Upstarts: How GenY Entrepreneurs are Rocking the World of Business (McGraw-Hill, 2009)
Millennials (also known as GenY) are starting companies 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 contributing editor 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.
Upstarts! examines 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 business models.
Take an ordinary business. A bike shop. An auction company. An ice cream parlor. A sock manufacturer. In thoroughly mundane businesses like these, an entrepreneur must outsmart the multitudes of competitors, leap to the head of the pack, and become an Alpha Dog. Twelve years after publication, every company in the book is still in business and all but two are owned by the same entrepreneurs!
Exactly how does an everyday company distinguish itself in the marketplace, generate much higher sales than its competitors, and earn the lasting loyalty of customers and employees? Is it cutting-edge products? Brilliant service? Ingenious branding?
Donna Fenn, a twenty-year veteran of Inc. magazine, has discovered the people who have the answers. In a personal and probing style, she introduces you to eight Alpha Dogs. These men and women share their solutions and insights on how to rise to the top, despite multiple competitors, from Chinese manufacturers to Walmart.