Companies can engage in two general types of change. Change can result from generative
learning and/or adaptive learning. Generative learning is more difficult to master, but has more
profound and far-reaching consequences for a company. Generative learning seeks deeper
meaning and multiple connections in the phenomena that are studied (Wittrock, 1974). It is
often conducted best in a team setting in which participants can review collective memories,
archival and new data, and by discovery, experimentation, and reflection find solutions to current
problems or develop plans to seek newly recognized opportunities. One way to learn how to be a
generative learner is to always ask the question “why?” instead of just accepting the status quo.
Change that results from generative learning tends to be profound and long-lasting, and
transforms the learner through the learning process.