Don Tapscott provides a solid, well researched overview of NGen's (generation Y) current world, way of thinking, and dynamics of using the latest technology (cell phones, messaging, IM, Social Media, etc).

He provides excellent examples throughout the book of real-world situations and how they were addressed by nGen, as well as providing fascinating statistics throughout.

A great read, filled with enthusiastic optimism for the new generation. A must read for marketing professionals needing to understand the next generation of consumers

A great read for every HR department. Very insightful and helpful in understanding this demographic. Also affirming for all those boomers who think there kids are “great” (and they are …)

Don Tapscott is prolific, and he's Canada's digital visionary. Hear him discuss key aspects of this tremendous book on the BusinessCast Podcast. Don's 15 minutes are here: http://tinyurl.com/bnf78z

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Producer, Co-Host, BusinessCast Podcast
http://BusinessCast.ca

"Grown Up Digital" is an immensely readable contribution to our understanding of the way members of the "Net Generation" work, learn and participate in civil society.

Tapscott provides a compelling counterpoint to many social commentators who are mystified by the culture and habits of the generation of young people who grew up downloading, texting, tagging and blogging often while doing their homework.

Executives will benefit from Tapscott's insights into how this generation prefers to work and how employers can attract and retain productive young talent during a period of tight labour supply. Policy analysts will find his observations about "citizen nets" to be of interest as we search for ways to better engage young people in our democratic institutions. Teachers and parents will benefit from Tapscott's optimistic assertions about how Next Gens learn and relate to home life.

An excellent read - sure to trigger ideas and discussion.

Amidst a flurry of works that aim to put down 11-30 year olds, Tapscott provides a positive and fresh perspective on the booming 'Net Generation'. If you are interested in technology and the generational approach to learning and analysis, this book is for you.

Grown Up Digital acknowledges the strengths of this generation and the contributions Net Geners make to society, business, education, the family, politics, the workplace and the advancement of new technology. Similarly, this non-fiction tale deconstructs how to strategically attract and create synergies with these sharp, young minds.

In my personal experience, the book itself has served as a social marketing tool. When reading it on public transportation, I have engaged in some incredible discussions regarding Generation Y, Tapscott's research and new social media methods.

I highly recommend this book to anyone interested in what makes the Net Generation 'tick' and wants to understand and/or collaborate with us.

Our world is undoubtedly becoming increasingly digitized and interconnected. Without some kind of User's Guide, I think a lot of us are fumbling in the dark in this uncharted territory. If there is a guide to help us understand "all these changes," why they are happening, and just who is leading the way, Grown Up Digital is it. Tapscott saves the reader from techno-babble and jargon and presents a poignant and practical guide.

Grown Up Digital advocates for the Net Generation and shows us why we should embrace, not resist or fear, the changes being ushered in by this cohort. One has to read the book to truly appreciate how far-reaching such changes are. After reading Grown Up Digital the way the Net Generation is shaping the world becomes plainly visible.

The beauty of Grown Up Digital is that it is accesible and relevent to everyone. I'm willing to bet that you will find Grown Up Digital's insights to be valuable in both the personal and professional areas of your life.

In "Grown Up Digital" Don Tapscott has really done an amazing job of capturing the enigma that young people are. Through deep research and insightful thought Tapscott explores the impacts and opportunities offered through the "Net Generation." His writing style is direct and easy to follow and the resources he has pulled form are great followups to his thoughts.

Perhaps it was vanity that kept me reading this page turner, but I really felt he was writing about me (a 24 year old embarking on a career). This book has application to young students, employers, and parents. If you are looking for one book to help shift your thought on business and leadership for the next 20 years this is it.

Businesses and marketers take note. There's no way to ignore the Net Generation; they're 81 million strong. (That's bigger than the Boomer generation!) It's time we get to know them, intimately. Don Tapscott's Grown Up Digital gives you the opportunity to see how Net Geners think, act, learn, purchase, and relate. The book is packed with information yet written in a casual, first person voice making it easy to read and enjoy. All around us we're seeing the impact of this intelligent, savvy, self-confident generation. They're in our workplace, in our homes (if you're a Boomer), and on the Web critiquing and customizing our products and services. Say what you will...they're coddled by parents who hover and never miss a soccer game...but understand we are learning the ways of the social Web from them. And they are pushing the envelope of what is possible. They fully democratize information and access to it; they collaborate across geographical boundaries, and they are highly mobile and always connected.

While reading Grown Up Digital, I realized I have been a bit set in my traditional Boomer generation thinking (rather linear). Today's 30-year-old doesn't think twice about your age or ethnicity or your years of experience. They simply reach out and instinctively look for ways to collaborate (rather non-linear). If you have Net Geners in your workplace, learn from this book how to manage and incent them. If you have them in your home, revel in their technical and social networking expertise. And if you market to them, deeply understand their motivations, desires, and demands for the products and services they purchase.

I've been reading Don's books for over 10 years. He wrote the foreword to my book, The Age of Engage [full disclosure]. I like the way Don thinks, and the thorough research, thoughtfulness and creativity he puts in his books!