How to Position Yourself at 50+

When people in their 4th Quarter think about starting something new… whether it’s a career change by choice (or necessity),  becoming a consultant, joining an existing company or becoming an advisor,  they usually hit the same wall:

“I don’t know how to position myself.”

It’s not a skills problem.
It’s a packaging problem.

After 25–35 years of experience, your story becomes crowded.
Multiple roles, multiple industries, multiple wins and losses.
And when everything looks relevant… nothing really stands out.

Positioning isn’t about your past.
It’s about understanding what your next “customer” needs from you.

To position yourself as a 50+ founder, you need three things:

1. Your Zone of Genius (credit: Gay Hendricks)

This is the intersection of three realities:

• What you’re exceptional at

• What energizes you

• What others trust you with instantly

Most people over 50 undersell this because they assume everyone can do what they do. They can’t.

2. A Market That Values Maturity

Not every industry rewards experience, but many do.
Areas like B2B services, consulting, operations, compliance, finance, leadership, strategy, and transformation work thrive on wisdom and restraint.

Pick markets where your years are an advantage, not a liability.

3. A Simple, Clear Promise

People don’t buy your résumé.
They buy the potential outcome you can deliver.

“I help X do Y so they can Z.”
Clean. Direct. No confusion.

When you package your experience with clarity, everything else accelerates: opportunities, revenue, confidence, and momentum.

You’re not starting from scratch.
You’re starting from strength.

Now, position yourself like it.