They came out of the womb with keypads grafted to their hands, monitor cables trailing from their optical nerves, thumbs hyperdeveloped for texting, and umbilical cords terminating in USB’s ready to interface immediately after weaning. They passed up electric trains for video war games, dolls for Facebook accounts, and Little League participation for YouTube and Craigslist.

They are the Net Generation, also known as Millennials. And if you don’t understand them, or aren’t sure you like them even if they belong to you, thank your stars that Don Tapscott does. And if you’re a businessperson hoping to make a market on them, you’d be smart to listen very, very carefully to him. For proof of this assertion, ask the President of the United States. Barack Obama’s juggernaut political campaign drew its power from the social networking values of Net Gen youth the way a hurricane sucks up energy and momentum from warm open ocean water. Here’s a blurb on the book:

Poised to transform every social institution, the Net Generation is reshaping the form and functions of school, work, and even democracy. Simply put, the wave of youth, aged 12-30, the first truly global generation, is impacting all institutions. Particularly, employers, instructors, parents, marketers and political leaders are finding it necessary to adapt to the changing social fabric due to this generation’s unique characteristics. Within its comprehensive examination of the Net Generation, and based on a 4.5 million dollar study, Don Tapscott’s Grown Up Digital offers valuable insight and concrete takeaways for leaders across all social institutions.

Harry Hurt, who has written many an entertaining New York Times feature, is grateful to Tapscott for decoding his 11-year-old son. “How can an otherwise healthy boy like mine spend a sunny day playing World of Warcraft for five consecutive hours instead of playing soccer or baseball outdoors?” Hurt asks. His answer? Tapscott’s book, Grown Up Digital: How the Net Generation Is Changing Your World, “gives parents from the baby boom generation — like me — reason for optimism.”

Tapscott, an adjunct professor of management at the University of Toronto, writes a really interesting blog about the Net Gen, drawn in some measure from his observations of youngsters like his own children. His book cogently summarizes those observations, and for anyone hoping to bottle and monetize the Millennial zeitgeist, Tapscott’s points are worth committing to memory. As Hurt summarizes them:

* They prize freedom
* They want to customize things
* They enjoy collaboration
* They scrutinize everything
* They insist on integrity in institutions and corporations
* They want to have fun even at school or work
* They believe that speed in technology and all else is normal
* They regard constant innovation as a fact of life

Paul Lynde’s “Bye Bye Birdie” lyric asks, “What’s the matter with kids today?” Actually, it sounds like the Millennials have their heads screwed on pretty tightly.

RC