Chuck Underwood is the founder and president of The Generational Imperative, Inc., or TGI, a research-driven generational business consultancy.Having studied and researched the generational values and beliefs that guide the decision-making of Americans for two decades, he is a leading authority on generational dynamics in both the marketplace and workplace.Chuck began his generational research in the late 1980s, long before the discipline started to come to the widespread attention of American business.In 1999, in order to conduct generationally-strategized research studies for his clients and his own company, he underwent formal training in qualitative research methodology and focus-group moderating, in Chicago. His research clients now include such giants as Procter & Gamble, Eli Lilly, Coca Cola, Western-Southern Insurance, Group Voyagers Travel, and others. And he conducts his own proprietary generational research to guide his work with TGI’s clients.The Ohio University School of Business grad had spent his earlier career in the mass media of radio and television, first as an award-winning broadcast journalist and national sports play-by-play announcer, and then as a creator and producer of original programming. He has hosted and produced shows that have aired nationally and internationally. His productions have attracted major national advertisers such as Wendy’s, Coca Cola, United Healthcare, Converse, Adidas, Meijer Stores, Dr. Pepper, Fila, 1-800-COLLECT, and others. His television production subsidiary, CUP, Inc., has received a national-distribution commitm Washington, D.C. ent to create and produce a documentary series about America’s Generations and is currently seeking a major corporate sponsor for this high-profile television project.Chuck’s media career and generational consulting merged several years ago, when he produced a one-hour television Special for public television, entitled America’s Generations: The Silents. Soon after that show aired, he received a phone call from a speakers’ bureau in Washington, D. C., asking Chuck to speak on the subject of Generational Marketing Strategy to the prestigious National Summit On Retirement Savings, which gathered nearly three-hundred senior executives in the financial-services industries for a three-day business conference. Sharing the speakers’ roster with President Bush, Federal Reserve Chairman Alan Greenspan, and other national luminaries, Chuck’s presentation generated instant requests from the Summit delegates to consult their companies and speak to their national conventions about generational dynamics. He has taken his rightful place as a preeminent authority in generational study. Traveling coast-to-coast for consulting assignments, seminars, research, and keynotes, he also authors newspaper and national-magazine columns on generational dynamics, guest-lectures at colleges, and is regularly quoted in magazines, newspapers, and network newscasts. ^[1]