The Snowflake Myth
Alex Atherton is the ex-secondary school headteacher who heard the word ‘snowflake’ once too often to describe his former students.
Amazon best seller The Snowflake Myth challenges the negative stereotypes surrounding Generation Z and offers practical strategies for recruiting and retaining Gen Z talent.
It is essential guidance for managers navigating multi-generational workplaces and for parents seeking to understand their adult sons and daughters.
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How to buy the book
Audiobook edition out Oct/Nov. If you would like to be notified about that, please subscribe.
Discount code available for subscribers, it’s the cheapest deal available! Click on ‘order direct’ below.
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No reader will come away unchanged by the thought-provoking information presented here. Balanced and thorough, an important and optimistic read.
Claire Knight, Gen Z & graduate coach
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![Paul Andrews - MD of Family Business United]()
Alex is a great source of knowledge that businesses need to appreciate and action in order to secure their workforce of the future.
Paul Andrews, Family Business United
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A breath of fresh air. I devoured it in one sitting – it’s easy to read, grounded in realism, and backed up by solid facts and statistics.
Charlotte Noon, Gen Z coach
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![Dawn Ferdinand - primary school headteacher]()
No one understands Gen Z more than Alex. His passion, insight and clarity make this book a must-read.
Dawn Ferdinand, Headteacher of the Year
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A must-read for every leader, educator, parent - and anyone quick to judge younger generations.
Victoria Page, Transformation leader
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![An image of Polly Butterfield-Tracey from KMT]()
Anyone involved in the recruitment or support of Gen Z couldn't fail to find Alex’s findings fascinating. He provides tangible and actionable suggestions for positive change.
Polly Butterfield-Tracey, head of KMT
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![An image of Gary Trowsdale, CEO of Hope Collective and Damilola Taylor Trust]()
Alex is a fantastic advocate for young people right across the sphere of issues that affect their lives.
Gary Trowsdale, Hope Collective & Damilola Taylor Trust
Six sub-myths
The Snowflake Myth is made up of six sub-myths which collectively form the main section of the book - each explained below.
Gen ZED or Gen ZEE?
When I talk on this topic the first thing I do is ask for an audience vote on how they want me to refer to the youngest generation in the workplace. ZED wins almost every single time, and by a margin.
In the audiobook I use ZED as it’s my peers who are more likely to be listening and I’ve done the same here in the video content here. But on social media, and with Gen Z themselves, it’s more commonly ZEE. Many people aren’t bothered, but some have a very clear preference!