A Field Guide to the Yettie: Young Entrepreneurial Technocrats

by Sam Sifton

Gone is the yuppie, the 1980s anomaly. In his place Sam Sifton offers a new business-cultural stereotype for the 21st century: the yettie. This is the manual for recognising over 20 different sub-species of yettie, explaining their habitats, behaviour, politics, buying habits and hidden desires.

150 pages, Paperback

First published November 15, 2000

About the author

Sam Sifton is the food editor of The New York Times, a columnist for The New York Times Magazine, and the founding editor of the Times’s Cooking section, an award-winning digital cookbook and cooking school. Formerly the newspaper’s national news editor, chief restaurant critic, and culture editor, he is also the author of Thanksgiving: How to Cook It Well. He lives in Brooklyn with his wife and two children.

(source: Amazon)

Reviews

[Heath · Rating 3 out of 5]

It's funny to think that Talk magazine warranted its own book imprint during its short history, much less that articles from that Tina Brown-edited mag would evolve into books. Irrational exuberance of another stripe, perhaps. Regardless, Sam Sifton's book might feel slightly dated given that the dotcom boom has come and gone (much like Talk), but it's still a fun read -- because the stereotypes and jokes still work. We might not call them yetties (young, entrepreneurial technocrats), but these people still exist. Totally a leisure read; no heavy lifting required.