Self-Employment in Later Life
Are you ready to take the key decision that will set your feet for the unique work that only you can do?
approach
De-clutter Your Life and Business Experiences.
Starting in business is an opportunity to transition from employment to your real work, the work that only you can do. You've prepared for this moment over decades and now need to develop your business idea. It may be a direct transition from previous work but more likely it's something new, something glimpsed upon occasion that you need to bring to full consciousness.
I've spent over 10 years wrestling with this and have found a glorious mix of frustration and fulfillment. I've found the key to unlock full potential is in stories you remember from earliest years through to recent business and life encounters.
You've loads of experiences but some are more relevant than others. What must you take with you into your new business and what can you leave behind? I've worked with real-life stories for several years and can help you find, tell and share them as you develop and market your new business.
About Chris
I pound the streets of Sheffield, UK in search of my story, stories of my place and stories that transform communities through business.
After 30 years as a community development worker, I started my own business, which, over time became marketing coaching through stories. And then I realised, I'm knocking on a bit ...
I became self-employed in 2013 and I didn’t have a clue what I was going to do! I’d been a community development worker for over 30 years. I’d helped others achieve their dreams and now faced the challenge of achieving my dream. If only I knew what it was!
I started with website design and then discovered marketing. Marketing seemed to be a good fit, it resonated with my experience but why? What was it that rang a bell for me?
Whilst I was attracted to the lifestyle of being my own boss the drawback was the pressure to make money. Business is all about making money. Right? Then I found and memorised this from the economist John McKay, “Profit is no more the purpose of business than breathing is the purpose of life.” And yet, everyone seems to think profit is the purpose of business and this is reflected in most marketing techniques.
Early on, I discovered loads of marketing techniques and spent huge sums of money on online courses. What did I learn? Marketing’s a drag. I tried to be upbeat but well, it is a drag …
It’s not something you sign up for but you discover it’s something that has to be done. So, what rang the bell? Nothing seemed to work!
Like so many people I'd put the cart before the horse. Obviously, to market you need to study marketing. Wrong!
To market you need to know your business in depth. In other words, successful marketing is developmental, it is not about learning the whole gamut of marketing methods.
I need to know my business in depth. What business am I in? Who are my customers? What makes my business unique?
These questions are answered through excavation. Start with some strand and dig around it to see what emerges. Once you know what you’ve got, then apply an appropriate marketing tool.
I needed one tool to be a business archaeologist. Stories.
Stories take on a life of their own when we interrogate them. I found my clients’ stories often missed the main point, pointed in unexpected directions, highlighted unexpected facets of a business so that it shone in new light.
Not knowing where your business is heading is an inevitable starting point. Our stories help us unearth its nature and bring it into the light.
If you are ready to unearth your business and bring it into the light, click the link and let's have an informal conversation.
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Chris: Why did you take up this offer in the first place?
Deb: I took your offer up of the twelve short stories because I’d never done anything like this before. I was curious, very intrigued and I wanted to know how I could improve the way I told my stories.
Deb Leonard / Tropic Skin Care Ambassador
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Well Chris, you and I have been talking about storytelling for a long time and this is my first real exposure to using storytelling as a device for business promotion. And I have to say that the bottom line is very certain to lead to very exciting new angles to my projects. From thinking about the climate and environmental issues, and how businesses can benefit from taking action on that, the big challenge is always communication, creating awareness and persuading people to act. So, I’ve always been looking for new modes of communication rather than the conventional blogs and podcasts and websites and email campaigns, etc, etc.
So to be able to craft a story around some of my experience from Africa, that is from my personal first-hand observations of climate related issues, environmental destruction and so on. It gives me a lot of good ideas that I can utilise in different ways, certainly continuing writing, continuing putting out a pitch in my various networks but also producing some documentaries, which is something I’ve been experimenting with and very excited about as well. So, I think I do have not just a story but stories to tell and this session has definitely helped me clarify, crystallise and look for a way forward for that. So I have to say thanks very much, Chris.
Steve Shelley / Greening Your Business

Click on the Questions to see the Answers ...
The contribution businesses actually and potentially make to Community Development. Businesses make a huge contribution, simply by being there. We support them through opportunities to (1) buy from small and local businesses, (2) invest time, money and ideas (3) develop approaches and ideas for local regeneration.
In later life, people are often relatively financially secure and so might spend time exploring, experimenting and encouraging local businesses.
We live in a world dominated by huge corporations that don't have our best interests at heart. Small-scale businesses and enterprises make a real difference, enriching all our lives.
I'm committed to real change in our communities, asking what makes them places where people enjoy life and what disadvantaged places lack. Many people would make their contribution to community if they understood the contributions they are in a position to make.
It's easy for people to lose touch with the work only they can do and I reconnect them with their real work for the benefit of all. Over a lifetime real work can be lost or buried beneath loads of experiences, which may obscure their life purpose. I want to see thriving neighbourhoods where everyone knowingly makes a contribution.
"Small is Beautiful: A Study of Economics as if People Mattered" by E F Schumacher's inspired me when it was published in 1993. It's still relevant. Most of the problems we face as a planet are from huge unaccountable Corporations. When they model success, we get the utterly misleading emphasis on profit. Capital is the means to do stuff. It is not something to be accumulated for its own sake,
Business activity is meant to enhance the lives of everyone. When we invest in the local economy, we invest in ourselves as well as everyone else. This is self-interest and not the same as selfishness. It is understanding that when I help others, I also help myself.
Climate change is especially important. It has two impacts that deeply concern me. First, the erosion of hope. We hear about young people committing suicide and this is largely because we are failing to show that there is hope and their task is to find and practice their real work.
The second effect is denial that results in accidie or far right politics. Both are distractions from the daunting reality of climate change. Anything will do as a distraction and so a sense of helplessness or distractions online or through drugs. The right spins a yarn that there are other things that take precedence or that it's not true and we should return to status quo ante. And so we see wars such as Ukraine and Gaza, which are immense distractions. And we see promises to end net zero, oblivious to the fact that it isn't possible to go back as we've already passed peak oil and renewables are cheaper and ultimately the only game in town.
My real work is a tiny contribution to practices that work. Together we build something new and this is possible where small businesses and enterprises collaborate consciously and unconsciously.
I've been an accredited Methodist Local Preacher for over 40 years. This means I'm used to public speaking and indeed it's my most favoured way of sharing a message. Audiences inspire me and I find my flow through their presence.
I'm used to taking stories apart. This is the work of the preacher who takes ancient stories from their religious tradition plus stories from their lives. This has enabled me to develop an instinct for how stories work. I can sense where something's missing and see patterns in stories.
I know how to segue between stories and teaching. This is really important for the business owner when speaking in public. It's about understanding the many meanings in any story, which one they need to bring to the fore and how to do that. How they use stories to capture and hold attention, so that an audience listens to their teaching.
Also, religious traditions have always been about exchange of ideas, when permitted to do so, ie in the absence of religious extremists. Simply copying ideas from elsewhere rarely works because context is everything. But insights across the world can inspire new creative endeavours.
As a community development worker, I developed economic regeneration projects in Sheffield and Maltby and then worked nationally for a project-funding programme. I've seen many excellent programmes come to nothing because we were unable to find sustainable funding. This is why I'm in business, in search of sustainability.
My Methodology
Over several years, I've developed this approach to developing stories for business use.
De-clutter your experience - find relevant stories that help build your business model. Work on the story to make sure all relevant parts are in place. Learning how to remember!
Get the inner structure of the story clear and add details to make it compelling. How to segue from story to teaching about your business. Your story may relate to your business in several ways and so your challenge is to choose how as well as when you tell that story.
Your media shapes your story, how you tell it and which story you tell. Written stories differ from spoken stories and so be aware of how they come across. Choose the best media and work out what it means for the telling of the story. Several stories together form your business narrative.
Deb Leonard
Stories Really Do Help Grow My Business
Chris: What is it that you’re taking away that you’re likely to apply to your business?
Deb: That’s a really easy one for me. I’ve learned the value of telling stories at every opportunity because stories really do help grow my business. My business, I know, I’ve got evidence, has grown as a result of telling stories. So, I listen more now, I listen to my customers and the ambassadors, who we all work together and support each other’s business and there is always a story every day. So I’m learning to look for those stories and then translate them into short versions of probably less than a minute and that’s what’s really worked for me. My customer base has grown and I just want to say thank you to you Chris, for your patience with me!
Market Together
You have a Lifetime of Experience to Share ...
