From eye-opening interviews with some of the world’s most successful CEOs to a step-by-step workshop, this breakthrough book is the ultimate guide for turning your brand’s purpose into a competitive advantage. As the Millennial and Gen Z Marketing Guy, Jeff Fromm has traveled the world sharing insights on how youth culture is impacting the marketplace--as well as the consumer behaviors of every generation. He led the first public study of millennials in 2010 through a partnership with the Boston Consulting Group, work that informed his first book: Marketing to Millennials. He has since co-authored three more: Millennials with Kids, Marketing to Gen Z and The Purpose Advantage. He also is a regular contributor to Forbes. Jeff earned an economics degree with an emphasis in marketing from The Wharton School of the University of Pennsylvania and attended The London School of Economics. His work fuels Futurecast, the forward-thinking consulting and publishing arm of Barkley, a creative idea company. Jeff's work can be seen: - cnbc.com/2019/03/13/sweetgreen-from-a-dorm-room-start-up-to-the-starbucks-of-salad.html - time.com/help-my-parents-are-millennials-cover-story/ --This text refers to the paperback edition.