I’m Juju. For 25 years, I was a corporate brand strategist. I built a successful boutique agency from scratch and developed a reputation for smart, creative work with solid results. Until, at 48 years old, I found myself overwhelmed by hormonal emotions, underwhelmed and bored by a career I’d mastered but no longer loved, insecure about my age in a fiercely competitive market, over-attached to a teen who no longer needed me, and completely unsure about how to begin again.
In 2015, I took a chance, and built an online program to guide entrepreneurs in creating their own strategic brands. And do you know what I found?
My middle-aged female clients had more potential for break-out brands than any other clients I coached. They were the most versatile, competent, and experienced entrepreneurs to complete the program. And ironically, they were the least confident. Although they often had the goods to set the world on fire, they either couldn’t see it, or were unwilling to own it.
Puzzled by this dichotomy, and restless in my own life, I set off on a journey. Over two years I spoke to hundreds of middle-aged women in research for my book: Hot Flashes, Carpools, and Dirty Martinis—The Quintessential Guide for Turning Midlife into PrimeTime. And I discovered something astounding: nearly every middle-aged woman I met had somehow bought into the idea that as we grow older, we decrease in value. That we are worth less simply because we’ve lived more.
Most of the middle-aged women I encountered were struggling in the same way that I had. Because we’d all been the victims of some very bad brand messaging—messaging that we fully bought into, but that we didn’t write.
And I found my life’s mission: to re-brand middle age for women.
Today, through speeches from stage, digital trainings, my book, and group and individual coaching, I help middle-aged women step into PrimeTime. These women re-invent their careers, relationships, and family situations. They start businesses, pursue artistic dreams, take up new passions…
They show up for PrimeTime.
Everything I do is to get you to see that your whole life leading to this point was simply dress rehearsal. That this is your PrimeTime.
And, Baby… you’re a star.