Overview

Soon, old people will outnumber young people, nearly everywhere in the world. This demographic fact presents challenges, but also massive opportunities. Experts estimate the so-called longevity market at $21 trillion. But it will be impossible to reach for any business without a longevity strategy that accomplishes two things: 1) resets your understanding of who is an ""old person"" and 2) identifies and breaks down the systemic barriers that currently block the way. This book provides the framework that will show you how to create a longevity strategy. Clear-eyed, practical look at a demographic trend that can't be ignored. Provides foundation for setting a long-term strategy and anticipating obstacles. Resets how we think about and talk about age, much the way Moneyball reset how we think about and talk about talent in baseball. Author has unique combination of practitioner, academic and policy chops that bode well for commanding the topic. Audience: C-suite strategists, entrepreneurs, marketers, B-School (curricula), consultants.

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9781633699472

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Reviews

Advance Praise for Stage (Not Age): Stage (Not Age) is your own personal master class for understanding, entering, and thriving in the fast-growing, $22 trillion longevity market. The profiles of companies that successfully serve this market will cause you to rethink everything you thought you knew about aging. - Jo Ann Jenkins, CEO, AARP We can continue viewing the aging of the world's population as an imminent crisis, or we can choose to see it as an opportunity for business and policy innovations. This book guides us toward the latter view, and brilliantly. - Michelle A. Williams, Dean of the Faculty, Harvard T.H. Chan School of Public Health People, like wine, get better with age. Susan Golden's important book demonstrates how an aging population presents extraordinary opportunities for businesses. While some complain about the costs of an older population, Stage (Not Age) offers a thoughtful roadmap for understanding the ways in which the fastest-growing demographic can drive value. - Larry Summers, President, Emeritus, Harvard University; former Secretary of the Treasury of the United States Susan Golden's book offers an inspiring roadmap for entrepreneurs and innovators to grow with the longevity economy. - Jonathan Levin, Dean, Stanford Graduate School of Business An insightful and practical guide to an amazing and multifaceted business. Stage (Not Age) is the indispensable guide for companies to develop a strategy for this opportunity-as we did at Best Buy. - Hubert Joly, former Chairman and CEO, Best Buy; author, The Heart of Business; and senior lecturer, Harvard Business School In Stage (Not Age), Susan Golden makes an eloquent case for investing in one of the most compelling business opportunities of our time. Her book is a clearly written, insightful guide. A must-read for changemakers of all ages. - Marc Freedman, founder, President, and CEO, Encore.org; author, How to Live Forever How do you reach a generation (or two) of people who don't feel, look, or act as old as they are? By not focusing on the number on their birth certificate. That's the message of Susan Golden's enlightening new book. Companies and marketers willing to listen should find themselves at an advantage. - Jean Chatzky, founder and CEO, HerMoney Media; New York Times bestselling coauthor, AgeProof

"""Stage (Not Age) is a fascinating read…"" — Kiplinger's ""The author provides a guide for companies to understand how retirement age can actually mean many different markets and stages."" — Forbes ""In her new book, Stage (Not Age), Golden makes a case that chronological age no longer defines us, especially in the second half of life. It's the stage of life we're in that's most important."" — Next Avenue ""Citing trillions of dollars in spending power, Golden says companies should cater more products and services toward the people with the most wealth: those in their golden years."" — McKinsey Author Talks Advance Praise for Stage (Not Age): ""Stage (Not Age) is your own personal master class for understanding, entering, and thriving in the fast-growing, $22 trillion longevity market. The profiles of companies that successfully serve this market will cause you to rethink everything you thought you knew about aging."" — Jo Ann Jenkins, CEO, AARP ""We can continue viewing the aging of the world's population as an imminent crisis, or we can choose to see it as an opportunity for business and policy innovations. This book guides us toward the latter view, and brilliantly."" — Michelle A. Williams, Dean of the Faculty, Harvard T.H. Chan School of Public Health ""People, like wine, get better with age. Susan Golden's important book demonstrates how an aging population presents extraordinary opportunities for businesses. While some complain about the costs of an older population, Stage (Not Age) offers a thoughtful roadmap for understanding the ways in which the fastest-growing demographic can drive value."" — Larry Summers, President, Emeritus, Harvard University; former Secretary of the Treasury of the United States ""Susan Golden's book offers an inspiring roadmap for entrepreneurs and innovators to grow with the longevity economy."" — Jonathan Levin, Dean, Stanford Graduate School of Business ""An insightful and practical guide to an amazing and multifaceted business. Stage (Not Age) is the indispensable guide for companies to develop a strategy for this opportunity—as we did at Best Buy."" — Hubert Joly, former Chairman and CEO, Best Buy; author, The Heart of Business; and senior lecturer, Harvard Business School ""In Stage (Not Age), Susan Golden makes an eloquent case for investing in one of the most compelling business opportunities of our time. Her book is a clearly written, insightful guide. A must-read for changemakers of all ages."" — Marc Freedman, founder, President, and CEO, Encore.org; author, How to Live Forever ""How do you reach a generation (or two) of people who don't feel, look, or act as old as they are? By not focusing on the number on their birth certificate. That's the message of Susan Golden's enlightening new book. Companies and marketers willing to listen should find themselves at an advantage."" — Jean Chatzky, founder and CEO, HerMoney Media; New York Times bestselling coauthor, AgeProof"

Author Information

Susan Wilner Golden is an expert on innovation and entrepreneurial opportunities created by the new longevity, and she teaches this subject at the Stanford Graduate School of Business. She is the director of the dciX impact initiative at the Stanford Distinguished Careers Institute, and advises companies on their longevity strategies. She serves as an adviser to the Techstars Future of Longevity Accelerator and to Pivotal Ventures on longevity investment opportunities. Her career stops in venture capital, public health, and life sciences have given her a multidimensional, multidisciplinary perspective on longevity opportunities. You can find out more about Susan Golden at: dci.stanford.edu/susan-wilner-golden

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