The Trade is entertaining, uplifting wisdom.

This is a captivatingly genuine story about the choices one person made, and the fundamental difference they made for he and those who love him. 

Lon Stroschein’s journey is uniquely his own, but every reader will see parts of their own lives in his. 

The Trade is a must-read for anyone facing transition. 

Stan McChrystal, General, US Army (Retired) CEO & Founder, McChrystal Group Author of Team of Teams, Leaders: Myth and Reality, and Risk

My name is Kelly Bunde and this is my Normal 40 story. I can recall being in middle school and claiming aspirations of running a company. Fast forward and I found myself in my early thirties, having a job that alleviated a lot of the stress my husband had in terms of providing for our family. I can still remember the night he looked at me and pitched starting a business. There were no grand plans of quitting our day jobs. We took a step, then another, and three years later, we've started a second business, have sold an accessory dwelling unit, and are on the verge of our first season with a vacation glampground in Custer, South Dakota. The stakes are higher. We're older. Our day jobs changed. I've known Lon and been exposed to the progression of Normal 40 throughout our Trade. The first couple of years I could hear my husband and all the high-performing professionals I know who maybe wear golden handcuffs or simply have a different dream than the one they started twenty years ago. But if I'm being honest, this past year tested us. It hasn't been easy. It certainly wasn't free. We trade a lot of time, money, and resources to keep building our dreams. Lon's coaching, mentoring and content keep our Trade in perspective, give me confidence to #JFDS no matter how small it feels, and encourages me to show up for future Kelly. Thank you, Lon. You're on mission and it shows!

I'm Keith Pochick, and this is my Normal 40 story. I spent 20 years on the frontlines of clinical medicine as an Emergency Physician, and slowly, I developed a different, far less optimistic personality and outlook. When the thrill of competence faded and the moments of exhilaration became painfully infrequent, I began to wonder what was sustaining me professionally. I often thought about the times over my career that I was most excited to be physically present at work and was enjoying myself -- each time my mind went back to the instances and phases that I was able to teach. Whether I was guiding terrified interns at the bedside or preparing lectures for large groups of attending physicians, that was the part of the job that brought me the most joy. About 10 years ago, I was searching for more. So, I reached out to a high school science teacher at the school my kids attend. I came to help her students dissect cats, and I had so much fun with them that an awakening occurred. I wanted and needed to morph my career and life into something different. Over the course of the last 10 years, I sought out more opportunities to teach. I helped a friend and fellow ER physician teach suturing workshops to future health professionals; I got myself into the substitute teacher pool at my kids' school. Ultimately, I signed on as an interim 7th grade science teacher when someone needed to go on leave for a few months. The Trade had taken shape. I resigned as Medical Director of a pretty large urgent care system, and picked up only occasional clinical shifts. In the year that followed, I was offered a full-time teaching position in the middle school Science Department. Without hesitation, I accepted. A few months ago, Lon reached out to me via a mutual LinkedIn connection and former residency mate. We recorded a podcast together and it resonated with a few people. Lon is one of the most encouraging and honest people I've ever come across. There are moments and aspects of The Trade that just can't be sugar-coated, and Lon doesn't even try to sugar-coat them. There are days when The Trade is really hard on you and those around you. But for the rest of my life, I never have to languish and wonder if I could have done this -- to wonder if I had the courage, focus, and drive to become someone different. I know that I have it -- I've proven it to myself. Working through a big problem, creating a long-term goal, and feeling empowered to take control of your own life is exhilarating. You're the author of your own story. You just have to pick up the pen, put it to paper, and start writing.

Sometimes the right mentor shows up at exactly the right moment. That's what happened when I met Lon. During a time when I was navigating the uncertain waters after leaving my corporate job and taking a career pause, our conversation and his book became my compass. What struck me most was his genuine enthusiasm for helping people start before they feel 'ready.' He didn't just talk about it – he lived it. Through one powerful conversation and his insightful book, he reinforced my belief that time is our most precious resource, and showed me how to build a business that honored that truth. His practical wisdom came at exactly the right time, giving me the push I needed to take action. While our interaction was brief, its impact has been lasting. He didn't just share information; he sparked a transformation in how I view my potential and capabilities. For anyone standing at the edge of a big professional leap, Lon provides both the wisdom and the gentle push needed to be up to something and make a bold decision.

I not only endorse 'The Trade' - I wrote the foreword! 

 

You may wonder: “Am I too late? Did I miss my chance? Is this only possible for men in their 20s?” 

 

These questions find me every day, often from men like you. 

 

I used to think I was the only one who would wrestle with these questions. I soon came to discover that these thoughts are nearly universal. When you discover that you are not invincible, and there is no permanent security, you remember that freedom was always your pursuit. 

 

This is what drew me to Lon’s message of inspiring people to be intentional about their second-half story. It requires us to make trades that other people are unwilling to make. 

I met Lon when he joined one of our mentoring communities at Capitalism.com. I met him by accident, or maybe by fate; I just happened to walk into the room when he was on a video call with a member of my team. He explained his vision for Normal 40 and his desire to help men navigate the difficulty of making The Trade after their first chapter. He told me how difficult it is for established men to trade who they have become for a chance to do what they are called to do next. 

I was hooked. I believe that is a mission worth fighting for, and this is why I am not only endorsing The Trade, but have also written the foreword.

You need to own this book, create a plan and then make The Trade.

Rooting for you,

Ryan -

I have met with over 5,000 Authors in my publishing career. One of my most telling questions is asking the Author, "How much time do you spend one on one, eyeball to eyeball with their readers and/or customers?" 

Their answer tells me all I need to know about the Author, the quality of content they will be able to produce, and how long their career as an effective Author and a coach is likely going to last. It also reveals how much the Author truly cares about, knows, and understands their readers. 

Immediately, Lon stood out from the rest. Undoubtedly, he has been the most dedicated Author I have ever worked with when it comes to investing in, sacrificing for, and working with his audience and readers, both from paid engagements and many, many free sessions with readers wanting to and trying to support/coach them. Simply because he truly cares about his readers and has a passionate interest that drives him to connect with people. 

Lon has invested hundreds - if not thousands - of hours into the research of this book. His research was not outsourced to a virtual assistant or Google; he did his research eyeball-to-eyeball, hour-by-hour, and one-on-one with people like you.

This will be one of the most relevant, valuable, and life-changing books you will read. Embrace it, and then connect with Lon’s community when you are done. I couldn't recommend a book more strongly. I

It has made a massive difference in my life as well.

Hello! I'm Paul Georgoff, #Normal40 number 1841, and this is my Normal 40 story. Like many of you, I was on what most would consider a traditional career path and found my way to (what I thought was) my dream job as the chief human resources officer of a financial institution. A lot of soul searching guided my wife and I to make the decision to move to Florida; and in that process I discovered Lon and the #Normal40 community...ultimately making the decision to launch my own business centered on executive coaching and leadership development (www.4MinuteLeader.com). It's been an absolute blessing to know there are others out there who are going through similar experiences; and facing challenges with a lot of dudes in your corner and "at the ready" has been incredible. Thank you to Lon and all of the members of the #Normal40 community!

Wow! The Trade is for anyone with that gnawing feeling inside that many of us feel. That, 'What am I doing? Is this all there is? Am I settling; because it's easy?' feeling.

The trade is written by someone who has been there. The trade is written in a manner that feels like a deep conversation with an old friend. It made me think about things I didn't want to think about. Answer questions I didn't want to answer. Have the internal conversation I haven't wanted to have. 

The stories Lon tells about himself, his family, and his clients are personal, raw and moving. I found something in nearly every story that applied to me. If you are in a place, wondering whether you need more? Are you capable of more? Deserve more? Spend a few hours reading this book. The Trade may change the rest of your life.

I met Lon Stroschein about 8 months ago, but I feel like I've known him my entire life. He is just one of those guys. 

Lon was writing on LinkedIn. His posts were public and read by thousands of people, but somehow it seemed like he was writing directly to me. Funny thing about that... I've heard hundreds of people say the same thing about his posts. Why? At some point in ALL our lives, we have what Lon calls our "Normal 40 Moment". 

It's that moment when you realize the best years of your life are in the future, and you are the only one who can make them happen. 

Lon's writing and speaking provide the most down-to-earth, clear-headed, and no-BS approach to harnessing your Normal 40 Moment to not let it go to waste. 

Personally, my 'Normal 40 Moment' came about eight months ago, just before I met Lon. Thanks in no small part to Lon's friendship and guidance, I have an excitement for life, work, and health far beyond anything I could have ever imagined. 

I can't thank him enough. 

 Lon has written a book... it's called The Trade. Every single person reading this post should buy this book. It will give you a perspective you didn't even know you needed. 

 This is NOT your usual self-help midlife crisis nonsense. 

This is different. 

 This is the Normal 40.

Lon’s coaching and this book inspired me to make the trade, and I’m on my journey for my second half story. It's allowed me to articulate and communicate my feelings in a way I wouldn’t otherwise be able to and realize what I’m feeling is normal. 

 Lon is a Dude who has done it and will talk about it, and that’s what a person like me needs. It’s free of corporate jargon and academic concepts that don’t apply -- and it moved me forward.  

This book is not about quitting your job; it’s about getting you back. Figuring out what you like and don’t like, What you’ll tolerate and what you will not. 

Inside this book is the progress you’re looking for without the need for perfection holding you back. 

 You make the decision on the trades you want for your second half. The time is now.

I'm Marlon, and this is my Normal 40 Story. 

Lon's posts started showing up in my LinkedIn feed about a year ago, and they immediately resonated with me. We were in the middle of expanding our business which was really stretching my skills. After reading Lon's posts I quickly realized that it was not only my skills being stretched. I was going through a life transition and realized that the time left with my kids living under the same roof as me was rapidly declining. I did a call with Lon and realized how much we had in common. I knew I needed some help. A guide. I engaged with Lon as a coach. Lon has helped me tremendously in regards to getting my leadership skills, business practices and time management to a place that I could not get to on my own. Lon has helped me realize my strengths and passions. This has helped me focus on leading from my strengths, which in turn allows others to thrive in their careers while allowing me to take back something that had been missing in my life: time. I now value time and choose carefully how I spend it. Our relationships in life are really the most important. Healthy relationships require the investment of time. The value of the coaching I have done with Lon is immeasurable. He has helped me grow my business and design my life around it. Past that, he and I have developed a deep relationship which I certainly hope will continue for the rest of our lives. 

 If you are considering coaching with Lon, I would highly recommend it. He changed my life.

A friend referred me to Lon's postings. To say it was the right message at the right time is a true understatement. 

By the time I had reached out to Lon for coaching, I had already resigned from my Firm and decided to walk away from public accounting after 24 years. 

 I have had tremendous support from my network of friends and family. I know everything will be ok but there is still underlying uncertainty. I wanted to rush to figure this out, just like another task on my list. 

 Then I heard Lon say the words ... "It might feel irresponsible to use savings right now because you have believed it was for retirement. But what if you were really saving for this moment to truly make a change in your life to focus on having a greater impact?" That perspective changed everything for me.  It gave me my freedom back.

I am now starting day 3, and I am slowly starting to relax and give up my addiction to stress and having to always be frantic with things to do. I'm not there yet, but I feel the change starting. I also realized as I am talking to others with this new energy - and it is fantastic. 

I want to help more people start to wake up from this trance so many of us are stuck in.

Thank you, Lon. 

I am one of the one thousand dudes!

Im Joe Christensen, Normal40 Group number #1381 and this is my Normal40 story. I came across my first post from Lon 6 months ago. As I read further it was really the first time I realized there were other people out there who felt the same way I did. For a few month I lurked in the background reading Lon's posts, wrestling with the decision of making the trade until I finally mustered up the courage to book a call. I was near the end of my journey, I had the financials figured out, my wife was on board. I tried for 4 months to give my notice and finally make the trade. I can't really put into words the positive impact my conversation with Lon had on me, but to put it into perspective... I had my first FREE 30 minute chat with Lon on November 9th of 2022, I gave notice to my employer I was leaving November 10th of 2022 and the day before Thanksgiving was my final day as a W-2 employee. The conversation with Lon was comfortable, natural, unrehearsed, and overall felt like two dudes just shooting the shit while getting into some pretty deep topics. I had the family, the house, the cars, and the money, but I definitely wasn't any happier. My life since meeting Lon and making the trade has been absolutely amazing. These past 2 months have been unbelievable and the time I am spending with my family doesn't have a price. If you haven't already I highly recommend setting up a time to chat with Lon, it might be the best decision you make all year.

Hi I’m Paul Gallagher and a member of the Normal40. I found Lon on Linkedin via an acquaintance from long ago who quit the rat race to live on a boat. After I followed Lon for a while, I wanted to connect with others who share the same vision, and not having a group of friends who truly shared this idea, joined Normal40 to find those who did. Finding a group like this is invaluable. Listening to their stories and processes enables me to play the “what if” game with more substance. I can draw off their experiences but use Lon’s purpose driven approach as the backbone to get what I want. He challenges us in a great way, is direct in his talk and has narrowed all the possibilities down into an action plan. I’ve not joined a group before, or got on a zoom call with strangers outside of my job, but this new experience enable me to actually follow through on my ideas rather than wish. My mission is that I will develop my own 3 year plan, which includes publishing a book, preparing myself to quit the rat race and pursue my next career. I will use Lon’s exercises and constant push to hold myself accountable to myself. Everyone needs a push, I’m counting on Lon to do just that.

Hi Lon I finally walked away on Jan 31, 2024 with the support of my wife. I am now “retired” at 55 - yes we are blessed. I read your book last summer, follow you and like so many others was saying to myself…” that’s me!” Thank you for making your trade and sharing the message. I encourage anyone who is currently struggling with "is this it?", "how much is enough?", plus those who are not there (and may never get there, which is ok) for an additional POV, to read The Trade. It should at least challenge your thinking/POV and may call you to action. Thanks Lon!

Insightful, encouraging, resonating, practical, motivating Life question: if I were crazy or staying true to what I knew I needed to do. I wouldn't say it has saved me time or money yet. Just helped me gain clarity on a number of issues and thoughts. Easy to read. Anyone who feels stuck in the corporate rat race and feels deep in their soul they want a different life and that they can get more satisfaction out of life should read this book.