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Talkin' 'Bout Your Generation

Start your own Gen X consulting firm.

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This story appears in the July 2000 issue of Business Start-Ups magazine.

Generation X, those people born roughly between 1965 and 1977, have changed the way America does business. They work differently, buy differently and just generally live differently than previous generations. And with 60 million to 80 million of them (about 34 percent of the work force), they're impossible to ignore. Businesses are willing to spend big bucks to learn what makes this group tick.

Explaining the behavior, translating the language and defining the work styles of his peers has become a full-time occupation for Bruce Tulgan, 33, founder of New Haven, Connecticut, Gen X consulting firm RainmakerThinking Inc. He's also the virtual founding father of the Gen X consulting industry. A former Wall Street lawyer, Tulgan tapped into a need with his book Managing Generation X (W.W. Norton, $19.95), which was first published in 1995 by Merritt Publishing.

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