CHAPTER ONE
Why Do You Think What You Think?
Have you ever noticed that a lot of the advertisements aimed at Boomers feature music or other symbols of the 1960s? Wondered why?
Marketers have known for some time that many of our most powerful impressions were formed when we were teenagers—when we emerged from our inwardly focused childhood and looked out at the world around us. What we saw at that moment, in the world and in our families, formed an indelible impression of how the world works—and determined for life what we cared most about.
It turns out these same teenage impressions not only shape our assumptions about the world, but also about the role of work within it.1
Think for a minute about the 1950s—a time when people who are in their ...
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