A key demographic is missing from the city 's recently-completed economic development plan -- the young leaders, entrepreneurs, professionals and creatives of the Madison area. By not adequately addressing this demographic 's potential and needs, the city is squandering one of its most competitive advantages.

A stronger partnership with Madison MAGNET, the local organization dedicated to attracting and retaining young talent by understanding and addressing their needs, should be of the utmost priority to the city. Young people are uniquely positioned to stimulate economic development. For example:

Economic development starts with human capital. The war for talent is one of the most interesting and challenging issues that cities face today.

MAGNET is one of the key workhorses in this regard, tangibly providing connections to both people and ideas. Young people are on the front lines of creating and sustaining a quality workforce that is indispensable to basic sector job growth. Without a strong workforce of young talent, employers will be unable to expand.

More than any other generation, young people today are entrepreneurs. To meet the small business owners, the tenants of UW Research Park and other key entrepreneurs in Madison is to meet an under-40 demographic. There is ample opportunity to provide dynamic support for young entrepreneurs and the talent coming out of UW-Madison. Young entrepreneurs are a powerful determinant of the city 's future economy. They cannot be an afterthought.

Young people know little about the negative perceptions that have been prevalent within the business community.

This is an opportunity for the city to build positive goodwill through superior customer service for this new generation. Young people can help the city to think innovatively. The city can then borrow that energy and willingness to change to jump-start a perception shift in the existing business community.

Place is extremely important to the new generation and largely determines our destiny in today 's spiky world, to borrow a term from Richard Florida. To become a taller spike in the world 's economy -- to compete with other cities -- Madison needs to attract young talent.

In turn, young people will develop businesses and new markets. The city should allocate money to young talent groups that promote and build upon the city 's strengths to allow us to retain and expand business.

For the city 's plan to be successful, it must proactively reach out to young people. Young people represent what growth in Madison will be, and must be engaged in the city 's future development. We are a natural partner and ally in stimulating economic development.

MAGNET eagerly invites and welcomes the city to be a team player in our efforts.

Thorman is executive director of MAGNET, a networking group for young professionals in the Madison area.