Growing Up Digital: The Rise of the Net Generation

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Don Tapscott, author of The Digital Economy, turns his attention to the way young people--surrounded by high-tech toys and tools from birth--will likely affect the future. In Growing Up Digital: The Rise of the Net Generation, Tapscott parlays some 300 interviews into predictions on how today's 2- to 22-year-olds might reshape society. His observations about this enormously influential population, which will total 88 million in North America alone by the year 2000, range from the kind of employees they may eventually be to how they could be reached by marketers.

Book Description

The bestselling book announcing the arrival of the Net Generation--those kids who are growing up digital--now in paperback. Heraled by Library Journal as one of the Best Business Books of 1997, Growing Up Digital tells how the N-Generation is learning to communicate, work, shop and play in profoundly new ways--and what implications this has for the world and business.

Growing Up Digital offers an overview of the N-Generation, the generation of children who in the year 2000 will be between the ages of two and twenty-two. This group is a "tsunami" that will force changes in communications, retailing, branding, advertising, education, etc. Tapscott commends that the N-Generation are becoming so technologically proficient that they will "lap" their parents and leave them behind.

The book also demonstrates the common characteristics of the N-Generation:
acceptance of diversity, because the Net doesn't distinguish between racial or gender identities, curiosity about exploring and discovering new worlds over the Internet and assertiveness and self-reliance, which result when these kids realize they know more about technology than the adults around them.

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Tapscott, who coined the term "Net Generation," profiles this new group and tells how its use of digital technology is reshaping the way society and individuals interact. 15 illustrations. 256 pp. $75,000 marketing. 100,000 print. (Business)

Customer Reviews:

Future Schlock.......2006-12-04

As a long-time net user AND baby boomer, I found much of what Tapscott says completely wrong, be it his unscientific conclusions regarding the so-called "N-Gen" (his own invention, which I find so distasteful and misleading that I'll not use it from now on), his predictions for the future, or his dim view of the technological abilities and intelligence of the boomers.

For example:

1. He assumes that boomers will always remain behind the young when it comes to using the net. There is endless talk of the growing percentage of youthful net users, while ignoring (and thereby discounting) any corresponding growth in boomers using it. He mentions more than once that because youth "assimilated" the net whereas boomers had to learn to use it, youth has an advantage in that respect. (I suppose that some kid raised in a car and thereby "assimilating" how to drive would have a great advantage over all of us dummies who had to learn by taking driver's ed, too.) Now, I don't know how technologically adept or otherwise he might be, and some allowance must be made for the time the book was written (1998), but nowadays I've got news for him: It ain't that hard!!!

2. He stereotypes boomers as being one-dimensional and ignorant; only youth is imaginative, unselfish, open-minded and resourceful. He predicts either a terrible clash between the generations or (in the unlikely event that the boomers wake up in time to cede control to youth) something of a utopia run by the young. It's funny, but a lot of people from that generation that I've encountered hardly fit that profile (and yes, I'm talking about people online)...and I never thought I was all that closed-minded (though I'm sure his advocates would disagree after reading this). Besides, isn't youth traditionally more imaginative, etc., etc.? What proof does he have that this generation won't turn out as all the others have? It's called "growing up." (And I don't mean that it's a 100% good thing!) And he contends that in that generational clash the young will have the advantage, having mastered the greatest tool for mass communication ever: the internet. Evidently the boomers will still be sending telegrams and will thereby be left behind.

3. He mentions that the young have some nebulous advantage in that they espouse so many different points of view, while boomers (there's that stereotyping again) see everything in black and white (I'm not kidding, that's exactly what he says at one point). Not surprisingly, he offers absolutely no proof for either of those assertions. As someone who's spent most of his life finding shades of gray in everything, I think he's confusing the word "different" with "differing," blissfully ignorant of the possibility that all of those contending viewpoints might result in nothing but cacophony.

4. His insights on the young seem to mostly stem from those kids he's spoken with on less than a handful of websites. Evidently he thinks that these websites provide a completely scientific sampling of that generation. Believe me, there ain't no such animal! I'm happy for those sites in that they were frequented by a very nice segment of the younger generation (though even here, some things--like the continuous protestations of teenage males that they would never, ever even think about visiting a porn site--seem somewhat disingenuous, to say the least), but I've been to many sites and participated with many from that generation who, I assure you, were hardly the little angels he's making everyone out to be (and I'm certainly not saying they're all bad, either...but these are rather sweeping generalizations, proof that HE thinks in black and white, anyway).

5. His usual, completely unscientific, means of arriving at a proof of one of his theories is to first introduce it, then to provide some truly scientific though barely related evidence (a chart that shows internet growth or something), and finally to submit a few quotes from his kids to bolster his standpoint. None of this, of course, proves anything, and I'm quite certain that anyone with a professional background in statistical analysis could easily rip his logic to shreds.

6. He sees the net as the road to the truth, and the new generation as particularly discerning of it. Yet everyday I find another hoax in my email, many of them passed on to me by gullible youngsters.

All of which amounts to his own utopian view of youth, a somewhat curmudgeonly distaste for the opinions and abilities of the boomers, and a blatant force-fitting of his transparent opinions (and, in the end, that's all they are) upon the actual, both slimly provided and barely relevant, facts.

It doesn't surprise me at all that younger people have given the book so many positive opinions on here; they're being told what they want to hear. What does surprise me is how few people have seen how poorly constructed his arguments are (regardless of how true or false his conclusions may be). What does that say about the ability of this new generation to discern the truth with a critical eye?

If the proof is in the pudding, keep in mind the year this was published: 1998. That was almost a decade ago (as I write this), long enough for a good part of that generation to come of age, long enough to begin to see some of his sweeping changes, long enough for many of his predictions to have come true. Where are they? People are talking about the book on here as if it were just published and he's showing us the world as it will be 10 years from now. He IS!...only that "10 years from now" is NOW!

N-Geners are Heroes.......2004-02-17

This book will definitely appeal to young people. The author creates the term 'N-Generation' obstensibly because Generation-Y was owned by another author. The book creates a super youth culture that is underappreciated and misunderstood. If you want to write a book that will appeal to young people and get a good rating on the college campus ... just trash the previous generation and the youth will scramble on board the turnip cart. This book does a disservice to youth and to the previous generation by promoting stereotypes, underscoring obscure opinions, and understating the contributions made by the Boomers.
The author should keep in mind that the N-geners didn't create computers and for the most part, they are clueless when it comes to coding. They do not qualify as experts ... not by a long shot. To encourage youth today to believe that they are experts in computers ... and the people who designed them are not ... is setting them up for real disappointment.
The author's opinions on TV and media are also absurd. He creates a model in which the state of everything that is not N-Gen is fixed and unchanging ... while the opposite is true for his heroes. Perhaps the most convincing argument that can be made against this author's opinions is that a good deal of his computer-based examples are already 'off-the-air'. Moreover, his characterization of the pre-web media era as being fearful of the new technology is way off base ... and today's integration of technologies is proof of this.
The book was written to promote sales rather than good, usable, and thoughtful ideas. Young people will adore this author ... not because he makes a good case ... but because he writes what they want to hear ... and makes them feel the way they want to feel ... like heroes.

A slanted perspective on it..........2003-09-03

When I first read it years ago, and rereading it today, I find a lot in this book that is insightful and, moreso, true. The author gives a look into the trends, ways, and lives of the N-Gen that is intriguing. Being one of this generation, it is like looking into my past and recalling my childhood.

Best of the best........2003-01-02

This is absolutely one of the best researched, most interesting, well written, and easy to read books on this topic. A must read for educators of Info-Age youngsters. It will enlighten the pre- Info-Age generations to a whole new world and way of thinking!

Nothing New.......2002-03-10

Maybe my expectations were too high based on the reviews. I found most of the information in this book to be news items. Also, anyone that follows technology in the news will not find much insight into this book. The book is an overview of how the younger generation uses technology in their social lives, play and work. If you are not very familiar with the internet and don't watch the news this book would be worthwhile. However, anyone who uses the internet and keeps up on the news won't get much out of it.

Max-E-Marketing in the Net Future: The Seven Imperatives for Outsmarting the Competition

Average customer rating:

E-marketing as it should be
E-Marketing is Engaging and Helpful
Take this book to the bank!
Clear thinking, useful principles, rich mix of examples
Take this book to the bank!

Max-E-Marketing in the Net Future: The Seven Imperatives for Outsmarting the Competition
Stan Rapp , and Chuck Martin
Manufacturer: McGraw-Hill
ProductGroup: Book
Binding: Hardcover

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ASIN: 0071364722

Book Description

In 1987, marketing genius Stan Rapp introduced the business world to the concept of one-to-one marketing with his international bestseller MaxiMarketing. In this book he teams up with celebrated e-business visionary and bestselling author Chuck Martin to bring us news of Max-E-Marketing, a cutting-edge approach to achieving record profits that combines the power of the Internet with one-to-one marketing techniques.

Rapp and Martin show how Max-E-Marketing can put measurable responses from valued customers at the heart of the marketing process to maximize sales, both online and offline. They describe proven techniques for using Internet technology to more effectively target, acquire, and maintain long-term relationships with valued customers.

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Unlock the fundamentals of marketing success in the digital economy with two of the world's leading e-business visionaries.

Customer Reviews:

E-marketing as it should be.......2005-01-06

I really enjoyed this book and benefited a lot from its excellent content as it was easy to follow and presented E-marketing as it should really be: more MARKETING and less E, or less Technical Mumbo Jumbo.
Being an IT Business consultant, I highly recommend this book to anyone in the IT Business especially technical people who need to bridge their gap between Technology and Business knowledge.

Cheers.

Amr Selim
IT Business Consultant

E-Marketing is Engaging and Helpful.......2001-02-22

This terrific new book from two of the world's best-known and respected marketers - Stan Rapp and Chuck Martin - contains a powerful surprise for the reader. The title suggests that it might be about the authors' special take on e-marketing -- it turns out to be that, and much more.

The authors actually tackle a full range of enterprise issues from integrating IT and marketing functions to strategic partnerships to email marketing. Their points are substantiated with dozens of examples and numerous case studies. The effect is a convincing and eye-opening presentation of the extent to which marketing does, and should, pervade every aspect of business today.

The thread that that pulls the authors' observations together is the customer-centric philosophy pioneered by co-author Stan Rapp in his and Tom Collin's book, "MaxiMarketing," published in 1986. The result is a well-organized unfolding of ideas and solutions that help the reader understand how new technologies, such as the wireless Internet, might be used to build customer relationships while simultaneously improving a firm's operating efficiency.

Obviously, the authors are high-level thinkers. Many of their ideas stimulated new ideas for my own business, which is the whole point of a book like this. For example, their discussion of how to turn products into "offerings" by surrounding them with value-added services was especially interesting and helpful.

Perhaps the greatest value of the book is that its seven "imperatives" provide the basis for a sound strategic direction. Follow them and there's little doubt the book will live up to its promise of "dominating" the competition. That's especially helpful these days when change is so rapid and so much is new and untested.

Read this book and be prepared for some very powerful ideas and new directions not just for marketing, but for the entire business.

Take this book to the bank!.......2001-02-13

Commit the Seven Imperatives to memory, but not as a mere mantra. This an essential tool bag ready to go to work. 'Max-e-Marketing in the Net Future: The Seven Imperatives for Outsmarting the Competition in the Net Economy' are seven elegantly crafted and clarifying doses of excellent advice that will de-fuzz the out-of-focus business models of many dot.coms, and for that matter, help any company struggling to straddle and merge the old ways of doing business with e-business. Concise examples from over 200 companies from American Express to zoho.com are cited and explained. Real-world case studies and real-world top executives exclusively interviewed, coupled with Martin and Rapp's own considerable depth and breadth of experience, make this juicy reading. Their perspective is bulls-eye. Once begun, I didn't put it down. Using Martin and Rapp's premises for avoiding pitfalls and grasping opportunities, our dot-com has redefined and refined our own business model so completely that we now have a clear path to profitability. We even take the author's message to the Fortune companies we now call on. 'Max-e-marketing In The Net Future' is all about really getting really real.

Clear thinking, useful principles, rich mix of examples.......2001-02-11

Max-E Marketing is a book that I read in an evening, put to work in a day, and will be absorbing for some time to come while evaluating and implementing the seven imperatives in my own business environment. I found the pairing of co-authors Stan Rapp and Chuck Martin to be a master stroke. The combined power of their marketing savvy, e-business vision, and journalistic discipline yields a clarity of thought and usefulness of principle that should help any business executive who is determined to outsmart the competition in the Net Economy. But what really sets this book apart is the rich mix of real-world examples. They represent a range of companies and industries so broad that every reader will find a way to relate to every major point. The seven imperatives each reflect straightforward click-and-mortar business strategy, yet they are presented here as marketing strategy. Lest a reader miss the point of that, the authors deliver the message one more time in imperative number seven: "Make business responsible for marketing and marketing responsible for business."

Take this book to the bank!.......2001-02-05

Commit the Seven Imperatives to memory. But not as a mere mantra. This is an essential tool bag ready to go to work.

"Max-e-Marketing in the Net Future: The Seven Imperatives for Outsmarting the Competition in the Net Economy" are seven elegantly crafted and clarifying doses of excellent advice that will de-fuzz the out-of-focus business models of many dot.coms, and for that matter, help any company struggling to straddle and merge the old ways of doing business with e-business. Concise examples from over 200 companies from American Express to zoho.com are cited and explained. Real-world case studies and real-world top executives exclusively interviewed, coupled with Martin and Rapp's own considerable depth and breadth of experience make this juicy reading. Their perspective is bulls-eye. Once begun, I didn't put it down.

Using Martin and Rapp's premises for avoiding pitfalls and grasping opportunities, our dot-com has redefined and refined our own business model so completely that we now have a clear path to profitability. We even take the author's message to the Fortune Companies we now call on. "Max-e-marketing In The Net Future" is all about really getting really real.

Average customer rating:

OK

At last a balanced perspective without the hype

Future Net: The Essential Guide to Internet and Technology Megatrends
Jim Ensor
Manufacturer: Trafford Publishing
ProductGroup: Book
Binding: Paperback

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Revolutionary new work explores many diverse emerging Internet and technology trends to offer a stunning new view of the future.

Customer Reviews:

OK.......2007-07-26

The book has some insights, the reason for purchasing was that my instructor required this book for his intro to tech trends class.

At last a balanced perspective without the hype.......2003-07-22

As a CPA advising SMEs on global and future trends in the technology, internet and related areas, I found the content of the book to be relevant, soundly researched and applicable to today's market place.

The information in this book will help many individuals and companies to make informed decisions relevant to their IT/internet strategies. This will help to avoid costly expenditures that so often happens from decisions that are based on out-of-date information.

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This digital document is an article from National Defense, published by National Defense Industrial Association on October 1, 2001. The length of the article is 4550 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

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Title: Army's Future Tactical Net Apt for High-Speed Combat.(U.S. Army)
Author: Sandra I. Erwin
Publication: National Defense (Magazine/Journal)
Date: October 1, 2001
Publisher: National Defense Industrial Association
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Beyond the wider net: as the 'sitting CEO' model of board composition ceases to be the dominant form, the future challenge is not just finding the right ... An article from: Directors & Boards

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Beyond the wider net: as the 'sitting CEO' model of board composition ceases to be the dominant form, the future challenge is not just finding the right ... An article from: Directors & Boards
Sharon L. Allen
Manufacturer: Directors and Boards
ProductGroup: Book
Binding: Digital

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This digital document is an article from Directors & Boards, published by Directors and Boards on September 22, 2004. The length of the article is 837 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

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Title: Beyond the wider net: as the 'sitting CEO' model of board composition ceases to be the dominant form, the future challenge is not just finding the right replacements but finding the right combination of people who will interact in the right way.(ENDNOTE)(chief executive officer)
Author: Sharon L. Allen
Publication: Directors & Boards (Magazine/Journal)
Date: September 22, 2004
Publisher: Directors and Boards
Volume: 29 Issue: 1 Page: 84(2)

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Digital fingerprint: 'Net guru John Patrick sees a future built on ID keys. (TechCetera). (IBM VP).(Brief Article): An article from: Fairfield County Business Journal

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Digital fingerprint: 'Net guru John Patrick sees a future built on ID keys. (TechCetera). (IBM VP).(Brief Article): An article from: Fairfield County Business Journal
Alex Philippidis
Manufacturer: Westfair Communications, Inc.
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Citation Details
Title: Digital fingerprint: 'Net guru John Patrick sees a future built on ID keys. (TechCetera). (IBM VP).(Brief Article)
Author: Alex Philippidis
Publication: Fairfield County Business Journal (Magazine/Journal)
Date: July 1, 2002
Publisher: Westfair Communications, Inc.
Volume: 41 Issue: 26 Page: 13(2)

Article Type: Brief Article

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Epilogue: detours from the inevitable future.(The Mesh and the Net: speculations on armed conflict in a time of free silicon): An article from: McNair Papers

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Epilogue: detours from the inevitable future.(The Mesh and the Net: speculations on armed conflict in a time of free silicon): An article from: McNair Papers
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Manufacturer: National Defense University
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This digital document is an article from McNair Papers, published by National Defense University on March 1, 1994. The length of the article is 1479 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Epilogue: detours from the inevitable future.(The Mesh and the Net: speculations on armed conflict in a time of free silicon)
Author: Martin C. Libicki
Publication: McNair Papers (Report)
Date: March 1, 1994
Publisher: National Defense University
Issue: 28 Page: 122

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Federal Electricity Activities: The Federal Governmentªs Net Cost and Potential for Future Losses

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Federal Electricity Activities: The Federal Governmentªs Net Cost and Potential for Future Losses

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Binding: Paperback

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ASIN: 0788177176

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