The Generational Imperative: Understanding Generational Differences in the Workplace, Marketplace, and Living Room

by Chuck Underwood

First Edition; published in 2007. How is this possible? The essential book for the board room AND the living room? This is the definitive portrait of America's generations in the workplace (generational workforce diversity and human resource strategy), marketplace (generational marketing, advertising, sales, and customer service strategy), and living room (understanding our children, parents, and ourselves in a more meaningful way than ever before). It is the most provocative page-turner covering the fastest-rising business and family topic in the story of generational differences. The America's Last Innocent Generation. the rock-the-world generation that is just now taking its turn at the top of American leadership. so different and misunderstood, an "island" generation. America's next great generation; nurtured, demanding, talented. Here is each generation's story, along with the "bible" of tips and tactics that teach businesses how to deal with each generation as consumers and employees; and remarkably, as parents and children. As told by acclaimed generational consultant Chuck Underwood, founder/president of The Generational Imperative, Inc.

Genres: Nonfiction

290 pages, Paperback

First published August 17, 2007

Reviews

[Bill]

What a weird book!

I'll say right up front that I found it to be, in many respects, an awful book. But in one significant respect, it was a fantastic book: it has influenced my thoughts in the days since reading it.

So what made it bad? Well, Mr. Underwood is constantly selling his training. I skipped I think 20 or so pages in the beginning that were completely free of content, they were all sales copy. Even within the main text of the book, there are frequent remarks along the lines of, "This generation could particularly stand some good old generational consulting services."

Another thing that made it bad, or at least rose my hackles, was the constant overgeneralization. Large swaths of humanity are characterized with bullet point lists. I took a lot of salt with this text.

Finally, this is just obviously not a professionally edited book. Many sections seemed directly derived from well honed Powerpoint presentation materials. Bullet point slides sat right there on the page, shoved together with a summarization of the accompanying talking notes.

None of which is to say that I didn't manage to take something away. For all the the weird structuring, overgeneralization, and intellectual crappiness on display here, the fundamental perspective is worth taking on - i.e., that there is a sort of generalized characterization one can take of a cohort because of its shared experiences. Most of those flaws are inherent in the exercise, I think. Yet in my own thoughts and assessments, I have found that exercise worth engaging in. It reminds me that, in addition to whatever differences in character there are in between people, the ebb and flow of modern history may overlay melancholy or sanguinity on broad swaths of the population. Keeping in mind those shared experiences will hopefully level me out a bit and help me to understand the old and the young a bit better.

[R.L. Walker · Rating 4 out of 5]

Great book helping the generations to understand each other better. It also leaves hope for us millenials that we have a lot of potential for good. However, it was not super exciting.

[Keri · Rating 3 out of 5]

Good book. I heard this guy speak at a seminar and he was a very good speaker as he should be considering he used to be a sports announcer. He covered the contents of this book in his speech. I can't speak for all generations, but I am a Gen X'er and he is pretty "on target" for my own behaviours in the workplace. I would recommend this book for managers young and old. Know who you are trying to manage before they start to manage you!

[Tom · Rating 3 out of 5]

I had the opportunity to hear the author as a keynote speaker at a conference last October in Chicago. He was terrific,so I had high hopes for his book. I have to say, though, that the book leaves me somewhat flat. It has lots of good information, but is less of a cohesive story. A little too much back slapping of his talents at times. If you can get past some of that, and dig out the nuggets, then this is an interesting and informative book.

[Melanie · Rating 5 out of 5]

This was a very easy read and on a topic I particularly enjoy. There were some great points regarding working and understanding those in other generations especially since I tend to be on the cusp of GenX and Millenials. Yet everyone likely has some tendencies of other generations too based on family and how they were raised.

[Shelly Sievert · Rating 3 out of 5]

Overall, this was a good book. I was able to get through it quickly and learned a lot. I liked how the book was laid out - describing the generations, then tips on how to market to them, and then how to recruit them. I learned a lot about my generation, my parents, grandparents and even my little brother and sister.

Considering that this was a business book, I learned alot!

[Anna · Rating 5 out of 5]

Really insightful look at the interactions and differences of our generations. Obviously some generalizations are going to occur, but I found it very helpful when trying to understand where other people are coming from.

[Tai · Rating 5 out of 5]

No one has ever woven together the observations I've made about each generation as this author has. Once you get past his tendency for self-congratulations, this book provides a truly enlightening view of how the communication and philosophical underpinnings of each American generation.

[Angela Keller · Rating 5 out of 5]

Excellent book on the similarities and differences in generations, beginning with Silent Generation and ending with the Millennials. I myself am in Generation X. As a counselor, I found this very insightful as I work with folks from all 4 generations, sometimes in the same family!

[Elizabeth]

As seen in FYI: For Your Improvement.