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Table of Contents

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

About the Author

Donna Fenn is the author of Alpha Dogs: How Your Small Business Can Become a Leader of the Pack and a contributing writer at Inc. magazine. An expert on small business trends and entrepreneurship for more than 20 years, she is also a community leader on, a featured expert on, and a blogger on She lives in Pelham, NY, with her husband, Guian Heintzen, and is the proud mom of two GenYers. For more information, go to

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