The Millennial Revolution

The Millennial

REVOLUTION
How To Prepare Your Business For A New Generation

Contents
5
It Began as an Experiment

8
Bridging the Generational Divide

13
Lead. Donʼt Manage.

23
Motivation vs. Compensation

28
Overhaul Your Culture

33
Resources

38
Work With Me

REVOLUTION

CONTACT & INQUIRIES

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“The next ﬁve days on this
blog are going to be an
experiment and I’m going to
come right out and ask for
your help.”

It Began as an Experiment
The quote on the preceding page was It’s about the Millennial community more book-friendly and keep it
the sentence that launched a number along with those who seek to interesting for you as well.
of talks, hundreds of comments and understand and harness it. That’s why If this topic is important to you (which I
social media shares, and ultimately led you’ll find comments and thoughts assume it is since you’re reading this), I
to this e-book you now find yourself shared by readers of my blog encourage you to visit my blog at
reading. throughout this book. Most are from travisrobertson.com where the
Millennials who both echoed and conversation continues.
To say I’m humbled is an added such rich dialogue to the posts
understatement. that I would have been a jerk to ignore I would also encourage you to read the
them here. Work With Me section if you’re
Early on in the process, it became interested in having me speak on this
apparent that my first post in the series Other comments are from generations topic to your organization or group.
called The Millennial Revolution: An such as Xers and Boomers who You’ll also learn more about
Experiment struck a nerve in people. express viewpoints you may just find developing a Millennial strategy in your
The traffic to my blog and the surprising. company.
comments on that first day far
surpassed any previous day’s levels. If you read the original blog posts, I want to express my deep gratitude to
don’t worry--I’ve changed and everyone who contributed in those
That’s when I knew I would create this expanded the content to make them early posts. This book would be
mini e-book to further foster and nothing without you.
expand the conversation. I also knew
that it wasn’t just about my voice or
my thoughts.
“Itʼs about the Millennial community
along with those who seek to understand
and harness it.”

IN THEIR WORDS: NILES EMERICK (MILLENNIAL)

There is no longer a cultural need to hunker down, get safe, and grind out 30 years with one organization to
protect against depression-era fears. The greater fears now are the perils facing our world; AIDS, poverty,
environmental preservation, clean water, curing diseases, etc. Coupled with the ease of promoting causes
and rallying support, it is now not unfathomable to think that the idea of one person funded with only a few
dollars and an incredible amount of passion and devotion can have an impact on a grand scale
(www.invisiblechildren.org, www.kitointernational.org, www.charitywater.com, the list goes on). The
perceived “need” to be a company man is fading.

A collaborative, diverse, interesting and fun culture play into some aspects of the Millennial Generation, but
there is a need for so much more. In the slew of conversations I have with peers and direct reports each
week, I hear resoundingly that the “job” at hand is a stepping stone to a greater passion. That is not to say
that these individuals are disengaged from the work at hand, in fact rarely is that so. Remember, these
workers were raised with high expectations for performance in the classroom, on the ball ﬁeld, and at home.
While privileged, many come with perfectionistic tendencies.

“Hi. I’m a Millennial and I’m
here to help.”

Bridging the Generational Divide
This whole thing started when I was generation don’t really want to work for This Isn’t About Why
approached by my friend Joel Widmer their companies.” This working title
There has been a lot written and
who asked me to speak to a group of was swiftly axed by both my wife Lisa
discussed that has to do with the why
Christian CEOs, executives, and small and Joel--wisely so I might add.
of the Millennial generation. Most of it
business owners at their weekly
begins as a psychological analysis of
breakfast meeting. Instead, I suggested I could speak to
why they are the way they are then
the challenges that companies are
quickly devolves into a lot of
He said the topic could be on “just facing--and will continue to face--as
complaining about the generation.
about anything” I wanted to discuss so Millennials (those born somewhere
Critics say they’re over-conﬁdent, lack
I inquired about the demographics of between 1977 and 1995) enter the
work ethic, are too demanding, are
the group. After hearing that it was workplace.
highly entitled, etc.
comprised primarily of people ages 45
and up, I went to work developing this Joel and Lisa signed off on the idea,
And I’ll admit that there’s certainly
content. and The Millennial Revolution was
some truth to all of those claims.
born.
However, most of the people making
I began by asking myself this question:
these remarks were themselves
“If you had the chance to tell a room
full of executives (who are all older
than you) something about their “With the best of intentions, Boomers
business, what would you want to tell
them?” attempted to give their Millennial
My unedited response was something children opportunities and advantages
like, “I would want to tell them why the
best people of the Millennial
they felt they never had.”

considered “radicals” and “hippies” to However, the point of this book is not generation ever – which sounds quite
their parents. to ﬂesh out why they are the way they promising. I can also tell you that they
are because we can’t undo a are the most technologically advanced
Not to mention that those complaining generation of rearing and parenting. It generation ever. Just like before, I
about the Millennials were also their just is. We now have to determine how blame our parents. (See? Blame isn’t
parents. With the best of intentions, to move forward in light of these always a bad thing!)
Boomers attempted to give their realities.
Millennial children opportunities and Fellow Gen Y author and speaker,
advantages they felt they never had. And very few things are ever all bad or Jason Ryan Dorsey, puts it this way:
all good. For example, many view the “Gen Y is not tech savvy, we are tech
As a result, we now a generation of Millennial generation as possibly the dependent. Important difference.”
people who were raised with hovering most innovative and creative
parents (or “helicopter” parents) who This is why Millennials are so critical to
sought to protect their children from your organization. They are more
themselves. As a result, Millennials “Millennials are technologically advanced and they are
were often held to high standards in less expensive than their
academia and sports while more predecessors.
simultaneously not being allowed to
learn the valuable lessons that come technologically This Is About How
with failure.
My goal is to examine the how of
advanced and working with the Millennial generation.
Instead, parents intervened to prevent
As they continue to enter the
that happening. We stopped keeping
score. Trophies were given to everyone
they are less workplace, companies are facing an
enormous challenge: how do you
because “we’re all winners.” They were
praised for effort and consistently
expensive than attract, hire, manage and retain
Millennials?
asked, “What would you like,
sweetie?”
their
Many companies are ﬁnding that
predecessors.” Millennials quit and move to a different

company within a year of being hired eventually mature or grow up and many of the same things we’ll discuss
and they haven’t a clue how to fix this realize this is how the world works?” in this book.
problem. Companies need the
Millennial workforce if they hope to No they won’t. Therefore, this isn’t about maturity or
survive and Millennials need the the lack thereof. This is about a
wisdom and experience that comes Questions like this come from the different way of doing business.
from the generations above them. assumption that the “world works” in a
particular fashion and that the “best” it Finally, statements like this are
We must figure out how to make this will ever work is how it’s been working. generally made out of frustration, fear
work. How you’ve operated has undoubtedly or both. To survive in this new
worked for your organization. However, economy will require change--and

The “Millennials Need to chances are good that it was created change doesn’t come without a price.
to operate under a different Change is difficult. Change takes time
Grow Up” Myth environment and with a different and money (but not as much as you
In preparing and delivering the content generation. To assume that how it has might think). Change takes risk. And
for The Millennial Revolution I’ve had worked will in any way reflect how it who wants change when things are
the opportunity to speak with a will work is just not good leadership. comfortable?
number of people at various
organizational levels and an interesting Second, this makes the assumption But change is required. Assuming
question continues to arise that I want that what Millennials need and want is something will just continue on into the
to address here early on: “Why should a reflection of immaturity or youth. future unchanged is folly.
my company have to adapt and However, when polled, many Xers and
change for Millennials? Won’t they Boomers have expressed wanting Change is also good. Nobody longs to
return to the era of the fax machine

“When polled, many Xers and Boomers and few people would be willing to
trade in their smartphone for a 1980’s

have expressed wanting many of the pager.
This book will serve as the first step in
that change. It will lay the groundwork
same things we’ll discuss in this book.”

for the revolution in your organization. I
can’t promise that it will be easy. But I “Now we have this clash of the two titan
can promise that if you work on
implementing these ideas in your generations over the operational style of
company, you will start to see fresh
ideas, excitement and innovation you the workplace.”
couldn’t imagine being without.
generation (Boomers) and the younger I mentioned this above and I’ll delve
generation (Millennials) are roughly the into this further, but I want this to be
So You’re Saying We same size. In fact, it’s expected that crystal clear: Millennials need the
Should Cater to the 2010 census will show that wisdom and the experience of the
Millennials outnumber Boomers. generations above. In fact, most
Millennials? Millennials understand this and are
Definitely not! After all, that’s part of Now we have this clash of the two titan quite open to it. They simply expect
what got them here in the first place. generations over the operational style and need it to be delivered in ways that
However, their needs and expectations of the workplace. Ultimately, they can relate to it.
shouldn’t be roundly dismissed either. Millennials will win if for no other
reason than attrition through retirement Born in 1977, I’m on the leading edge
Every new generation that enters the and death. of the Millennials. As a result, I’ve had
workforce brings with it challenges of the opportunity to experience much
adaptation for it’s employers. In the However, that doesn’t mean they are more than most in my generation. I
80’s and 90’s there was a struggle as always right in their expectations or also understand the needs and
Gen X entered with different demands. Neither side is. There is expectations of the generations above
expectations than the Boomers. In the central ground for compromise and because I’ve worked so closely with
60’s and 70’s it was Boomers who understanding. them for over 12 years.
shocked the system.
I intended for this e-book to be a quick I believe that this position relative to
Each time, older generations voiced introduction of where that common both groups provides me with a
their frustrations. The difference is that ground can be found. perspective that I truly believe can help
this is the first time that the older to bridge the generational divide.

“Prevailing management
theory evolved out of the
industrial revolution when
the bulk of our economy
centered on the creation of
products, not the delivery of
services.”

Lead. Don’t Manage.
Prevailing management theory evolved with and the customers we serve then has struck so he places it in the middle
out of the industrial revolution when adjust how we’re operating in of the car “to balance it out.”
the bulk of our economy centered on response.
the creation of products, not the What happens? Nothing good.
delivery of services. Mechanical is linear. Cognitive is So managers were installed to ensure
anything but linear. So why do we think things like this didn’t happen. They
Creating a widget is a mechanical task we can manage it linearly? “manage” the variables. They reduce
that requires little to no cognitive or Management is about controlling the risk and prevent deviation from
emotional reasoning. You put the bolt variables, minimizing changes in inputs standard operating procedure.
in the widget then move it down the and reducing the risk of faulty
assembly line for the next person to outcomes. Modern Workers
perform their task.
Let’s say you’re in the middle of Shouldn’t Be Managed
Delivering a service, on the other hand, assembling a car and one of your line Unfortunately, most of what modern
is a predominantly cognitive and workers decides he doesn’t care for workers (notice I didn’t say “Millennial
emotional work. It requires that we the aesthetics of how the steering workers”) do each day can’t be
think creatively about problems and wheel is positioned. Rather than install effectively controlled using this style of
solutions. We are often required to it as required, he feels as if inspiration management. Let me give you an
consider the feelings of those we work example: customer service
representatives.
“Mechanical is linear. Cognitive is
How many people really look forward
anything but linear. So why do we think to calling the customer service line of a
company? Not many.

we can manage it linearly?”

The reason is because they operate
“In a knowledge- Leadership is the New
under assembly line management
theory. Most reps are measured on Management
four major statistics: calls answered, based service So how do we change to
calls abandoned from the queue (hang accommodate this shift? The answer is
ups while on hold), call time (shorter is economy, is not to focus on managing processes
better), and customer satisfaction. but to challenge and encourage
methodology through leadership.
What’s the problem here? Customer
satisfaction is very rarely improved by equally as If management is focused on process
talking to more people for shorter time! and methodology, leadership is
And did you know that many customer important as focused on outcome and results.
service reps have to raise their hands Leaders improve results by leveraging
and get permission to go to the
bathroom? Sign me up!
results?” the passion, gifts and talents of a
group of people inspiring them to work
results because assembly of a product toward a common goal.
What do you think would happen if the depends on consistent application of
primary statistic they were measured methodology. Leaders are part of the team--not
on was customer satisfaction? What above it. They focus on demonstrating
would happen if they could spend a In a knowledge-based service and coaching from the front rather than
few extra minutes on the phone with a economy, is methodology equally as on directing and controlling from
customer to ensure their satisfaction? important as results? Phrased another above.
And what do you think would happen way, are the best results always
to morale if they could go to the determined using repeatable, What does this all look like?
bathroom without asking permission predictable and measurable methods?
like they were 6 years old? If Martin Luther King, Jr. had installed
The answer is a deﬁnitive “no.” managers, I shudder to think where
Management places heavy emphasis we’d be today. If Jesus had the 12
on methodology as a way to improve Senior VPs instead of the 12 disciples,

the Message would’ve been bogged If you want to attract and retain Great coaches learn about the gifts
down in red tape and political Millennials your leadership team has to and strengths of each team member.
bureaucracy. learn how to become great at We can’t all be pitchers. We can’t all be
coaching. Have you ever noticed what star outﬁelders. That’s okay. You need
To lead a team of people requires a sets great coaches apart from good an array of talent. Find out what we’re
common goal, a core message, and a coaches? gifted and talented at and let us work
set of principles that the group in our strengths.
chooses to live by and believe in. Great Coaches Manage
There must be a core message and a Great Coaches Know the
culture that is created around it. But it’s for Results
more than that. Great coaches care about winning Value of One-on-One
(results) but they know there is no set Attention
Wait for it... path for achieving it (methodology).
Great coaches give players lots of one-
Each game will be different. Each
on-one attention. They don’t hand
Then you must get out of the way and game will require a different strategy.
them a manual and tell them to “learn
let people ﬁgure out how to carry that Players can’t do the exact same thing
the plays.” Instead, they tell them to
message and pursue that goal within in each game and expect the same
learn the plays and then they work with
the guidelines you’ve created. You result.
them day in and day out practicing
must push them toward excellence by
those plays.
encouraging them and showing them
Great Coaches
that they are a part of something
greater than themselves. Appreciate Uniqueness Most companies offer little in the way
of ongoing training. And very rarely

Growing up, most Millennials played at
least one team sport. We had soccer “If you want to attract and retain
moms and little league dads. We were
shaped by those experiences to
expect coaching--not managing.
Millennials your team has to learn how
to become great at coaching.”

does that come from a manager. working with the players. They lead Then take it a step further and solicit
Instead, employees are shuffled to a from the field. those from them. Show them that
classroom during a lunch hour. you’re not afraid of their ideas. It
It’s important to be present for your doesn’t mean you have to run with
team - not hidden away in your office. them - just that you cared enough to
Great Coaches Lead from
Be approachable and available for listen.
the Field them to come to with questions, ideas,
Great coaches rarely sit in an office. concerns, frustrations, etc.
Instead, they are down on the field

IN THEIR WORDS: NILES EMERICK (MILLENNIAL)

The challenge every organization faces today is to engage each individual according to their skills (to benefit the company) AND
their passions (to benefit the individual AND the company).

This provides both a challenge and an opportunity. Those that get this balance right will have a far more loyal workforce, will
attract employee referrals, project a positive corporate image ...

The hard work consists of building relationships with EVERY employee ... not just because it’s a checklist item, but because it
creates a bond that a pension no longer makes. This relationship building takes a lot of listening, asking meaningful questions,
and pressing in to find the passion that each Millennial clings to. It takes time.

In fact, I suspect that EVERY person has these passions ... and it is up to us, the business leaders, CEOs, and Executives to
listen, encourage, inspire and lead. We lead now on two fronts--each requiring equal thought and action: 1) Our responsibility to
our organization and driving business, and 2) Our responsibility to our people locally and globally.

This is not an either or choice; it is a both/and. The relationship goes both ways. We have an incredibly challenging and
rewarding course ahead. Not only to listen, encourage, inspire, and lead, but to do all this while teaching through our own (and
others) stories how devotion, commitment, and loyalty have led to great successes through the course of our own lives.

I asked Millennials what
they look for in a manager.
Here are a few of their
responses.

“Easy! Someone who is willing to let go and who WANTS
new ideas, who is happy when his/her employees provide
suggestions and who is not afraid to admit his/her way may
not be the best way.

I love when managers encourage their employees to
contribute and foster collaboration. This is exciting and how
the best ideas come to fruition. I think employees are
happiest when they believe they are contributing to a
company’s growth and purpose, not just mass producing
work.”
~ Amber

“I left a controlling and inﬂexible company for one built on trust
because they hired good people--and I took less money to be
happier, and it's worked.”
~ Lucas

“I want the following from my employer:
✓ Less status quo culture where people are drones.
✓ Flexibility with my hours with the understanding that I
WILL champion my work and get it done--but not
always in between 9-6.
✓ Give me room to grow and don’t be threatened by wild
ideas.
✓ Ethical work that means something at the end of the
road instead of purely focusing the overall mission on
dollars all the time.”
~ Phillip

“They need to be fair, direct, mentoring, supportive, interested
in me as an individual (rather than just what I can do for them),
willingness to be ﬂexible with my personal life.”
~ Julie

“I’ve received authorization
to offer you an additional
3% if you stay.”
~ A quote from a former manager when I gave him my notice

Motivation vs. Compensation
I’ve quit a couple of jobs in my life. chase a paycheck with more zeros. If
Money Can’t Buy
When I did, something odd usually they’re going to dedicate over a third
happened--I was offered more money. Happiness of their lives to something, Millennials
If I have my basic monetary needs want to find fulfillment.
Only later did that strike me as taken care of, do I really need more
backwards. I hated working for the money? Is that really what’s going to
company, dreaded each and every day,
felt like the life was being sucked out
motivate me? Is money the only way to
measure for success? Or do I believe
“When polled,
of me, and they wanted me to stay.
Who would want someone like that
that if I pursue something that fulfills
me spiritually, emotionally, physically
Millennials
working for their company? People and monetarily that I’ll ultimately be
who feel that way are a cancer. I was a more successful and fulfilled? Even if I consistently
cancer to them and they were a cancer don’t have as much stuff?
to me. respond that fiscal
When polled, Millennials consistently
Remove the cancer! Don’t offer it more respond that fiscal motivators don’t motivators don’t
money to hang around! really matter to them once their basic
needs are met. Instead, they place really matter to
But that’s how many companies three things above monetary rewards
operate. They assume that the only
reason someone would leave their
as the most important part of their job. them once their
While they’re not delusional in thinking
great establishment must be that they
were offered more money. Then they
that they’ll always love every aspect of
a job, they also don’t believe that they
basic needs are
try to throw more money at them so
they’ll hang around.
should slog through their lives never
finding satisfaction in their work just to
met.”

How do you find fulfillment in work?
Do something you are gifted and “People want autonomy over four
talented at and do it for something
you’re passionate about. If a person is aspects of work: what they do, when
a gifted accountant and they love the
work, but abhor the company they they do it, how they do it, and whom
work for, can they be fulfilled?
they do it with.”
Conversely, if that same person finds
themselves as a hiring manager for a
company. But this is difficult work. It seek out people to team up with in
company they otherwise love, can they
requires a change in the way you hire. their personal lives. They are extremely
be fulfilled?
interconnected.
Most companies view “qualifications”
In both cases, we know the answer.
as more important than passion and In his new book, Drive: The Surprising
desire to learn. As for me, I will always Truth About What Motivates Us, author
So what are the three things Millennials
take a less qualified person who is Daniel Pink writes that autonomy can
(and most employees) place above
passionate for my company and the best be thought of as “acting with
monetary motivators? Let’s take a
position. In the long-run, they will choice.” He then writes the following:
look.
always outperform someone without “[People want] autonomy over four
those traits. aspects of work: what they do, when
Desire to Work In Their they do it, how they do it, and whom
Strengths and Passions The Importance of they do it with.”

Companies that take time to match
Autonomy Very few companies give their
more than just skills to a position but
Most people think individualism when employees even one of those choices,
strengths and passion to a position will
they hear the word autonomy. But let alone all four. If you want to attract
find employees who are more likely to
that’s not what Millennials want. In and retain Millennials, your company
make a longer-term home at the
fact, it’s generally just the opposite. will need to find ways to give people
They thrive in team environments. They autonomy over their work. Let them

pick projects. Let them choose their How do you make a difference? The
team for a project. Let them set their If you don’t give your employees answer is going to be different for each
schedules. autonomy, someone else will. And if no person but all will have a common
other company will, they will take the thread – leveraging what they do for
IN THEIR WORDS: JASON MOORE brightest minds of their generation and the benefit of something greater than
(GENERATION X) start their own competing company themselves.
and you’ll be in trouble.
My experience with managing this Sometimes this purpose comes from
working with an organization like
generation leads me to think the Work That Matters
point that you make that is most Children’s Hunger Fund or Habitat for
Take the time to read the In Their
important is: Humanity. Other times, it can come
Words sections throughout this book from seeing how the work they do
and you’ll see a common theme: every
“You must push them toward directly impacts the product or service
single one of them wants to be part of your company provides and changes
excellence by encouraging them and
something bigger than themselves. the lives of those who use it.
showing them that they are a part of
They want to feel like they’re doing
something greater than themselves.”
work that actually matters. You must show Millennials how they
In general, this is no different than are making an impact on a larger world
They want to make a difference. by working with your company. Tell
previous generations, but this is the
first generation that has a realistic
option to avoid long-term “Every single one of them wants to be
employment at companies that don’t
fit their ideals. Prior managerial part of something bigger than
generations could use fear-based
tactics to keep employees in lock themselves. They want to feel like
step. There are more opportunities
available to people in just about any they’re doing work that actually
geography where this is no longer
the case. matters.”

stories of the people being impacted. Why? The answer is simple: we will
Let them meet your clients. Serve in leave for less money if we get these “If you want to
the community with them. There are a three things somewhere else. If you
lot of ways to make this happen. want to keep us, learn to motivate us keep us, learn to
by creating a company we will thrive

IN THEIR WORDS: NANCY REECE
in. Don’t just try to compensate our motivate us by
misery.
(BABY BOOMER)
creating a
If you provide these things, many of us
Ok--here’s the hiring boomer’s
perspective. I would like to see
will give you more of ourselves than company we will
you could ever imagine. Your company
Millenials be more strategic--think
long term in terms of their gifting and
will thrive. thrive in. Don’t just
what they can contribute as opposed
to 6-12 months. What would it take to try to compensate
get you to commit longer term to our
company if you’re a rising star? our misery.”

Why We Quit
Every single Millennial who has
commented on my blog has done
something that most companies have
never been able to understand: they
went to another company that was
offering less money. Or, in a couple of
cases, they left a well-paying job to
create their own company. This
includes myself.

You cannot manufacture
culture.

Overhaul Your Culture
If you want to attract and retain But culture, as important as it is, is So What is Culture?
Millennials, you are going to have to impossible to manufacture. It’s more
Culture is what is created when a
overhaul your company’s culture. Let than simply changing a few policies
group of people share a core set of
me just spoil the surprise: almost then patting yourself on the back for a
values and choose to live by those
everything you’re doing right now is job well done.
values.
repelling them.

What Culture Is Not Your company’s culture is determined
A company’s culture is one of the most
Before we talk about what culture is, by your entire team’s beliefs and
important factors in a Millennial’s
let’s spend a second on what it isn’t. A behaviors as they pertain to each
decision to join--or stay at--a
culture isn’t created through typical other, your customers and your
company. If they don’t like your
corporate initiatives or programs. mission. It is not determined by
culture, they will leave. If you have
Companies are notorious for creating programs or committees. It is formed
trouble retaining Millennials, you likely
dumb programs with titles like “Vision and nurtured over the life of your
need to start here.
2010” or “Leading Through Innovation company. Programs have end dates.
Initiative.” Creating a great culture does not.
Haven’t We Been
Discussing Culture? Do not even think of creating anything So how do you overhaul your
that sounds remotely like “The Summit company’s culture?
In a manner of speaking, yes. “Leading
for Creating a Better Culture” unless
instead of managing” and “motivating
you like halting progress before it
in addition to compensating” are really Step 1: Examine What
begins.
cultural decisions you’re going to have You Personally Value
to make about how you run your
Let me repeat this: you cannot If you run a company or team, the
company or your team.
manufacture culture. culture of that group is a direct
reﬂection of what you value. If your

predictability and perfection over themselves if the leader won’t? Is that
“Mission and innovation and failing forward. even leadership?

vision statements If you don’t have a passion for You must begin by changing your core
something, if you don’t desire growth values. A company’s culture and
generally read like and learning, if you don’t see work as values can’t grow beyond that of its
more than just an opportunity to make leaders.
products of the money, your team won’t either.

Step 2: Examine What
legal department-- If your team doesn’t feel valued, it’s
because you don’t value them. Your Company Values
not like they were If your ﬁrst response to this is to say,
If your team doesn’t offer input, it’s “We have a Mission Statement and

crafted by people because you don’t value it. Vision Statement so we’ve already
done this,” please know that those two

passionate about If your team gossips, it’s because you
haven’t placed value on character and
things are not enough. In fact, they’re
more likely useless since very few of

what the company integrity. your employees even know or care
what they say.
A fair word of warning: if you truly want
does.” to change your culture, be prepared for Why? Because almost all of them
a painful process. When we see involve useless statements and
ourselves through the lens of what buzzwords that mean absolutely
we’ve created, it can be devastating nothing whatsoever. Mission and
because we can’t create excuses for it. Vision statements generally read like
team seems set in their ways and products of the legal department--not
avoids risk, it’s probably because If you’re not willing to do this, your like they were crafted by people
you’ve made it known that you value company’s culture will never change. passionate about what the company
Why should anyone examine does.

Your company’s core values are the
principles by which you operate. In “No switch was flipped. It began with
recent times, I don’t believe there is a
better example of this than Zappos-- the leadership asking themselves what
the online retailer that was recently
purchased by Amazon for over $1.2 kind of company they wanted to create.”
Billion.
No switch was flipped. It began with
THE ZAPPOS 10 CORE VALUES:
You can read the list of Zappos’ 10 the leadership asking themselves what
Core Values in the callout to the right. kind of company they wanted to
1. Deliver WOW Through Service
create.
2. Embrace and Drive Change
And the Zappos Mission Statement? 3. Create Fun and a Little
“To live and deliver WOW.” Then they worked closely with the
Weirdness
employees to find out what kind of
4. Be Adventurous, Creative, and
Now, let’s put this to the test. Let’s say company they wanted to work for. This
Open-Minded
a customer who is extremely unhappy is key. You shouldn’t try to dictate to
5. Pursue Growth and Learning
with a shipment they received calls your employees what the culture will
6. Build Open and Honest
your customer service department. be. You must involve them in the
Relationships with
What happens in your company if “The process and value their input as
Communication
Supervisor” isn’t immediately available equally important.
7. Build a Positive Team and
to help out? Will your employee know Family Spirit
what to do? Will they feel like they can Ignore that last paragraph at your peril.
8. Do More with Less
make a decision without escalating it? 9. Be Passionate and Determined
Do you even trust them to? 10. Be Humble Step 3: Relentlessly
At Zappos, anybody can return any Pursue Your Core Values
succeeded at delivering on their
item for any reason within 365 days at When working on your core values,
mission statement and core values.
no charge. If you’re first thought is, create high standards and then hold
It took them over a year to craft this list
“WOW! That’s insane,” they just that originally started as 37 principles.

everyone accountable to the relentless
pursuit of them. “Everything must be changed. The good
If you say you value “fun and a little news is that it doesn’t have to change
weirdness” but have a policy that
requires people to wear ties to work overnight.”
and doesn’t let them decorate their
aware of what you’re asking for when
desk with more than one picture, Core Values Create
you’ve failed. you create them.
Accountability To Culture
In your relentless pursuit of your The beauty of a set of core values that
values, you will have to change a lot of everyone knows and agrees to is that it
what you do and how you do it. You creates accountability. If you’re not
will have to rewrite your mission playing by these rules as an employee,
statement and vision statement (or just you’ll feel pressure to change or leave.
integrate them into the Core Values People become protective of cultures
and get rid of them altogether). You will like this because they are so difficult to
have to examine every corporate find.
policy. You will have to examine your
hiring process. On the flip-side, if you as a leader
violate them yourself, you will lose any
Everything must be changed. The trust or credibility you created. If you
good news is that it doesn’t have to ask for openness and honesty but then
change overnight. Give people the don’t paint realistic pictures of where
freedom (read: autonomy) to figure out the company is at, you may as well
how to change these things a little bit take that out of your core values.
at a time (or a lot at a time if they
choose to do so). Core values will either make you better
or brand you as a hypocrite so be

The workforce - your
workforce - is rapidly
transitioning to a younger
generation. The
conversation should no
longer center around if your
organization should
change, but how.

Resources
I wish I could say that this e-book was a comprehensive, all-you’ll-ever-need type of guide. But this is just the tip of the iceberg.
To continue researching this topic, you’ll want to take advantage of some of the great resources that are out there. Below is a list of
books, blogs and others who are doing a great job helping people understand The Millennial Revolution.

To visit the resource, just click on the resource name or the link. If you think I’m missing something, let me know and I’ll consider
adding it to future versions of this book.

Books on Related Topics & Trends
LINCHPIN: ARE YOU INDISPENSABLE? - BY SETH GODIN
This is one of the most important books on this list. In Linchpin, Seth Godin argues that we are all artists now because most of us
deal with emotional work. We create and sell ideas, not widgets. So how can we become indispensable in this new paradigm?
That’s what Seth covers. Click here to pick up Linchpin by Seth Godin.

DRIVE: THE SURPRISING TRUTH ABOUT WHAT MOTIVATES US
This book by Daniel Pink is a shocking and enlightening look at what truly motivates people to performance.
Click here to pick up Drive by Daniel Pink.

A WHOLE NEW MIND: WHY RIGHT-BRAINERS WILL RULE THE FUTURE
This was Daniel Pink’s ﬁrst book. It’s a fascinating look at how our economy is shift- ing from being predominantly left-brained to
one driven by right-brained thinking and work. Click here to pick up A Whole New Mind by Daniel Pink.

SWITCH: HOW TO CHANGE THINGS WHEN CHANGE IS HARD - BY CHIP & DAN HEATH
Understanding why some change is easy for people while other change is difﬁcult can be a valuable tool for any leader trying to
affect change in their organization. Chip and Dan Heath examine two “systems” within our brains - a rational system and an

emotional system. If you want to make change easier for people, you have to get these two systems to align. Click here to pick up
Switch by Chip and Dan Heath.

DELIVERING HAPPINESS: A PATH TO PROFITS, PASSION, AND PURPOSE - BY TONY HSIEH
Tony Hsieh is the founder of Zappos - a company recently purchased for over $1B by Amazon. He’s also known for creating one of
the most innovative company cultures this world has seen. His book, Delivering Happiness, talks about how they did it. Click here
to pick up Delivering Happiness by Tony Hsieh.

NOW DISCOVER YOUR STRENGTHS - BY MARCUS BUCKINGHAM & DONALD O. CLIFTON
This book--along with the slimmer StrenghtsFinder 2.0--are tools I regularly recommend when working with clients. I’ve used them
in hiring, managing and coaching situations to better understand the people I work with. Given that all employees (not just
Millennials) want to work in their strengths, you would be wise to invest in a copy of at least StrengthsFinder 2.0 for every person
on your team. Then, use the results to ensure that you have the best people in the best positions. Click here to pick up Now
Discover Your Strengths by Marcus Buckingham and Donald O. Clifton.

STRENGTHS-BASED LEADERSHIP - BY TOM RATH
This is the leadership edition of the StrengthsFinder test and covers the reader’s leadership styles and strengths (as different from
their general strengths). Believe me, they are much different. Consider this book for your leadership team. Click here to pick up
Strengths-Based Leadership by Tom Rath.

Blogs You Should Read
I’m a firm believer that you should read the works of those who are either influencing the people you want to understand or who
have a strong handle on what makes them tick. With that said, here are some of the people who influence and/or understand the
Millennial generation.

Seth Godin - http://sethgodin.typepad.com
Without a doubt, Seth Godin is one of the most influential and forward-thinking leaders on this shift in the workplace. If you’re not
yet reading his blog and his books--specifically, Linchpin--you’re in for a thought-provoking and challenging treat.

Gary Vaynerchuck - http://garyvaynerchuck.com
Gary is a Gen Xer who resonates with those in many different generations--including Millennials. His message is one of pursuing
your passion with intensity and hard work.

Chris Brogan - http://www.chrisbrogan.com
A forward thinker. Also a Gen Xer with a large Millennial following. He writes and speaks on passion, new media and
communication and marketing in a new era of business.

Leo Babauta - http://zenhabits.net
If you want to understand how many Millennials view finances, possessions and work, this would be a great blog to start with.

Pamela Slim - http://www.escapefromcubiclenation.com
Author of the incredible book Escape from Cubicle Nation, Pam is a coach and speaker who works with people interested in
fleeing the cubicle for something more fulfilling and meaningful.

Michael Hyatt - http://michaelhyatt.com
I’ve had the pleasure of working with Mike and I can say from first-hand experience that he is a CEO who gets it. On his blog, you’ll
find posts on leadership, transparency, social media (for executives), and much more content geared toward leading people
through times of change. Being in the publishing world, Mike has done a spectacular job of doing just that in his company. Most
Millennials I know would give their right arm to be coached and mentored by him. So we settle for his blog.

Donald Miller - http://donmilleris.com
Don is a renowned author of multiple best-selling books all geared toward Xers and Millennials. His emphasis is on the spiritual
and social side of the equation and he appeals to people of varying beliefs, backgrounds and ideologies. Not an easy task given
the topics.

Jason Moore - http://newrulesofwork.net/blog
Jason Moore writes on culture and leadership effectiveness. He doesn’t post very frequently, but the stuff he has on his site will
keep you quite busy as you wait for new content.

Brazen Careerist - http://blog.brazencareerist.com
Penelope Trunk is the creator of Brazen Careerist--a site dedicated to the Millennial workers. It features a blog, social networking,
tools and resources all centered around the transition between the generations. She will offend you and challenge you. But you
shouldn’t ignore her.

Travis Robertson - http://travisrobertson.com
If you received this book from a friend, I’d encourage you to visit my blog as well. I spend a lot of time looking at business and
social trends from the Millennial viewpoint. As a speaker, consultant and writer on the topic, I’ve worked with leaders and
employees in every generation in an effort to bridge the divides and clarify the misunderstandings. I think you’ll ﬁnd the perspective
helpful as you lead this movement within your organization.

Other Resources
The Catalyst Conference - http://www.catalystconference.com
A spectacular event created by Andy Stanley and Craig Groeschel that brings together leaders who desire to impact a new
generation. While the event is geared toward the Christian community, they have hosted business leaders such as Seth Godin who
I mentioned above. I would encourage you to investigate it for yourself before drawing any conclusions.

Tim Elmore & Growing Leaders - http://www.growingleaders.com
An organization focused on training up a new generation to be thought-leaders and change agents.

Understanding begins with
a dialogue.

Work With Me
BIOGRAPHY
After 12 years of leading teams of Millennials in the technology industry, I am using my experience and
knowledge to help companies and organizations develop strategies for growth in a new era of business.
With the Millennial generation now outnumbering the Baby Boomers, I will teach you how to engage with
this group and clarify the myths and misunderstandings that surround it. A Millennial myself, I bring my
passion for - and experience with - technology, new media and leadership to each engagement.

SPEAKING
If you’re interested in having me speak to your company, organization or group about The Millennial Revolution, you’re in for an
enlightening and energetic session. I have spoken to executives, leaders and teams across many different industries. Sessions are
focused on helping foster understanding and communication across all generations.

I can speak from a variety of angles including:
• How to attract, hire and retain Millennial team members
• How to attract clients and customers from within the Millennial generation
• How to understand, communicate and work with Millennial team members

CONSULTING
Over 75% of companies agree that they will need a Millennial strategy for their company. Despite this, most of those companies
admit they have not yet created a strategy for attracting, hiring and retaining Millennial team members. Nor have they developed a
strategy for reaching them as clients or customers. I can work with your team and guide you through this process.

If you would like to book me to speak to your organization or are interested in developing a Millennial strategy, you can reach me
directly at travis@travisrobertson.com or by calling me at 615.212.2184.

Thank you. If you enjoyed
this book, please share it.

The Millennial Revolution

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