Einstein generation

A few days ago, I could listen to Jeroen Boschma, founder in 1998 of Keesie and the author of Generatie Eisntein (Einstein generation),a marketing book that has been one of the best seller's sales in Holland in the last three years since he wrote it in 2006. The origin of this book is the interviews to find market prospectives in Holland between almost teenagers to young people of 20 years old. The question was that a marketing book never has been so sucesful between non-marketing readers, and the reason of this success is that everybody is interested in kwowing the new generations, specially their own parents who maybe,at least some of them, until it has been realeased did not care much about it.

After being introduced by Diana Franco , who works in Entrepreneurship area of Innobasque and Anne Marie, who works in the same company as the author but in its new location in Barcelona,Jeroen talked for a while explaining the reasons for this book, the results in the last years of it and the new information that could bring us.

As a different generation that has been grown with the last technologies, they are very used to using pcs,mobile phones and mass media in general.In front of us, the adults, that have been using these technologies from their very early moments of spreading, learning how to programm in C:, and so on, until now that we are still learning how to use social networking,They consider new technologies just as technologies that provide them with information, social nets, and so on.
So they can see all the new devices and tools not only as technical machines or instruments , but also as social machines.

Jeroen told as an example of how the world is changing so rapidly, that when he was coming by plane to Zamudio,he was thinking about the changeshe could notice in his whole life and he could resume them as it follows: In his first 20 years of his life, the phone only had changed in the way we dial on it, from the circle dialling board to dialling buttons. And in the next 20 years, the next changes has been gone more rapidly,from fixed phones to mobile phones,reaching tha current internet devised pc-phones.

Adding to it, the information has doubled in 10 years and this is increasingly still growing in less space of time.But for this generation who is ,according to his book, more clever,more fast and more sociable, you don`t need to know everything, you just need to have a person in your connections who can know whatever you could need to know.That's why Jeroen thinks they are extremely sociable, because sociability is their goal in their lifes.

On the other hand, as people that are constantly in communication with new technologies, they know a lot about new products, it does not matter the product is.They as potencial customers, can examine and analyse the new products as professionals.They look right through marketing as they are professional.They are used to manage 24 hours per day and 7 days per week with a lot of information.

Adding to this, they can work quick,cause their are used to get what tehy need for studies or whatever from the internet.We have been studying from the boks and the libraries, whlie they are always using internet as their basic resource of knwolegde.So they, can do something interesting in 20 minutes by the "copy-paste method", while we could have been studying for weeks, or at least for some days, to write a text.

Last,but not least,they usually work while multitasking,like phoning their friends,making txt messages on their mobile phones or sending messages by the messenger or whatever, like chatting and so on.So the amount of hours that can spend doing things if we put them all together can be more than 24 hours,so for them days could last 34 hours.

I would like to underline that I find very interesting that somebody take the study of the new generations from a positive point of view, it does not matter the reason to do it, for instance marketing in this case,specially because, from the point of view of adults, we always forgot of the positive,constructive and creative qualities that new generations can bring with them not only to the entrepreneurship world but also to social innovation environment and generational change, in general, specially these last new generations that has grown up from very special circumstances where technology and new mass media have become more accesible, more intuitive and faster.