Stage (Not Age)

Stage (Not Age)

How to Understand and Serve People Over 60--the Fastest Growing, Most Dynamic Market in the World

Susan Wilner Golden


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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.


Susan Wilner Golden:

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: