My Millennial Keiretsu

I have just had the nicest little experience, one that makes me have even more faith in the Millennial generation than I already had. If you have been following my Lethal Generosity book project, you may know that I have been extensively researching Millennials as a rising force in the Age of Context. The book has only ten chapters, and two of them profile this emergent generation.

One of those chapters is Millennial Keiretsus [pronounced KeeRETsoo]. It is a chapter that looks back at how Japanese networks — Keiretsus — created networks of companies that became powerful forces by sharing information, vendors, and partners and competitive strategies. They emerged after World War 2, and became so formidable that for a while, the Japanese economy soared into to a world-class player that threatened to eclipse U.S. economic leadership.

The point is that those keiretsus were extremely generous and transparent with each other and they proved lethal to competitors all over the world.

My chapter looks at a bunch of Millennial companies including Toms, Warby Parker. It shows how each of them have built companies where serving social causes is essential to the company’s strategic marketing and that the core of the marketing and distribution strategy is the customer — rather than messaging or quarterly profits.

These new Millennial Keiretsus are built upon cultures of generosity and they use networks that are far more powerful than the kinds that existed when the Japanese Keiretsus were at their apex.

So a Millennial professional who I’ve come to know while writing this book — Yeva Roberts liked what I had to say about her generation. She’s a technology marketer, who believes that being generous to customers is lethal to competitors, so long as you keep the focus on the generosity part.

She shared this with some of her friends and formed a group called The Millennial Keiretsu. They have just contributed sponsorship dollars, to my self-published book, which is certainly still in need of sponsorship dollars.

This is the first time I have ever had a group of individuals pony up a sponsorship contribution and I am humbled and proud that they want to have their personal brands associated with Lethal Generosity.

In addition to Yeva, the other members of this ad hoc, loosely formed gang of Millennials are: Brian Yavorsky, Joe Ries, Craig Gloekler, Sheloo Koul, Laura Komoroski, Denny Mayer and Sasha Collier. They reached into their own pockets and raised enough money to be listed as a Silver Sponsor.

If you want to join this Keiretsu, you should contact Yeva on Facebook. If you have a sudden urge to sponsor this project yourself, please contact me via Facebook Messenger or at

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