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About Brent Green

  • Brent Green
    In addition to writing this blog about Boomer consumers, I am a marketing consultant and author of "Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices, Predictions." I present workshops and give speeches about the Boomer generation and business strategies. Further, and as you will discover in this Boomer blog, I provide opinions, analyses and commentary for news media such as "The Los Angeles Times," "US News & World Report," "Business Week," "Ad Age," and "The Wall Street Journal." My company, Brent Green & Associates, Inc., is an internationally award-winning firm specializing in direct response marketing for health & fitness and Boomer-focused companies. Marketing to Boomers I welcome your comments and questions here. Please enjoy my blog commentary, which usually slides precariously on thin ice.

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  • The premier online guide for adults ages 50-64, has named Brent Green's Boomers one of the Web's “Most Useful Sites”

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  • Brent Green & Associates is a leading marketing company with specialized expertise in selling products and services to the Boomer male market, comprised of over 35 million U.S. adults. Click here to visit our website.

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  • Lee Eisenberg
    Lee Eisenberg is the author of "The Number," a title metaphorically representing the amount of resources people will need to enjoy the active life they desire, especially post-career. Backed by visionary advice from the former Editor-in-Chief of "Esquire Magazine," Eisenberg urges people to assume control and responsibility for their standard of living. This is an important resource for companies and advisors helping Boomers prepare for their post-career lives.
  • Kim Walker
    Kim Walker is a respected veteran of the communications industry in Asia Pacific, with 30 years of business and marketing leadership experience in Australia, Hong Kong, Tokyo and New York. His newest venture is SILVER, the only marketing and business consultancy focused on the 50+ market in Asia Pacific. He has been a business trends and market identifier who had launched three pioneer-status businesses to exploit opportunities unveiled by his observations.
  • Hiroyuki Murata
    Hiroyuki Murata (Hiro) is a well-known expert on the 50+ market and an opinion leader on aging issues in Japan and internationally. Among his noteworthy accomplishments, Murata introduced Curves, the world’s largest fitness chain for women, to Japan and helped make it a successful business. He is also responsible for bringing the first college-linked retirement community to Japan, which opened in Kobe in August 2008. Hiro is the author of several books, including "The Business of Aging: 10 Successful Strategies for a Diverse Market" and "Seven Paradigm Shifts in Thinking about the Business of Aging." They have been described as “must read books” by more than 30 leading publications including Nikkei, Nikkei Business, Yomiuri, and Japan Industry News. His most recent book, "Retirement Moratorium: What Will the Not-Retired Boomers Change?" was published in August 2007 by Nikkei Publishing. Hiro serves as President of The Social Development Research Center, Tokyo, a think-tank overseen by METI (Ministry of Economy, Technology, and Industry) as well as Board members and Advisors to various Japanese private companies. He also serves as a Visiting Professor of Kansai University and as a member of Advisory Boards of The World Demographic Association (Switzerland) and ThirdAge, Inc. (U.S.).
  • Generation Jones
    Jonathan Pontell is the founder and ardent advocate for Generation Jones, the "lost" generation between Baby Boomers and Generation X. Although this group has traditionally been lumped with Boomers, Pontell makes a powerful case to redefine this cohort as distinct from the Baby Boomer Generation.

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    « REI, Authenticity and Boomers | Main | Pew Research, Urban Institute and Gloomy Boomers »

    July 25, 2008

    Professor Randy Pausch, A Lecture, A Gift for Boomers

    The sad news has arrived. Professor Randy Pausch succumbed to the ravages of pancreatic cancer after a noble fight and a noteworthy battle to make the world aware of the disease that killed him. As he wisely observed, pancreatic cancer does not have a celebrity spokesperson because its victims do not live long enough. So, during the last ten months, he had become an accidental national celebrity for an engaging "last lecture" and as an intrepid crusader to fight this disease, even though his own demise was inevitable.

    Rp_1 For those of you unfamiliar with Dr. Pausch, he was Professor of Computer Science, Human-Computer Interaction and Design at Carnegie Mellon University. He was diagnosed with pancreatic cancer in August 2006, undertook aggressive chemotherapies and radiation treatments, but a year later his cancer had metastasized to his liver and spleen. According to his doctors then, he had but three to six months of functional health remaining.

    Carnegie Mellon, as well as other universities, has a tradition called "The Last Lecture." The context is simple but inspiring: What if you have but one last chance to share your experiences and wisdom with others? What enduring values, lessons and ideas would you communicate if this is your final chance?

    Professor Pausch, who I will refer to as Randy, gave his last lecture in September 2007, but of course it was not a hypothetical lecture framework in his case. It was reality; he was dying. But the lecture is not about dying; it is about really achieving your childhood dreams. Randy presented his lecture with enthusiasm, humor, humility and clarity.

    A videotaped recording of this lecture ended up on YouTube, and millions have watched it. Randy appeared on Oprah's daytime television show and gave a condensed version of the lecture. Jeffrey Zaslow with the Wall Street Journal, who had attended the live lecture, worked with Randy to write and publish a small book of wisdom and motivational encouragement, also called "The Last Lecture." (I wrote the third posted review of this book on Amazon.com.) The book topped bestseller lists for weeks following its release in April.

    Defying the odds against him, Randy nevertheless lived long enough to see his lecture become a worldwide phenomenon, to watch his book soar to heights of publishing success, to appear on ABC network in an hour-long special with Diane Sawyer, to appear on The Oprah Winfrey Show with eleven precious minutes to communicate his powerful messages, to testify before Congress about the need for research into preventing and curing this horrific disease, to give an address in May for the 2008 Carnegie Mellon graduating class, and, finally, to keep his admirers informed about his journey through a personal website.

    Randy wasn't just a dedicated professor, a father of three small children, a husband very much in love with his wife Jai, and a valient crusader for those afflicted by fatal diseases. At 47, he was also a young Boomer man who has given us a glimpse of how an optimistic generation will tackle the final challenges of mortality and eventual dying.

    Through his brave journey he demonstrated the many ways that this next generation of aging mortals will confront the inevitable: by communicating new narratives about the value of human life, by showing how one's final months can be dedicated to sharing timeless wisdom with children and young people, by not going quietly into that dark night.

    Randy spent his final days under hospice care, a noble organization that gives the truest context for reconciliation, remembrance, communication, acceptance and dignity. (I had the immense privilege of addressing the nation's hospice CEO's at Duke University in October 2006 as part of a meeting of the National Hospice Work Group. I also participated in a PBS special focusing on hospice, which will be released in August.)

    In pondering how a generation will change dying in the most constructive ways, I realized that those Boomers who address the challenges of a slow dying process will likely choose to die the way they've lived: idealistically, intensely and intently focused on creating a legacy for those who survive. Many will follow in Randy's footsteps. They will give new meaning to the end of our mortal journeys, leaving behind a wiser nation.

    Maybe they will help our fragile species finally understand and accept that human life is precious and each person, given the proper context, can contribute meaningfully to our collective journey, even in the final days.

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