This book discusses the cultural and linguistic gap between today’s generation of teachers and their highly digital students who rely on (and trust) their social networks for answers to day-to-day questions. For teachers to succeed in their job they must cross that cultural divide; they must acquire the knowledge that drives today’s world while, at the same time, sharpening their mastery of the unchanging, essential skills of teaching: communication, motivation and leadership. For schools, the book promotes the use of the marketing approach to school administration. The book discusses topics critical for schools to attract and keep students.