Grown Up Digital: How the Net Generation is Changing Your World: How the Net Generation is Changing…

Hardcover | October 24, 2008

byDon Tapscott

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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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From the Publisher

SELECTED AS A 2008 BEST BUSINESS BOOK OF THE YEAR BY THE ECONOMISTThe 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-...

From the Jacket

"A MUST READ...if you understand the Net Generation, you will understand the future."--The New York Times"A fascinating look at how young people are transforming our culture. The bottom line: An insightful, data-rich analysis with broad implications for managers, marketers, and politicians." -BusinessWeek"A thoughtful antithesis to ent...

Don Tapscott is Chairman of the nGenera Innovation Network and an adjunct professor of management at the Joseph L. Rotman School of Management, University of Toronto. He is an international bestselling author or coauthor of eleven books, including Wikinomics, Paradigm Shift, and The Digital Economy. Link in with the net generation a...

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Format:HardcoverDimensions:384 pages, 9.3 × 6.2 × 1.1 inPublished:October 24, 2008Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0071508635

ISBN - 13:9780071508636


Rated 5 out of 5 by from Fascinating read 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
Date published: 2010-12-10
Rated 5 out of 5 by from Great Book! 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 …)
Date published: 2009-08-12
Rated 5 out of 5 by from Tapscott Featured on The BusinessCast 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: =R= Producer, Co-Host, BusinessCast Podcast
Date published: 2009-03-10
Rated 4 out of 5 by from Essential Reading for Managers, Educators, Public Policy Analysts and Parents "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.
Date published: 2008-12-28
Rated 5 out of 5 by from The Handbook to Interpreting Generation Y 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.
Date published: 2008-12-27
Rated 5 out of 5 by from A Timely Guide for Our Times 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.
Date published: 2008-12-19
Rated 5 out of 5 by from A Must Read! 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.
Date published: 2008-12-05
Rated 5 out of 5 by from A must read for business executives and marketers! 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!
Date published: 2008-10-11

Extra Content

Table of Contents

Part One: Meet the Net Gen
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