In the age of Millennials, “If you’re a marketing person, you’re not just a ‘marketing’ person,” says author Don Tapscott. “You need to care about, ‘What are our products and services? Are they really the best? How do we engage customers – not just in selling them stuff, but in co-innovating and co-creating with them?’”

As the author of the generation-defining Growing Up Digital and follow-up, Grown Up Digital, Don is an expert on Millennial perspectives. In the latest installment of our Connected Perspectives video series, he discusses marketing to the first generation to come of age in the digital age.

Connected Perspectives profiles the people and ideas shaping the next phase in business. Past and future videos include Porter Gale (Virgin America), Joe Fernandez (Klout), Mike Maples Jr. (FLOODGATE), Doreen Bloch (Poshly), John Ellett (nFusion), John Bell (Social@Ogilvy), Tim Leberecht (NBBJ), Andrew Deitchman (Mother New York), John Battelle (Federated Media), and Jez Frampton (Interbrand).

Be sure to watch the full video below (blog subscribers, click here), and sign up here to be notified whenever new Connected Perspectives videos are published.