Who creates the 40 Under 40? Each year, the 40 Under 40 draws a large team of BBR reporters, writers and editors. Each person picks an industry or area of focus, then they go hunting: talking to experts, digging up documents, interviewing key sources, and otherwise shaking the trees to come up with a long list of suggested candidates. From there, it’s a long, intense process whittling the ideas down to a mere 40 names. The last final decisions are always the hardest.