The Snowflake Myth

Alex Atherton is the ex-secondary school headteacher who heard the word ‘snowflake’ once too often to describe his former students.

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.

PUBLISHED ON MONDAY SEPT 29th!

HOW TO BUY THE BOOK

The lowest price will only be available here during the pre-order period. A discount code will be sent to you after you request a free chapter from the link below.

Note that the other suppliers, other than Troubador, are unlikely to have stock during the first week or two. To get it first and at the lowest price please order directly.

Please note there will be a VERY special deal on the ebook version via Amazon during the first couple of days of publication. More details to follow.

An audiobook version will follow later in 2025.

ALSO AVAILABLE FROM

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.

  • 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

  • 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

  • A must-read for every leader, educator, parent - and anyone quick to judge younger generations.

    Victoria Page, Transformation leader

  • 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

  • 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

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!