Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with George Jerjian, a retirement coach, writer, and speaker based in London, England, United Kingdom.

What's your business, and who are your customers?

I'm a mindset mentor, author, and speaker, and I help retirees find a new beginning. I do so using The DARE Method, which I created in 2020, and on the back of it, I built an 8-week program called DARE to Discover Your Purpose. My book of the same name was launched in January 2022. My clients are aged between 55 and 75, male and female, and they are nationals of the US, Canada, UK, Australia, and New Zealand.

Tell us about yourself

I was semi-retired for 10 years after being diagnosed with a bone tumour and given 6 months to live. Thankfully, after three weeks of tests, I discovered that my diagnosis was wrong, but this experience changed my life to the extent that I am now living on "bonus" time. Since 2007, I have been on a journey of discovery, learning, and growing. What motivates me each day is that I live each day as if it were my last: grateful for each minute. I love what I do, and I love helping my tribe of retirees find a new beginning.

What's your biggest accomplishment as a business owner?

My biggest accomplishment as a business owner is that at the age of 62, I "unretired" from an unhappy retirement and proceeded to invest time, money, and effort in learning how to have a growth mindset and learn all I could about retirement. I then chose to serve my tribe, retirees, to help them "unretire" and find a new beginning. Why? Because (1) lack of purpose will adversely impact their mental, emotional, and physical health. (2) Being disengaged mentally and socially ensures that they will experience cognitive decline, and (3) The vast majority of retirees will outlive their savings, and then what? My business is my legacy, and I am living it.

What's one of the hardest things that comes with being a business owner?

One word: Responsibility. That said, I try not to sweat the small stuff. I focus on doing what I do best and farm out all the other work I do not enjoy. I've learned that life is too short to do stuff you don't like. So, I pay others to do what I don't like to do and what they can do better than me.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Do what you love.
  2. Find your Tribe of partners, customers, and clients.
  3. Subcontract or farm out all work you do not enjoy (but keep an eye on your accounts!).

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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