In 2022, Lon defied conventional wisdom, leaving his prestigious C-suite job on a hunch that life demanded more from him. Without a resume, business plan, or vast wealth, he shed the big office, title, and image, embarking on a journey to unlock his true potential. Unexpectedly, when he resigned, his inbox overflowed with messages from high-achievers from across the world, people he had never met, seeking the same path but lacking guidance.

Lon's relentless pursuit led him to conduct thousands of one-on-one interviews with individuals navigating their most critical life transitions. These conversations and the tough decisions we all encounter fueled his drive to write this book. It's a testament to challenging the status quo and embracing transformative change. It’s a book about living your second-half story, and what you'll have to trade to live it.

There is a tension between the comfort of who you have become, and the desire to live out who you are capable of being. It happens at the top of your professional game. From the outside in, you have it all, but on the inside, you find yourself feeling frustrated, alone, stuck, and without any true control of your time. Everything is being lived for your company. You have achieved more than you thought possible, but now you’re trapped by your own success.

Lon has named this feeling "Normal 40". And he has since built a movement dedicated to giving a home to those who are quietly wrestling with a career or military transition. What he thought was a feeling only he was having, he has discovered thousands more who are living their own Normal 40 moment.

The Trade is a playbook for how to help professionals work their own normal 40 Moment. The Trade will help you to understand that you are not alone, and that this feeling in your gut, when understood, is a gift.

Each of us has a final day. In our final moments, surrounded by our loved ones, we will all look back and judge for ourselves the legacy we will leave and the life we have lived. As we assess our existence and the risks we dared to take, just two thoughts will linger in our minds: "I am glad I did it" or "I wish I would have tried." On that day, will you be satisfied with how you are choosing to live this day?

The Trade is your insurance policy that ensures you will one day look back and be glad you bet on you when it was your time.

Lon’s mission is to inspire change in a thousand lives. And he will know he has been successful when he has a thousand notes of thanks from people whom the change has impacted.