I'll try to record the audio with this later, but here's my presentation from ePatient 2009. It's in the Pecha Kucha format, which means 20 slides in 20 seconds. The book the ideas are from is "The Fourth Turning" by Strauss and Howe (http://ow.ly/wVHC - AFL)

1. Good afternoon! I m Carlen Lea Lesser, Director of
Good afternoon! I’m Carlen Lea Lesser Director of
Interactive Strategy for RTC Relationship Marketing
and for the next few minutes I’m going to talk about
the generational theory of Strauss and Howe, and
predictions they made in their book the Fourth
predictions they made in their book the Fourth
Turning about how Boomers will evolve as a
generation in later life.
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2. This generational archetype cycle Strauss and Howe
This generational archetype cycle Strauss and Howe
discovered has repeated itself most of the way
through Anglo‐American history every 80‐100 years.
The reason it’s important is it can help us understand
the shifts Boomers are undergoing as they enter
the shifts Boomers are undergoing as they enter
elderhood.
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3. This cycle is at a macro generational level. If you are
This cycle is at a macro‐generational level If you are
born between 1943‐1960 you are part of this cycle’s
Prophet generation. You may see that the cycle was
broken once. The Civil War was so disruptive that no
Artist generation emerged.
Artist generation emerged
Civil war: (1861–1865)
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4. I said the cycle has repeated all through Anglo
I said the cycle has repeated all through Anglo‐
American history. Interstingly they map beautifully to
Star Wars characters, which helps when thinking about
the positive, negative and legacy attributes of each
generation in the cycle, which we re going to walk
generation in the cycle which we’re going to walk
through next.
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5. We begin with the current Artist generation , the
We begin with the current Artist generation the
Silent Generation. Seen in a positive light, they are
caring, open minded and expert. In a negative light,
sentimental, contemplating and indecisive. Artists
leave is pluralism, expertise and due process to
leave is pluralism expertise and due process to
society.
The next Artist generation is being born now.
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6. If we look at the faces of the Artist generation as it has
If we look at the faces of the Artist generation as it has
appeared through time we see people like First Lady
Dolley Madison, Lewis & Clark, Teddy Roosevelet, and
two from the modern era, Colin Powell, and Madeline
Albreight, and of course C3P0 and R2D2
Albreight and of course C3P0 and R2D2
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7. The current prophet generation is the boomers.
The current prophet generation is the boomers
Prophets can be seen positively as: Principled,
Resolute, Creative
Negatively: Narcissitic, Presumptious,
Negatively: Narcissitic Presumptious Ruthless
And they’ll leave us with: Vision, Values, Religion
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8. Let s look at the faces of the each the prophet
Let’s look at the faces of the each the prophet
generation when it has reappeared through time.
Henry VIII, Abraham Lincoln, Andrew Jackon, FDR, Bill
Clinton and of course, Obi‐wan and Darth Vader.
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9. The current nomad generation is Generation X or the
The current nomad generation is Generation X or the
13th Generation, as Strauss and Howe call them.
Nomad generations are know for being : Savvy,
Practical,
Practical Perceptive
At our worst we’re seen as: Unfeeling, Uncultured,
Amoral
And we’ll be leaving : Liberty, Survival, Humor to
society
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10. If we look at the Nomads as the generation as
we look at the Nomads as the generation as
reappeared in the cycle throughout history we see
Queen Elizabeth I, George Washington, Mark Twain,
Mae West, and John Stewart – Han Solo & Chewie
from Star Wars
from Star Wars
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11. Our current Heros giggle if you will are the latest
current Heros, giggle if you will, are the latest
hero generation – the previous the G.I. generation of
WWII. Heroes are : Selfless, Rational, Competent
Negative: Unreflective , Mechanistic, Overbold
They leave us with: Community, Affluence,Technology
They leave us with: Community Affluence Technology
Let’s remember these are the kids who marched to
war after Sept. 11
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12. If we look at the
If we look at the Hero generations throughout time we
throughout time we
see puritan minister Cotton Mather, Thomas Jefferson,
JFK, Betty Friedan, Mark Zuckerberg – creator of
Facebook, and Luke and Lei.
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13. Why do we care well because if we keep treating
do we care, well because if we keep treating
Boomers, or any generation, like they behave they way
the did, our messages aren’t going to hit the mark.
We’re all still looking backwards and showing glory
shots of the 60s. Do you want to be reminded of your
shots of the 60s Do you want to be reminded of your
20s or honored for your acheivements in the past 40
years.
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14. So, let s take a trip down memory lane and see what
So let’s take a trip down memory lane and see what
our current prophet generation, the Boomers have
been up to for the past 40 odd years. Remember who
the prophets are doesn’t change, how the behavior
manifets does We begin with sex drugs rock‐n‐roll
does. We begin with sex, drugs, rock‐n‐roll
and fighting the man – from Woodstock to Saturday
Night Fever.
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15. This was the era of big hair, fast cars, and fat wallets.
This was the era of big hair fast cars and fat wallets
It was all about the big payoff as fast as possible.
Think Gordon Gecko and Wall Street.
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16. Late life spiritual careers
Late‐life “spiritual” careers
Holistic, mind‐body medicine
Resisting Age
Moral Crusaders
Sedona, Yoga
Sedona Yoga
Late 40s‐ mid50s
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17. So is this the picture of the Boomers in elderhood? Is it
So is this the picture of the Boomers in elderhood? Is it
the busy‐body, quiet mind paradigm of seniors past
with Shuffleboard on the Wii and Viagra and dancing
with the stars until they die? That’s not what Strauss
and Howe tell us, they paint a very different picture of
and Howe tell us they paint a very different picture of
Prophets in Elderhood.
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18. authoritarian, severe, and unyielding
authoritarian severe and unyielding
Embracing & glorifying age
Civic Virtue
Return of “classic values” (1930s Movie Code)
Mentors of values and ideals
Mentors of values and ideals
Moral battles intra‐generation
decisive civic action
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19. So don t ask them to compromise. If you want to be
So don’t ask them to compromise If you want to be
green ask them to shop at wholefoods and drive a
clean diesel luxury SUV. In healthcare focus on quality,
not just quantity of life. The benefit profile need to
outweigh the side effects so they can have small steps
outweigh the side effects so they can have small steps
with a big payoff.
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20. In our communications we need to honor them today,
In our communications we need to honor them today
not just tell them how fabulous they were. Start
talking about what it means to be healthy at 65, not
convince them to be 30 again. Thank you and I’ll be
happy to answer any questions during the break.
happy to answer any questions during the break
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