Choosing Means Losing – Or Actually Winning?
What struck me immediately about Nicolas was his uncompromising focus. FiftyFivePlus is there for people aged 55 and over, period. Not for those in their forties, not for younger people. That choice takes courage. In a market where everyone wants to serve “everyone,” Nicolas deliberately chose a niche that is often overlooked. He explained how challenging it can be to say no to projects outside his target group, but how that clarity actually builds trust—both with clients and with the target audience itself.
His approach confirmed something I increasingly see among entrepreneurs: those who try to be everything to everyone, ultimately become important to no one. A sharp choice is not a limitation, but a lever. It forces you to focus your offering, communication, and energy on the people you truly want to reach.
Keep Talking When Times Are Tough
Nicolas shared a second insight that stuck with me: communication is not a fairweather friend. Especially when the economy is tough, when the market is uncertain, he keeps actively calling and engaging in conversations. Not to push, but to listen and maintain relationships. It’s an approach that may seem old-fashioned, but in practice, it makes all the difference—especially for his audience, who value personal contact.
This reminds me of the story of Euristiq from the WAW series: a Ukrainian software company that, during the war, consciously continued to invest in human contact and proactive outreach, even from bomb shelters. There too, it became clear: you don’t build trust with newsletters, but by truly being there—especially when others fall silent.
Experience as Undervalued Capital
What connected us in the conversation was a belief in experience. In a world often obsessed with young talent, Nicolas recognizes the power of people with a backpack full of life lessons. Those over 55 have learned to choose, to put things in perspective, to fail, and to get back up. That wisdom is not a burden, but an indispensable asset for companies that want to grow with impact.
This touches on a broader trend: experience as capital. Not as nostalgia, but as a source of resilience and focus. In turbulent times, it’s often the seasoned professionals who make the difference—precisely because they know that staying on course starts with daring to choose.
The Cockpit Metaphor: Entrepreneurship Is Navigation
What I take away from this encounter—and from the stories in the WAW series—is that entrepreneurship is, above all, about navigation. You’re at the controls, but the route is rarely straightforward. Choosing a direction takes courage. Continuing to communicate takes discipline. And experience is the compass that helps you adjust course when the storm hits.
These are universal lessons, but they gain extra meaning when you hear them from entrepreneurs who have lived them. Whether it’s a start-up in business coaching or a platform for senior talent: the common thread remains the same. Dare to choose. Keep the conversation going. And see experience not as something from yesterday, but as fuel for tomorrow.