top of page

The Fourth Turning by William Strauss

Tim Marting

Updated: Jan 3


the fourth turning book cover

The Fourth Turning by William Strauss and Neil Howe is a provocative exploration of historical cycles and how generational dynamics shape society’s future. The authors outline a recurring pattern of four generational archetypes, arguing that history moves in cycles of roughly 80-100 years, culminating in transformative periods they call “turnings.”


For entrepreneurs, consultants, and leaders, this book offers a unique lens to anticipate societal shifts and adapt strategies accordingly. By understanding these generational patterns, you can better navigate market trends, predict consumer behavior, and position yourself for success in times of uncertainty.


More than just a history lesson, The Fourth Turning challenges readers to think strategically about change and their role in shaping the future. It’s an essential read for those who want to understand the broader context in which their businesses and lives operate—and prepare for the disruptions and opportunities ahead.

Comments


bottom of page