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Great piece in the New York Times over the weekend about JÜV Consulting, a Brooklyn-based marketing firm that is designed “to illuminate the inner workings of kids these days without condescending to them.” In other words, figure out how to talk to - and sell to - people between the ages of 10 and 21 … which doesn’t always come naturally to people older than that.

What makes JÜV Consulting unique is the fact that it is “staffed entirely by young people who range in age from 14 to 22,” who are “out to teach brands, companies and nonprofits what it means to be a young person by commodifying their own quality time.”

The CEO is Ziad Ahmed, 19, “a rising sophomore at Yale (major undecided). He co-founded the consultancy firm in 2016 with Nick Jain, 19, the company’s C.O.O. and a rising sophomore at Princeton and Melinda Guo, 19, who goes to Stanford and serves as a member of the board.

“This summer, Mr. Ahmed, Mr. Jain and six other members of the executive team lived and worked in a loft in Brooklyn, where they would meet with clients and then just hang out. In addition to an executive team, JÜV has five senior partners, 15 junior partners and 90 consultants on staff, all of whom (it should perhaps go without saying) are paid. Their de facto informants consist of friends — and friends of friends — from around the world.”

You can read about the company, and the fascinating people who work there, by clicking here.
KC's View:
This is sort of ingenious … young people figuring out a way to market themselves by marketing people just like themselves. These are all people with big futures, I suspect … entrepreneurial, smart and able to identify a real market opportunity.

I suspect that most companies would be happy and lucky to have any of them.