You’ve all heard the advice: If you are starting or running an established business, you need to find and target your niche. Narrow down the demographics—age range, gender, socioeconomic status—and ignore the outliers. But we’re all outliers. No individual fits neatly in a box. Why should we market that way? Just ask any boomer what […]
Archives for June 2014
Marketing Across Generations
There are many reasons for companies to target 50+ consumers with their advertising. The most obvious is that they control more than 75% of our nation’s wealth. And they are spending that wealth, outpacing other generations in nearly every buying category. With more people working longer, the argument that targeting younger generations because of future […]
You Don't Need Psychic Powers
I’ve talked before about why it’s a mistake to wait for the economy to recover before we transform our lives, work, and world. The future belongs to those who are starting those transformations now, who are shaping the world and creating their own place in it. If you can’t afford to make a huge leap […]
The Value of Experience
If there is one thing that is more important than ever in our businesses, our marketing, our careers, and our lives, it’s experience. Experience is at the heart of what post-50 women and men bring to business, whether this is as an employee, an executive, or an entrepreneur with the knowledge and connections, gained through […]
Guest Post: Taking Ownership of Your Future–The Power of Encore Entrepreneurship
Karen Sands and I have a lot in common; in fact, as I’ve gotten to know her and her work over the past months, I’ve had the sense of encountering a kindred spirit. We both share the conviction that we are living at an important moment in history. We have both experienced the ways in […]
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