If there is one book you should read this year

We all wish we could stay young forever. But ageing has a way of creeping up on us.

When did life get so serious? Why is it, as we grow older, we don't laugh as much? Why do we stop seeing the opportunities and the excitement and instead start feeling drained, cynical and out-of-touch? And just when did we turn into our parents?

Tim Drake and I spent over two years researching these very issues - and we came to a surprisingly simple insight - ageing really is all in the mind. In our ground-breaking book, 'You Can Be As Young As You Think', we show how you can test your brain's age and then train your brain to think younger, feel younger and be sharper.

You see, through our research, we uncovered the secrets of rejuvenation. These are the 6 Wisdoms of Youth. Each one is a powerful antedote to getting old - yet each one is surprisingly easy to apply through a series of practical tasks. Anyone, whatever their age, can learn these Wisdoms and truly rejuvenate their thinking - and their lives.

Here are some of the benefits you could reap from reading 'You Can Be As Young As You Think' :

- learn how to think with a 'Young Brain' and face life head-on with positivity and enthusiasm

- avoid becoming grumpy & irrelevant

- look younger, feel younger, act younger

- regain or retain everything you loved about being young

- be surrounded by people who make life worth living

- live a more fulfilling, successful and happier life

- aim towards eternal youth by leaving a legacy

In short, our life changing book helps you rediscover your youthful self and live the life you are only dreaming about. What other book promises you that?

And, of course, if you are a life coach, this book is sure to give you new insights into your work with clients.

'You Can Be As Young As You Think' was published by Pearson in May 2009. Place a order through http://www.amazon.co.uk/

Getting old happens young

I imagine that if I interviewed a dozen people in their 50s, most would say that they became aware of ageing when they turned 30. It's about at this age when last night's exercise routine leaves stiff limbs in the morning. It can also be the age when the grey hairs start to show. And, of course, it's that time when new parents start to recognise that their reactions mirror those of their parents.

It's that "OMG! I'm turning into my mum/dad!" moment.

However, social statistics show how much hidden ageing there is, well before our 30s! It may come as a shock but dreams and imagination, for example, can start drying up from 25 onwards.

What is even more shocking is that teenagers are also failing to find a vision for their lives. A University of Minnesota study of 20,000 kids found that 15% think they are going to die early. Far from engaging in risky behaviour because of invincibility, the survey suggests that many teenagers adopt unsafe practices because they decide that there's not a lot at stake. The future is already a no go zone.

For all of us, avoiding bad behaviour and unhealthy practices is partly about having belief in a better future. Avoid the negativity of Old Brain thinking. Rejuvenate using the 6 Wisdoms of Youth.

How much younger would you like to be?

Wouldn't it be great if you could just wave a magic wand and strip years off your life? Like layers on an onion, what would you like to peel off? 5 Years? 10 Years? Or may be more.

I've just dug out some social research statistics on this subject. They are a little old - they date from 2002 - but they give an early guide to how people see rejuvenation.

The first thing to notice is that about a third of people, do not want to change their age at all. These people are happy with where they are in their lives and do not yearn for a younger self. And 5% would like to be somewhat older than they are currently - but virtually all of these are found in the 15-24 year old age band of respondents.

The rest of us - some 60% - want to be younger! But how much younger is the younger you? 5 years younger will do 9% of us. Almost a quarter 24% want to be 10 years younger. But 27% want to roll back a full 20 years!!

Looking at the detail, it is unsurprising, perhaps, to see that the older you are, the more you yearn for a bigger rejuvenation - most people wishing for 20 years more youth were 45+.

Interestingly professional and self-employed people are the occupations wishing for the biggest swish of the rejuvenation wand. Why would this be? My hypothesis is that this is a reflection of how much they have sacrificed for their careers and how poorly they have lived their leisure lives. Are you one of these people? A lost youth spent studying and lost life spent climbing the career ladder may bring great frustration concerning ageing.

The other social groups yearning for youthfulness are the divorced, the separated and the widowed. So here, rolling back the clock is probably about regrets and the desire to have the time to make a fresh start.

So there you have it. The majority of people want to rejuventate - but their motivations for doing so are mixed - getting older is the most powerful reason to wish to be younger. But regrets about a wasted life and the desire to start again are also powerful reasons to rejuvenate.

Job restructuring? Good

Friends came to lunch yesterday. Our conversation must have been a carbon copy of thousands of other lunchtime chats being held at dining tables around the world. Our subject, of course, the recession. More precisely, the fact that the husband had been given an ultimatum recently.

You see, after 20 years in the same company, working at the same site, for the same management, his workplace was closing. All the company's affairs were transfering to another factory, 300kms away. His choice? Stay and be made redundant - or follow and be promoted. So he's following.

But here's the thing. Two months into his new job, he's been revitalised. New management and new responsibilities sees this 52 year old alive with new ideas and plans. I'd already noticed when he walked in the house how much younger he looked - and I told him this. He denied it, of course, saying he felt more tired than usual. That's normal. He's started a new job and is, for the moment, doing a lot of weekly commuting to and from this new site. But he did look younger, somehow fresher and more vigorous!

And, later, he said it himself. According to his own impressions, "I feel ten years younger!"

Now, his wife is out of kilter with this rejuvenation. She's going to have to give up her beloved home and foresake her good job to follow him in the Autumn. The relocalisation fills her with dread. Where will they live? Will they find new friends? Will they lose old friends? Will they be able to rent their existing home for a few years - and find reliable tenants? And so on.

Whilst the husband has already moved on, his wife is still stuck in the past. He is working on his Young Brain. She is limiting herself by her Old Brain.

The good news is, and I told them this, that I have no doubt that once they are both in situ, their lives will both be transformed for the better. Truth is, here they were stagnating and both jobs were tolerated - not enjoyed. Friendships were comfortable, not lively. I've a strong feeling that in 18 months when we go down to visit for the weekend, they will be rejuventated, buzzing with ideas and living life with renewed fascination.

So, if your job is restructuring, if you have to relocate, if you lose your job - even in these straightened times, try to think of it as a formidable chance to turn over a new leaf and start something fresh. Your Young Brain will be nourished and the rewards could be great.

Are you unlucky in life? Do you want to be luckier?

I never keep my iphone in my pocket. Ever. Except yesterday when I slipped it into my trousers on the way to the taxi rank. Result, it fell out on the backseat and is now lost for good. What bad luck!

Yes, bad things happen to everyone - but are some people unluckier than others? Do some individuals attract more than their fair share of life's poo?

Surprisingly, my answer to this question is 'yes'. Some of us are more unlucky. Perhaps I need to explain myself.

I am convinced that we all have lucky and unlucky things happen to us. It's just that some people recognise good luck when it happens to them and make the most of it. For example, these Young Brains will see a $10 bill on the floor, bend down and pick it up. What luck! Incidentally, this once happend to me. I was at the races and a £20 note floated past my nose. I grabbed it out of the air and had a far better lunch than I'd been planning for!

But back to my point. Wouldn't everyone stoop to pick up free money? Astonishingly, no. Old Brains see the $10 and think that it must be a joke; that the note is false, counterfeit, a fake. This fact is only confirmed by the fact that it is still on the floor. If it had been real, someone else would already have picked it up!

Can you see where I'm heading with this? We are all lucky - it's just that some of us refuse lady luck when she extends us her privileges. And if Old Brains turn down the chance for a better lunch, what else are they refusing to benefit from? A job opportunity? A chance to make new friends? A trip to the seaside with the family?

I love the word 'serendipity'. It just sounds nice. But it also is nice. It means, roughly, the preparedness to accept luck when it happens. When you rejuvenate, you become luckier. You become a Young Brain and you suddenly find yourself recognising luck and letting it into your life. Almost immediately, you start to see boundless opportunities, whereas previously, you'd seen nothing - or nothing but fakes, false promises and probable falsehoods.

So, do you want to be luckier? Then shed your Old Brain attitudes. Go on. Bend down and pick up that opportunity which is in front of your very eyes.

A light-hearted tale of rejuventation

A man asked his wife what she'd like for her birthday. "I'd love to be eight again", she replied.

On the morning of her birthday, her loving husband arose early and made her a bowl of Coco Pops and jammy toasties! He then took her to a theme park and put her on the scariest rides - The Death Slide, The Wall of Fear, The Screaming Monster Roller Coaster.

Five hours later she staggered from the theme park with her head reeling and stomach upside down.

"Now let's have some food" said her husband, feeling that the day deserved to be rounded off in real style. The McDonalds Happy Meal included with extra fries, a sickly chocolate milkshake and a cheap plastic toy.

Then it was off to the movies to see the latest kiddies three hour epic cartoon, a hot dog, popcorn, all the Coke she could drink and lots and lots of her favourite ice-cream with M&Ms topping!

What a fabulous adventure! Finally, she wobbled home with her husband and collapsed onto the bed exhausted. He leaned over his precious wife with a big smile and lovingly asked "Well dear, what was it like being eight again?" Her eyes slowly opened and her expression changed to one of total frustration. "I meant dress size 8, you idiot!"

To Botox or not to Botox

"[I have a] moving layer of custard under the skin. Every morning I wake up not knowing how I am going to look". The words of a British woman who'd had an injectable water-based filler treatment under her skin to help her look younger.

Women today - and increasingly men - are under great pressure to retain their young looks. Celebrities are all at it - Kylie Minogue, Nicole Kidman and Jennifer Aniston have all tried Botox, for example. Here's two photos of Kylie taken 20 year apart!

And, meanwhile, in a recession, who doesn't want to create an 'edge' that might just make a difference between a job and a park bench?

But what is the cost of going down this non-surgical cosmetic path? In money terms, around £2000 per year if you count both skin fillers and two sessions of Botox injections. And this for the next 20 years or more. But if it goes wrong, the cost can be greater - as the quote heading this post implies. So why do it?

Talking to people who use Botox, it isn't just about rolling back the years. It's about staying relevant and having people take you seriously. And yes, it's about keeping up with the Hollywood set.

But money and accidents apart, there are two very serious things to consider before Botox. Firstly, will you really achieve what you set out to achieve? Just as facelifts were obvious - and, let's face it, ugly - so the 'new face' physionomy of the Botox injector also gives a 'fake' look. For example, a lighting expert in the theatre recently complained "there's no way to light them so that they don't look hideous".

Secondly, what is the point looking beautifully young if the minute you open your mouth you betray yourself as a frumpy, grumpy old timer? You see, the truth is, that no matter how young we look, if we have an 'Old Brain' in our heads, we will live saggy, uninspiring and limited lives.

So, if Botox is your thing, I say, why not? The arguments for and against are well captured in this recent article: http://www.guardian.co.uk/lifeandstyle/2009/apr/07/kira-cochrane-celebrities-ageing . If you still feel confident to go through with it, take the plunge. But, whether you Botox or not, think also about rejuventating your mind. Give your thoughts a 'facelift' and see where they take you.

Everyday is a Young Brain Challenge

If staying young is one of your key aims, then you have to be up to the challenge every single day of your life. This is a massive commitment but it's the only way.

Of course, some days you will fall short of your goal. Everyone does. That just means redoubling your efforts the next day and the day after.

This thought came to mind the other day when I fell short. I called a friend and asked if we could meet to discuss his holiday to South Africa as I'd like to go there with my family. He happily agreed and asked where I'd like to meet for lunch. Instantaneously I sufggested a restaurant where we'd met a couple of times before. Only then did I realise how Old Brained this reaction was. So I stopped myself and told him I'd come back with when and where.

Not surprisingly, after 5 minutes on the web, I came up with a funky African restaurant to match our theme.

A week or so later, we met and had a wonderfully original meal full of unknown spices and exotic fish! Of course, I was happy to have come up with a Young Brain solution but was equally horrified at how easy it was to fall into stick-in-the-mud thinking. Truly, to rejuvenate, it's important to be on your guard - everyday.

Everyone wants to rejuvenate

The desire to be younger has, in some quarters, got a bad name. Some think this urge is about total vanity. Others think you should accept your lot and just grow old with dignity. Both are wrong.

Wanting to be young again has little to do with narcissism and everything to do with staying relevant and giving your all in the short time we have on earth. It's about welcoming change, being open to others, taking risks and having fun along the way. It's also about caring for your own personal growth so that you can help others more effectively.

A few weeks ago, Tim Drake and I presented the main findings of our two year analysis on personal rejuvenation to a high level business audience in Manchester. All were in agreement. Being successful in business, as in life, needs young thinking - it needs leaders to have Young Brains.

One company director, only 38 years old, spoke up. "I consider myself young, especially compared to others around me. I now realise that I, myself, have got older than I thought. There is definitely room for me to rejuvenate".

But it's not only business people who benefit from rejuvenation. Tim and I also spoke to a well-known millionaire who said to us: " I think the concept is brilliant. I have a relatively young brain but it is getting younger by the day now!"

Meanwhile, we have given our book 'You Can Be As Young As You Think' to two long-time BBC TV presenters, Mark Ellen (Old Grey Whistle Test) and Peter Duncan (Blue Peter). Both are Young Brains. And both agree with rejuvenation to such an extent that they've gracefully written respective recommendations on the back cover of our book.

So wanting to be young is not about egotistical vanity. People want and need to rejuvenate - be they business persons, millionaires, celebrities or, indeed, people like you and me.

Young like Bond.....James Bond

When you think about it, the Bond films have been amazing. Going since the early 60s, the film franchise is continually updated, always fresh and relevant.

Think, for example, about that standard feature, the Bond Girl. Starting with Ursula Andress, the Bond girl has been constantly rejuvenated. As time has gone by, she has become more assertive, less an adornment on Bond's arm or a victim that our hero rescues. In most recent films, she has become fundamental to the success of the mission. She has even, in Eva Green's incarnation Vesper Lynd (Casino Royale), been giving Bond the runaround!

This came to mind yesterday when I saw our now-launched book
'You Can Be As Young As You Think' on sales in Waterstones (a UK bookstore) next to Roger Moore's autobiography!

Surely the script-writers of the Bond series have Young Brains! They are in touch with social changes and have moved the films beyond conservative stereotypes and into 21st Century modern living.

17 Again

Would you like to be 17 again?

It's a familiar fantasy. By magically rolling back the clock, you'd suddenly have a teenager's thin and athletic body again. You'd have all your life in front of you. And most importantly, perhaps, you'd be able to 'start again' and avoid all the mistakes you've made in your life.

This fantasy is shared by Mike O'Donnell in the recent Hollywood film 17 Again. Mike gives up on a scholarship when he is 17 to marry his sweetheart who is pregnant. And he spends the next 20 years in a bad mood. He should have gone into higher education. He would have been a basketball superstar. And his wife is the culprit! She 'forced' him into choosing early family life.

Of course, with such a reproachful husband, divorce is her only alternative and 37 year old Mike finds himself living without his wife and on non-speaking terms with his two kids. And so he wishes he were 17 Again.

And he gets the chance when a bit of Hollywood-style magic lets him wake up as his 17 year old former self, ready to start student life again.

Rather than spoil the plot, let's just cut to the moral of the story. Mike eventually discovers that, for him, the importance of being a teenager, once again, is not that it allows him to cut it, once more, on the basketball court. Nor is it about being sexually attractive to young women. Given the chance to rejuvenate, he finds that he uses the opportunity to pursue what he truly wants most of all in life. And that is to get really close to his wife and protect and nurture his kids.

I watched the film with my family last night and I came away agreeing with the moral of the story. Aiming to rejuvenate is not, ultimately, about giving yourself a teenage make-over. But rather, it's about: renewing your ability to see what is positive and real in your life today; having a reborn ambition to strive for these goals; and rediscovering the dynamic energy to make them happen.

Gran Torino : the rejuvenation of an Old Brain

I've never had much time for Clint Eastwood but my mind has been changed by his latest film - Gran Torino. If you've not yet seen it, I'd recommend a night at the flics.

Clint plays a retired Ford worker and Korean vet, Walt Kowalski. He's just lost his wife and he's not happy. Not happy at all. The youth of today have no respect. His sons are arrogant and obnoxious. Gangs roam the streets and try to steal his cherished car - the Gran Torino. And to cap it all, the neighbourhood has been taken over by Asians.

Of course, the social commentary on American suburban life is a study in itself. However, the main focus is the old man and all his growling, grimacing and grinding teeth. He steps back from life and observes all this 'corrupt modernity' from behind a shield of intolerance, racism, closed mindedness and down right anti social behaviour.

Then comes the transition from Old Brain to younger brain. Slowly at first, he softens to his Hmong neighbours and lets himself be invited for a barbeque. It's hard for him but after he comes away saying that maybe he has more in common with this family than his own people. A young Laos girl calls him 'funny' - something he is vaguely insulted by - he has been called many things in his life but never 'funny'. The youngest daughter takes a shine to Wally ("stop calling me that!"). And finally he takes the 20 year old shy boy Thao as a surrogate son and decides to 'man him up', get him a job and encourage him to date a girl who has been making eyes at him.

By the end of the film, Walt has made a big step towards a Young Brain. Does he still have an acid tongue? You bet. But it's now reserved for the enemies of his Hmong neighbours. He has found a family. He trains the next generation. He gets a different cut at the barbers. He buys a fitted suit for the first time in his life. Some one who knew so much about death (during the Korean War) finally finds redemption and learns how to live.

Is anyone consigned to an Old Brain? Is being grumpy - and perhaps even hated - a destiny that people can do little about? This marvelous film reminds us that rejuvenation is open to everyone. Even Walt.

Why rejuvenation is good for the economy

I spend a lot of my working life trying to understand how people are changing and what new things they want from their lives. In the profession this is called trendwatching. I also take care to look at what trends other commentators are observing. And guess which trend is often overlooked? That's right. Our desire as individuals to want to stay young, vital, and relevant.

For the life of me, I don't know why this is. It is obvious to me as a social researcher that the trend towards rejuvenation drives huge sectors of our economy. In fact, as a driver of consumers and markets, they don't come much bigger. Look at the facts.


- The global market for anti-ageing cosmetics (including skin brighteners, firming agents and cellulite reducers) is estimated at around $13 billion

- Meanwhile, in America in 2006 there were nearly 11.5 million surgical and non-surgical cosmetic procedures performed – up 446% in ten years

- In Britain in 2006, face-lifts were up 44% on the previous year, and brow lifts were up 50%


In reality, the marketplace for youthfulness is much, much bigger that even these statistics suggest. Arguably, the whole fashion apparel market is all about looking young (and, of course sexy).

Likewise the beauty market. Indeed, I once interviewed Daniel Richard, who at the time was high in LVMH and MD of beauty boutique Sephora. He explained to me that beauty was all about death(!) - or at least the cheating of death.

So, in these hard economic times, don't let anyone say that looking after yourself and trying to remain young is a vanity that can't be afforded. The economy is stronger because of people like you.

Is Benjamin Button just fiction?

I went to see The Curious Case of Benjamin Button at the cinema last night. Written in the 1920s by F Scott Fitzgerald, it recounts the life of Benjamin, born in 1918, aged 80! Living life in reverse, he becomes younger as the years pass - until he eventually dies a baby 80 years later.



Personally, I thought the film over long, but nothing can take away from the technical achievement of making Brad Pitt geriatric and then gradually rejuvenating him as the years pass.

Director David Fincher spent an estimated $150 million telling the story of this fabulous evolution. He says that his key challenge was to achieve this feat without the film-goer being aware of all the make-up.

Wouldn't it be good if we could all rejuvenate - without the make-up and the expense? The good news is we can.

The book 'You Can Be As Young As You Think' shows how changing mindsets and adopting youthful thinking can help each and everyone of us rejuvenate during our lives - a bit like Benjamin Button.