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"The boomer generation is changing 'business as usual' in two significant ways. First, they are the customers for the visionary businesses that we have explored throughout this book. But they are also creating these businesses and making the products and services they want so they can age well.If you've been thinking about leaving the corporate grind or starting a business aimed at this juicy market, you're not alone". Most boomers intend to work all their lives, and many will have to because they need the income .... But few boomers who keep working will settle for just any job. Millions of them seek creativity and passion in their work lives. They are more likely than previous generations to want work that reflects their values and identity; they want to make a difference and have fun while doing it."