Look on the front lines of your business. Standing between you and your profits are those talented, weird-looking, impossible-to-understand under-25-year-olds. And if you're not connecting with them, they are not connecting with your customers, and you are leaving all kinds of money on the table. In short, your front line is the key to your bottom line.

No one has a better understanding of this new generation than Eric Chester. He is the premier expert on Generation Why; in fact, he coined the term. Since 1986, Eric Chester has been speaking to, and working with Generation Why youth. He has personally addressed more than two million teenagers, co-authored nine books for teens, and is dialed-in to the mindset of this burgeoning generation. He frequently appears on national media (Good Morning America, MSNBC, FoxNews, CNN, ABC News 20/20, etc.) and has been interviewed by major publications (Los Angeles Times, Wall Street Journal, Fast Company, Workforce Magazine) to provide insight and perspective to business leaders and concerned adults.

Eric is the founder & President of Generation Why, Inc., a training and consulting firm helping leading companies and organizations recruit, train, manage, motivate, and retain the very best of this new generation. His client list includes McDonald's, Applebee's, Dairy Queen, Harley-Davidson, Universal Studios Theme Parks, Wells Fargo, and Toys-R-Us. He is the author of two highly acclaimed business books: EMPLOYING GENERATION WHY - Understanding, Managing, and Motivating Your New Workforce (Tucker House Books, 2002) and GETTING THEM TO GIVE A DAMN - How to Get Your Front Line to Care About Your Bottom Line? (Dearborn 2005) .

As a keynote speaker, Eric Chester holds the prestigious CSP (Certified Speaking Professional) credential awarded by the National Speakers Association, its highest earned designation. He is a 2004 inductee into the CPAE (Council of Peers Award of Excellence) International Professional Speakers Hall of Fame, an honor shared by less than 2% of all professional speakers in the world.

Eric lives with his wife, Lori, in Golden, Colorado.

The reason for rebranding? After a dozen years of playing the role of Paul Revere alerting leaders that post-Generation X was upon us and they were going to cause a seismic shift in traditional management philosophies, most everyone is now aware of the difference. It's time to advance the dialogue beyond generational differences to provide actionable ideas and solutions business leaders are desperately seeking to end entitlement thinking and improve work ethic in the emerging workforce. This is my calling card, and from what I've been told, I'm the only one who is in this space.

American needs to revive worth ethic, now more than ever. This is my business, but more importantly, this is my mission. I'd be honored if you partnered with me to raise up employees, employers and their companies.