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When Generations Collide
In today's work force, four generations work side-by-side – and sometimes collide. With the background to understand each, it is easier to relate to all.

What differences separate members of the baby boomer generation, generation x, and other groups of contemporaries? Plenty has been said and written about "generation gaps" and how they cleave families. Are the same differences common and problematic in the workplace? If so, what problems are created, and how can they be solved?
Lynne C. Lancaster and David Stillman, partners in a consulting firm, take a concentrated look at these questions in When Generations Collide: Who They Are, Why They Clash, How to Solve the Generational Puzzle at Work. Their examination is sure to help managers and employees appreciate the common and frequently counter-productive generational differences in outlook, thinking and problem-solving.
In today's work force, four generations can be found operating side-by-side. Lancaster and Stillman divvy them up as:

Traditionalist employees, who maintain a "heads down, onward and upward" attitude. Their work ethic was shaped by the Great Depression.
Nearly eighty million Baby Boomers, who are torn by conflicting idealism, need for achievement and a growing desire to slow down and enjoy life.
Generation Xers, who strive to prove themselves but also have a reputation for irreverence.
Millennials, who are now joining the workforce and mix generation xers' irony with the baby boomers' social conscience. They promise new transformations for the business world.

This book represents an insightful tool for dealing with the confusion these differing perspectives can together engender. With advice on recruiting, retaining and motivating each individual group, it offers surprisingly practicable advice for overcoming differences and increasing performance.
Mapping the contours of these generations and their removal from each other, When Generations Collidealso gives marketers and advertisers the opportunity to understand their generational target markets according to the qualities of each age group how these play out in real-life situations. It's one thing to be told what attributes the baby boomer generation or generation x display, but quite another to effectively visualize how these are manifested day-to-day. Those who want a working knowledge of the issues facing generational target markets at work will appreciate this thoughtful guide.

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