On the Fast Track
"If each of the editors [of Inc. and Fast Company] did a story on the same [topic], it would come out a different story," she says. Therefore, the magazines do not share content, though the company is happy to accommodate advertisers who seek to be in both.
"Fast Company is not a small-business book at all," she says. "We talk about the larger companies. We talk about GE ... we do Disney and Procter & Gamble.
"It's the people behind really fast things going on at fast companies," Osekoski continues. "When I say that, it could be the fast parts of slow companies, it could be small, nimble, fast companies ... from someone who's turning the technology of ABC online around ... to a mechanic we covered in November who can decrease emissions on a Hummer and actually increase its miles per gallon. So it isn't limited to the top people."
The magazine has succeeded because it managed to update, rather than totally revamp, its dot-com-era ethos, she says.
"I think [that] how it still remains the same is ... [that] it still talks about the people behind the ideas, not just the CEO, but who is really driving the change ... and it tells a story that is entertaining, that's fun for you to read, that's inspirational, but still gives you a lot of information about how people have changed business tactics or have created a new business."