We are now into week 4 of an overview of planning and running your business after 60.

In my years working within the manufacturing and service industries, I have learned a hard truth.

A product or service is only as good as the problem it solves.

Now that we are building our own enterprises after 60, that rule is more important than ever.

If you aren’t solving a “headache” for your customer, you’re just another line in a brochure.

This week, we are looking at how to move from selling “things” to building a business based on Value and Problem-Solving.

1. Building Value: What Problem Are You Solving?

Too many people start a business because they “like making things.”

But for a business to be professional and sustainable, it must fulfill a marketplace need.

• Identify the Gap: Determine if there is a gap in the market or an unfulfilled need you can address.
• The Solution: Clearly define how your product or service solves a specific problem for your target market.
• Continuous Improvement: Sometimes, value isn’t a brand-new invention; it’s an improvement on existing products or services.

2. Your “Standout Factor” (The USP)

Your Unique Selling Proposition (USP) is what keeps you from being “just another option”.

• Know Your Rivals: Identify your direct and indirect competitors to understand how you compare.
• Analyze Strengths: Evaluate the strengths and weaknesses of your competition to find your own edge.
• The Personal Advantage: As large organisations lean toward AI, you can build value by promoting human interaction and a personal service.
• Convey the Message: Decide exactly how you will communicate your unique value through your marketing.

3. The Logic of Pricing

Pricing isn’t a guess; it’s a strategic decision based on your research and costs.

• Strategic Appeal: Explain and more importantly understand why your price will appeal to your specific target market.
• Know Your Numbers: Your price is determined by manufacturing and processing costs, packaging, and delivery.
• Stay Grounded: If you are a start-up, use industry averages and research to ensure your pricing is realistic.

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Things you must remember in Your Business after 60

Sometimes with all the experience and stories we have.

One piece of advice given to you, often stands out.

This is mine, I use this all the time because it works.

One of the most important lessons I ever learnt came from a very successful American businessman many years ago.

His advice was simple, direct, and it has stayed with me ever since.

Build value in your products and services, certainly, but more importantly, build value in yourself, and then in the people closest to your business. 

At first, it sounded like another business cliché, but as time passed, I realised what he really meant. 

Yes, products matter. Yes, service matters. 

But the business can only ever grow to the level of the people running it.

Build value into you first 

Recognise your strengths, develope them, and most importantly use them. 

In your sixties (or at any age after 50), you already have decades of experience behind you, that is value

. Decision making ability, judgement, intuition, work ethic, problem-solving, these are competitive advantages younger entrepreneurs often pay to learn. 

But that experience is wasted if you don’t intentionally build on it. 

Spend time improving the skills that matter most to your role:

• Leadership 
• Communication 
• Decision-making 
• Negotiation 
• Strategy 
• Money management 

When you grow, your business grows. 

Then build value into your people 

This is where the magic happens. 

The American businessman explained it perfectly.

Recognise your best skills – and then hire, empower or train others to fill the gaps. 

You cannot, and should not, try to do everything.

A business becomes strong when the right people are in the right seats. 

When people feel valued, trusted and supported, they don’t just work for  the business, they work with it. 

• A skilled production manager increases efficiency 
• A strong financial controller protects profit 
• A confident sales lead drives revenue 
• A good administrator frees your time 
• A third-party expert can save months of mistakes 

A business is a team sport, even if the team is small. 

My most satisfying business result wasn’t what most would expect… 

People assume the biggest reward in consultancy is turning around a failing business. 

Others think it’s helping launch a successful start-up. 

Both are satisfying. 

But the most satisfying work I ever did was something different. 

Helping a reasonably successful company grow from under £1M turnover to £3M+ profitably, sustainably and without losing its soul. 

Not because of a magic trick. 

Not because of a new product. 

Not because of a lucky contract. 

But because we developed people, clarified roles, strengthened leadership.

Introduced accountability and gave the right individuals space to excel. 

The growth came after the development. 
Not before. 

A thought for you, especially if you’re building later in life

You don’t need to reinvent yourself to be successful. 

You need to amplify what you already know, and surround yourself with the right support. 

Skills improve. Systems evolve. People grow. 

But only if leadership chooses to grow first.

Quick reflection questions: 

1. What skill could you strengthen this month that would improve your business most? 
2. Who in your network could you empower, train or delegate to? 
3. Where is the business overly dependent on you? 
4. Who could take something off your plate, so you can lead instead of chase tasks? 

Write your answers. They matter. 

And one reminder, from me to you: 

Don’t just build the business. 
Build the people who build the business. 

That’s where real growth lives. 

Let’s Have a Conversation:

I’m a firm believer that “what problem are you solving?” is the most important question in business.

I’d love to hear from you—have you identified your “standout factor” yet?

What is the one thing that makes your business the obvious choice for your customers?

Drop a comment below and let’s talk about building value!