Recently I attended a Wheaton Chamber of Commerce luncheon that featured my good friend and client Rob O’Dell from Wheaton Wealth Partners. Rob shared his presentation, “Bridging the Generational Gap,” emphasizing the nuances of communicating with–and selling to–people of different generations. Using his firm’s innovative Mind-Mapping visuals, Rob shared the profile and values of the four generations: “Matures,” “Baby Boomers,” “Generation X” and “Millennials.” As a card-carrying Boomer (that’s an AARP card), I listened with keen interest, not only for hints on how I can be more effective in my own communications but because Rob’s descriptions really hit me as a guide for what shapes us.
For Baby Boomers, one of the most sentinel events of our lives was the assassination of John F. Kennedy, a milestone that shaped our generation in a way that still resonates today. Until I heard Rob’s presentation, I hadn’t thought about how as a generation, we are “optimistic and driven.” One would think that the losses we experienced, including the loss of our heroes and an unpopular war, would have soured our outlook. But instead, Rob described this generation as idealistic, hard-working and driven. We thrive on story, including credentials, performance, history and tenure in the marketplace.
The GenX folks, in contrast, are described as cynical, skeptical and distrusting. The resignation of Richard Nixon, the space shuttle disaster and the effects of divorce taught this generation that things don’t go according to plan. Many of them were brought up as latch-key kids who now, in the workplace, savor and require independence. They don’t want to be wined and dined: they want to do their work and go home. Also, this is the first generation to have access to the Internet, allowing them to research online. A GenX customer looking for a car may show up at the car lot having logged 16 hours on the Internet and knowing more about the inventory than the sales person. They crave information and transparency.
Millennials are known as the “Whatever” generation with “huge goals and no specific plans,” according to Rob. They aren’t dependent on superiors in the workplace for knowledge. And, like Boomers, they are idealistic and cause-driven. Texting is their preferred method of communication and reaching them requires a presence on social media. Millennials are being followed by the “iGeneration,” which says it all (Steve Jobs would be proud).
Rob’s presentation, which you can see in full by clicking here, gave me new insights about what shapes us. His descriptions remind me that everyone comes to the work world–and life–with his or her own perceptions of how things are and how they “should” be. The profiles of each generation give me new guidelines for connecting with the people around me. And they remind me never to assume that what shaped me, shaped them.
Masthead photo: “Jackie Frieze, 1964” silk screen on linen, by Andy Warhol, Collection of the Museum of Contemporary Art in Chicago