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

The Trade pulled me in and made everything else secondary (except for kissing my kids goodnight). This writing strikes a perfect balance between dreaming, thinking, and feeling. Each topic is explored in enough detail to resonate while keeping the energy focused forward. 

There is something about "Normal 40" that is exceptionally well-directed, real, and impactful. Thank you for having the courage to have courageous conversations.

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 -

Lon Stroschein and his book “The Trade” punched me in the gut about 8 times, and in this case, that’s a really great thing. This book has given me the words to express the things I’ve been trying to work out inside my head.

Lon describes what I’ve always thought of as the “golden handcuffs” even more accurately as The Box; the box with the walls, floor, and ceiling – AKA the money, time, image, reputation, security, family expectations, and perceived irresponsibility of walking away – holding me in a place of “safety” where I don’t actually want to be.

Lon and “The Trade” have given me the courage to take a chance on myself and trade a place of security in the military to a much less secure place in the nonprofit sector while giving my family a happier, more fulfilled, and most importantly, more present wife and mother. 

If you are in a place in your life and career where you are wondering, “Shouldn’t I feel better about what I’m doing with my life” and then feeling guilty for considering changes that you think would take away from what you’ve promised your family you would provide, you need this book. But be warned; there are gut punches ahead – gut punches you’ll realize you needed and will be glad to have taken.

Do yourself a favor; read this book.

Wendy - 

When the Surgeon General tells the country that we've got a new epidemic on our hands called "loneliness," it seems to me that what we need more than anything right now is: CONNECTION. "The Trade" is an opportunity to journey alongside a man who is mastering the art of connection by first connecting with himself. 

Along the way, Lon unmasks the loneliness that is the BIG LIE -- the lie that says we are alone in our deep, felt sense that there has to be more to this life than what we adopted as true during our "first half." The result is CONNECTION.

We see ourselves in Lon's journey, and that makes our fears and our dreams manageable. Rather than resist, subvert, or otherwise bury these things, Lon has given us permission to connect with - and grow from - that deepest part of us that is longing for something more. Because he really is just a regular DUDE who decided to do the very unregular thing of asking aloud what many (most?) of us have only dared to ask inside, we are granted permission to do the same. What a gift! (Why not give it as one?) :)

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 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.

The content is this book is raw, real, and incredibly relatable – even from a 'dudettes' point of view. For anyone who may be curious about a potential change or that has the unsettling, nagging pit in your stomach about what you are meant to do or who you were meant to be – this book is for you.

Who you are today isn’t necessarily who you will be tomorrow. Having a growth mindset and applying the tactics Lon described in this book will help you prepare a plan so you can be the best version of your future self tomorrow. If ‘maybe’ is a question – it's time to show up and start betting on yourself. “You’re ready.” 

Lon – thank you for sharing your stories and tactics with me and everyone else who will take the time to read your book. I can only imagine how vulnerable you must have felt writing and sharing your story with the world. You are brave, and I know your book will hit different people on different levels. It had a definite impact on my journey and helped me prepare to be uncomfortable – the space where I know I grow the most. I could see myself in your stories, I could feel the emotions come back as I read the words on paper. I could relate to the work you had described and the work I am doing now. 

I’m not exactly sure how you ended up in my LI feed, but I feel grateful and blessed that you did. You are inspiring others to show up, and to do hard and meaningful work.

Count me as one of your one thousand inspired lives.

I can't thank you enough!

 - Jessica

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.

The Trade feels like it's been written specifically for me. I'm just a normal dude in the UK, 47 yrs old, with a great life filled with a loving family, fantastic friends & a well-paid job. I consider myself already to be a very lucky man. 

However... On a professional level, for the last few years, I've known deep down that something wasn't right, out of balance, and bugging me & I didn't know what or how to process such conflicting feelings, so I carried on as normal, in silence. 

This is when, thankfully & by chance, I came across Lon Stroschein's 'Normal 40 Podcast' & subsequently 'The Trade'. The Trade is a book, written by a man who has obviously felt the way I did, accepted the feeling as real & has taken the time to understand 'the why' & subsequently learned the 'the how' to progress to a better place. 

The Trade passes this knowledge in a 'curious, not critical' way that draws you in from the start & every subsequent page is both a comfort (that you are not alone) & a lantern (that empowerment is already within reach). 

The book is brilliantly written, reassuring, uplifting & thought-provoking. It gave me the 'awakening' to have the courage to ignore the fear & accept the excitement of change, to embrace "The Trade". James Vernon 

I read "The Trade" in one sitting. I couldn't put it down. Lon's words made me smile, while nodding in agreement. Build your first Board Member for the rest of your life - your spouse. I LOVED that! 

His emphasis on family and marriage is gold. Grace's story will impact more lives than they will ever know. 

My advice - Don't spend your money on any other self-help book. The Trade is the only book you need.

The Trade is a must-read for anyone wrestling with the corporate grind, who has forgotten to dream or is asking themselves the question, "Am I truly doing what I'm called to do?" Serving as a lantern to the reader, Lon sheds light on his journey of getting curious, kicking to the curb any worries about maintaining a particular image, and starting to focus on things that don't have a price tag. 

With radical candor, Lon provides a roadmap and compass as we navigate the trade. He challenges us to silence the noise, own our clocks and get on mission to leave the ultimate legacies we desire without regret.

Your mission is to inspire positive change in a thousand people's lives – and I am one of them.

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.

Wow.  What a wake-up call.  Time to stop messing around.  I am in control.  I am in control.  No more excuses. Time to get out of the box I put myself in.  Pretending the walls are holding me in.  I am in control.  I am in control. 

Thank you for supporting and encouraging dudes and dudettes like me. * What five words would you use to describe "The Trade." Phrases: 

Wake up call.

I am in control. 

A hard look in the mirror. 

I am not alone.

My feelings are normal.

The walls around you are created, and only you can break them down to experience true joy and freedom The Trade saved me eight years. I define my future not “regular retirement age” 

I felt like my true self was speaking to me. Like a friend that has known me forever and spoke the truth in love to my inner core. 

This is for anyone feeling restless, trapped, unfulfilled, knowing they have more to give, just not in their present situation. 

Quotes that struck me:

"At thirty, all you had to lose was time as you chased money. Now it feels like you have all your money to lose as you chase time."  

"Will I regret it if I don’t try?"

"Remember, you don’t have to quit to start, but you have to start if you ever want to quit."

"By accident, the very success you chased has now become the walls of a box that hold you where you are."

"In your lifetime, you will come to know that trying won’t be judged as a failure, but not trying will be." 

"Don’t get two years older and wish you would have tried."

"At this point, you are in a personal R&D phase with your own personal start-up. Like any start-up, the pace is fast, dotted with speed bumps and obstacles, and full of learning. Two steps forward, one step back."

In the words of Harold Hill from the musical The Music Man, “You pile up enough tomorrows, and you'll find you are left with nothing but a lot of empty yesterdays. I don't know about you, but I'd like to make today worth remembering.” 

Time to make the Trade.

The Trade will grab you, shake you, get inside your head, and leave you repeatedly saying, “Yes! Dude, that is 100% me!” 

Lon Stroschein first spoke to me as one of the many LinkedIn lurkers scrolling in the shadows, reading the posts and feeling as if I literally penned the very words he was posting! It continued next when we talked (rambled) and with a discussion that resonated even more with a connection to me, my situation, and my own Normal 40. And now, this - his book, The Trade! 

The Trade is about believing, betting, and banking on YOU! It isn't about what could have been; it's about what can be. In The Trade, Lon covers so much ground and speaks to us with a rawness and straightforward approach that is truly refreshing, inspirational, and instructional. He exposes who he is and where he was so that we can reveal who we are and where we can be. The Trade will give you the confidence to know the “what and how” to make the trade, but Lon incorporates the essential support structure and practical family elements that are critical in succeeding throughout the Normal 40 journey. 

The Trade will call you to examine yourself so you can see the possibilities of your second half story. The Trade will equip you to believe in yourself so you can see the hope of writing your second half story. The Trade will inspire you to bet on yourself to see how to own the success of your second half story. 

Lon, thank you for making the trade that has led you to live out your mission to inspire a thousand dudes (and dudettes)! The experiences, instruction, and encouragement you have in this book will surely prepare so many more than a thousand to own and succeed in our second half journey. It proves yet again that you're easy to find...standing and waiting right there in our corner!

Your mission is to inspire positive change in a thousand people's lives – and I am one of them.

Ted - 

Lon, I’m speechless. 

Chapters 11-13 of your book just rocked me to my core. I just finished the book and I wanted to send you a note while the emotion of the moment was still running high. 

I’m so impressed by your vulnerability with N. 40 and laying your story out there for all to bare. You are an incredible dude, and from the sounds of it, I’d venture to say that Mindi is a pretty impressive person herself. No parent can ever prepare themselves for the impact of a situation like what happened with your daughter, Grace, but she is so brave and so courageous for recognizing she needed help and asking for it. 

There are many parts of your story throughout the book, your posts on LinkedIn, and our conversations that really connect with me. Thank you for the opportunity to be an early reader of your story and this book. It’s fantastic. 

You are on your way to inspire many more than just 1,000 Dudes, and I’m grateful to be one of them. 

Thank you for inspiring me, thank you for the conversations, and thank you for delivering the knockout punch via the conclusion of your book that I need to make the trade. Here’s to you and your family’s health and happiness for years to come. Your friend, with gratitude, Thomas.

Lon does an incredible job acknowledging how you feel and meeting you where your feet are. This is not a book about pushing you to a career change; it’s a book about finding your true purpose and leaning toward the feeling you might have trouble articulating. 

Lon shares stories of his life, and challenges you to take time to think, I mean really think, be present, and quiet the noise. When you read his words you’ll be saying, I could’ve have said this better myself, this guy must be in my head! 

This book is for any dude that doesn’t want to waste his tomorrows for more yesterdays. How do you want to live your second half?

 - Thomas

What is described as a quick read made me stop at the end of each chapter and spend time reflecting on what the words in that chapter meant in my life. 

Whether you read "The Trade" and decide to act or to stay, the words in this book will make you take a pause in your life, and you will either regret not taking action towards what you CAN be, or you will act immediately and discover who you are meant to be. 

Lon speaks with raw emotion throughout every chapter, and it is a must-read for those pondering whether there is "more for them" as well as anyone who would be supporting their loved one as the made "The Trade"

Lon Stroschein’s "The Trade" is a remarkable guide to evaluating the life you have, identifying the life you want, and courageously navigating the trades required to make the change.

Filled with generous doses of candor, compassion, humor, and wisdom, "The Trade" offers a refreshingly honest and deeply moving account of Lon’s personal journey from the executive role he had to the life purpose he envisioned. Yet, as you read about Lon’s experience, you somehow see yourself in almost every situation, at almost every crossroads, as part of almost every conversation, and you quickly realize the book is as much about Lon as it is about you. 

Throughout each chapter, Lon’s relatability is priceless, and his affirmation that everything you’re feeling is completely normal reinforces that the power of change exists in all of us. In the process, he offers invaluable guidance on how to decide when it's time to start taking action. 

For anyone confronting the prospect of transition, struggling with your purpose in life, or wondering whether you have it in you to achieve the extraordinary, "The Trade" is empowering and highly enjoyable reading.

Lon Stroschein's 'The Trade' is a riveting and thought-provoking read that offers a unique perspective on the challenges and rewards of pursuing a non-traditional career path. 

Through his personal story and those of other successful entrepreneurs and professionals, Stroschein reveals the key principles and strategies to help anyone achieve their goals and find fulfillment in their work. 

This book is a must-read for anyone who wants to break free from the status quo and create their own path to success.

Your mission is to inspire positive change in the lives of a thousand people – and I am one of them.

I consume a lot of books and quite frankly haven’t really been moved to take the time to pen a review. It’s not necessarily because the books I’ve read don’t warrant reviews it’s just that Lon’s book The Trade deserves to be talked about, celebrated and shared amongst peers, colleagues, friends and family. Even your kids if you have any because the message of be true to who you are is something we should all be teaching our kids. 

I first encountered Lon’s posts last summer of 2022, and like many immediately said…holy @%$#, that’s me! 

The Trade delivers a compelling narrative of Lon’s unique journey, but not only has he identified and articulated the internal struggle most of us are facing or will face during our professional and personal lives, but he has also put a spotlight on some of the influencing factors that spark the fire to make a seismic shift. 

His notion that The Awakening starts with D hits on big events, including a diagnosis and death. Losing both parents in the span of 19 months, both seemingly healthy, is a wake-up call that, while devastating in many ways to me and my family, it’s a harsh reminder that life is short, unexpected, and full of bends in the road. 

Thank you, Lon, for your inspiration, rawness, and selflessness, which serve as the backbone of "The Trade." This book will serve as my true north as I look to define my second-half story and continue down the road, ready to walk tall into the bends that I’m sure are coming.

This book could be the life-changing catalyst you are looking for. I found it to be thought-provoking, inspiring, and moving. Lon’s stories resonate on so many levels. And while he speaks to “Dudes”, as a “Dudette” I found myself relating to many of the emotions he describes in this book. 

Throughout The Trade, I felt like we were having a conversation and he was speaking directly to me. Lon’s questions caused me to dig deep with introspection about my own life and work journey. His stories are poignant and powerful and just might change your life. If you are searching for “what’s next”, The Trade might just be the guidepost you are searching for.

Inspiring, raw, courageous, compelling, and eloquent. A must-read for all of us fearfully standing isolated in anonymity, shackled by the burdens of modern-day expectation, and self-imploding at the hand of the excuse matrix of not seeking what we actually already know NEED to do! 

Lon's not only walked a path that very few brave of us dare to travel, but also proven life-shifting change and re-orientation is possible no matter how daunting it seems. Most importantly, he has had the awareness, humility, and selflessness to turn back and extend a supporting hand to those seeking it. 

After finishing reading The Trade, throwing the blanket back over the kids and re-tucking them in their beds, hugging and kissing them never felt so good but also never so important.

The Trade is an amazing read for anyone who is currently in the midst of one of the toughest decisions of their life. 

Maybe the seed has just been planted, or maybe the tree is nearly fully grown. Regardless, Lon's book will make you realize that you are not alone. 

It is never too late to make the trade!

You need to be curious to read this book, and I hope you are because it will take you on a ride that may change your life. 

Ever wonder if the unsatisfied feeling you have from the success you’ve been chasing is all there is? What should you do about that feeling inside you telling you to push off of the shore to chase your dream and bet on yourself? Hear firsthand from a dude who's done it and deliver it in a whimsical tale that feels like you’re sharing over coffee. 

Lon lays bare the triumphs and trials of chasing the next rung of success and the accompanying sacrifices. The Trade is a compelling and vulnerable narrative of Lon’s epic journey in search of significance and purpose and finding it in unexpected places. 

This is an invaluable resource for anyone navigating the inevitable career, and real life, inflection point as you contemplate your second half story. If you are hungry and searching, this belongs on your plate.

The Trade is a passionate, heartfelt plea to take full responsibility for your life’s path. 

It is a rallying cry to be intentional about how you approach your life so you can end with fulfillment and little regret. 

I recommend everyone read this book as you can take action on your life’s legacy at any point!

I would describe "The Trade" as (1) an intensely PERSONAL testimonial about your journey; (2) an EMPATHETIC distillation about many of the crossroads we face at our N=[40] midpoint; (3) a GUIDEBOOK for our second half, offering a powerful model for re-prioritizing our lives; (4) an AUTHENTIC testimonial from the perspective of spouses and children; (5) unwavering ADVOCACY and support from Lon -- we are fortunate to have you in our corner! 

I found Lon as I completed a significant career transition in 2022. Two years prior, I knew I had a hard-earned promotion in sight ... but I remained unhappy; I wasn't making a difference and wasn't having fun. But it was a safe "box." My family suffered, especially as I wrested with the PIT every Sunday. 

After months of hard work, I forged a new path -- I am working as hard as ever, but having fun. I am healthier, mentally and physically. And our family is thriving. Lon's writings and advocacy has been reinforcing -- it's clear I made the right call, despite the risk and uncertainty. 

As I approach my midpoint, I am much more cognizant of how I prioritize my time. Time or money saved -- I think of the time I put into your writings as some of the best time invested. Your post is typically the first one I see every morning in my LinkedIn feed. The language was good, no critical feedback. 

The Trade should be intended for anyone struggling to find a sense of purpose as they approach their life's midpoint. Those who are highly successful, that may be stuck in their own unique box. Those who wish to challenge the status quo and boldly forge a new path.

I’ve been listening to Lon’s podcasts and reading his posts for several months but this book really brings his story and mission to life and goes much deeper. I loved learning about Lon’s personal journey and the thoughts he had that so many men approaching the second half of their careers also have. He asks great questions, encouraging guys to take a hard look at what they want and it’s helped me to really look at what I want and how my career fits into that. 

Lon’s heart for helping dudes shines through in his writing and any guy that’s been working a few years all the way up to approaching retirement should grab a copy of this book since there’s so many lessons everyone can learn no matter the career stage they’re in.

Lon Stroschein reaches through the pages of “The Trade”, grabs you by the neck, and holds up a mirror to your life. You know that you've felt like something is missing, that there is more to life than what you have right now, despite your material successes. That’s why you picked up this book. 

If you are feeling stuck or ungrounded, reading “The Trade” feels like you are having coffee with Lon. It feels like getting advice from a friend who has asked himself all the same questions that you are asking now, and can help you find a path to move forward. This book is for anyone who knows deep down that they are here for a reason…and that it’s time to discover what it is.

Your mission is to inspire positive change in a thousand people's lives – and I am one of them.

Inspiring. Engaging. Motivating. Encouraging. The Trade helped me navigate how I want to spend my time in the next phase of life. 

While I am not planning any major transitions, the book has inspired me to consider how I spend my time and who I will spend my time with. 

I am now motivated to make many "mini trades" that will allow me to spend more time on things I'm good at and with the people I love the most. 

This book is for anyone in their "Normal 40" who needs encouragement to know that their best days are ahead of them.

I finished reading “The Trade” last night. Once I started, I could not put it down. I was pulled in from the very first few pages. 

I felt Lon was speaking directly to me. The feelings he talks about having are real, raw, and relatable on so many levels. 

How many of us out there have been on the path to have everything we believe we want, only to get there and still have a feeling of it not being enough? The image that we feel we need to uphold, the crucial conversation(s) we need to have, all of this speaks to me on so many levels. 

Lon and “The Trade” will allow you to discover that what you are feeling is “normal”. Lon is vulnerable, sharing many professional and personal experiences. He is genuine and sincere. He has a servant's heart, looking to help others above everything else. This is very evident in many of his professional and personal life experiences. He is a dude that was curious and continues to be curious. He is open-minded, always approaching a situation looking to learn and being curious. 

“The Trade” is a book that anybody wondering what is next should read. If you think you are having a mid-life crisis, go get this book and make reading it a priority. What you are feeling is NORMAL! Lon and “The Trade” will ask you questions and challenge you to discover the answers, challenge you to dream again, and discover what’s next. 

Thank you, Lon, for writing “The Trade”!!

Your mission is to inspire positive change in the lives of a thousand people – and I am one of them.

While seated in my truck, I found myself gazing into the rearview mirror, contemplating my current state of being. At 40, I had spent my entire life working towards someone else's retirement plan. Though I had enjoyed a successful career and an overall pleasant life, I felt miserable. But the thought of starting my own business and leaving behind the corporate world had never crossed my mind. 

At the time, my spouse and I had acquired our dream farm; we even constructed a separate house on the land for my in-laws to reside in so we could care for them. Could I really take the risk of pursuing my entrepreneurial dreams and potentially jeopardizing everything we had worked so hard for? 

Reading "The Trade" felt like an account of my own journey. I had to decide between continuing to live my current life, which was good but unfulfilling, or abandoning my aspirations altogether. 

I could not do both. 

I couldn't afford to remain stagnant, as doing so would inevitably result in misery. I couldn't turn off the dream. I wish this book had been available in 2017 when I was uncertain about what direction to take next. It serves as an exceptional guide to navigating the latter half of one's life, resonating deeply with its readers. 

I desperately needed these words of wisdom back then, and I still feel their significance now. Choosing to trade in my previous existence for a life that brings me joy has been both exhilarating and terrifying. 

I am grateful to call Lon a friend, and I hope to see you on the other side of your own trade.

This book is for anyone who has ever asked the question is this all there is, anyone who has ever faced a transition and considered making a change, and anyone who finds themselves living on autopilot in the halftime of life. 

I benefited greatly from the real-life stories and the impactful and clarifying questions which taken by themselves are more than worth the cost of the book. If you allow them to, they might just change your life and the end of how your life story gets written. 

This book provides wisdom that will greatly assist those who read and apply it, to live a life without regret. It pulls back the curtains to your yet unlived future and gives you a glimpse of what life could look like. 

Read it for your family, your career, for you. You won’t be disappointed. 

To read or not to read, it’s up to you, but then again, so is how you show up in your life and what you will tolerate or not. 

All of life is full of trades. This book helps you discern, based on what you want, which ones to make and which ones to pass on. 

Lon, I enjoyed how you shared from your perspective and then also having Mindi share from her perspective. Thanks for being vulnerable, especially regarding your daughter’s story. That left me in tears.

It's no understatement to say this book will change some lives, but the scariest line is, "You are at the end of a book you don’t want anyone to know you’ve read – and would never admit you need." I went into this book alone, scared to admit what I was feeling, but I have come out of this book with a new outlook on life's path and a community to call home.

I now understand that what I feel is normal, there is a process, and that the decision to start is up to me.

This book (and the Normal 40 content) has helped me make a life-changing decision, to make a leap I would have been afraid to take, and to make a trade for my future happiness. 

This book will help anyone with the same feelings that there must be more left to do in life than rinse and repeat for the next 20 years. 

Count me as one of the one thousand lives you hope to inspire. 

For everyone else, read it now!

The Trade, two words with a huge meaning to me. I've experienced the journey to trade day, much like Lon has, only one year after he did. Its crazy to me how his story on these pages are also my story. 

Sure, the names, places, events are different, but the feelings, the fear, the excitement, the doubt, the wondering, the joy, the being "on mission" is the same! Dude you are not alone, open up and step into the journey, if something is calling inside of you start listening and taking action, it's a ride worth taking!

God Speed, 

Scott Post

Lon Stroschein leads by authentic example in telling us about his emerging apprehensions, midlife discontent, and open-ended yearnings to discover and enthusiastically pursue what really matters most during the rest of his lifetime. Lon lays out from the onset that he feels in his gut he has succeeded himself right into a gilded time-trap stealing his best efforts from what his whole life’s fulfilling experiences really could be. 

Fortunately, Lon finds out he is not alone in his fretting, but only after first anonymously revealing his detailed feelings in writing to his boss, who even more surprisingly, mirrors the same fretting despite his apparent success. Lon wrenchingly details believing himself in near betrayal of his original marital commitments to Mindi, his wife, when even thinking about altering his career plans. Mindi quite clearly here grasps Lon better than he realizes himself, for she alone provides a truly unforeseen requirement and further incentive for his launching into Normal40. Lon redirected his attention from his “first half” actions and the objects of success towards the crucial essence of time and connections for a great “second half” life when he finally declares his mission to tackle this insidious midlife experience by inspiring and mentoring change in 1000 men’s lives! 

Normal40 feelings are really a good omen: the impending forewarning of even greater promise for our second-half dreams and ambitions ---- beyond the unintended confines of our current success. Normal40, this book, prescribes an exceptionally well-crafted and tested antidote: reorienting our attention and reclaiming our time and efforts toward fulfilling our meaningful enthusiasms for the rest of our life. 

Normal 40 demands we propose your own “second half” features and benefits!! Normal 40 demands we not be so sure, or unsure, of ourselves that we would not take something meaningfully better! Normal40 is authored as a book, but it sure reads with the wisdom of a scroll! Beyond this past year’s Lon’s writings on LinkedIn and the Normal40 podcast with which I'm so very familiar, four things about this book still strike me square in the face: 

  The value of hearing about Lon’s experiences, feelings, efforts and trials, even now, reveals that the authentic unfolding of the Normal40 scroll is priceless to both new or familiar Normal40 readers. I feel like I've started a great lasting playbook. 

 Lon’s original methods are a vital, recursive tool to entice, encourage and provoke our curiosity and courage for pursuing our enthusiasm and foraging a good life, despite our fears of failure. Normal40 is a talisman warding off relentless regret. 

  Absolutely consistent with modern science and medicine and always described in the background of Normal40, Lon both stresses and practices three behaviors that are without question the most important modifiable(controllable) factors in maximizing our longevity: positive close relationships, regular exercise and restorative sleep. (Loneliness, lack of exercise and poor sleep each kill!) 

 The detail, depth, and vulnerability of the various narratives from his Dad’s, Joe’s and Lon’s provide “easy to be immersed in” context and is emotionally like wading into a current that both pulls and pushes me with the sense that l can decide where to position myself in that narrative current now, as far upstream as possible from the cataclysmic falls, and to immerse myself with others around me in the journey to yet to come.

The Trade is a true game-changer – an essential read for anyone who feels trapped in the unrelenting cycle of corporate life. This book offers a roadmap to discover and pursue a more meaningful, fulfilling existence. 

I am inspired by Lon’s vision and personal experience of leaving his high-powered career and pursuing his passions – ultimately finding a more profound sense of purpose and satisfaction. 

Lon is a boss. We know that. But this book proved it. He masterfully weaves practical advice, inspirational anecdotes, and thought-provoking reflections, urging the reader to question their values, motivations, and priorities. 

I highly recommend The Trade to anyone feeling overwhelmed by the demands of modern corporate life and yearning for something more. This book has the power to change lives and inspire a new generation of individuals to pursue their dreams, embrace their passions, and create a meaningful legacy. 

Your family will thank you.

I am one of your one thousand inspired lives!

Inspiring. After reading Lon’s posts and listening to podcasts, his approach to the book isn’t a surprise. At times it’s some real raw emotion. The refreshing part is it isn’t a sales pitch. No 5/7/15 step program he’s trying to sell. There’s no hard-core tough talk like “suck it up buttercup” while bashing you for not having done better in life.

The Trade encourages you to look introspectively at yourself and what you want out of life. So many dudes live the grind while it sucks the life out of them. He admits, not everyone wants to make The Trade, and that’s ok. But your at least have an honest conversation with yourself and family about how you might be able to live life better. It's not an overstatement to say this book may save life - yours. 

The Trade is inspiring, raw, authentic, and there is no sales pitch. Just a dude on a mission to inspire a thousand lives, and it goes deep. I’ve struggled with this question, "What am I going to do next, really?" for the last several years. While I haven’t yet definitively answered the question, this book underscores the need to chase the answer. We owe it to ourselves and our families to bring the best of us and sometimes that comes with stepping out of what we’ve done and into something else. 

Dude, The Trade is genuinely crafted with heart. The way this is written is a departure from other sales pitches for self-improvement. I was relieved it didn’t have the normal bashing that leaves people feeling worse about themselves. This book is for any dude (or dudette) who has reached that plateau and wondering “is this it?” The Trade has already been a tremendous help to me and my family. Thank you.

Rick - 

The Trade is the type of book that you will want to return to every time you find yourself needing a reminder of where you came from, what you’ve been through, and where you are going. 

Lon Stroschein can write, and, more importantly, has something worth writing about. 

Part memoir, part guidance from your slightly more experienced big brother, The Trade is for anyone who wakes up every day asking if this is it? Is this all life has to offer? Is this all I have to offer life? 

The Trade provides a serious kick in the ass to get going when you need it. There is even a special guest appearance by Mindi Stroschein, who walks you through what is like to be the spouse of a person in the midst of the Trade. 

Chapter 12 spoke to me the most. I will not give the story away. Suffice it to say, I am a man who does not cry. But I cried this morning while reading this chapter, placing myself in the shoes of this man who clearly loves his family more than anything. We all say we do, but Lon shows it with his actions. 

The Trade is a quick read, mostly because it is written in a clear, conversational style. I cannot endorse this book enough.

Lon - If your mission is to inspire the positive change in the lives of a thousand people, please count me as one of them.

I just finished reading "The Trade" by Lon Stroschein, and I have to say, it is one of the most inspiring books I have read in a long time. 

Lon's story of trading a successful career for more rewarding and meaningful work during his mid-life is nothing short of remarkable. What I love about this book is Lon's vulnerability and authenticity. He does not sugarcoat the struggles nor does he pretend the transition has been quick and easy. 

Instead, he shares his experience with courage and honesty, making him relatable to anyone who has ever questioned their second half story or has ever asked the question at the pinnacle of their career; Is this all there is?; which, come to find, is normal for more people than one would think. 

 Lon's mission of inspiring positive change of 1000 lives is evident in the way he challenges readers to be introspective and answer difficult self-reflective questions. He does not provide the answers to these questions since everyone’s personal life story is unique, he offers the right questions. Lon inspires the reader to discover their inner story and take back ownership of their lives, and encourages readers to leave a positive legacy, with no regrets, reminding us that it is never too late to make a change. This is all easily broken down in a four-phase process. What I appreciate about Lon is he does not shy away from difficult topics that people do not typically discuss, but affect us all. He's straightforward and honest, reminding us, trading the familiar and comfortable for the meaningful is not quick or easy, but it is worth it. I would highly recommend "The Trade" to anyone looking for inspiration and guidance on making a change in their lives. Lon is a sincere and heartfelt writer who has a gift for connecting with his readers. He is a dude you need to know, and I can't wait to see what he does next.