IT ALL BEGAN WHEN WE WENT LOOKING INTO WHAT “AGE” IS. THERE ARE PEOPLE WHO STUDY AGING, STUDY IT WELL, BUT WE’RE NOT THOSE PEOPLE. AS LIFE HACKERS, WE WITNESS BEHAVIOR, THEN BUILD EXPERIENCES AND SOLUTIONS FROM WHAT WE NOTICE. WE OWN NOTEBOOKS….AND PENS.
Over time, we found that cultural programming on age needs an alternative channel, so we are in the process of building one. But, we need to understand what age is to us, and people like us…not the masses.
Some things found:
Most people’s relationship with Age is 3 dimensional….viewed within 3 buckets.
Measured in trips around the sun. It’s math. You are assigned a number at birth. Be grateful that you have a number…many numbers have been called, but not yours. Not today. Aging has been happening to you since birth. That’s the point. As your number increases, celebrate that bigger number with bigger ideas.
Your body can age faster or slower than your number depending on the stresses you choose or are subjected to. Opportunities (products) to physically alter your body beyond chronological age flood consumer markets. Innovations in nutrition, exercise, botox, boner pills, silicone, surgeries and supplements have all altered what is physically possible. We can manipulate our perceptions (what the outside world witnesses) with money and the will.
Science is proving that attitude & beliefs are a larger factor than the age Number or Body age for good health & improved standard of living.
Beliefs are stronger than genes. Your stoke is stronger than treadmills. People’s attitude influences their life. Not only their happiness (or lack of), but their physical condition is tied to thoughts and beliefs. People who “believe it when they see it” live constrained in cynicism (poor aging plan). Oppositely, “seeing it when you believe it” places actions in the hands of beliefs (much better).
Looking at the 3 different parameters on age (the Number, Body & Attitude), our company made choices on where to focus. Our age Number is law. A static trajectory lacking opportunity. We moved to our Body age, which as a consumer product category, has experienced substantial growth. Many movements/products/innovations are born addressing this body age category and people’s physical condition or appearance. Billions are spent on rear view mirrors and band-aids attempting to tell a different story than the story people own today. Authenticity seems difficult for these products/brands and for people who rely on them. Then we sat with the idea of Attitude age for awhile, and became interested…
Attitudes & beliefs as powerful health remedies is now the bullseye of our target. Setting coordinates on this requires turning the tide on cultural perceptions, and recruiting like minded people. We realize that this goes against most of the mass market, and mass culture. We’re asking people to aspire to be more of who they are today. Owning it.
We’re CADDIS and we’re designing eye appliances for people over 40.
Welcome to the New Age.