On December 3, 2011, David B. Wolfe left this world early in the morning. For those that knew him or benefited from his writings, there is consensus that he left the world and the field of aging a much better place than he found it. For over three decades, David’s vision has guided thousands to more successful careers in senior living, marketing, financial services, aging services and so many other professions that his impact staggers the imagination. And by impact, I do not mean only those that knew and learned from him while he was living but the many that will continue to learn from his legacy.
When I first read Serving the Ageless Market, it was like this incredible man had lighted a pathway to success in an aging marketplace. What I had felt intuitively, David justified and explained with a solid foundation in research clearly explaining why a new marketing paradigm was needed. A client we had both served recommended that we meet because I was training on what worked, and David was consulting on what did not work. The client thought we might make a good team. That led to a phone call and a 3 hour meeting in the St. Louis airport at which David agreed to join me on a series of two day workshops on marketing to middle age and older adults. In reality, he was the teacher and I was the student.
That student/teacher relationship that began over 20 years ago blossomed into and incredible
friendship and gave birth to a “think tank” group of 50 professionals dedicated to preserving and expanding on David’s life work. Together we created a unique organization known as The Society that has become more of a circle of friends than a traditional professional organization. Following the workshops, we coined the term Developmental Relationship Marketing to describe a new approach to mature market communications that recognized lifestage changes. David continued to refine the theory while I focused on the practice of ageless marketing. I can’t imagine not having him as a mentor and sounding board in the coming years, but I am confident his spirit will continue to guide those of us that are committed to building on his legacy.
We frequently agonized how little money there was in being ahead of your time, but David’s vision of a more ageless society is slowly coming into focus. While it saddens me that he never received the recognition he so justly deserved, I know his impact is just now beginning to be recognized. At the recent 10th Anniversary meeting of the International Council on Active Aging (ICAA) in Orlando, we issued awards to organizations for their positive aging/ageless approach to marketing communications materials and ICAA published recommended Communications Standards to guide those interested in improving their marketing materials. On December 6, several members of The Society will also be conducting workshops at the Positive Aging Conference hosted by Fielding University in Los Angeles; and David’s spirit will be with us.
David followed Serving with three more books: Ageless Marketing, Firms of Endearment,
and the soon to be published Brave New World View. For the past four years, David has been battling lung cancer while working on what he knew would be his final work. When he completed the last page on December 1, he called contributing author Mike Baumayr to his side and suggested they break out the champagne. He had a couple of sips and went to sleep never to truly awake…mission accomplished. Over the years, I have come to consider David, his wife Linda and youngest daughter Stephanie a part of my family and will cherish their continued friendship. Rest in peace my friend with the assurance that the members of The Society and the many others you have influenced are committed to carrying your message to anyone wise enough to listen.
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