Getting Older is Not a Death Sentence, it’s an Invitation to Keep Growing

I still remember the first time I acknowledged I was old. A couple of years ago, a young lady made eye contact and smiled at me. It made me feel young and viral until I realized I reminded her of her deceased grandfather.

Just because I acknowledged I was getting older, I did not have to accept the fact that I was old—that is, until recently.

To make a long story short, in retirement, I decided to share my knowledge and philosophy with the world. It was not some random brain fart; it was a 50+ year old suppressed dream. You know what I am talking about. When, as a child, you wanted to be a fireman or a cowboy. Or in school when you dreamed of changing the world.

The Reality of Starting a Business in Retirement

When I committed to this goal, reality set in. I had to start a business. Having spent most of my work life as back-office support for multiple entrepreneurial organizations, starting a business didn’t phase me; however, starting a business was something I put to rest years ago.

If starting a business is my way of sharing my dream with the universe, then I can check off an item my 30-year-old self added to my bucket list.

The Marketing Rabbit Hole

As a certified Small Business Flight School Coach, I often chase the Right Engine (Marketing) down the marketing rabbit hole. FYI, I am neither proficient nor passionate about marketing. Still, I see marketing as thought-provoking, and I need to go down that rabbit hole occasionally to remind myself why I don’t want to do it.

As I assembled the SBFS airplane metaphor for creating a small business with a clear message, streamlined operations, and built for growth, the engines (right–marketing and left–sales) continued to trip me. In conversations with peers and coaches, the most common question was, “Who is your Ideal Client Avatar?”

I have lost the number of ICAs I have created over the last 14 months. What I had considered a strong ICA was shot down by coaches and peers, and some I even abandoned.

I thought I had nailed my ICA before the holidaze. However, as I began conversing with potential clients, not only did their eyes glaze over, but so did my own. As I troubleshot my ICA, I realized I was marketing a solution looking for a problem—a common mistake entrepreneurs make when they start their businesses.

The Epiphany That Changed Everything

I discussed with my marketing administrator why our marketing message was not converting. She suggested that we change the age demographic of our ICA from 35 – 50 to 45+.

What an epiphany.

Instead of marketing a solution to an ICA who either didn’t have a problem or wasn’t aware of it, I could now target an ICA who recognized their problem and was actively seeking a solution.

Realizing I Am My Own ICA

I have been told that being your own ICA is not necessarily a bad thing.

As the season of your life changes (e.g., becoming an empty nester, the death of a spouse, or retirement…), you feel empty because you were unprepared. You are living life by chance and drifting without purpose and direction.

OMG, I am my ICA, an old fart, adrift without direction.

Living with Purpose, Not by Chance

I accept that I am old, but that doesn’t mean I can’t have a 10-year vision complete with goals, purpose, and direction.

Life should be lived with purpose and direction, not by chance and drift.