Chuck Underwood said that powerful and unique core values of each generation will impact

in the consumer preferences and choices, career decisions, the way in which they are
related to different kind of people, or even their personal behavior. I consider that if we
have in mind the importance of those factors, then we could make better products
compared with competition, and also it allows us to do a better work represented by
efficiency and effectiveness.

The expectations of people are increasing due to important technological advances,

especially in medicine, and the consequence of this situation is the interaction of five living
generations. This means that the relationship among people are more complicated due to
cultural and the set of core values that in each generation are different.

The benefits of generational research are, for example, to make better products oriented
to solve needs in a more specific way. Another benefit is to create or modify business
strategies that companies are using at the present.

Research on living generations can help guide the development of products and services.
This means that the firm can modify their strategies and orient them to a better marketing,
customer services, etc.

Generational differences should be accounted for the company when it’s necessary to
recruit, the training and the way the company manage their employees.

Competing for talent, improving the culture and engaging employees of different
generations are some benefits of the research on living generations.

How the technology changes business processes and individuals’ habits and behaviors

According to Zukis, six phases of technological disruption:

1. Discovery: Development.
2. Proliferation: Try the product.
3. Control: Increased use of the tool, driving a need to control how it is used.
4. Specialization:
5. Dependence.
6. Abstraction.

P2. Design Thinking.

Design Thinking is a methodology that imbues the full spectrum of innovation activities with
a human-centered design ethos. Innovation is powered by a thorough understanding,
through direct observation, of what people want and need in their lives and what they like
or dislike about the way specific products are made, packaged, marketed, sold, etc.
Edison broke the mold of the lone genius inventor by creating a team based approach to
innovation.

Design Thinking is a discipline that uses the designer’s sensibility and methods to match
people’s needs with what is technologically feasible and what a viable business strategy can
convert into customer value and market opportunity.

Leaders now look to innovation as a principal source of differentiation and competitive

advantage; they would do well incorporate Design Thinking into all phases of the process.

3. Implementation