Navigating the New Normal: How New & Small Companies Can Succeed Despite Economic Uncertainty

No one will forget the year 2020.

The year that a pandemic shut down social, work, and public contact.

There are two particular changes that have had a pronounced effect on business and finance, which this book will provide the guidance currently lacking in traditional business school texts.

The first is the change from commuting to work to sheltering-in-place, with students and professionals on videoconferencing apps such as Zoom. Likely a lasting change, we can expect many office spaces will remain empty and many businesses will stick with the new work-from-home change.

The second change is that the younger generation is the first to suffer a setback in terms of the standard of living compared to their parents. Not only do more than half of Americans have less than $1,000 in savings, but they eschew traditional corporate cubicles, preferring instead to juggle multiple and new 'hustles and side gigs.'

This book is primarily focused on the post-pandemic Gen Z and Millennial business opportunities, most of which didn't even exist a generation ago.