On this week's Inside Outside Innovation, we sit down with Susan Golden, Author of the new book Stage (Not Age). Susan and I talk about the $22 trillion market opportunity in the emerging longevity economy from education to workforce to healthcare and housing. Let's get started. Inside Outside Innovation is the podcast to help the new innovators navigate what's next. Each week, we'll give you a front row seat into what it takes to learn, grow, and thrive in today's world of accelerating change and uncertainty. Join us as we explore, engage, and experiment with the best and the brightest innovators, entrepreneurs, and pioneering businesses. It's time to get started.Brian Ardinger: Welcome to another episode of Inside Outside Innovation. I'm your host, Brian Ardinger. And as always, we have another amazing guest. Today, we have Susan Golden, author of Stage (Not Age): How to Understand and Serve People Over 60, The Fastest Growing, Most Dynamic Market in the World. Welcome to the show, Susan. Susan Golden: Thank you so much for having me.Brian Ardinger: To give a little background. You've got a lot of experience in this particular space. You teach at the Stanford Graduate School of Business. You're a Mentor at Techstars Future of Longevity Accelerator. And a thought partner with Pivotal Ventures on their Caregiving Innovation Initiatives. I think the first question I'd like to ask is what drew you to this topic and exploring this $22 trillion market opportunity called the longevity economy.Susan Golden: Great question. I have a background in public health and then went into venture capital in life sciences and health services. And I actually took a career break, which is part of what the book is about. That many people are going be taking career breaks if they're living 100 year lives. And went back to school. And Stanford had just started a new program called the Distinguished Careers Institute, for people anywhere from their fifties to their eighties, come back and rethink what they want to do with the next chapters of their life. Because they're living much longer. And nobody should be thinking about retirement in their sixties because they have another 30 or 40 years to go.And I learned about longevity at Stanford. There's a wonderful center on longevity that is thinking about how do you plan for the 100 year life. And it's very dynamic and it's not just about the typical impression that most people have, that all older adults are elderly, declining, frail need a whole variety of services.Some will, and most of us will need something at some point in the end of our lives. But most people are going to be living very vibrant lives well into their eighties. And this has created a whole new economy that most people just don't know about. And particularly investors and innovators don't know about it.Traditionally, if I asked my venture capital friends, why aren't you investing in this? They would say, oh, this is about senior housing and fall prevention and medication management. And that's a piece of it, but there is now, as you said, a $22 trillion worldwide market right here in the United States.Right now, it's estimated to be about $8.6 trillion. As over 10,000 people are turning 65 every day and they're going to be living long lives. And over a third to a half of children being born today can expect to live to their 100s. And this longevity economy now includes all their spending, the stimulating new jobs that are being created for their products and services.And companies are beginning to rethink their longevity strategy. Not just for products and services, and how could they have a multi-generational. But also, how to have a workforce that's multi-generational. And how to take advantage of that. And most people don't realize that people over 50 have most of the wealth. They're responsible for 56% of consumer spending and 83% of wealth in the United States. So this is a gigantic market opportunity, gigantic innovation oppor