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

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.

Don Tapscott is an internationally renowned speaker and the bestselling author of The Digital Economy and co-author of Blueprint to the digital Economy, Paradigm Shift, and Who Knows. He is chairman of the Alliance for converging Technologies which represents the collaborative effort of ca. 40 of the world's leading technology, manufacturing, and retail organizations. He is also the president of the New Paradigm Learning Corporation.

"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 entrenched and sometimes alarmist managerial opposition to internet-influenced behaviours." -- The Financial Times "Demonstrates the world-changing power of the Net Generation." --Eric Schmidt Chairman & CEO, Google "In the past two years, Don Tapscott has overseen a $4.5m study of nearly 8,000 people in 12 countries born between 1978 and 1994. In Grown Up Digital he uses the results to paint a portrait of this generation that is entertaining, optimistic, and convincing." -The Economist " Grown Up Digital paints a generally encouraging picture . . . an optimistic view of how humans are evolving to engage with technology. Literally evolving: Mr. Tapscott cites scientific research that people who use digital media from a young age have different brain development than those who don't. . . . Republicans and Democrats, conservatives and liberals alike, can draw lessons about the expectations of young people raised on real-time access to deep layers of information." -The Wall Street Journal MEET THE NET GENERATION. "No one has been a more informed commentator on the transformative impact of the digital age than Don Tapscott." --Brad Anderson, Chairman & CEO, Best Buy "Don Tapscott provides an exciting roadmap to surviving and thriving in the Connected Era." --Michael S. Dell, Chairman & CEO, Dell "Don Tapscott nails it. A must read." --Richard Florida, author, Who's Your City? and The Rise of the Creative Class "For anyone leading a talent-based organization, Grown Up Digital is an essential read." --William D. Green, Chairman & CEO, Accenture "The first guide to the land of the Net Generation thatshould be read both by visitors and residents alike." --Nicholas Negroponte, Founder & Chairman, One Laptop Per Child "In Grown Up Digital , Tapscott uniquely shows how to harvest the big contributions this Net Generation has to offer." --Frederick W. Smith, Chairman, President & CEO, FedEx "Don Tapscott is one of the world's leading cyber gurus." --Al Gore

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