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