Susan Wilner Golden

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.

Harvard Business Review Press

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