Skip to main content

Gord Hotchkiss, Neuroplasticity and Kids

Search marketing guru Gord Hotchkiss wrote an intriguing post last Thursday on neuroplasticity—the ability of the human brain to constantly adapt to its environment. In Grandma Via YouTube, he points out while this happens throughout our lives, and is generally called simply "learning," "there are two phases where the brain literally reforms itself in a massive restructuring: right around two years of age and again as teenagers."Pondering the implications of this in an age of rapid technological advancement, Hotchkiss asks: "What happens when our children's brains develop to handle something we never had to deal with as children? Quite literally, their brains function differently than ours. This becomes particularly significant when the rate of adoption is very rapid, making a technology ubiquitous in a generation or less."

To put this in historical context, had you been born as recently as the late 1700s, your brain development likely would have differed little from that of your parents, or grandparents
, because your lifestyle likely would have been very similar. That's certainly not to say that there was no progress taking place, only that it was much more gradual than today with major technological advancements fewer and farther between.

Author Tim Harford chronicled the accelerating pace of technological change lucidly in The Logic of Life:

"Imagine compressing the last million years of human history into just one year. Three thousand years would pass each day...On this compressed time-scale, our ancestors first used fire sometime in the spring. Despite this early breakthrough, new ideas were slow to arrive on the scene. Until late October our ancestors were still wielding the most basic stone tools...About December 19, the beginnings of civilization were visible: cave paintings an
d burial sites. It wasn't until December 27 that there was much evidence of sewing needles, spear throwers, or the bow and arrow."

Harford also notes that human living standards (a rough proxy for technological development) have increased as much since 1880 as the did from the dawn of humanity until that point. It was the industrial revolution of the early 1800s that really kick-started the process of accelerating technological development.

Getting back to Hotchkiss, this means that neuroplasticity has created greater generational effects since the invention of the steam engine than before that. Still, those differences remained reasonably subtle for the next 150 years or so. They became much more apparent only in the last half-century. The term "generation gap" was first used in the 1960s. Of course, teenagers and forty-somethings had always possessed different knowledge, interests and attititudes. But by the 1960s, neuroplasticity and the accelerating pace of change noticably produced for the first time a far more profound effect: teens didn't simply think about different things than their parents, they actually thought differently. Their brains didn't work the same way.
Hotchkiss identifies television as the primary cause of this difference, though certainly many other world-changing technological developments of mid-century also may have played a role, from the birth control pill to transistors and space travel.

The continued acceleration of technological development means that the brains of today's children will be even more different from those of their parents than those of the "generation gap" adolescents of the 60s were from their parents'. This will have profound implications for many areas of life: family structure, politics, business, you name it.

The most profound, however, will likely be in education. Effectively educating today's children to continue our human progress may require much different approaches than those of even a generation ago. Their brains work differently, not just from their parents' but also from their teachers.' Content-wise, education must pass along the wisdom of the past (e.g., philosophy, natural law, economics) as well as the knowledge of the present. Methodologically, we are in uncharted territory; no one can possibly know what approaches will work best, but a freer market in K-12 education
—where innovation can thrive and competition can help isolate and hone the best ideas—would give us a much better shot at identifying and utilizing the best practices for all of the coming generations that just don't think like you and me.

*****


Contact Mike Bannan: mike@digitalrdm.com

Comments

All Time Greats

7 Reasons Every Business Needs to Twitter

This post has been moved to 7 Reasons Every Business Needs to be on Twitter on the Webbiquity blog. ***** technorati tags: Twitter Dell Zappos customer service influence-the-influencers market intelligence Tony Hsieh b2b Twitter del.icio.us tags: Twitter Dell Zappos customer service influence-the-influencers market intelligence Tony Hsieh b2b Twitter icerocket tags: Twitter Dell Zappos customer service influence-the-influencers market intelligence Tony Hsieh b2b Twitter Contact Tom Pick: tomATwebmarketcentralDOTcom

Best of 2007: Articles and Blog Posts on SEM

Search engine marketing (SEM) is one of the fastest-growing categories in all of advertising, because it is both measurable and logical: present your ads when people are searching for what you're selling. A well-crafted search marketing program can provide not only broad brand exposure at a very reasonable cost (with CPMs of $10 or less), but also high-ROI lead generation. As with any other type of advertising, however, a poorly-designed campaign will be a disappointing waste of money. In addition to best practices in search engine marketing , the following articles and blog posts were among the best of 2007 at providing helpful guidance for creating and managing effective search marketing programs. Five Common Paid Search Mistakes That Can Sink Your Campaign by Search Engine Guide Blogger Jennifer Laycock explains how common mistakes such as "ego bidding," writing a single ad for all keywords, and directing all of your traffic to a single landing page can limit the res

Getting More Out of Each Click with "Post-Click Marketing"

With the economy now officially in a recession (as if we didn't know that), marketers are under increasing pressure to do more with less. On the interactive marketing side, few marketers will get budget increases enabling them to drive more clicks. The challenge, then, is to maximize marketing productivity—to get more leads out of the same number of clicks. This is the first of two posts that will look at how to improve conversion rates to get more value from each click. One answer to this challenge is provided by "post-click marketing," a.k.a. lead automation management vendors. While the specifics of each service vary, all of them essentially: automate the process of extracting visitor IP information from your log files; match the IP address to an organization; filter out ISPs; and map the company name to one or more external databases to provide additional information (company size, industry, key contacts etc.). The better services also use geo-location filte

Top Notch Digital Marketing Tip: Google AdWords and PPC

MARKETING: 101 Looking for some online marketing strategy or social media tips to grow your business? Well, you’ve come to the right digital marketing resource! Web Market Central has been doling out the proper digital marketing advice for years. And as you already know, marketing to customers online is 100 times easier than using dated, expensive and traditional marketing tactics. Like seriously, who uses billboards in 2019? But you already know how effective digital marketing can be in the modern age. So now that you're totally convinced of what you already knew, let’s give you today's top-notch digital marketing tip! The Pure Unfettered Power of PPC (Pay-Per-Click) and PPC Campaigns Just like optimizing your site to rank for keywords, you can use our online marketing tips to pay to run advertisements on Google so that your business is shown on the first page of search engine results. Ranking this way is instantaneous whereas SEO (Search Engine Optimizati

Best of 2008: Social Media Optimization, Part 2

This content has been moved to Best of 2008: Social Media Marketing on the Webbiquity blog. ***** technorati tags: best free tools for monitoring social buzz social media marketing Six Pixels of Separation Mitch Joel Techrigy SM2 Key Web Data Chris Lang Google social bookmarking HubSpot Catie Foertsch Kate Morris TopRank Online Marketing Blog Jessica Cameron-Ruud Duct Tape Marketing John Jantsch CircleUp Traffic Travis del.icio.us tags: best free tools for monitoring social buzz social media marketing Six Pixels of Separation Mitch Joel Techrigy SM2 Key Web Data Chris Lang Google social bookmarking HubSpot Catie Foertsch Kate Morris TopRank Online Marketing Blog Jessica Cameron-Ruud Duct Tape Marketing John Jantsch CircleUp Traffic Travis icerocket tags: best free tools for monitoring social buzz social media marketing Six Pixels of Separation Mitch Joel Techrigy SM2 Key Web Data Chris Lang Google social bookmarking HubSpot Catie Foe

How to Use SEO: Leverage SEO To Be Found Online and Boost Your Online Marketing

All businesses that want to attract customers online, no matter the business size or age, have few options other than Search Engine Optimization (SEO).  SEO In The Box™ by Results Driven Marketing®, LLC There are roughly 1.8 billion websites online, and basic SEO allows Google to find and index or catalog your webpages.  After that, Google serves you up to searchers in the organic section.  The question remains: where they list your site, on page one or page 22 or further back? SEO controls your positioning. Do you want to be found online or not? If your business is online or you want your product or service to be found online, then Search Engine Optimization (SEO) is a must, and knowing how to use SEO to leverage the power of the internet is vital. Arguably, an effective SEO strategy gets you on the organic results section of the search engine results pages (SERP). Organic traffic is highly valuable and requires high-quality SEO. But even businesses that use l

The 8 Layers of a B2B Web Marketing Plan

One way to think about designing a B2B technology web marketing plan is as a series of layers, like an onion. At the core is SEO—simply making your website "findable" through organic search to buyers who are looking for what you offer. Working out from the center are concentric layers of additional investment and sophistication. Small companies and start-ups with modest budgets will focus most of their efforts on the inner layers or rings, which are primarily designed for lead generation. As the company and its marketing budget grow, efforts can be expanded to the outer layers, which are aimed more at branding but support lead generation efforts. Ideally, a company eventually reaches the outer layer where pure branding activities (such as print advertising) help to maximize the effectiveness of lead generation programs (such as SEM) near the center of the circle. This diagram shows how different types of web marketing programs can be prioritized in order to maximize the retur

Book Review: Website Optimization

This post has been moved to Book Review: Website Optimization – Speed, Search Engine & Conversion Rate Secrets on the Webbiquity blog. ***** technorati tags: Andrew B. King, Web Site Opimization LLC, Website Optimization: Speed, Search Engine & Conversion Rate Secrets, book review, Wordtracker, SEO insights, social networking, Marketleap.com link popularity tool del.icio.us tags: Andrew B. King, Web Site Opimization LLC, Website Optimization: Speed, Search Engine & Conversion Rate Secrets, book review, Wordtracker, SEO insights, social networking, Marketleap.com link popularity tool icerocket tags: Andrew B. King, Web Site Opimization LLC, Website Optimization: Speed, Search Engine & Conversion Rate Secrets, book review, Wordtracker, SEO insights, social networking, Marketleap.com link popularity tool Contact Tom Pick: tomATwebmarketcentralDOTcom