“[In the Age of Aquarius,] the power is turning over to the individual, and giving the freedom for you to choose your own reality based on what aligns with your soul.”
—Adama Sesay, astrologer
I’d like to give you a business prediction/observation that’s as vague and as intriguing as a new astrological age:
Some time in the past, maybe after WWII, we entered Age of Stuff, aka Age of Taurus.
Frigidaires, Cadillacs, and Armani suits is how people spent their money, thinking that it would make them happy.
Then some time later, perhaps around the end of the ’90s (that’s when I first heard about it), we entered the Age of Sagittarius, aka the Age of Experiences.
Amazing Thai food, swimming with the dolphins, a visit to Ernest Hemingway’s favorite bar in Key West.
I’d like to suggest the next step in the evolution of humanity. It started some time ago, but let’s say 2020, and it will only grow more bold and apparent in the coming years.
It is the Age of Aquarius aka the Age of Transformation.
The Age of Aquarius is not about the stuff you wear or drive… it is not about the stuff you’ve done and can brag about… but it is about who you are and what you can do.
Of course, this is a newsletter about marketing and copywriting. So for our purposes, the Age of Aquarius about stuff we can sell to give people the freedom to choose their own reality of who they are, or at least would like to become.
Hair extensions… personal fitness trainers… sailboat skipper courses… Joe Dispenza hypnotherapy seminars… tattoos… language learning apps… Masterclass subscriptions.
“Umm Bejako,” I hear you saying, “I don’t know if you noticed, but personal trainers and tattoos are nothing new.”
True. Same as Thai restaurants and trips to go diving in Egypt existed even while most people only focused on the stuff they owned… transformation products existed before the Age of Aquarius kicked into high gear.
The difference, if my observation is right, is that personal transformation is now becoming mainstream and the main way we spend our disposable income. So here’s another prediction:
While the Age of Stuff was defined by businesses like Cadillac and Versace… and while the Age of Experiences was defined by companies like MTV and Airbnb… this blooming Age of Transformation will have its own marquee brands.
Maybe Peloton… maybe Mindvalley… or who knows, maybe something you will create, starting today, using the amazingly transformative trainings you will find in future issues of my email newsletter.