Grown Up Digital, written by Don Tapscott, is a fantastic book with the tagline – “how the net generation is changing your world”. After reading this book a few months ago, I feel that the true message can be summed up in just a few words, and I recall these words being mentioned a few times in the book – the kids are alright. The media routinely pushes their agenda by saying that the younger generations are lazy and disinterested. Thankfully, Tapscott dedicates much of his work to proving that this is not indeed the case.

The book begins by discussing some of the fundamental differences between the net generation – generally, those born after 1977 – and baby boomers. While the boomer generation was raised on television, the net generation largely has grown up with a “natural affinity for technology”. In a great analogy, Tapscott presents the idea of asking both a boomer and a net gener their thoughts on a high-quality photo of the planet Mars. The boomer is astonished at the technology used to capture such an image whereas the younger individual is focused on how cool Mars actually is. Essentially, being technologically astute is simply a tool into potentially thinking on another level. Technology is often the focus of the net gener lifestyle so we prefer to use technology to reach an understanding of a subject rather than being amazed by the technology itself.

Throughout the book, Tapscott references eight net generation norms, which include freedom, customization, scrutiny, integrity, collaboration, entertainment, speed and innovation. I will avoid the details of each of these, but the chapter dedicated to explaining these is probably the most fascinating part of the book. While I am a net gener myself, I feel that an “outsider” reading this chapter will have a stronger appreciation as to what makes us tick and how to satisfy our desires in life.

After the net generation differences and norms are establish, Tapscott shifts to the workplace and how business should adapt to how we, the net generation, work. Collaboration needs to be embraced and long-time marketing practices need to be adjusted to “the now”. For example, net geners, in general, are not as concerned about a product itself, but the experience that the product provides. Similarly, traditional promotion is largely ineffective as we can now research many alternatives in a short period of time, leading to a more informed decision. Instead of promotion, two-way communication can be more effective.

Overall, the layout of the book makes it very easy to read as the sections are well-labeled, diagrams are relevant and the research methods are largely transparent. While others have refuted some of Tapscott’s claims, there is little reason to doubt the methods carried forth by Don Tapscott’s organization, nGenera. I have had the pleasure to have been interviewed and offered a position with nGenera and I must say that, in my view, the organization follows what they preach.

I encourage everyone interested in the social workplace and how business will need to adapt to fulfill the desires of the “net generation” to pickup a copy of Grown Up Digital. Instead of focusing on the negatives in society, Tapscott offers an enlightening and comforting view. Grab your copy at these popular online retailers and be sure to follow Don Tapscott on Twitter.

Canada: Chapters Indigo |  Amazon.ca
USA: Amazon.com |  Barnes & Noble
UK: Amazon.co.uk