The world in which many of us grew up is evolving in ways that few of us could have imagined only a short time ago. Everything is fundamentally changing and, to quote a favourite line from one of the popular Star Trek movies, 'Resistance is futile'. That is the basic premise of Grown Up Digital: How the Net Generation is Changing Your World, Don Tapscott's latest attempt to help us understand what is happening before it is, figuratively as well as literally, too late. Toward this end, Tapscott clearly and convincingly demystifies the intricacies of the interrelationships between the economy, employment and education as the 'Net Generation' accelerates its execution of a paradigm shift of unprecedented proportions. Since there is no universal agreement regarding the terms used to describe the demographic categories to which Tapscott alludes throughout the book, some preliminary definitions are in order. He defines the 'Net Generation' as anyone born between January 1977 and December 1997, which sandwiches this group between 'Generation X', which began at the end of the 'Baby Boom Generation' in December 1964, and 'Generation Next', which began in January 1998. Statistically, the Net Generation consists of 81.1 million individuals — even larger than the Baby Boom Generation. This is where an initial criticism of Grown Up Digital seems appropriate and applicable. As part of a precursory investigation, Tapscott and his team interviewed almost 6,000 members of the Net Generation from 12 different countries: the USA, Canada, the UK, Germany, France, Spain, Mexico, Brazil, Russia, China, Japan and India; and although Tapscott references the global economy throughout the book and includes examples from many different countries, it is obvious that he tends to focus principally on Western culture in general and often the USA in parti- cular. At times this is confusing for the reader because it has to be kept consist- ently in mind when considering the implications of his work for a world- wide audience. In any event, the Net Generation's sheer numbers, Tapscott asserts, should be sufficient motivation for acquiring a better understanding of how it is influencing almost everything. Methodologically, Grown Up Digital is based on a qualitative investigation conducted by Tapscott and his research team. Employing a rather innovative and The irresistible rise of the Net Generation Grown Up Digital: How the Net Generation Is Changing Your World by Don Tapscott McGraw-Hill Books, New York, 2009, 368 pp 154 ENTREPRENEURSHIP AND INNOVATION Vol 10, No 2
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The world in which many of us grew upis evolving in ways that few of us couldhave imagined only a short time ago.Everything is fundamentally changingand, to quote a favourite line from one ofthe popular Star Trek movies, 'Resistanceis futile'.
That is the basic premise of Grown UpDigital: How the Net Generation isChanging Your World, Don Tapscott'slatest attempt to help us understand whatis happening before it is, figuratively aswell as literally, too late. Toward this end,Tapscott clearly and convincinglydemystifies the intricacies of theinterrelationships between the economy,employment and education as the 'NetGeneration' accelerates its execution of a
paradigm shift of unprecedentedproportions.
Since there is no universal agreementregarding the terms used to describe thedemographic categories to whichTapscott alludes throughout the book,some preliminary definitions are in order.He defines the 'Net Generation' asanyone born between January 1977 andDecember 1997, which sandwiches thisgroup between 'Generation X', whichbegan at the end of the 'Baby BoomGeneration' in December 1964, and'Generation Next', which began inJanuary 1998. Statistically, the NetGeneration consists of 81.1 millionindividuals — even larger than the BabyBoom Generation.
This is where an initial criticism ofGrown Up Digital seems appropriateand applicable. As part of a precursoryinvestigation, Tapscott and his teaminterviewed almost 6,000 members ofthe Net Generation from 12 differentcountries: the USA, Canada, the UK,Germany, France, Spain, Mexico, Brazil,Russia, China, Japan and India; andalthough Tapscott references the globaleconomy throughout the book andincludes examples from many differentcountries, it is obvious that he tends tofocus principally on Western culture ingeneral and often the USA in parti-cular. At times this is confusing for thereader because it has to be kept consist-ently in mind when considering theimplications of his work for a world-wide audience.
In any event, the Net Generation'ssheer numbers, Tapscott asserts, shouldbe sufficient motivation for acquiring abetter understanding of how it isinfluencing almost everything.
Methodologically, Grown Up Digitalis based on a qualitative investigationconducted by Tapscott and his researchteam. Employing a rather innovative and
The irresistible rise of the Net GenerationGrown Up Digital: How the Net Generation Is Changing Your World
by Don Tapscott
McGraw-Hill Books, New York, 2009, 368 pp
154 ENTREPRENEURSHIP AND INNOVATION Vol 10, No 2
Book reviews
sophisticated data collection strategy, theresearchers set up a community onFacebook, a popular social networkingsite on the Internet. The community,called 'Grown Up Digital — Help MeWrite the Book', enlisted the services ofover 200 individuals who helped tosolicit and compile viewpoints andstories from members of the NetGeneration. In addition, Tapscottinterviewed a variety of experts on thevarious themes represented in the book,which includes an extensive set offootnotes for each chapter as well as anexhaustive reference section.
Structurally, the book is organized intothree sections. The first part, 'Meet theNet Gen', consists of five chaptersoutlining Tapscott's characterization ofthe members of this demographic group.The second part, 'Transforming Institu-tions', is made up of four chapters inwhich Tapscott describes how fundamen-tal societal institutions are evolving as adirect result of their collective influence.In the final section, 'TransformingSociety', Tapscott spends three chaptersdiscussing how the changes being drivenby the Net Generation can ultimatelyserve to revitalize our political, economicand cultural systems.
Along the way, Tapscott manages toexplain how members of the NetGeneration typically process information,how they prefer to be educated andemployed, how their growth and develop-ment have been facilitated, and how theyare almost congenitally engaged inpolitical and social reformation.
Tapscott is especially passionate whenattempting to dispel many of the mythshe believes are being wrongly perpetu-ated about the Net Generation by thosewho simply do not understand theintrinsic nature of the immense changesthey are precipitating. He is particularlyadept at pointing out what is oftenoverlooked by many commentators whoseem to feel threatened by the rise of atechnologically enhanced communicationculture.
Again, a significant portion of GrownUp Digital is spent deconstructing anumber of misconceptions about the NetGeneration. These include the widelyheld stereotypes of young people todayas — compared with previous generations— having lower social skills, less shame, amore dysfunctional work ethic, and being
essentially more violent and narcissisticthan their predecessors. Tapscott seesthese characterizations of the NetGeneration as symptomatic of wide-spread ignorance and an almost irrationalallegiance to cultural, political andeconomic structures that are becomingprogressively less relevant.
The myth he seems most interested indebunking is the idea that the NetGeneration is somehow less intelligentthan its counterparts from the past.Tapscott observes that some authors haveeven gone so far as to suggest that theyshould be more accurately described asthe 'Dumbest Generation' because`...they spend so much time staring at thescreen, the young people forfeit theability to think deeply or creatively' (p290). Tapscott points out that there isabsolutely no substantive evidence tosupport such an erroneous characteriza-tion.
The real problem, Tapscott argues, liesnot with the members of the NetGeneration per se, but with educationalpolicies and practices that are out oftouch with their reality. As an example,he alludes to the fact that many class-room teachers have not been specificallytrained to facilitate learning for the NetGeneration: that is, they are usingtechniques and strategies that weredeveloped for students who were notraised in the computerantemet era.Tapscott is exactly right when he discernsthat `...the Industrial Age model ofeducation will be hard to change' (p 127).Anyone who has even a rudimentaryunderstanding of the reactionary natureof educational institutions would be hard-pressed to disagree with him.
It is obvious throughout Grown UpDigital that Tapscott is much moreinterested in describing the Net Genera-tion in terms of 'what they are' asopposed to 'what they are not'. Follow-ing this more positive orientation, he listsand describes eight 'norms' that collec-tively define the Net Generation. Thesecan be summed up as: (1) a strongpreference for individual freedoms, (2)an inclination towards customization andpersonalization, (3) a belief in completetransparency, (4) a desire for corporateintegrity and complete openness, (5) aneed to have entertainment and playwoven throughout their work, educationand social lives, (6) an affinity for
collaboration and relationships, (7) anintolerance for anything that is not real-time, and (8) a compulsion to innovateconstantly.
In one of the better chapters in GrownUp Digital, Tapscott argues persuasivelythat the Net Generation is decidedly lessnarcissistic than previous generations:that is, as a group they are not the 'self-centred risk takers' (p 300) some haveportrayed them to be. This stereotype,according to Tapscott, is reflective of alack of understanding of what actuallydrives members of the Net Generation tosucceed in the modern world.
Moreover, Tapscott provides empiricalevidence supporting the premise that theNet Generation is perhaps the mostentrepreneurial in history. As part of thedefence for this claim, he cites a world-wide study that fbund `...young adultsage 25 to 34 were the most activeentrepreneurs, not only in the UnitedStates but in many other countries aroundthe globe' (p 170). He also makes astrong case supporting the premise thatmost 'Net Geners want to be entrepre-neurs or own their own company' (p170). This conclusion confirms whatsocial commentators and futurists such asAlvin Toffler, Jeremy Rifkin, RichardFlorida and Glen Hiemstra have beenpreaching for decades: namely, that in thecoming decades, the global economy willincreasingly be driven by those whopossess an entrepreneurial spirit.
Tapscott further explores the implica-tions of the ideological shift associatedwith the rise of the Net Generation forcontemporary business and industrywhen he asserts that 'In the workplace,innovation means rejecting the traditionalcommand-and-control hierarchy anddevising work processes that encouragecollaboration and creativity' (p 95).Moreover, he sounds a much neededwake-up call when he notes that 'Compa-nies have to change in a far deeper way toadapt to the Net Gen's way of working'(p 172). Specifically, Tapscott explainsthat '...the old model of employeedevelopment — recruit, train, supervise,and retain — is outdated. The moreappropriate employer—employeeparadigm for this generation, we believe,is initiate, engage, collaborate, andevolve' (p 172).
It is interesting that Tapscott spendsmuch of Grown Up Digital describing
ENTREPRENEURSHIP AND INNOVATION Vol 10, No 2 155
Book reviews
ways that members of other generationshave to adjust in order to accommodatethe innate preferences and personal workstyles that characterize the Net Genera-tion. By comparison, he expendsconsiderably less effort in explaininghow the Net Generation likewise has anobligation to compromise and conform tosome extent to the social, political,economic and cultural expectationsestablished by their predecessors. Nearthe end of Grown Up Digital, however,Tapscott does provide some valuableinsights and advice for the Net Genera-tion based on the results of his study.These include recognizing (1) theheightened value of a college education,
(2) the efficacy associated with beingmore patient at work, (3) the centralimportance of family life, (4) the virtueof having more respect for experience,(5) the inherent advantages of living aprincipled life of consequence, and (6)the supreme importance of perseverancein the face of adversity.
In the final analysis, Tapscott isoverwhelmingly optimistic about thefuture and he manages to end the book onan upbeat note. After laying out all therelevant issues and ideological impera-tives, he comes to the inevitableconclusion that generation willchange the world. They are alreadybringing and implementing radical views
regarding the way business should beconducted and about the process ofdemocratic governance' (p 310).
Ultimately, Tapscott succeeds indefending his primary thesis that we arenot in Kansas anymore. Perhaps we neverwere. In any event, it is a safe bet that theNet Generation is indeed changing theworld in ways that would have seemedincomprehensible only a few years ago.And yes, resistance is futile.
Aaron W HugheyDepartment of Counseling and
Student AffairsWestern Kentucky University
Bowling Green, KY, USA
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