In this 50 minute interview, hosts Aaron Murphy and Mark Hager ask me for my thoughts on how small businesses can succeed with their efforts aimed at the mature market.

Among other things, I talk about the three client types I’ve encountered;

TYPE A: I didn’t know (that the ageing consumer segment was so large and powerful)

TYPE B: I know about this but don’t know what to do

TYPE C: I know about this but that’s not our business and don’t plan to act

Each has to be responded to differently.

The common denominator is misunderstanding and, in some cases pure ignorance.