Upstarts: How GenY Entrepreneurs Are Rocking the World of Business and 8 Ways You Can Profit from Their Success
by Donna Fenn. McGraw-Hill. 2009. 258 pages. $29.95.
A new business landscape is in the making, and the 13-25-year-old youth demographic is creating it, according to Upstarts by business writer Donna Fenn. A trend is rising of teens and young adults starting their own businesses, offering the world’s best hope for a flourishing post-recession global economy, Fenn argues.
She explains that these Generation Y “upstarts” are the first generation to grow up digital; they know the Internet, mobile devices, and social media and how these applications can facilitate starting and running a business. In addition, they are more frugal and independent than preceding youth cohorts. Most were raised by working parents, and all were faced with the turmoil of the twenty-first-century economy, in which any large corporation or institution can fail. The upstarts have learned to count on themselves.
Older executives who want to know where their industries are headed, younger professionals who are considering launching out on their own, and anyone else who wants to better understand Generation Y will benefit from reading Upstarts.
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