When generative learning is applied to business, it involves examining the company’s most basic
assumptions about itself and how it does business. For example, who are your customers, how
do your products and services create value for them, what is the best way to deliver value to your
customers, and what are your beliefs about how to treat your customers, suppliers and
employees? Managers assume that they know the answers to these questions, but seldom reexamine
them to see if their current practices are consistent with their assumptions. Correcting
such inconsistencies can profoundly impact a company’s structure, processes, products and
services.