In 1996, I mentioned to a client that I was toying with a move to Arizona. He commented, “My Dad always wanted to do that. Every year he and Mom would go to Arizona, and look for just the right place to eventually retire.” Excited, I asked, “Wow! Did he finally do it?” My client […]
Like it or not, age often matters in marketing a consulting practice. Age also matters in customer perceptions, as evidenced by the following examples. Real Life Story # 1 – Floyd, a fellow engineer, was going to law school at night. At the time, he was in his mid 40s, and I was in my […]
