Talking about Generations

By Ines Schinazi

Like was said in the post bellow, here goes the second part of the interview with Bruce Tulgan, the founder of Rainmaker Thinking Inc., best-selling author and the 2009 recipient of the prestigious Toastmaster’s International Golden Gavel, in an exclusive interview with Talking About Generations:

Ines: How do the aspects of privilege, culture, and social class fit into “Not everyone gets a trophy?” Is the idea of a generation getting trophies just for showing up, linked to a privileged American upbringing?
Bruce: The title is a reference to the fact that Generation Y is the generation of kids where every kid did get a trophy, just for participating. So many so-called ‘experts’ have jumped onto the bandwagon of this topic, but our research shows that most of these so-called ‘experts’ have got it all wrong. In many recent books and articles, many of these ‘experts’ argue that, since Gen Yers have always gotten a trophy just for showing up, maybe the best way to manage them is to give them lots of praise and, basically, give them a trophy just for showing up.

These ‘experts’ tell managers to create “thank-you” programs, “praise” programs, and “reward” programs. They recommend turning recruiting into one long sales pitch; transforming the workplace into a veritable playground; rearranging training so it revolves around interactive computer gaming; encouraging young workers to find a “best friend” at work; and teaching managers to soft-pedal their authority. In my view, this approach is out of touch with reality, especially in today’s environment.

Here’s the short story with Generation Y. If you liked Generation X, you are going to love Generation Y. Generation Y is like Generation X on-fast-forward-with-self-esteem-on-steroids. Gen Yers’ childhood was defined mostly by the 1990s, and they are reaching their early stage of adulthood amid the profound changes of the 2000s—this era of uncertainty. One could say that the same major historical forces that shaped Generation X are also shaping Generation Y: Globalization and technology, institutions in a state of constant flux, the information tidal wave, and the growing immediacy of everything. But those forces have picked up so much velocity in just one generation that I would argue there is a profound difference in the life experience of Generation Y. After all, there is only one globe, and it is now totally interconnected. GenYers connect with their farthest-flung neighbors in real time regardless of geography through online communities of interest.

But as our world shrinks (or flattens), events great and small taking place on the other side of the world (or right next door) can affect our material well-being almost overnight. World institutions—nations, states, cities, neighborhoods, families, corporations, churches, charities, and schools—remain in a state of constant flux just to survive. Authority is questioned routinely. Research is quick and easy. Anyone can get published. We try to filter through the endless tidal wave of information coming at us from an infinite number of sources. A year is long term, and five years is just a hallucination. Short term is the key to relevance. In a world defined by constant change, instantaneous response is the only meaningful time frame.

Ines: But why is Gen Y so different from other generations?
Bruce: Gen Yers are comfortable in this highly interconnected rapidly changing web of variables. Uncertainty is their natural habitat. Globalization does not make Gen Yers feel small. Rather, it makes them feel worldly. Technological change does not make them feel as if they are racing to keep up. Rather, it makes them feel connected and powerful.

Institutions may be in a state of constant flux, but that’s no problem. Gen Yers are just passing through anyway, trying to squeeze out as much experience and as many resources as they can and so on.

The power of diversity has finally kicked over the melting pot. Generation Y is the most diverse generation in history in terms of ethnic heritage, geographical origins, ability/disability, age, language, lifestyle preference, sexual orientation, color, size, and every other way of categorizing people. But this doesn’t make Gen Yers feel alienated and threatened. Rather, they take the concept of diversity to a whole new level. Generation Y, difference is cool. Uniqueness is the centerpiece of identity.

How do Gen Yers continually shape and reshape their uniqueness? They want to customize anything and everything they possibly can. This goes beyond the services and products they buy. Gen Yers want to customize their very minds, bodies, and spirits, by customizing their information environment on the Internet. They voraciously pursue an ever-increasing array of mind food—images, sounds, experiences, texts—in an ever increasing range of media and formats, from an ever increasing number of sources, for an ever increasing number of purposes (education, skills training, self-help, health, entertainment, news, household matters, consumer interests, life planning, death planning, spirituality, and so on).

They customize their bodies by availing themselves of the wide range of natural and artificial tools and techniques, going way beyond tattoos and piercing and fashion statements. Their efforts range from food obsession to surgery; from Ritalin to naturalism; from yoga to steroids; implants, teeth whitening, tanning cream, and on and on. Beyond family, they customize their primary relationships across space and time in personalized networks. They even customize spiritual lives of their own devising. Gen Yers often put together bits and pieces of the teachings of one or more religious traditions, rejecting others, and ultimately settling on their own selection of values and beliefs and religious or spiritual practices.

From the first day, they arrive in the workplace, they are scrambling to keep their options open, leverage their uniqueness for all its potential value, and wrap a customized career around the customized life they are trying to build.

Ines: In your book, you argue that the idea that Gen Y needs work to be fun is a myth. I recently interviewed Don Tapscott the author of “Wikinomics.“ He writes, “They (Gen Y) think work—the work itself—should be fun and challenging.” He also states, “Training has to change, too. Some companies are using game-based training…” This seems to contrast with your view. What are your thoughts on this?
Bruce: One of the most important things I’ve learned in our research is that most GenYers don’t want to be humored at work. They want to be taken seriously. But they do want work to be engaging. They want to learn, to be challenged, and to understand the relationship between their work and the overall mission of the organization. They want to work with good people and have some flexibility in where, when, and how they work.

From computers, GenYers want to fill skill or knowledge gaps that get in their way. Their tools are usually menu driven information systems, wiki tools, and social networking sites. And it drives GenYers crazy when they have less sophisticated information management tools at work than they have at home. But that doesn’t mean they only want to learn from computers. They absolutely need the human element to do their best learning. GenYers love grown-ups and they love to learn from grown-ups whom they trust, and who are willing to share with them the lessons of their experience.

Gen Yers, especially the most capable and ambitious among them, push hard for more significant roles with increased responsibilities at much earlier stages in their careers than new young workers of generations past. It’s not just misplaced arrogance on their part, but rather a result of their natural adaptation to the information environment.

Managers tell me all the time, “In our line of work, it’s especially challenging to give inexperienced young people significant responsibilities. Perhaps a new young person could learn the knowledge and skill necessary to do one of these tasks and responsibilities, or two, or three, or four. But the role they want is too complex to hand over in its entirety to someone without several years of experience.” I promise you, I’ve been told that by leaders in supermarkets and nuclear weapons labs alike—and everybody in between. We call this the “meaningful roles problem.”

Ines: And what could be the solution for this managers and companies?
Bruce: The simple fact is that if it takes you months or years to get Gen Yers up to speed and into meaningful roles on your team, then you’ll have serious problems keeping high-potential Gen Yers engaged and growing. Don’t tell me you are struggling to manage and retain the best Gen Yers and then tell me it’s going to take months or years before they can do important work that allows their coworkers and bosses to take them seriously. How can you handle this conundrum? You may have to unbundle complex roles and then rebuild them one tiny piece at a time. You can give Gen Yers meaningful work at early stages in their tenure if you commit to teaching and transferring to them one small task or responsibility at a time.

So often I go into an organization that is trying to retool its training practices to suit what they think Gen Yers want and need.

Here’s the good news: you do not have to turn everything (or anything really) into a computer game to plug into Gen Yers’ learning needs. But you really should make the effort to get them the technology they are so comfortable and adept at using.

Yes, Gen Yers want the latest and greatest technology. But it’s not just a desire for the coolest toy. It’s like breathing. It’s their connection to the larger information environment. For Gen Yers, the information technology imperatives are simple: constant connectivity with whomever they want, immediate access to whatever information they want, total customization of their information environment, the ability to learn from and collaborate with experts in real time.

Wiki technology is the ultimate collaboration facilitator by enabling different individuals to contribute to a work product from remote locations on their own time.

Social networking allows anyone to build mutually rewarding relationships with people of similar interests—inside the company or outside—regardless of geography or other boundaries. Instant messaging means anyone can ask anyone they “know” anything at any time. Imagine a mind-set in which these tools—and the corresponding connectivity, immediacy, constant access, and total customization—are taken for granted. The only question is, What are you doing to facilitate Gen Yers’ use of these tools to increase their effectiveness at work?

Put the tools in their hands, and watch them fill one tiny information gap at a time in real time. This is the high-tech analogue to learning one task at a time. With access to the technology they know and love, Gen Yers will fine-tune and nuance their on-the-job learning in ways that might shock and delight you.

Especially when they are new on the job, Gen Yers are eager to identify problems that nobody else has identified and solve problems that nobody else has solved. They want to improve what’s already there, and they want to invent new things.

Most Gen Yers understand this on a gut level and won’t have it any other way. The real challenge is to keep them focused on all that work you hired them to do while simultaneously encouraging them to leverage knowledge and skill in that work. The more you encourage Gen Yers to think about their work—-whatever that work might be—the more engaged they will be. Help them channel their learning directly into their work instead of shooting down their ideas and dampening their enthusiasm. If you hire someone to unload boxes from a truck and that person wants to be an ideas guy, you need to get that individual to focus his thinking and learning on how to better unload boxes from the truck. If you hire someone to dig a ditch, get that individual to focus on how to dig that ditch better. And so on.

When they come in the door, Gen Yers want to hit the ground running. By training them one task a time, giving them the technology tools they need to be fast and efficient, and helping them focus their energy and ideas on the tasks at hand, you’ll be able to plug into their enthusiasm and keep their excitement going past their first day at the job.

Tags: artikulocks, bruce tulgan, Family, Gen Y, Generation, Generation Y