Adaptive learning is highly valuable too. However, it takes for granted assumptions like those
mentioned above and focuses instead on how to more efficiently and effectively deliver value to
current customers. Many companies are already clear about their assumptions and act
consistently with them. They also may be just plain lucky that their unexamined assumptions are
not out of synch with their customers’ perceptions of value and with their environment. These
companies can focus on making better and perhaps less expensive products and services, and
delivering them to their customers in a more timely manner. The dilemma is that most
companies would be better off examining their assumptions by engaging in generative learning.
However, it is a time-consuming process, and many companies are not prepared to act
appropriately on what they learn from this process