The study suggests that Millennials are much more likely to promote actions for the good of the larger group than the individual.

This will change the way America thinks.

Millennials are pragmatic about the way they plan to achieve their goals. They’ll work with one another to solve problems and generate change locally from the bottom up. They’ve rejected the idea that the most effective solutions have to come from top-down leadership. And the authors note that top-down solutions have rarely created real, innovative change.

Contradictors’ comments offer anecdotes complaining about the uninvolved, slacking, and unprepared in this age group. And no comments seem to be from Millennials themselves—after all, they’re really not watching television news like the News Hour any more.

In my experience, I’ve found the Millennials thoughtful and bright. I get smarter when I listen to them. And in fact, I’d sign on to be in “Club Millennial” if I could.

Many generations have promised to change the world. Maybe this time the Millennials’ pragmatic grassroots organization and experiences may actually create something new and more effective for all of us.

It’s a great transformative moment when a story captures our imagination so much so that we willingly allow ourselves to be taken on a grand, new adventure. We become invested. We enter the author’s world full of anticipation.

There are books that we immediately become absorbed in. Others we forget quickly. What causes us to become absorbed in a book rather than abandon it?

In his recent book, How to Write a Sentence, and How to Read One, Stanley Fish suggests one reason is a great first sentence.

Think of your brand message as the first sentence in your book.

It should be absorbing. It should be promising. It should convince your prospect to press on further.

Your brand message is the inspiring idea that gives your prospect a sense of what they will experience. It captures the essence of your brand, and as Stanley Fish describes, it gives it “lean”.

Your brand message gives your customers a way to think about your product in a different way. It tells your story. It gives your story promise for what is to come.