generations and driven by a burning desire
to control their own destinies, GenY is rewriting
the entrepreneurial playbook one cool
startup at a time.
Inc. magazine writer Donna Fenn interviewed
more than 150 young CEOs to learn
what makes them tick. While upstarts are
motivated by similar aspirations of past
generations, their way of doing business is
radically different—and it’s changing the way
everyone must do business now.
and analyzes this entrepreneurial
revolution to reveal eight critical lessons every
entrepreneur and marketer must learn.
Fenn describes a generation of entrepreneurs
that is highly collaborative and team-oriented.
It’s quick and alert when it comes to
new technologies. It’s hell-bent on changing
the world. And it’s totally impatient with outmoded
The sooner you adapt to the new way of
business, the greater chance you have to
grow and profit in the years ahead. Upstarts
provides key insight into:
Misreading GenY companies could be the
biggest business mistake you ever make. This
forward-looking book serves both as a headsup
to the far-reaching changes coming your
way and as a detailed guide to meeting the
The upstarts are here to stay. Are you?
Introduction: The Upstarts are Coming!
Generation Y is creating an entrepreneurial revolution
Chapter One: Extreme Collaboration
The most collaborative generation in history uses cooperation to compete
Chapter Two: It’s All Geek to Me
Technology is the great enabler, and the best differentiator
Chapter Three: The Next Top Model
Status quo is a no go; alternative business models rule.
Chapter Four: Talkin’ ‘Bout My Generation
Insider market intelligence gives Upstarts a leg up
Chapter Five: Brand New World
Upstarts go where no brand has gone before
Chapter Six: Good Equals Great
Capitalism and social mission make a lovely couple
Chapter Seven: The Future of Work
Upstart companies are dynamic, flexible, demanding, meritocratic, fun, and participative
Chapter Eight: Morphing, Scaling, and Growing Up
How Upstarts companies evolve, grow, and raise the bar