Company of Friends (CoF) associates don't just make change in their companies and their careers: Many of them also make a living out of making change. In 1997, Vicki Saunders, 34, coordinator of the CoF cell in Toronto, founded KidsNRG, a for-profit organization that trains and hires students to work on real-life projects at such companies as IBM and Air Canada. Through its KidsAreIt! and GirlsAreIt! programs, KidsNRG helps clients develop products, services -- and solutions. Fast Company talked with Saunders about 'unmarketing,' the power of youth, and the virtues of questioning.

What Are You Working On?

'Right now, we're designing a new juice for the EverFresh Juice Co., and we're also doing some corporate philanthropy work. One thing that we aren't doing is sales. We practice what I call 'unmarketing,' which is simply telling stories and getting people so jazzed about what we do that they do our selling for us.'

Favorite FC Story

'About two years ago, you published a piece in which Dan Mapes, of SynergyLabs, talked about redefining the term 'kid' (The Future Is Younger Than You Think, April:May 1997). That comment totally validated everything that I was pushing for in the early days of KidsNRG, and it helped me loosen up a few of our potential clients.'

Guiding Principle

'Get people who aren't in your business to ask you questions about it. One thing that other people -- especially young people -- are great at is bringing up issues that you've forgotten about.'

Coordinates Vicki Saunders, vicki@kidsnrg.com, www.kidsnrg.com

From: July:August 1999 issue