Picture the scene: a young person arrives at home. Hungry, tired from the day. Goes directly to the kitchen. Grabs the first thing that appears when opens the fridge. Puts in the microwave. Sets one minute and hits the heat button. Goes to the bedroom to leave the things. Returns. Takes the food. Eats fast, almost without tasting it. Don’t forget: hunger won’t wait. Time is precious.

Exactly: time is precious.

Can you relate to the scene described? Probably you do. With this example, I want to point out something that more and more I’ve realized in this generation: impatience. And it concerns me too since I’m part of this generation.

We are living in a generation of fast results, of the immediatism and the fast growth. The advent of the internet changed the way we explore and see the world, allowing us to learn faster, connect faster and to become more generalist than ever.

This evolution has caused in our teenagers a severe anxiety, and above all the reasons one glances out: the sense that they’re not measuring up. Everyone on the internet is so successful. Children are obsessed with recognition and some kind of online reputation.

The same applies to companies. In the past years, I have participated in several debates among friends on which we discussed acquaintances and even young clients endeavors, wanting fast growth and fast solutions for services that in their head are the solution to everyone’s needs. This particular friend was telling me the other day this case of a client that wanted some design services in less than one month to build his intensive course, and after one or two months was already giving up the endeavor because he only had few students. I myself met some clients that, by the simple fact that they had observed others using social media and sponsored posts thought that was easy to put something online and make a profit with it. Easy is the key word in this sentence. Also the old proverb “Easy come, easy go”.

The internet sure made things easier than ever. But, oh my, made us think that everything is easy and fast to achieve.

I believe that I am lucky to realize all that since I grew up during the boom of the social media. It sure took some time to people really figure out the extension of this, and I myself turned from Social Media person to a more strategic Digital Marketer. The result: I know exactly that nothing online is easy when it comes to putting into practice.

So once again, the microwave, this so easy appliance that makes food heat fast. Is super handy, I can’t deny, but if you take a moment and put some effort to cook an actual meal, you’ll even feel better after eating. In the same example, big companies weren’t built from day to night. Lasting companies had ups and downs and the best lessons were due to several mistakes and failed attempts.

This DIY generation is a really bold entrepreneur, but often lazy. The new trend among millennials is quitting their jobs and this tells a lot about this generation.

I’m not going to deny that this restless generation have a reason to not conform and I’ll never say to conform, for the contrary, take this out-of-comfort-zone energy and use it wisely.

When it comes to this generation anxiety, learn how to treat it. There are several companies that are making the difference by making meditation accessible. I’m a very fan of Headspace myself.

I believe in the organic reach. This thinking made me who I am as a professional nowadays. It gave me the freedom to search for the right path of Digital Marketing, the path that I chose to be the right one. It broadened my horizons and made me see Marketing from a different perspective. I don’t hesitate to tell clients nowadays that the easy way is not the right way. I’m not working on any projects to please the client's ego, but to grow their business.

This generation needs to learn that growth comes with sacrifices and anything that seems easy at first is just false lead. Success is conquered with sweat and experience.

This article was originally published on The Startup.