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Great X-pectations

Goodbye, slacker stereotypes; hello, Generation Entrepreneur.

Isn't it ironic? For a generation once dismissed as slackers, grunged-out ne'er-do-wells and attention-challenged underachievers, today's young adults are turning out to be decidedly none of the above. Far from it, actually. Whether by necessity, personal initiative--or, most likely, a combination thereof--the twenty- and early-thirtysomethings who make up the bulk of so-called Generation X are proving themselves to be more entrepreneurial than anyone had ever anticipated.

Truth be told, Gen Xers are proving themselves to be more entrepreneurial than anyone, period.

But we don't need to tell you that. You know it because you're living it. Even if you haven't yet started a business of your own, you're thinking about it--otherwise, you wouldn't have picked up a copy of this magazine. This is where your dreams and realities intersect. In this new incarnation of Business Start-Ups, we intend to guide you through a journey every bit as exciting as one penned by the likes of, say, "Scream" screenwriter--and fellow Xer--Kevin Williamson (without all the blood and gore and guts and stuff). Do we aim high? Sure. But then, so do you.

"I would like my workout clothing to become a household name," says Laura Waitze, 29, founder of LK Bodywear, a Bensalem, Pennsylvania, manufacturer of fashionable fitnesswear. Echoes David Getson, 26, founder, editorial director and publisher of the men's magazine ICON, "My goal is to transform this into a larger media company."

See what we mean? Not a slacker, grunged-out ne'er-do-well, or attention-challenged underachiever in sight. Youth has never been so completely un-wasted on the young.

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This article was originally published in the January 1999 print edition of Entrepreneur with the headline: Great X-pectations.

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