The message of Not Everyone Gets a Trophy is very simple: If you want high-performance out of Generation Y, you're going to have to commit to high-maintenance.

Strong management is better than weak. Think less about Google and think more about the United States Marine Corp.

In the book, I focus on 9 very simple steps:

• Step 1: Get them on board fast with the right messages.
• Step 2: Get them up to speed quickly and turn them into knowledge workers.
• Step 3: Practice in loco parentis management.
• Step 4: Give them the gift of context.
• Step 5: Teach them to care about delivering great customer service.
• Step 6: Teach them how to manage themselves.
• Step 7: Teach them how to be managed by you.
• Step 8: Retain the best of them, one day at a time.
• Step 9: Turn the very best into new leaders.

I wrote this book because our research shows that most of the so-called "experts" have it exactly wrong when it comes to Generation Y.

So many of these "experts" argue that because Gen Yers have grown up with self-esteem based parenting, teaching and counseling, the only way to manage Generation Y is to praise them and praise them and praise them some more; to institute thank you programs when they show up at work on time; to turn the workplace into a veritable playground; to turn recruiting into one long sales pitch. These are the same experts who argue that because Gen Yers are computer savvy, we should turn all the training programs into computer games.

I think all of this is out of touch with reality and I think it's just inaccurate.

Our research shows that Gen Yers may want some of these things but this is not what they need.

Based on our research, managers should never undermine their own authority. They should never pretend that a job is going to be more fun than it's going to be. They should never suggest that Gen Yers have more discretion when it comes to a task, responsibility or a project than they really have. They should never offer praise for performance that's not praiseworthy.

Strong, highly-engaged, honest leadership is what Gen Yers need and that is what brings out the best in today's young talent.