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Grown Up Digital: How the Net Generation is Changing Your World Hardcover – 16 Dec 2009
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A thoughtful antithesis to entrenched and sometimes alarmist managerial opposition to internet-influenced behaviours. -- Financial Times, December 11, 2008
An insightful, data-rich analysis with broad implications for managers, marketers, and politicians. -- BusinessWeek, December 8, 2008
Challenging times call for new approaches... As Tapscott says, "Understand the Net generation, and you will understand the future". -- The Independent, March 3, 2009
Explains why the net generation, who grew up playing video games... have actually been improved by the experience.
-- Economist, December 5, 2008
A thoughtful antithesis to entrenched and sometimes alarmist managerial opposition to internet-influenced behaviours.See all Product description
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Executives and management need to understand that these young adults are as familiar with new digital technologies, such as Facebook, blogs and wikis as I was with a VCR and a colour television (at age 10).
The secret of success for organisations is to recognise that these young adults do not believe in the command and control structure of previous generations, thrive on collaboration and new challenges while using tools that they are accustomed to, such as igoogle and facebook.
So, how can you keep them motivated and challenged enough to stay with your organisation? Read the book for a fascinating insight into the world of digital age young adults!
Let's examine the background for this book. Mr Tapscott tells us this book is the result of a multi million dollar research project and then seems to base his conclusions almost entirely on anecdote, a few cherry picked statistics from other people's research and watching his own children. Maybe someone did pay millions for that research but if it had been me I'd have wanted a refund.
OK well maybe the background is irrelevant what does he actually say? Let's try a few random pages ... "one third of japanese primary school pupils use a mobile" that's the sort of trite observation that anyone could make simply by watching kids come out of a school gate. How about the startling revelation that practicing video games improves reaction times - really! well I would never have guessed that without Mr Tapscotts help. What of hs observation that his daughter used computers to chat to friends as well as phones, well that was (not) completely unexpected! The entire book is like that (or at least the first half is at which point I consigned this tosh to landfill) random observations with no real conclusion or analysis beyond the mind numbingly obvious.
This is a subject that could form the subject of a good book. Is technology changing society and are today's youth the vanguard of that change? This book does nothing to answer such questions.
My view on this book comes from two perspectives - first of all, a member of this so-called 'net generation'. And secondly, as a publisher thinking about how people want to buy and use content. So I read it while thinking 'is this me?' and also thinking 'what can I make of this commercially?'. The answer, unfortunately, was - not a lot. With that said, I felt that it would be a very interesting introduction to the topic for somebody who didn't know much about how people use digital media.
I found the topic very interesting, and a lot of the content is fascinating - but I was rather put off by the preponderance of anecdotal evidence. I found myself a bit irritated by being lumped in with this '11-30' age bracket, when personally I find there is a huge difference even between my own habits (I am 26) and those of my younger sister, who is 23 - totally driven by the technologies she's grown up with. I'm not convinced by this book, particularly 9 months on from publication when I think it's already sounding dated. Interesting - but I will hold out for a better book on the topic that offers a more nuanced view. Or perhaps what I am looking for is more likely to be found on blogs and web pages... who knows.