Don Tapscott : Grown Up Digital
I met with Don, the well known Candian writer at the london launch of his latest book. I'm writing a review for the British computer society blog.
It returns to a theme of his earlier book "Growing Up digital". he has researched 10,000 people in 12 countries to look at the first generation raised in the digital world to look at how they differ from us old analogues!!!
I'd commend it to members of this network as he highlights some serious points.
First, the way they learn and how their brains are wired is different.
Second, their value sets cross nations and cultures are very similar
Third, their attitude to family and friends is different.
Two things however are really important for us in our work
How you market to them has to be rethought.
Second, how you recruit them and what they are looking for from work is a challenge to a lot of HR practice.
I suspect many of us have anecdotes to support this stuff but the research behind this is helpful I think to our cause
It returns to a theme of his earlier book "Growing Up digital". he has researched 10,000 people in 12 countries to look at the first generation raised in the digital world to look at how they differ from us old analogues!!!
I'd commend it to members of this network as he highlights some serious points.
First, the way they learn and how their brains are wired is different.
Second, their value sets cross nations and cultures are very similar
Third, their attitude to family and friends is different.
Two things however are really important for us in our work
How you market to them has to be rethought.
Second, how you recruit them and what they are looking for from work is a challenge to a lot of HR practice.
I suspect many of us have anecdotes to support this stuff but the research behind this is helpful I think to our cause
Replies to This Discussion
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Permalink Reply by Niels van der Zeyst on -
Great post. I am a particulat fan of this kind of thinking. In NL we had a similar book (only in Dutch unfortunately) called "generation einsitein". touches on the same topics. We have used this as input to our strategy in coping with young recruits in the Dutch SAP practice. Did you see Capgemini's pov ? http://www.capgemini.com/resources/thought_leadership/future_consumer/
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Permalink Reply by Chris Warner on -
I think it's next to impossible, as a parent, to watch a 4- or 6-year old march their way through hours of Club Pengiun or ToonTown and not consider the notion that they will treat technology much differently than their parents. I've even blogged about it, calling them 'Business User 2.0'. It's certainly nice to have research to back up my gut instincts!
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