Description: "Coughlin provides the framing and insight business leaders [can use] to serve the growing older market: a vast, diverse group of consumers representing every possible level of health and wealth, worth about $8 trillion in the United States alone and climbing"--Amazon.com.
Review Quotes: "I loved this book. It's thought-provoking, insightful, and unexpectedly fun. You'll learn about what we get wrong about a world where people live a long time, how innovators botch serving such people, and how everyone from families to companies can do a lot better. With fantastic stories of runaway successes and hilarious flops alike ("Senior Food," anyone?), Coughlin demonstrates how design and innovation can change the way we age."
--Atul Gawande, author of Being Mortal