Small-business expert Donna Fenn reports on the impact of Gen Y “upstarts” on the world of commerce. Entrepreneurial in spirit, as well as bold and brash, many Gen Yers have already formed their own highly lucrative companies. Indeed, some are now grizzled business veterans, having started their companies while they were still in high school. Many of their firms are Internet-based, while others are in more traditional business sectors. On the Web and in other industries, Gen Y companies differentiate themselves from the competition through clever use of technology, superior branding and imaginative business practices. getAbstract recommends Fenn’s book to older businesspeople who want to know how these trendsetters operate and how to sell to the massive, affluent Gen Y market. This book also serves as a valuable learner’s manual for Gen Y members who want to create their own businesses, but have not done so – yet.
About the Author
Donna Fenn writes for Inc. magazine. She is an expert on entrepreneurship and the author of Alpha Dogs: How Your Small Business Can Become a Leader of the Pack.