Title: The Flight of the Creative Class: The New Global Competition for Talent
Author: Richard Florida
Publisher: Harper Business
ISBN: 0-06075690-X

Richard Florida, economist and Brookings Institution fellow, continues his study of American talent and creativity introduced in The Rise of the Creative Class. In The Flight of the Creative Class, Florida outlines how America’s place as the center of innovation and research is threatened by a growing outflow of human resources to other nations. The author argues that the future of American global competitiveness relies on attracting and retaining the world’s brightest minds. Florida uses extensive statistics and historical data to reinforce his theories: business and innovation require creative talent to flourish, globalization has resulted in increased competition for talent, and today’s American society is depressing the creative spirit. The world’s most creative and intelligent people still come to the United States for education, but increasingly are returning to their home nations to pursue their work. Florida cites political and economic conditions in other nations such as New Zealand that encourage creative innovation. These countries are attracting significant numbers of scientists, artists, and business leaders away from the United States. Florida makes the case that although the United States is still dominant in R&D and innovation, we are in danger of losing our competitive edge. The Flight of the Creative Class makes clear that the American political and educational systems need to make drastic changes in order to respond to this threat.

Title: Viral Loop: From Facebook to Twitter, How Today’s Smartest Businesses Grow Themselves
Author: Adam L. Penenberg
Publisher: Hyperion
ISBN: 978-1-4013-2349-3

Stories of people making millions using the Internet abound, but do we know how this happens? Adam Penenberg boils down the secret of Internet marketing into two words: “viral loop”. In Viral Loop, he describes how the most successful Internet companies use the concept of viral marketing to exponentially increase not only their exposure, but also their revenues. They have designed sites that become more useful to the individual only through bringing in more users. This model works not only for typical social networking sites like Twitter and Facebook, but also for webmail services and online auctions. It’s the sense and real/perceived benefits of e-communities that make the sites become more popular. Penenberg points out that the concept of viral marketing isn’t new. Tupperware parties may be the original social networking vehicle. Surprisingly, there are many parallels between Tupperware and MySpace. This is a fun book to read, not only for it’s interesting histories of individual Internet companies, but also for the bigger themes related to community, individuality and of course, technology.

Title: The Tyranny of Dead Ideas: Letting Go of Old Ways of Thinking To Unleash a New Prosperity
Author: Matt Miller
Publisher: Times Books/Henry Holt and Company
ISBN:0-8050-8787-7

Matt Miller, former Clinton administration aide and senior fellow at the Center for American Progress, makes the case that dead ideas are responsible for problems in education and business that unless addressed, will lead to an irreversible decline in American life and prosperity. In The Tyranny of Dead Ideas, Miller carefully outlines those beliefs that Americans hold and how they are no longer (or never were) true. For example, the idea of generational upward mobility has become unattainable for today’s younger people. Manufacturing jobs are disappearing due to changing technology and global competition has removed America’s insulation as the only super-producer of goods. People no longer stay with one company for their entire working career—job security is gone. Miller addresses lower taxes, local control of schools, and free trade capitalism in his argument. He doesn’t make the case that either liberal or conservative ideas should reign—only that new ideas are needed to move America forward. Miller proposes several radical ideas to replace our old ways of thinking. He advocates careful government cooperation with private business, tax reform, and “nationalizing” of the public school system. Miller’s theories on what is threatening American prosperity are compelling. His proposals for change are somewhat radical and controversial, but may serve as a starting point for looking toward improving our future.

Title: Millennials and the Pop Culture: Strategies for a New Generation of Consumers
Author: William Strauss and Neil Howe
Publisher: Life Course Associates
ISBN: 0-9712606-0-5

The Millennial generation, those born from 1982 on, is set to become the largest living generation within a few years. Their numbers will surpass Baby Boomers by more than a third, reaching over 100 million. Strauss and Howe, in Millennials and the Pop Culture, seek to define and characterize the Millenials in terms of their core traits, tastes in entertainment and leisure, and spending habits. Millenials are very different from the older Gen X group and the Baby Boomers, many of whom are their parents. In response to cultural changes in America, Millenials have been sheltered while at the same time encouraged to participate in collaborative activities and pushed to achieve more than their parents and grandparents. The Millennials are generally more conventional and more optimistic than older generations. Marketers of everything from music to colleges have responded by making their appeals seem “sunnier” and more traditional. While Millenials are pushing themselves harder to get into college, they are optimistic that the opportunities for success are abundant. However, with the onset of the recent recession, Millennial optimism may fade. It remains to be seen if the pre-2007 profile of this generation can carry them through economic turmoil. This book is a valuable introduction to the Millennial generation for the marketers, educators, and employers who will be encountering the Millennials for decades to come.

Title: Green Jobs for a New Economy: The Career Guide to Emerging Opportunities
Publisher: Peterson’s
ISBN: 0-7689-2815-X

Peterson’s, well-known for their test preparation materials and college guides, offers a quick overview of the latest green job trends. This well-organized book begins with a primer on the growth sustainability-focused industries and public/government interest in pursuing green strategies for economic development. There are several academic essays describing various aspects of green work as well. The remainder of the guide provides detailed descriptions of typical green jobs in different industries ranging from agriculture and energy to transportation and design. Job requirements including college and on-the-job training are outlined as well. Green Jobs for a New Economy also includes a state-by-state guide to schools and organizations currently offering education and training in sustainability-related fields. Overall, this is a useful starting point for anyone looking to incorporate green trends into their career plans with great stats and resources on wages, licensing, working conditions, and professional organizations.

Title: The Marketplace of Ideas: Reform and Resistance in the American University
Author: Louis Menand
Publisher: W. W. Norton & Company
ISBN: 978-0-393-06275-5 

Harvard University English professor, Louis Menand, examines the evolution of the modern liberal arts university in America. Led by Columbia and Harvard universities, higher education institutions adopted the familiar general education model that’s been in existence for over a hundred years. In the postwar years, student and faculty populations became larger and more diverse and there was an increased focus on science and technological fields. Academics began to pursue interdisciplinary and promote professionalism within their roles as teachers and leaders. As a result, universities developed a culture of insulation and resistance to outside forces. Unfortunately, this culture is becoming less and less responsive to the needs of 21^st century students and society. In The Marketplace of Ideas, Menand avoids making suggestions for solutions to the problem, but clearly outlines for the reader how we got there. This is a fascinating, quick read for those interested in higher education’s past and future.

Title: The New American Workplace
Author: James O’Toole and Edward E. Lawler, III
Publisher: Palgrave Macmillan
ISBN-13: 1-4039-6959-0 

O’Toole and Lawler present an update of the publication Work in America (1973), which detailed their study of the American workplace of the 1960s and 70s. In The New American Workplace, the authors describe how employers and employees have changed in the past 30 years. The increased numbers of working women and single parents has brought issues such as work/life balance to the forefront. New technologies have changed not only the way we work, but also when and where we work. The biggest transformation in the U.S. economy over the last generation has been the shift from a manufacturing country to service economy. America’s competitiveness in today’s global economy depends on innovation and integration of forward-thinking strategies.

Title: The Invention of Air: A Story of Science, Faith, Revolution, and the Birth of America
Author: Steven Johnson
Publisher: Riverhead Books
ISBN-13: 978-1-59448-852-8 

In The Invention of Air, author Steven Johnson tells the story of Joseph Priestley. Priestley lived and worked in one of the most exciting and transformative eras in history. He was a minister, teacher, early electrician, inventor, and writer. In the late 18th century, Priestley worked with England’s most influential thinkers (including Benjamin Franklin) and pursued the study of electricity and oxygen. Priestley also wrote controversial commentaries on religion and politics that challenged the status quo. One of the more interesting stories within this story is how coffeehouse culture grew in Priestley’s social circle. The atmosphere of Priestley’s gathering places was much like today’s Starbucks. Because of his innovative thinking on social and religious issues, many in England misunderstood and feared Priestley’s views. Eventually, he found the climate in England unbearable and left for America. In the U.S., Priestley’s circle of friends included men such as John Adams and Thomas Jefferson. Priestley continued to write in politics and philosophy until the end of his life. As an Enlightenment-era man, optimism and hope pervaded all of his writings and studies. Unlike those before him, Priestley viewed progress as a beginning, not an end. Through his innovative study methods, Priestley changed the paradigm of modern research by integrating spirituality, politics and science.

Title: Everything but the Coffee
Author: Bryant Simon
Publisher: University of California Press
ISBN-13: 978-0-520-26106-8

Everything but the Coffee gives the reader an in-depth view of the Starbucks company, from its origins to the present day. Bryant Simon examines the historical, economic, and sociological significance of the coffee house chain. Founders Jerry Baldwin, Zev Siegl and Gordon Bowker started with the simple idea of brewing and selling high-quality coffee. From the 1970s to the 1990s, Starbucks grew and morphed into a social phenomenon. Starbucks became not only a coffee brand, but a lifestyle. Its reputation as a globally-responsible, well-educated, hip, upwardly-mobile gathering place attracted customers looking for that same image. The popularity of Starbucks peaked in the mid-2000s. And as global financial, corporate, and housing markets imploded, Starbucks popularity began to fade too. Simon cleverly ties the Starbucks lifecycle to the larger societal changes. America will recover from the “great recession”, albeit different in many ways. It will be interesting to see how Starbucks reinvents itself too.

Title: For-Profit Colleges and Universities: Their Markets, Regulation, Performance, and Place in Higher Education
Author: Edited by Guilbert C. Hentschke, Vicente M. Lechuga, and William G. Tierney
Publisher: Stylus
ISBN-13: 978-1-57922-424-0

This book offers an analysis of the often misunderstood for-profit higher education industry in the United States. For-Profit Colleges and Universities compares for-profit institutions with their traditional nonprofit counterparts in financing/funding, student demographics, faculty structure, and accreditation/accountability. The editors explore how business principles applied to higher education affect the quality and accessibility of programs. Nontraditional students and employer needs are profiled, as are the faculty who work in both types of institutions. The book also demonstrates how for-profit programs fit into the future needs of the global workforce. This is a great resource for those interested in learning how America’s for-profit higher education system functions and serves its students.

Title: Digital Nation: Life on the Virtual Frontier (PBC, Frontline)
Writers/Correspondents: Rachel Dretzin and Douglas Rushkoff

This Frontline program explores how digital technology has transformed modern life. The correspondents interview college students, researchers, families, and business people about how technology has become integrated in their daily activities. Among the topics discussed are the effects of multitasking on attention spans and critical thinking skills. Brain imaging and task experiments are giving scientists their first clues as to the long term effects of technology use. Experts interviewed cite worrisome trends in literacy and writing abilities that have been observed among college students. The correspondents also follow gamers and Internet addicts to see how virtual worlds can sometimes interfere with real life. And technology use by children, both in and out of school, is explored. In addition, Frontline has an ongoing, open roundtable discussion between the program’s participants and viewers interested in exploring the issues raised. Digital Nation is a thought-provoking presentation that begins to address the unprecedented transformation society faces.

Title: The Lowering of Higher Education in America: Why Financial Aid Should Be Based on Student Performance
Author: Jackson Toby
Publisher: Praeger
ISBN-10: 0313378983
ISBN-13: 978-0313378980

Former Rutgers professor and education policy expert Jackson Toby traces the evolution of higher education in America from a merit-based system fostering excellence to one with low standards for both financial aid and college admission. Toby outlines how the competitive atmosphere of American colleges through the 1950’s and 60’s required students to be well prepared for and appreciative of the learning opportunities in higher education. Movements to make college an entitlement have resulted in students being unready and unwilling to meet the demands of higher education. He details with extensive research data about how today’s college students are able to gain college admission with a minimum of preparation, resulting in high dropout rates and rising student loan defaults. Toby proposes several solutions for improving the state of higher education. This book is vital reading for anyone concerned with the state of education in America and the future of America’s competitiveness in the world.

Title: Googled: The End of the World As We Know It
Author: Ken Auletta
Publisher: Penguin Press HC
ISBN-10: 1594202354
ISBN-13: 978-1594202353

The reach and influence of Google in the Internet world is well-known. In this book, Ken Auletta takes the reader back to the beginning of the company, detailing the backgrounds and personalities of the founders, Sergey Brin and Larry Page. Auletta describes how these two computer geeks went from formulating a senior project based on the simple idea of searching information to building a billion-dollar commercial business. Brin and Page broke most of the traditional rules of business while growing their empire. Early critics and investors alike were perplexed at their entire operating philosophy. But Google proved them wrong and media was changed forever. A fun and fast moving book, with a lot of inside views on the company, Googled is interesting reading for Internet users and business people alike. It makes one wonder what will be next societal wave.

Title: Brain Rules: 12 Principles for Surviving and Thriving at Work, Home and School
Author: John Medina, http://brainrules.net/
Publisher: Pear Press, 2008, 2009 www.pearpress.com
ISBN-10: 0979777747
ISBN-13: 978-0979777745

"Brain Rules" is an easy to read book that discusses modern scientific brain research presented in a practical format. The author connects the science of the brain to common ponderings such as how we learn, why we forget, the impact of sleep and stress on our brains, and how our brains are wired as individuals. Among other findings, Medina’s research concludes that the brain is always learning; exercise and brain functions are connected; vision plays an important role in brain function; and you can teach your brain how to remember. Although positioned as a leadership book, Brain Rules is an enlightening read for anyone in education.

Title: Working: People Talk About What They Do All Day and How They Feel About What They Do
Author: Studs Terkel, www.studsterkel.org
Publisher: The New Press, 1997 (first print 1972), www.thenewpress.com
ISBN-10: 1565843424
ISBN-13: 978-1565843424

Pulitzer Prize winner Studs Terkel documents the meaning of work and American life through the voices of workers. A long and dense book sometimes peppered with expletives gives a wide range of viewpoints from people about how they spend their days and their lives, hopes and dreams. The book is delivered in an interview format featuring Americans all across the country working in a variety of jobs. Interesting points to note: No two people are the same; people need to contend with a variety of factors in their lives both good and bad; life can be gritty and hopeful; and people have aspirations. The book offers an early look at the goals and dreams of people in the U.S., so we can better understand the evolution of work and education.

Title: The Starbucks Experience: 5 Principles for Turning Ordinary into Extraordinary
Author: Joseph Michelli, www.josephmichelli.com
Publisher: McGraw Hill, 2007, www.mcgrawhill.com
ISBN-10: 0071477845
ISBN-13: 978-0071477840

Starbucks has become a household name and global stopping ground for a consistent coffee and service experience. This book discusses in an easy-to-read format how Starbucks' founders and executive team created an environment where employees are excited to work and customers have grown to expect a consistent experience. It’s not about the coffee but about the customer experience and the person who services the experience—a theme that resonates throughout the book. Important points to note: It is all about people—both those who serve and those you serve; education is a key factor in creating trust and relationships with employees, customers and communities; employee-driven organizations help drive increased satisfaction with work.

Title: .edu: Technology and Learning Environments in Higher Education
Author: Dr. Tracey Wilen-Daugenti, Ph.D.
Publisher: Peter Lang Publishers, 2008, www.peterlang.com
ISBN: 978-1-4331-0318-6

The Internet has transformed higher education by changing the way universities and colleges teach students. Technologies such as Internet, including Web 2.0, multimedia, virtual presence, gaming, and the proliferation of mobile devices, have a profound impact on students and higher education ".edu: Technology and Learning Environments in Higher Education" discusses how higher education institutions can use these technologies to enable learning environments so that students will have complete access to any higher education resource, including expert scholars, lectures, content, courseware, communities, information exchanges, hands-on learning, and research no matter where they are located. If fully enabled, this new learning environment will blur the lines between on- and off-campus experiences, remove barriers access education and create a learning centric model that improves the quality of education for students globally.

Title: My Stroke of Insight: A Brain Scientist’s Personal Journey
Author: Jill Bolte Taylor; Ph.D.
Publisher: Plume, 2009, http://us.penguingroup.com/static/pages/publishers/adult/plume.html
ISBN: 978-0452295544

The author, a Harvard-trained brain scientist shares how her own stroke at age 37 led to personal enlightenment. Taylor provides a unique insight about what actually happened during her stroke as her brain deteriorated through the stages of losing her ability to walk, talk, write, and read within a short period of time. The revelation she discusses focuses on experiencing the differences of right and left brain, how she observed herself during the stroke, and the peace that she felt as the left brain shut down and her right brain took over. Through Taylor’s journey and recovery she shares a tour of her right and left brains and helps us understand how important and necessary both spheres are for human life.

Title: Grown Up Digital: How the Net Generation Is Changing Your World
Author: Don Tapscott, http://dontapscott.com
Publisher: McGraw-Hill, 2008, www.mcgrawhill.com
ISBN-10: 0071508635
ISBN-13: 978-0071508636

The second book on the digital generation, "Grown Up Digital" discusses how the Net Generation is rethinking everything, from education to home life to citizen participation. In a comprehensive study ($4.5 million), Don Tapscott provides insights on the new wave of youth (age 12-30) and how they think, learn, interact, and are changing society. As the next wave of global employees Tapscott provides insights and practical advice for today’s employers and educators on how to embrace this generation. A worthwhile read for college faculty on how to engage today’s and tomorrow's students and employers on what to expect in the workforce.

Title: Nudge: Improving Decisions About Health, Wealth and Happiness
Authors: Richard H. Thaler and Cass R. Sunstein, www.nudges.org
Publisher: Penguin Books 2008, 2009
ISBN-10: 0143115267
ISBN-13: 978-0143115267

Business professor Richard Thaler and law professor Cass R. Sunstein have paired up to write a book about people and how they make every day decisions. Their theory is that private and public institutions can affect behavior while respecting freedom of choice. Choice architects are those entities—businesses, credit card companies, books, our parents etc.—that influence our decisions. Thaler and Sunstein believe that by structuring social policies, institutions can nudge people into making better choices that will improve their welfare. Citing examples from everyday life on how we invest our money, choose food and manage our health and 401(k)s, the authors discuss how we often don’t make the best choices, only to be baffled by the consequences later on. Human inertia is seen as preventing us from doing what we know might be right. The book is a useful guide to get us back on track towards self improvement in the areas of health, finance and education.