New Preface to the Revised and Updated Third Edition ix Chapter One What is it with Young People in the Workplace? 1 Chapter Two Get Them On Board Fast with the Right Messages 25 Chapter Three Get Them On Board and Up to Speed Quickly and Turn Them into Knowledge Workers 55 Chapter Four Practice Strong Highly Engaged Leadership 71 Chapter Five Give Them the Gift of Context 95 Chapter Six Get Them to Care about Great Customer Service 115 Chapter Seven Teach Them How to Manage Themselves 131 Chapter Eight Teach Them How to Be Managed by You 157 Chapter Nine Retain the Best of Them, One Day at a Time 185 Chapter Ten Build the Next Generation of Leaders 209 Acknowledgments 217 About the Author 221 Index 223

Praise for NOT EVERYONE GETS A TROPHY “Absorb these findings about what young employees need, expect, and really want from their employment rather than following the misguided myths about young workers today.” —Peter Stavisky, Founder and CEO, Barrington Media Group “Once again, Tulgan hits the nail on the head teaching leaders to raise the bar on themselves and their teams the right way.” —Sue Unvarsky, Chief Claims Officer, U.S. Customer Service, Prudential Financial “Bruce has worked closely with leaders of TGI Fridays around the globe for over 20 years. His real-world examples and extensive research assist in retaining talent, engaging teams and building strong cultures. Bruce is an important part of the Fridays family!” —Ray Blanchette, CEO and John Neitzel, COO, TGI Fridays “The research and examples were incredibly validating and opened my eyes to how I could better navigate the multigenerational workforce.” —Priya Smith, Medical Group Administrator, Kaiser Permanente San Jose “Bruce does a magnificent job of directing and supporting leaders at all levels with practical strategies to position them for success with today’s changing workforce.” —Brent Kondritz, PhD, Executive Director, University of Dayton Center for Leadership “Bruce’s videos have become an integral part of our training in management fundamentals. We have used his philosophy of active management for 7+ years. Highly recommended!” —Dr. Tom Bigda-Peyton, Chief Learning Officer, Catholic Health “I met Bruce at a large John Deere gathering where he was the keynote speaker. I invited him to present to my senior management team. Next was customized online training. We couldn’t be happier with the investment we have made in Bruce and his team. Read this book!” —Owen Palm, Founder and CEO, 21st Century Equipment, LLC “Not Everyone Gets a Trophy is very insightful and educational about the newest generations of our workforce and the principles are apt for all generations.” —Steve Gullickson, President, MGK