SELECTED AS A 2008 BEST BUSINESS BOOK OF THE YEAR BY THE ECONOMIST
The Net Generation Has Arrived.
Are you ready for it?
Chances are you know a person between the ages of 11 and 30. You've seen them doing five things at once: texting friends, downloading music, uploading videos, watching a movie on a two-inch screen, and doing who-knows-what on Facebook or MySpace. They're the first generation to have literally grown up digital--and they're part of a global cultural phenomenon that's here to stay.
The bottom line is this: If you understand the Net Generation, you will understand the future.
If you're a Baby Boomer or Gen-Xer: This is your field guide.
A fascinating inside look at the Net Generation, Grown Up Digital is inspired by a $4 million private research study. New York Times bestselling author Don Tapscott has surveyed more than 11,000 young people. Instead of a bunch of spoiled “screenagers” with short attention spans and zero social skills, he discovered a remarkably bright community which has developed revolutionary new ways of thinking, interacting, working, and socializing.
Grown Up Digital reveals:
- How the brain of the Net Generation processes information
- Seven ways to attract and engage young talent in the workforce
- Seven guidelines for educators to tap the Net Gen potential
- Parenting 2.0: There's no place like the new home
- Citizen Net: How young people and the Internet are transforming democracy
Today's young people are using technology in ways you could never imagine. Instead of passively watching television, the “Net Geners” are actively participating in the distribution of entertainment and information. For the first time in history, youth are the authorities on something really important. And they're changing every aspect of our society-from the workplace to the marketplace, from the classroom to the living room, from the voting booth to the Oval Office.
The Digital Age is here. The Net Generation has arrived. Meet the future.
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Table of Contents
Ch. 1 The Net Generation Comes of Age
Ch. 2 A Generation Bathed in Bits
Ch. 3 The Eight Net Gen Norms: Characteristics of a Generation
Ch. 4 The Net Generation Brain
Part Two: Transforming Institutions
Ch. 5 The Net Generation as Learners: Rethinking Education
Ch. 6 The Net Generation in the Workforce: Rethinking Talent and Management
Ch. 7 The Net Generation as Consumers: N-Fluence Networkds and the Prosumer Revolution
Ch. 8 The Net Generation and the Family: No Place Like the New Home
Part Three: Transforming Society
Ch. 9 The Net Generation and Democracy: Obama, Social Networks, and Citizen Engagement
Ch. 10 Making the World a Better Place--at Ground Level
Ch. 11 In Defense of the Future
Most Helpful Customer Reviews
If you are in a profession in which you either work with Millenials or "Net Geners" or are in a business trying to sell to this demographic, then it is very important that you read this book. The most important thing to know is that what makes sense to you, probably doesn't make sense to those younger than you.
I am under 30 and I reject 'NetGen.' Will we go down as the generation that turned Aldous Huxley's dystopian nightmare into reality? The choice is ours.
Do you know someone 11-30 years old??? If you are one of those people, this is a book that sheds light on your group (NetGeners) that those of us not in that group need to see. The world is beginning to evolve around people who are using technology, communicating, collaborating and creating in the ways described in the book. Some of us old folks already knew about some of these things, but a lot is an "aha" moment for us. If you intend to employee these people now or in the future - read the book; if you plan on educating them - read the book; if you plan on collaborating with them - read the book!
ummm... why is a book about the digital age not available as a digital book (ebook)?
In 1997, Don Tapscott wrote Growing Up Digital, an extensively researched inquiry into how growing up immersed in digital technology changed a generation. Now, he returns to this question, exploring what has happened as that generation and its technology have matured. Tapscott addresses numerous concerns and delves into accusations commonly voiced about this "New Generation." He generally finds that the insults are without merit. In fact, he is almost a cheerleader for the digital generation (or "Net Gen," as he calls it). The book reads quickly, especially considering that it is based on a $4 million, multiyear research project including nearly 10,000 interviews. Where Tapscott shows his supportive research, he is highly persuasive. When he wanders into personal positions, his reasoning is less compelling. getAbstract suggests his comprehensive report to a wide range of readers: all marketers and futurists, anyone interested in cyber-culture and any human resources professionals who wonder how to integrate Net Gen into the workforce.
As I read Don Tapscott's blather about what he calls the Net Generation, I could not shake the fact that this individual literally "worships" everything about the generation of young people who have found themselves entangled in cell phones, computers and who knows what technologically. His "eight norms" about the Net Generation basically describes what everyone would really like to experience. For example, ideal one: Freedom. He states thet "Net Geners want to be able to choose when and where they want to work." Who doesn't? The reality is that most of us often have to make choices and settle for less appealing alternatives. What about his second norm for the Net Geners? He states that Net Geners want to personalize and customize things the way they want them. I imagine if you were to ask any one outside the Net Generation they would want the same. Perhaps the only difference is that Tapscott's Net Geners demand it. I think this use to be called "being self-centered." Then there is Tapscott's boast that the Net Geners' demand for integrity. In the same paragraphs Tapscott describes a generation that sees nothing wrong with downloading music and not paying for it. Is that not stealing? Not according to the Net Generation. No, I do not think Mr. Tapscott accurately paints a picture of this generation who has "grown uo digital." If he had, he would be forced to say they are "just like all of us." If he had done that, then he couldn't sell his books. The bottom line is, Don Tapscott really doesn't present anything we do not already know. Whether you call today's younger generation the "Net Generation" or "Digital Natives" they are still the same as young people a generation ago.
Don Tapscott is Canada's digital visionary, and he's hit another one out of the park with 'Grown Up Digital'. To hear Don speak about a crucial aspect of this book, listen to his 15 minute episode on the BusinessCast podcast. Don's show is here: http://tinyurl.com/bnf78z =R= Producer, Co-host, BusinessCast Podcast http://BusinessCast.ca