Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors

Category: Podcast

What if More Leaders Thought Like Nurses?

By Rebecca Wiessmann
In this episode of Foresight TV, Steve sits down with Erin Shadbolt, CEO of Ascension Living, for a conversation about senior living, health care, staffing, culture, storytelling, and what it means to lead with purpose. You can watch the full livestream here.
Erin Shadbolt did not come into senior living through the traditional path.
She is a nurse by background. Much of her career has been in post-acute care and hospice. Before joining Ascension, she worked at the Mayo Clinic, helping launch its home hospital program โ€” an experience that confirmed something important for her: she cares deeply about people receiving care in the place they call home.
She is less interested in hospital-level care as the center of the universe. That matters because today she leads Ascension Living, a senior living organization within Ascension, a large nonprofit Catholic health system. Ascension Living includes 17 communities and four PACE centers across multiple states.
And that puts Erin in a fascinating place. She is leading senior living from inside a health care system, with a nurseโ€™s brain, a CEOโ€™s responsibilities, and a front-row seat to the messy relationship between hospitals, hospice, skilled nursing, assisted living, and residentsโ€™ actual lives.
A Nurseโ€™s Way Of Leading
Steve asks Erin what it means to lead senior living as someone who came from nursing rather than business.
Her answer is simple and powerful โ€ฆ
Nurses are trained to ask, “What does this person need to achieve their goals?”
That is not a side issue in senior living. Itโ€™s the whole thing.
A nurseโ€™s instinct is to start with the person, not the margin. Erin is quick to say that finances matter and that she has a strong team around her to remind her of that. But her default decision-making lens is people first. That is both refreshing and challenging. Because senior living talks a lot about person-centered care. But the operational pull is often toward managing groups, categories, policies, and populations. Erinโ€™s nursing background pushes in the other direction.
Every resident is a person.
Every decision is a tradeoff.
Every care plan needs to fit the actual human being in front of us.
Hospice, Senior Living, and the Hard Tradeoffs
One of the richest parts of the conversation is around hospice and senior living.
Erin has now lived on both sides of that relationship. She has worked in hospice, and now she leads communities that partner with hospice providers. Her perspective is that much of the friction comes from misunderstanding. Hospice providers and senior living teams are often trying to serve the same person well, but they may not fully understand each otherโ€™s responsibilities, constraints, or regulatory realities.
Steve shares a personal story about his 93-year-old stepfather, who has dementia and has been in hospice. When sundowning became more difficult, the hospice nurse suggested increasing medication. But because he is already unstable on his feet, Steve pushed back. More medication might reduce agitation, but it could also increase fall risk.
That is the dilemma, and there is rarely a perfect answer.
Erin points out that hospice nurses are often trained to manage symptoms pharmacologically, especially when the person is living at home, and family caregivers are exhausted. In a senior living community, the calculus may be different. There may be staff, life enrichment, distraction, routine, and environmental interventions that can help without immediately increasing medication.
The key is that the decision has to be situational. For one person, medication may be the right tradeoff. For another, the priority may be mobility, alertness, or engagement. This is where senior living has to resist the temptation to manage everyone the same way.
Senior Living Is Health Care โ€” And Also Home
Steve raises one of the industryโ€™s big identity questions: Is senior living healthcare, or is it lifestyle?
Erinโ€™s answer lands in the real world.
People usually don’t move into senior living just for life-enrichment activities. They move because something about living alone at home has become harder or unsafe. Often, there is a health-related reason, even if the community experience also becomes meaningful, joyful, and social.
That does not mean senior living should feel like a hospital. It does mean the industry needs to be honest about the health care role it already plays.
Ascension Living is intentionally aligning more closely with Ascensionโ€™s hospital footprint, especially around skilled nursing and hospital partnerships. Erin sees senior living as part of the solution to one of hospitalsโ€™ biggest problems: getting people safely discharged from the hospital.
Hospitals often see senior living only when something has gone wrong โ€” a fall, a fracture, a medication issue, a UTI, a return to the emergency room. They do not see the hundreds or thousands of residents who are thriving, stabilizing, getting stronger, or living better because of the community.
That creates a distorted picture. The answer, Erin says, is storytelling.
Tell Hospitals What Happens Next
Erin offers one of the most practical ideas of the whole conversation: Senior living communities should send stories back to their hospital partners.
When a hospital refers someone, the story should not end at discharge. Four weeks later, eight weeks later, or even sooner, the community can send a short update. Here is how Mr. Smith is doing. Here is how his family is doing. Here is what we learned about him. Here is how his life has improved.
That kind of storytelling changes the relationship. It helps hospital leaders see that senior living is not just a discharge destination. It is a place where people can recover, stabilize, connect, and often avoid returning to the hospital.
Steve connects this to his own family experience. The memory care home where his stepfather now lives regularly sends photos of him playing games and participating in activities. Those pictures tell a story. They build confidence. They show that something good is happening.
Senior living needs more of that โ€” not just for families, but for hospitals, referral sources, and the broader public.
Small Innovations, Big Human Moments
Erin also shares a story from one of Ascension Livingโ€™s memory care communities in Chattanooga, Tennessee, where they recently introduced something called the Cradle. It is a musical instrument activated by human touch. Residents hold hands in a circle, form a closed electrical circuit, and then touch different people in the circle to create sounds. One setting makes animal noises.
During one of the first uses, a resident who had been nonverbal began talking about cats. That is the kind of moment that does not show up neatly on a spreadsheet. But it matters. It combines touch, music, control, connection, memory, and joy. It is exactly the kind of intervention that reminds us senior living is not merely about safety. It is about aliveness.
Erin also tells the story of a resident who moved from independent living into assisted living after a fall. With therapy and support, she grew stronger, returned to independent living, and is now helping lead fitness classes.
Her words to the team: โ€œYou saved my life.โ€
That is the work.
Staffing Gets Better When People Are Treated Better
When Erin arrived at Ascension Living, agency staffing was a major issue. Roughly 45% of productive hours were coming from the agency.ย Today, that number is closer to 10%.
The improvement did not come from one magic trick. It came from doing a lot of human things better.
Ascension Living worked on wages, benefits education, orientation, nurse educators, recognition, communication, and leadership visibility. Erin sends videos to associates. She rounds in communities. She holds coffee conversations with frontline team members โ€” without their direct leaders in the room.
That last detail matters. People talk differently when the bossโ€™s boss is present, but their immediate supervisor is not.
Steve brings up another operator who dramatically reduced turnover after getting rid of a punitive time-and-attendance policy. The philosophy was simple: Treat people like adults. Assume that if someone calls off, they have a reason.
And call-offs went down. That should not feel radical, but in too many organizations it does.
Erin agrees that senior living has often treated associates like shift workers, when in reality they are companions, caregivers, friends, and sometimes the closest thing to family that residents interact with every day.
They should feel valued.
They should feel loved.
They should feel like they belong.
Practical Leadership, One Small Step At A Time
The conversation closes with a discussion of Practical Passionate Leadership, Foresightโ€™s Substack, which gives leaders simple, usable ideas for building stronger teams.
Erin says she uses it in leadership meetings at Ascension Living, often as part of the opening reflection. For her, the value lies in how it combines core leadership principles with practical challenges to rethink everyday work.
One example that stuck with her was a piece about meetings. Do you really need this meeting?ย Erin says she has been rethinking her own meetings and admits she probably does not need most of them.
That is the kind of leadership development that works โ€” not giant theory, not another binder, not a leadership retreat that gets forgotten two weeks later. Just a practical idea that changes what a leader does this week.
The Future Requires Different Leadership
The biggest theme running through the conversation is that senior living is changing. What exists today may not meet the needs of residents, families, hospitals, and team members five or ten years from now.
Senior living needs stronger health care partnerships.
It needs better storytelling.
It needs more individualized care.
It needs more creativity in memory care and wellness.
It needs to treat frontline workers like adults.
And maybe it needs more leaders who think like nurses โ€” leaders who naturally begin with the question:
What does this person need to achieve their goals?
That question might just be the future of senior living.

S8 Episode 18 – Senior Living Workplace Culture: Why Good Employees Disconnect

Your employees started with passion. Is your workplace culture helping them keep it?
In this episode of Foresight TV, Steve Moran sits down with Denise Boudreau, founder of Drive, to unpack how senior living workplace culture shapes employee engagement, staff retention, and the resident experience.
Denise shares how one conversation turned her from an enthusiastic dietary aide into a disengaged employee by her third day. Together, they explore why leaders often miss what their teams are experiencing and how to start closing that gap.
In this conversation:

Why measuring culture should come before launching another initiative
How accountability starts with clear expectations and shared goals
Why employee recognition needs to go beyond prizes and programs
How everyday leadership decisions can encourage or shut down compassion
Ways to connect frontline work to purpose and meaningful resident relationships

For senior living executives, community leaders, and HR professionals, this episode offers a practical starting point for building a workplace where people can do their best work.

What If You Could Move In Before You Move In?

By Steve Moran
This is a very personal article โ€ฆ
I’m 71 years old. I have three dogs, ten chickens, a garden I love, fruit trees I planted myself, and a yard that is genuinely a source of joy in my daily life. I know the day is coming when all of that becomes too much, when the physical demands outpace what I can manage, when the isolation of a private home starts to outweigh the freedom it represents.
That day is probably in the next ten years. But it is not today.
And honestly? No amount of anything a senior living community might offer or promise is going to move me. Not because I don’t understand the value of what senior living communities offer at their best. I do, better than almost anyone. But because I still have too much life right here. The chickens need feeding. The garden needs tending. I’m not ready.
All of that gives me great satisfaction, and I would lose it all in senior living.
Most of you who work in senior living are in a similar place. Even those of you who say, โ€œThis is going great; I wish I were old enough to move in.โ€ Nearly all of you, if offered the opportunity to move in next month, would step back saying, โ€œSomeday, but Iโ€™m quite ready for that.โ€
Here is why: Itโ€™s because they’re not yet seriously thinking about decline. And that is completely appropriate. That is exactly the way it should be.
A Time to Be Realistic
We need to be realistic about who senior living is for, what it offers, and what it doesnโ€™t. In truth, no matter what we do, no matter how good the dining program, how good the life enrichment home, how big and beautiful the community and apartments are, it is a very unusual choice for people in their 60s and early 70s. The product, however good it is, isn’t for me yet. And no repositioning changes that.
But here’s what I am thinking about: What if I didn’t have to wait until I moved in to start becoming part of the community?
A New Model
What if there were a social membership model, not a waiting list, not a future resident program, but a real and ongoing relationship, where someone like me could attend the dinners, join the interest groups, get to know the people, become a familiar face? So that when the time comes when the yard becomes too much, when the chickens aren’t possible anymore, when the balance tips, I’m not moving to a strange place full of strangers. I’m moving home.
That’s a fundamentally different emotional experience. The terror of the senior living move, for a lot of people, isn’t the move itself; it’s the starting over. The not knowing anyone. The being new and uncertain in a place that doesn’t know you yet. If you’ve already built relationships in the community over the previous three or four years, that terror largely evaporates.
The community benefits too. They know me. They know what I care about, what I’m good at, what I’d contribute. I don’t arrive as a stranger they have to learn. I arrive as a member of the community who finally moved in.
And in the years before I move in, I’m a visible, active ambassador. I’m telling my friends about the community. I’m bringing them to events. I’m the living proof that this place is worth knowing before you need it.
I haven’t seen anyone execute this model well yet. There are versions of it; some CCRCs have done elements of it, and some communities have affiliate programs or social memberships. But nobody has really committed to it as a core part of their strategy for addressing the anticipation-entry problem.
I think it might be one of the most important things the industry could build.

The Dream That Ended

By Jack Cumming
Iโ€™ve loved cruising, and my wife indulged me. She liked being on board. She didnโ€™t like getting to the ship and all the ICE machinations it entailed. Yes, ICE, Immigration and Customs Enforcement, are those folks with the dogs who screen you as your voyage ends.
The Vicarious Lifestyle
But back to our story. Since we liked all-inclusive cruising, itโ€™s not surprising that the thought of living in a CCRC appealed to us. Itโ€™s also not surprising that the dream of endless cruising caught our fancy.
Periodically, Iโ€™ve written on Senior Living Foresight of the Villa Vie Odyssey, though weโ€™ve stayed ashore. [Article 1, Article 2, Article 3, Article 4]. Villa Vie Odyssey has been a residential cruise ship. Residents paid a โ€œbuy-inโ€ of hundreds of thousands of dollars and a recurring fee to enjoy a carefree existence sailing the world. Their vessel was an old cruise ship, aging like its residents. The crew got to know and love their residents. Sounds idyllic, doesnโ€™t it?
My wife and I have been vicarious adventurers, following Villa Vie on YouTube as well as the lives of the residential mariners as they decorated their cabin homes, became a close-knit, welcoming community, and sailed from experience to experience. What can be more life-enriching than multiple days in one port after another and evenings with friends who become all that and more? Itโ€™s like the dream of CCRC living on steroids.
The other day, it all came abruptly to an end. All thatโ€™s clear is that the managing owners, Villa Vie Residences, said they could no longer support the venture. They disembarked the residents so they could shut the ship down to a minimum. One example CCRC operators will appreciate is the savings from shutting down the chillers in a warm climate. As you might expect, that mandatory disembarkation with little notice came as a shock to the residents.
Collective Operation vs. Individual Equity and Security
The significance for senior living of this sad ending of a dream life is that the finances behind it were very similar to those of many not-for-profit CCRCs. The demarcation is between principled financial management and mere compliance.
Principle might hold that individual equity for contracting residents is sacred since many residents trust that promised care will be there for them, individually, if they ever reach the point at which care is needed. An operating standard, though, might just look at the collective.
Principles, Perspectives, and Moral Justice
Principles can vary by an individual’s perspective. An outside adviser, paid by corporate, might look at the collective and conclude that thatโ€™s what matters. Itโ€™s different for residents. A resident depends on those promises and may have invested more than they should have in consideration for a contract containing those promises. A prepackaged bankruptcy can void that contract and those promises in an instant.
Thereโ€™s a difference between a collective enterprise that can turn out well for some, while others have unrecoverable losses. The magnitude of the financial commitment and the vulnerability of older residents, whether in a CCRC or on a residential cruise ship, makes individual equity more important. Thatโ€™s very different from the collapse of, say, a video streaming service going bust, leaving subscribers out of pocket for the balance of their subscription. Residents have much more at risk.
Lifetime Promise vs. Till the Cash Runs Out
There are parallels between the end of a life-of-the-ship promise and the end of an as-long-as-you-live promise in a CCRC. The residents have much more at stake than the operators and their advisers, who can move on to their next assignment. Some residents have most of their wealth invested in that residence, while others just write it off as an investment gone bad.
One belief, often incorporated into codes, reflects an operatorโ€™s perspective. To paraphrase: A CCRC can operate indefinitely and deliver promised services to contract holders in an inflationary environment as long as it can keep selling entry fee contracts, maintain occupancy, and raise monthly fees to match internal inflation, regardless of whether it is fully funded. In other words, a CCRC can keep going until the cash runs out or the market balks, regardless of individual resident expectations.
The other belief is less popular: A CCRC should be priced, funded, and operated to ensure that the current value of future promises made to individual residents can be fulfilled, regardless of whether the enterprise continues. Itโ€™s also principle to assert that money paid to secure care for residents if they become frail, gullible, and vulnerable should never be diverted to serve as at-risk equity capital to secure banks and other creditors from loss.
A Clash of Two Principles
Thatโ€™s a clash of two principles. It now appears, though the finances are not transparent, that the Villa Vie Odyssey was run on the first principle, as many CCRCs are. Incorporating that principle into standards, codes, or law gives it authority. Authority, however, doesnโ€™t always result in just outcomes. In fact, authority often deviates from justice.
This disconnect is a particular challenge for not-for-profit CCRCs, or quasi-cooperative ventures like the Villa Vie Odyssey, which lack access to equity capital markets or choose to limit equity investors. The solution might be covenantal mutual benefit corporations. That solution is a topic for another article at a later time.
In the meantime, the collapse of the Villa Vie Odyssey and the distress of the residents will soon be forgotten. Few today remember the collapse of Pacific Homes. The same is true of Air Force Village West and many others. Marketing favors happy talk, not the realism of balance sheets, legalisms, and financial probes. AI searches tend more toward marketing than caution.
That swift, sharp shock, soon to be forgotten, brings to mind T. S. Eliotโ€™s wisdom:
This is the way the world ends
This is the way the world ends
This is the way the world ends
Not with a bang but a whimper.
The Villa Vie Odyssey and its happy residents happened to be in Cambodia when they heard that โ€œwhimper.โ€ It was announced by the hotel director.

The Vital Sign Senior Living Is Not Measuring โ€ฆ Yet

By Rebecca Wiessmann
In this episode of Tech Tuesday, Steve talks with Patrick Tarnowski, CCO of OneStep, about gait tracking, fall risk, mobility, and why the way people walk may be one of the most overlooked health indicators. Watch the full livestream here.
There is a huge problem in senior living that almost everyone understands … falls are devastating.
They are devastating for residents, families, care teams, operators, and insurers. A fall can change everything in a moment. It can mean a hospitalization. It can mean a move to a higher level of care. It can mean a loss of confidence that is almost impossible to get back.
And yet, for all the technology senior living now has access to, much of fall prevention still happens too late.
Patrick Tarnowski believes there’s a missing piece.
It is not another wearable. It is not another complicated piece of hardware. It is something most communities already watch every day but don’t truly measure: how residents walk.
Gait Is More Than Walking
Steve starts with the obvious question: What exactly is gait?
Patrick explains that gait is simply how we walk and move from one place to another. But simple does not mean small.
Walking is wildly complex. It involves the brain, muscles, joints, balance, breathing, energy, confidence, cognition, and even medication changes. When something changes in how a person moves, it may signal something bigger.
Patrick calls gait a leading indicator of health. That matters because senior living is trying hard to move from reacting to predicting. The industry is collecting more data than ever, but the question is still the same: Can we see a problem before it becomes a crisis? With gait, the answer may be yes.
Patrick shares that subtle changes in walking speed can correlate with increased risk of falls, hospitalization, heart disease, and even mortality. A small decline in walking speed may not look dramatic to the naked eye, but clinically, it can be meaningful. That is the point. The change may be visible in the data before it is obvious to the care team.
From Eyeballing to Objective Data
Traditionally, mobility has been measured in awkward ways …
A clinician marks off a distance, starts a stopwatch, watches the person walk, does the math, and makes a judgment. Or, at the other extreme, a person is evaluated in an expensive gait lab that is impractical for day-to-day use in senior living. Neither option solves the real problem.
Senior living doesn’t just need to know how someone walks in a clinic when they know they are being watched. It needs to know how someone moves in real life. That is where OneStep comes in.
Patrick says OneStep turns smartphones into clinical-grade gait and mobility labs. A resident can walk with a phone in a pocket or pouch, and the software captures data on how they move. It can be used for a quick assessment โ€” for example, during โ€œMeasurement Mondayโ€ or โ€œTesting Tuesdayโ€ โ€” or it can run passively when a resident has the app on their own phone.
This is important because people do not always move the same way under observation. They may walk carefully in front of a therapist. They may move differently in their apartment, down the hallway, or on their way to dinner.
That natural movement may tell a more complete story.
The Power of Two Weeks
The most striking part of the conversation is Patrickโ€™s statement that OneStep can often see mobility decline as early as two weeks before a fall occurs.
That is a big deal. In senior living, two weeks means time. Time to review medications. Time to check hydration. Time to look at shoes, flooring, lighting, assistive devices, balance, fear of falling, and therapy needs. Time to intervene before the fall happens.
Patrick says OneStep is now deployed in more than 500 senior living communities, and partners report falls are down by roughly 23% to 25%.
As always, Steve pushes on what happens next. Data by itself does not solve anything. A dashboard that says โ€œfall risk is upโ€ is only useful if the community knows what to do with it.
Patrick compares it to blood pressure. If blood pressure rises, the care team does not simply stare at the number. They ask why. Is it diet? Medication? Fluid retention? Stress? Something else? Gait data should work the same way.
If the residentโ€™s risk changes, the team can look more closely. Has walking speed changed? Has balance changed? Is there more sway? Is fear of falling increasing? Is the resident taking longer to stand up from a chair? Is there a cognitive load issue?
The goal is not to restrict life … the goal is to target the right intervention.
Please Do Not Solve This With a Wheelchair
One of the most important moments in the conversation comes when Steve raises a philosophical concern.
What happens when technology identifies risk, and the easiest response is to limit the residentโ€™s life?
Steve gives the example of a resident whose fall risk increases. The wrong response would be, โ€œFine, then we will just put them in a wheelchair.โ€
That may reduce one kind of risk, but it creates another kind of loss. This is where senior living has to be careful. Technology should not become a tool for making life smaller. It should help people live more fully, more safely, and with more confidence.
Patrickโ€™s answer is encouraging. He says senior living leaders are increasingly looking at the whole resident โ€” medications, nutrition, comorbidities, function, mobility, and other data points โ€” to build a more complete care path.
That is where gait data becomes powerful. Not as a standalone alarm. As part of a larger picture.
One Less Thing, Not One More Thing
Steve also raises another issue every operator understands: technology fatigue. Senior living is drowning in point solutions. There is app fatigue. Alert fatigue. Dashboard fatigue. โ€œOne more thing,โ€ fatigue.
Patrick gets it. In a previous health system role, his team literally kept a โ€œone more thingโ€ file โ€” tracking every new click, requirement, or workflow added to staff. The list got ridiculous.
His point is that new technology has to become โ€œone less thing.โ€ That means integration matters. OneStep is designed to live inside the EMR rather than becoming yet another disconnected tool staff has to chase. That matters because even great technology fails when it doesn’t fit into a community’s real workflow.
This may be one of the biggest lessons for senior living tech companies … cool is not enough; useful is not enough. If it is hard for the team to use, it will not survive.
The Bigger Opportunity
The conversation keeps coming back to one simple idea: mobility is central to health.

It affects independence
It affects confidence
It affects length of stay
It affects value-based care
It affects whether a resident remains in the setting they chose

For senior living operators, this is not just a clinical issue. It is an occupancy issue, a staffing issue, a family satisfaction issue, a liability issue, and a quality-of-life issue.
The best version of this technology does not say, โ€œWe found risk, so letโ€™s shut things down.โ€ It says, โ€œWe found risk early enough to do something smart.โ€
That is the opportunity.
Senior living does not need more data just for the sake of data. It needs the right data โ€” the kind that helps teams act sooner, act better, and help residents keep living their lives.
Gait may be one of those missing pieces. And maybe, as Patrick suggests, it is time to start treating how we move like another vital sign.

You Just Need to Work Harderโ€ฆ or Maybe Not

By Steve Moran
When I read Angela Duckworthโ€™s book โ€œGritโ€ 10 years ago, I loved it and hated it. The big idea was that with grit (hard work and perseverance), you could accomplish just about anything. If I were someone with grit, I would have loved her big idea without reservation.
That wasnโ€™t me growing up.
I hated doing homework, and often I simply didnโ€™t do it. I hated hard work. I hated cleaning my room. I would rather be driven to places by my mom than walk or ride my bike. I tried jogging (an old-fashioned word for running), and it did nothing but make me miserable.
Along the way, I found things I was passionate about: teaching kids at church, senior living, and, more specifically, front-line workers in senior living. Those things gave work purpose and meaning. They made hard work fun. And the payoff came when I started seeing the impact I was having on other peopleโ€™s lives.
Continue reading on Practical Passionate Leadership (Substack) for free.

Do You Want a Challenge?

By Jack Cumming
This article is addressed to the leaders and future leaders of the senior living industry. You know who you are. You may be the CEO of a large multi-facility enterprise. Perhaps you are the leader of an influential advisory organization that advises those CEOs of large multi-facility enterprises. You may take pride in an annual conference that brings clients and prospective clients together to discuss the future of the industry.
Optimism Reigns
Lately, that future has seemed bright. After all, the post-World War II babies, born in the late 1940s or early 1950s, are now aging into beds/units in your or your clientsโ€™ communities. A rising demographic wave lifts all ships.
You may be thinking, โ€œThe ship I captain is ready to ride that wave to prosperity.โ€ You may also be thinking that youโ€™ll surf that wave into your retirement. After all, most of you leaders are boomers yourselves. Of course, you know what they want. Youโ€™re likely one yourself.
Hidden in that rosy picture is an uncomfortable reality. Senior living has never reached its potential. Most people prefer to age in place in their own homes. Thatโ€™s often a single-family home that they own. Although you work in the congregate-living industry, you probably donโ€™t want its product any more than most Americans want it; i.e., they donโ€™t. Thatโ€™s a challenge, and it leads to the premise of this article.
Coast or Act?
Do you want a challenge, or do you prefer to coast? Coasting means deflecting negative press with spin and actively supporting industry lobbying organizations. Facing a challenge means identifying why senior living is less preferred than aging in place and seeking changes to make communal living more acceptable. Itโ€™s not difficult.
It takes courage and capital. My experience is that great leaders love a challenge more than they want an outsized paycheck or popular recognition. Most leaders, even the very top leaders, prefer to coast and love the limelight, if only within the industry itself.
The Challenge
Letโ€™s be frank. Today, most CCRCs look like Perkins-Eastmanโ€™s cookie-cutter models. Non-city communities have porte-cochรจres adorning block structures with massive public areas. The plans come with attractive drawings void of people. And thatโ€™s just the start. The architecture for the finances is also cookie-cutter.
Increasingly, prospective residents are questioning the structure. Financing involves negative net assets for many not-for-profits and a lack of transparency for many for-profits. The opportunities for creativity are beckoning. Active Adult 55+ and Margaritavilles are trying, but they canโ€™t quite get there.
Many residents are asked to give up homeownership to move into a community with ownership exercised by not-for-profit executives with little skin in the game beyond employment. Residents usually commit for life.
Thatโ€™s an unraveling late in life of the American Dream of homeownership. Some think old people donโ€™t want ownership, but few senior housing executives are willing to sell their homes to move into a community owned and governed without them.
Self-Governance Is No Solution
Clearly, elder housing has a trust problem. Youโ€™d think that resident governance might invoke trust. It doesnโ€™t. Self-governed old age communities are rare, and they often flounder on the rocks of dominant personalities lacking perspective, know-how, prudence, or sound judgment.
Most resident leaders are popular and imagine that popularity lifts them locally above those of greater wisdom. Of course, they themselves often equate popularity with merit and wisdom. Part of their popularity is that they never confront unpopular, difficult truths.
They are โ€œget-alongโ€ folks. Thatโ€™s common in corporate leadership ranks, too, but never as openly as among residents.
Too much self-governance can be disastrous.
Imagining
Here we run out of options. No one comes to mind with the stature and capital to make senior living trustworthy, who is now doing so. My own thinking, which I would want to hone in constructive conversation with others, is that the newly emerging business model of the benefit corporation may be part of the solution.
A benefit corporation is like a not-for-profit in limiting its purpose and powers in its constituent articles of incorporation to what is beneficial for its purpose. For instance, consider the purpose of a not-for-profit senior living organization. It might commit to house older people in a way that relieves the distress of aging.
Distress here might refer to growing frailty, vulnerability due to gullibility, and difficulty getting suitable care when and as needed. A benefit corporation can commit to the same purpose but with access to equity investment and meaningful board and management accountability.
What are some of the conditions and mission to which a consumer-oriented sponsor of a benefit corporation might commit in order to competitively upend todayโ€™s not-for-profits? Here are some conceivable constraints that came to mind:

Return for equity investors, either as net worth or dividends, to be limited to no more than a risk premium of 15% over debt yield above the average cost of debt funding for the community. Equity investors deserve a risk premium, but they shouldnโ€™t be greedy. Residents are the mission.
Residents to be given first opportunity to provide equity funding once the community opens. Before then, prospective residents who have paid deposits receive the first equity investor privilege.
Voting shares to be limited to residents who invest equity and no one else.
Voting to be proportional to the par value of the resident’s equity investment shares.

Other commitments can be added, subject only to how competitive the sponsoring entrepreneur, which might be an existing not-for-profit, wants to be and to the restrictions of law. These ideas are presented to illustrate how this might work. Itโ€™s obviously far more complex than this suggests. LeadingAge, or someone else, might easily develop document templates responsive to the opportunity.
Conclusion
The senior living industry is now frozen in stagnation. Thereโ€™s talk of artificial intelligence and robotics, but no one I know of is doing anything meaningful to achieve a competitive advantage.
Meanwhile, the industry lags its potential; it takes it for granted that average age and impairment acuity have risen with time. The talk is of an emerging asset class that offers higher percentage returns, while in truth, in a larger context, the path to high profits is volume and not returns that would make Shylock smile.
To put it in other terms, on the whole, the senior living industry has long been coasting, bemoaning the difficulty of attracting good staff, and hoping for the saving grace of baby boomers moving into units that would otherwise have challenged occupancy.
The obverse side of that happy coin is the opportunity that presents itself for anyone with the discernment and capital to upend the status quo and to help make senior living the industry that many dream it is, but that in reality is only a dream for a better future.
Can senior living continue to thrive after the boomer bulge has gone to its reward? Will the industry then look anything like the industry today? What firms will then be the respected voice of aging?
Note: The inspiration for this reflection, which seems very foreign to the conventionality of the senior living industry, especially its not-for-profit sector, came from an interview with AMD Chair and CEO, Dr. Lisa Su, on the โ€œFuture of AI and Leadership,โ€ https://youtu.be/-sKAMB10eh0.
Why, I thought, doesnโ€™t senior living have leaders like this. Dr. Su lifted AMDโ€™s valuation from $2 Billion to over a trillion. The stock price then was under $4. As I write this, itโ€™s over $600. Not too shabby. Who in senior living is capable of that? Are you?

The Building Doesnโ€™t Create Community. People Do.

By Rebecca Wiessmann
In this episode of From Cost to Culture, Steve and Shawn McKee talk about the future of senior living through the eyes of someone who is still relatively new to the industry. What emerges is a striking reminder: Families may notice the building first, but what they really want is community. You can watch the full episode here.
Fresh Eyes on Senior Living
One of the most useful things about Shawnโ€™s perspective is that he does not come into senior living with decades of assumptions. He comes from marketing, software, health care, and other complicated industries. He understands regulated businesses and the challenges of helping providers focus on their mission while dealing with all the operational headaches behind the scenes. But as he spends time with senior living leaders, he sees something that should be obvious and yet is easy to miss: This industry is about people caring for people.
That sounds simple. It is not.
Senior living leaders are operating in a world of rising labor pressure, increasing family expectations, workforce shortages, regulatory complexity, acquisitions, distressed assets, and growth goals. At the same time, they are serving a vulnerable population that deserves to be treated with dignity, warmth, consistency, and respect.
That cannot be accomplished by real estate alone.
What Shawn Would Want for Himself
Steve asks Shawn to imagine himself 40 years from now, when he is in his mid-80s and thinking about senior living.
What would he want?
His answer is not a marble lobby. It is not luxury finishes. It is not gourmet dining. It is not a building designed to impress adult children on a tour.
He says he would want social interaction. Active things to do. Walks outside. People he can engage with. A place with a built-in community.
That answer stops Steve for a moment because it gets to something senior living may not talk about enough. Operators and developers spend an enormous amount of time thinking about buildings. They should. Buildings matter. No one wants to live in a place that is ugly, tired, unsafe, or poorly maintained. But when people imagine a life they actually want, they tend to talk about relationships. They talk about belonging. They talk about purpose. They talk about having people to do things with.
The building is the container… the people create the life inside it.
The Hotel Test
Shawn offers a simple comparison. He recently stayed in a hotel that was perfectly fine. It had a comfortable bed, a hot shower, and a decent breakfast.
But what made the trip memorable was not the hotel. It was the people he was with.
That is a useful way to think about senior living. Yes, the basics have to be right. The building has to be in good condition. The food has to be good. The community has to feel safe, clean, and comfortable. But once the basics are met, the real differentiator is whether residents are engaged in things they want to do with people they want to be with.
That is culture.
And culture does not come from capital improvements alone. It comes from staff members who know residents. It comes from caregivers who notice small changes. It comes from dining teams that create moments of hospitality. It comes from activity leaders who listen instead of simply filling calendars. It comes from executive directors who build teams that care about one another and about the residents they serve.
What Families Are Really Buying
Steve then shifts the question from Shawnโ€™s future to his parentsโ€™ future.
What would Shawn want for his mother if she were choosing senior living?
Again, his answer centers on relationships and values. He would want her to have friends, things to do, and an environment that fits who she is. He would want to understand how the community provides care, what its core values are, and how it communicates with family when something changes.
That last point matters. Families are not only buying an apartment, meals, and services. They are buying confidence.
They want to know: Will you see my mom? Will you know her? Will you communicate with me? Will you do what you say you will do? Will you treat her as a person and not as a room number?
Those questions are answered by people, not brochures.
The Workforce Is the Experience
This is why workforce strategy matters so much. When a community has constant turnover, it becomes harder to build trust. When team members are exhausted, it becomes harder to deliver warmth. When leaders are buried in administrative complexity, it becomes harder to lead culture. When HR systems are weak, the resident experience suffers. The resident experience and the employee experience are inseparable.
That may be uncomfortable for operators because workforce issues are hard. They are expensive. They are messy. They involve compliance, recruiting, scheduling, training, retention, overtime, agency usage, and leadership development. But they also represent the biggest opportunity. If a community can become a place where great people want to work, stay, grow, and serve, it has a competitive advantage that is very hard to copy.
A competitor can build a prettier lobby. They can upgrade dining venues. They can add amenities. It is much harder to replicate a team that loves residents and loves working together. That is the shift from cost to culture.

The 5-Day Impact Challenge: Transform Your Team One Story at a Time

By Steve Moran
As a leader, in your mind, you are just an ordinary person, perhaps the boss or supervisor over a few people or many people, but you still see yourself as ordinary. The people you lead see you very differently. They all want you to like them, to support them, and to approve of them. You make their day when you let them know how much you appreciate them.ย ย 
This 5-day challenge provides you with a structured plan to express the impact your team members have on you.
Research shows that employees who feel genuinely appreciated are 5x more likely to stay with their organization and 3x more likely to go above and beyond in their work. Yet most of us are terrible at expressing specific appreciation for how our team members impact our lives.
This week-long challenge will change that โ€” and it might just be the most meaningful thing you do as a leader this year.
Continue Reading on Practical Passionate Leadership (Substack) โ€ฆ

Your Activities Arenโ€™t the Problem. Getting There Might Be.

By Arjun Dutt PT, DPT, MBA and Pradeepika Samagh PT, DPT, MBAย 
Before you add another event, find out whatโ€™s keeping people from the ones you already have.
The calendar looks great. Live music Tuesday. Gardening Wednesday. A Friday social with festive snacks. Your team works hard at this. The photos show smiling residents. The monthly report lists dozens of chances to connect.
Now look at whoโ€™s missing.
Picture a resident who loves music but skips the evening show. She can get to the gathering room just fine. What worries her is getting back when sheโ€™s tired. Another resident loves a good conversation but canโ€™t follow it over the speakers. A third would love to come but dreads getting out of those low lounge chairs.
These are made-up examples. But youโ€™ve probably seen versions of all three.
The question for leaders is simple. Have we built something residents can actually use?
โ€œNot Interestedโ€ Ends the Conversation Too Soon
Sometimes a resident just doesnโ€™t want to go. Respect that.
But sometimes โ€œnot interestedโ€ is easier to say than โ€œIโ€™m afraid Iโ€™ll need help,โ€ or โ€œI canโ€™t hear anyone,โ€ or โ€œI donโ€™t want people watching me struggle.โ€
The National Institute on Aging says hearing trouble can lead older adults to pull away because theyโ€™re frustrated or embarrassed about missing the conversation. People with hearing loss can also get labeled unresponsive or uncooperative.
So when a resident skips an event, thatโ€™s where the conversation starts. It doesnโ€™t tell you why they stayed home.
Try asking: โ€œIs there something youโ€™d enjoy if we made it easier?โ€ That leaves room for a preference, a problem, or an honest no.
The Experience Starts Before the Event
Getting to the room is only part of it. People have to get ready, find their way, pick a seat, follow whatโ€™s going on, use a bathroom, and get back. A problem at any step can make the whole outing feel like too much.
Walk that route with a resident whoโ€™s willing. Youโ€™ll learn a lot.
Is there a place to rest? Can they hear the host? Can they ask for help without announcing it to the room? Does the event end right when staff is hardest to find?
The World Health Organizationโ€™s work on age-friendly environments makes the same point. Physical and social surroundings can help or hold back what older people can do. And their own choices still matter.
An invitation is just step one. What happens around it decides whether yes feels possible.
Someone Has to Own the Problem
An activity director can run a great event and still have no power to fix why a resident canโ€™t enjoy it.
Seating might be an operations issue. Sound might sit with dining or programming. A change in how steady someone feels walking might call for the care team, and maybe rehab.
This is where executive leadership comes in.
When a problem crosses departments, give it one owner, one next step, and a date to check back. Otherwise, everyone agrees participation matters and the same problem is still there next month.
Start small. Move the seating. Offer a quieter option. Make it clear how to ask for help. Try a different time.
Then ask the resident if it helped.
Count Who Youโ€™re Reaching โ€ฆ Not Just How Many
Thirty people at an event looks like a win. Maybe it is.
But if itโ€™s the same thirty every time, the head count hides something.
Add these questions to your tracking:

How many different residents joined something this month?
Who wanted to come but hit a barrier?
Which barriers did we fix?
Did people find it comfortable and worthwhile?

This isnโ€™t a clinical tool. Itโ€™s just a way to see past a busy schedule.
Some residents will also get more from a quiet one-on-one or an outing they planned themselves than from your most popular event. Donโ€™t turn attendance into a quota.
A Challenge Before You Approve Another Event
This week, pick one activity you already run. Ask a few residents who rarely show up what they enjoy, what they avoid, and what would make it easier.
Walk the route. Find one obstacle. Hand it to someone. Check back to see if it worked.
Maybe your team needs another event. Or maybe it needs to make the next one easier to enjoy.
A full calendar tells you what you offer. The real test is whether residents can use it to live the way they want.

This Company Was Offered Millions By Disney and they said No! Hereโ€™s why

By Steve Moran
I am captivated by the idea that when you study companies that have great cultures and are financially fantastically successful, they have one or two driving ideas. Some examples โ€ฆ

Zappos: Deliver WOW through service. They famously had no call scripts and no time limits on calls. One rep reportedly stayed on the phone for over 10 hours. (I am not so sure the same culture still exists since their acquisition by Amazon.)
Nordstrom: For years, the employee handbook was famously one card with one rule: use good judgment in all situations.
Ritz-Carlton: “Ladies and gentlemen serving ladies and gentlemen.” Employees can spend up to $2,000 per guest to fix a problem without asking permission. I would add that on very rare occasions I have stayed at a Ritz-Carlton, and I am not so sure they still live up to this reputation.
Costco: Give members the lowest possible prices and pay employees well enough that they stay. They cap markup on purpose and have turned down the easy profit for decades. Investors complain, and the business keeps winning.
Southwest (in the Herb Kelleher years): Take care of employees and they will take care of customers. Low fares and a lot of fun, with people who were allowed to be themselves.
Chick-fil-A: “My pleasure,” plus closing on Sundays. One tiny phrase and one costly decision that tells everyone what they stand for.

The Common Thread
The common thread is that the idea is simple enough to remember and clear enough to act on without asking permission. It also costs something to live by, like Costco’s margins or Chick-fil-A’s Sundays.
Continue reading on Practical Passionate Leadership (Substack) for free.

AI Wonโ€™t Save Senior Living Unless It Gives Time Back

By Rebecca Wiessmann
In the first episode of โ€œRewriting the Rules with Cayden Ridgeway,โ€ Steve and Cayden move from hospitality and resident experience into one of the biggest questions facing operators today: What should technology actually do for senior living? You can watch the full episode here.
Caydenโ€™s answer is refreshingly practical…technology should give time back.
Not add dashboards. Not create more reporting. Not become another system executive directors have to feed. Not let a company say, โ€œWe use AI,โ€ while team members quietly wonder how it is supposed to make their jobs better.
For Cayden and the Milestone Retirement team, AI is not a toy. It is part of a larger digital transformation designed to improve operations, reduce unnecessary burden, and help leaders spend more time in the community. Because senior living does not need executive directors trapped in offices, itย needs them with residents, families, and team members.
More Than Business Intelligence
Milestone has been using AI at the executive level for more than a year and a half, and Cayden says the company has built its own proprietary AI software. The platform is designed as an operations suite, pulling together data from separate systems and turning it into something more useful than a typical BI dashboard.
That distinction is important. Traditional business intelligence can show leaders graphs, metrics, and trends. That has value. But Cayden says Milestoneโ€™s system goes further. It incorporates the thinking of the executive team, including how they would interpret problems, apply policies, consider regulations, and determine next steps.
In other words, the system is not just saying, โ€œHere is the data.โ€ It is saying, โ€œHere is what the data means, and here is what we would do next.โ€ That is a very different use case.
Senior living is full of data, but data alone rarely changes behavior. Community leaders are already overwhelmed. Giving them more numbers without context can make the problem worse, not better.
The promise of AI is not more information. It is better judgment at scale.
Measure Twice, Cut Once
Steve raises a concern that many operators share: How do you make sure AI improves the lives of team members rather than adding to their workload?
Caydenโ€™s answer is simple: measure twice and cut once.
He is skeptical of the approach where a company gives employees access to a tool like ChatGPT, Claude, or another AI platform and then declares itself an AI-enabled organization. Access is not strategy. Usage is not transformation. A shiny tool is not the same as a better operating model.
The real questions are more disciplined:

Where should AI be deployed?
What problem is it solving?
How will usage be measured?
Does it remove work or create more work?
Does it help the community team, or does it simply satisfy the corporate office?

Those questions are especially important in senior living because the people closest to residents are already carrying too much. Any technology that increases the burden at the community level should be treated with suspicion.
At Milestone, Cayden says the goal is to take things off peopleโ€™s plates. One example is reporting. Rather than requiring executive directors to send 10 reports a week, the platform is being built so regional and executive leaders can access the information they need directly.
That is as much a cultural shift as a technology shift. It says to community leaders: We trust your time is better spent leading than formatting reports.
The Margin Conversation
Cayden also connects technology to one of the hardest realities in the business: margins.
Third-party operators often talk about the limitations of their model, and Cayden acknowledges that those pressures are real. But he does not accept the idea that strong margins are impossible in the current environment. He believes operators can perform better, though it requires more creativity and discipline than it did before COVID.
This is where AI, digital systems, and operational clarity intersect. Better systems can reduce waste. Better visibility can help leaders act faster. Better decision support can help struggling communities course-correct before problems become crises. Less manual reporting can free leaders to focus on occupancy, team culture, service, and resident experience.
But the goal is not efficiency for efficiencyโ€™s sake. The goal is to build a healthier operating model that can support better care, better hospitality, and better workplaces.
A Company People Want To Work For
Steve reminds Cayden of a challenge he had given him about a year earlier: Senior living needs a company that becomes the Nvidia of the industry โ€” the place everyone wants to work because the work is exciting, meaningful, financially strong, and fun.
Cayden believes Milestone is making progress.
He talks about a recent field operations meeting and how different the conversations are from a year earlier. The people in the room, the topics on the table, and the energy around the company have changed. He also shares a mentorโ€™s idea that a companyโ€™s success should not be judged solely by whether owners or executives can send their kids to private school. A better measure is how many employees can do the same.
That is a powerful standard. It pushes leadership beyond profitability alone. It asks whether the business model actually elevates the people doing the work. It asks whether success flows through the organization or stops at the top.
For an industry facing chronic workforce challenges, this may be one of the most important rules to rewrite.
People do not just want jobs. They want to be part of organizations that are going somewhere. They want leaders who have ambition, clarity, and courage. They want to feel that their work matters and that the companyโ€™s success can improve their lives too.
The Operating Model Behind The Experience
The first two big ideas from this episode are easy to love: Build communities people want to live in. Create resident experiences that feel more like hospitality than healthcare.
But this third idea is what makes the first two possible.
Experience does not scale without operations.
Hospitality does not last without margin.
Innovation does not matter if it burns out the team.
That is why Caydenโ€™s view of AI and digital transformation is so important. He is not talking about technology as a separate initiative. He is talking about technology as infrastructure for a better company. A company where leaders spend less time reporting and more time leading. A company where executives have better visibility and communities have less administrative noise. A company where financial performance and resident experience are not enemies. A company where people want to work because the work feels meaningful, modern, and alive.
That may be the real future of senior living: not just better buildings or better branding, but better operating systems โ€” human and digital โ€” that make better lives possible.

S8 Episode 17 – Finding the Right Senior Care Without the Confusion with Heather Todd of Aging Sidekick

Finding the right care for an aging loved one can feel overwhelming, especially when families do not know what services exist, what questions to ask, or where to begin.
In this episode of Foresight Radio, Rachel Hill speaks with Heather Todd, co-founder and CEO of Aging Sidekick, about helping families navigate senior care with greater clarity and confidence. Drawing on nearly 30 years in healthcare and more than a decade in senior care, Heather explains why families often pursue solutions that do not match their actual needs and how Aging Sidekick helps connect them with the right resources faster.
Rachel and Heather also discuss the myths surrounding aging, the value of senior living, and why operators must understand a familyโ€™s care needs before promoting their amenities.
Topics include:

How to determine the right level of senior care
The differences between independent living, assisted living, memory care, and home care
Questions families should ask senior care providers
Why โ€œfeature dumpingโ€ fails senior living prospects
How Aging Sidekick helps caregivers identify their needs
Using AI to strengthen human connection instead of replacing it
Planning proactively for aging in place
Challenging ageism and embracing the joy of getting older

Learn more about Aging Sidekick at agingsidekick.com.

Senior Living Cannot Innovate Inside Its Own Feedback Loop

By Rachel Hill
This article is based on a conversation between Lynne Katzmann and Bailey Beeken on a recent episode of Women Who Reimagine.
If every expert on the stage comes from senior living, we should not be surprised when every proposed solution looks familiar.
Senior living conferences are filled with smart people. Operators share case studies. Sales leaders explain what worked. Technology companies demonstrate new tools. Consultants identify trends.
There is real value in learning from people who understand the industry…there is also a danger.
When the same people attend the same events, discuss the same problems, and reference the same examples, learning can become a feedback loop. The industry gets better at discussing itself without necessarily getting better at imagining something new.
Bailey Beeken challenged that pattern when she created SMASH. Her commitment was striking: roughly 80% of the speakers would come from outside senior living. Not outsiders with generic motivational speeches, but domain experts. Authors. TEDx speakers. Specialists with ideas that could stretch how senior living professionals think about sales, marketing, consumer behavior and innovation. The premise was not that senior living lacks intelligence. It was exactly the opposite. Give smart professionals a genuinely new idea and trust them to translate it.
New Answers Require New Inputs
Senior living is facing questions that cannot be solved by repeating yesterdayโ€™s playbook.
Occupancy has recovered for many organizations while new development remains constrained. That sounds like a victory, but occupancy alone is not a complete growth strategy. Operators must think about revenue, pricing, service models, and products consumers may choose to buy beyond the traditional apartment-and-care package.
At the same time, incoming baby boomers bring different expectations. They value choice, customization, and control. They have spent decades purchasing unbundled services and paying premiums for experiences tailored to them. Yet much of senior living still presents one broad package and expects the consumer to adapt.
The industry may need to explore more flexible, ร  la carte models. It may need new partnerships, new uses for community spaces, and new ways to serve people who never become traditional residents.
None of those ideas will emerge if innovation meetings begin with, โ€œHow have we always done this?โ€
Innovation Is More Than Brainstorming
Organizations love the language of innovation. They hold retreats, cover walls in sticky notes, and tell teams to think outside the box.
Then Monday morning arrives, and everyone returns to the same dashboards.
Real ideation requires structure. It means exposing teams to models from hospitality, retail, multifamily housing, consumer technology, entertainment, and other service industries. It means asking what can be adapted rather than dismissing an idea because it did not originate in senior living.
It also means involving more than one department. Revenue health is not solely a sales and marketing issue. Operations shapes the experience being sold. Finance determines what can scale. Capital partners influence what gets built. Technology affects how services are delivered. Leadership decides which experiments receive room to breathe. If those groups only meet after an idea is fully formed, innovation becomes a handoff. When they ideate together, it becomes a business strategy.
Stop Confusing a New Building With a New Product
One of the most provocative ideas in Beeken and Katzmannโ€™s conversation was that the next building boom will mean very little if the industry simply produces a newer version of the same product.
Bigger windows, better dining and more attractive finishes can improve a community. They do not automatically make it relevant to a new generation. A chandelier is not a value proposition.
Boomers may care far more about connection, flexibility, access to the surrounding community, and the ability to remain fully themselves. If operators do not understand that mindset, they risk investing millions in buildings that look new but feel culturally old.
Innovation begins before the architectural plans. It begins with curiosity about the consumer and the humility to admit that todayโ€™s success does not guarantee tomorrowโ€™s relevance.
Make People Do the Thinking
The best industry education does not lecture leaders about thinking differently. It creates the conditions for an aha moment and asks them to do the work.
Bring in the outside expert. Study the unfamiliar business model. Put the CFO, operator, and sales leader at the same table. Pressure-test the idea. Run the numbers. Ask what would have to be true for it to work. Senior living has no shortage of capable people. What it needs is a wider field of vision.
The future will not be built by abandoning industry expertise. It will be built by combining that expertise with ideas the industry has not heard before.

The Trust Gap: Why So Many Senior Living Communities Feel Like โ€ฆ

By Steve Moran
I am still trying to figure out exactly what they feel like. Not home, not quite even like a high-end hotel, but not like a budget hotel or hospital lobby either.
But something that is not very appealing, not a place you would choose to hang out.
No Trust
We donโ€™t really talk about it, but there is a serious lack of trust between the community staff, community leadership, and residents. I know you are ready to push back on this, but hear me out.

Alcoholic beverages get locked up.
Drinks get watered down and/or rationed.
Spaces are off-limits to residents (and family members) without a clear reason given.
Rules are enforced by staff who are younger than the residents’ children. Decisions get made about the community, about programming, about policies, about shared spaces without any real input from the people who live there or their families.

Just the Way it Is
None of this is malicious, but it is paternal. I understand how it happens. Liability concerns are real. Regulatory environments are demanding. Operating a community at scale with consistent quality is genuinely hard. And most of the people making these decisions are doing their best.
But here’s what all of it communicates to residents, underneath whatever language accompanies it: we don’t fully trust you to run your own life.
That message lands on people who ran companies. Who raised families. Who made consequential decisions, professional, financial, personal … for six or seven decades. Who were, until relatively recently, fully autonomous adults making all their own choices.
And now they have to ask a 24-year-old staffer for a glass of their own scotch.
Subtle but Real
I’m not being dramatic. I’m describing something that happens every day all across the world of senior living, to real residents. Ultimately, it shapes the entire culture of those communities in ways that are hard to fully see from the inside.
The locked alcohol isn’t really about the alcohol. It’s about the message the regulated alcohol sends. And the message, received loudly and clearly by people who have been trusted with much larger things, is: this is our building, and you live here on our terms.
What that message creates is a we-versus-them dynamic that poisons everything it touches. Residents start hoarding information and gaming the system. Staff enforce rules defensively rather than relationally. The conversations that should be collegial become adversarial. The community that should feel like home starts to feel like a managed environment, which is, in the most damning possible way, exactly what it is.
You can feel this the moment you walk into a community where it’s happening. It’s in the body language. In whether residents make eye contact with staff members or look past them. In whether people describe where they live with pride or with a kind of resigned tolerance.
Connection First
Here’s why it matters so much. You cannot build genuine connection in a community that doesn’t trust its residents. You cannot create a sense of belonging in an environment that treats people as liability risks. The two things are fundamentally incompatible.
When operators figure this out, remarkable things will happen. Ownership of the residentsโ€™ lives gets handed back to the residents. The community becomes their home and not an institution.ย 
What they get in return is extraordinary. Residents who recruit for them. Who tell their friends this is the place to be. Who invest in the community because they feel like it actually belongs to them. Who create the culture rather than just inhabiting it.
That’s not a soft benefit. That’s occupancy. That’s retention. That’s word-of-mouth that no marketing budget can buy.
The trust gap is real, it’s widespread, and it’s fixable. But fixing it requires admitting it exists first. And that’s the part most communities haven’t gotten to yet.

It Takes Two To Be Fired

By Jack Cumming
Itโ€™s no fun to be fired. For some youngsters, it can be a growing-up moment when the reality of workplace expectations meets the self-indulgence of excessive parental love. For a person well established in a career, who is released from service at midlife, itโ€™s usually something quite different.
After the Shock
If youโ€™re really worth what your former employer has been paying you, youโ€™ll soon land on your feet. First, youโ€™ll find placement agents circling like flies hoping for a referral commission from your next employer. Ideally, a better employer than one who fired you will hear of your plight, and quickly be on the phone offering a more satisfying work situation.
Another probability is that people who know of your talent will be calling for freelance assignments to help with projects. That, too, can be a bridge to a permanent job, or it can open you to the independence that comes with freelance work. If you take a job, you depend on a single client, and that can lead to the sting of being let go.
If, say, you work freelance for five clients, losing a client only means that you have to find another client or clients to make up the income drop. Thatโ€™s a lot more satisfying than having to find a job while youโ€™re at your most vulnerable. Itโ€™s no wonder that the gig economy is rapidly growing.
My hope is that you take away the understanding that all will be well after youโ€™re fired. Donโ€™t look back. Donโ€™t reflect on whether the separation was handled nicely or cruelly. Thatโ€™s all in the past, and now the future beckons and, with a bit of luck and the hand of Providence, youโ€™ll be happier in your future than you would have been clinging to a job that was slipping away.
It Takes Two
That brings us to our title topic. You didnโ€™t unilaterally decide to be fired. It took at least two: your boss and you. Of course, you may have deserved to be terminated. Perhaps you werenโ€™t suited to the job and it showed. In that case, your employer did you a favor by calling a spade a spade and letting you find something better suited. You probably should have made the move yourself, but itโ€™s easy to get entangled with mortgage payments, school tuitions, and all the rigamarole of everyday life.
We sometimes cling to false payroll security in the fear that losing that binding chain will lead to catastrophe. Truth is that sometimes it does lead to catastrophe. The alternative is to have gumption and to hit the ground running on day 1, working your network and letting people know that youโ€™re available.
False Advice
I know, I know, many people advise you to take a vacation and think about what you want next. That may work for some people, but adopting such a personal entitlement attitude is not going to make a future employer think youโ€™ll give the job (or the assignment in the case of freelance) the desirable commitment. Interview question: What have you been doing since you lost your job? Answer: Oh, I took time off to recover and think. Interviewer: Next, please.
Then, thereโ€™s the increasing possibility that you were simply too far ahead for the comfort of your boss or your bossโ€™s bosses. Recently, there have been numerous articles exposing this phenomenon, but one in particular caught my eye recently. It was titled โ€œOne of Our Employees Secretly Had AI Doing Most of His Job. We Found Out Because He Took a Vacation.โ€
Individual Initiative vs Corporate Loyalty
This highlights a growing business misstep, particularly in senior living, where itโ€™s not uncommon for technology bosses to stay in the job for decades while remaining technically stagnant. They may consider an employee who automates his job as shirking work. The creative employee may also be a threat to the organizationโ€™s workforce culture. If personal initiative is only rewarded through subterfuge, as in the referenced article, then the human dynamics of organization are evidently wired to continue as a technological laggard.
Is a person terminated for taking the initiative and developing the know-how to automate his job to improve performance and reduce effort damaged goods for a new employer? Obviously, โ€œnoโ€; such an ex-employee should hold his head high and walk tall knowing that the arc of outcomes tends toward justice.
Its Personal
My personal experience is that most people who are fired lose their jobs due to corporate personal politics rather than to ineptitude. They generally do better in their next undertaking, whether a job or working freelance, than they would have staying put. In fact, many times that ex-employer falls toward collapse and failure afterwards. Thatโ€™s been the case in both of the two situations I know best.
As for the Human Resources (HR) folks, they generally play the undertaker in the death of a career. They tend the corpse. They may dress it up for a job search. The best HR folks give hackneyed advice about networking and more. Itโ€™s all very logical, but itโ€™s not the personal advice that you need when that corporate guillotine drops on your career. Instead, tell them thanks, but no thanks, unless they give you an office to work out of for a time. Take that.
Whatโ€™s Next Is Up To You
Believe in yourself. As a friend of mine once advised me. โ€œTalent finds its own level.โ€ If youโ€™ve been fired, never doubt yourself unless you did something nefarious. Believe in yourself and look for an opportunity that excites you and a challenge that youโ€™d love to take on and conquer.
Also, read the linked article above. You may find yourself, or something like yourself, in it. Corporate life can become stale, stagnant, and sterile. You are not corporate. You are human. Corporate may be all work. You have family and friends and people who love and learn from you. You have value and can grow. Let the journey begin.

What 24 Hours of Rebooking Hell Taught Me About Disrespecting Customers

By Steve Moran
I am sitting in the Las Vegas airport trying to get to Boston for a conference. The journey started almost 24 hours ago, and I have been booked and rebooked again and again. Some of it was weather-related. Some of it is because the leaders at American Airlines have decided they are big enough that customers don’t matter.
How It All Went Sidewaysย 
I left Sacramento for Phoenix. We were diverted to Las Vegas for fuel.
While we were on the ground in Vegas, American told me I would miss my connection in Phoenix and rebooked me on a later, more complicated flight. When I got to Phoenix, my original flight was still sitting at the gate, so they put me back on it.
Then we sat for two hours, maybe a bit more, waiting for flight attendants. The flight was pushed to 6 am the next morning. Then it was pushed to 7:20.
They rebooked me through Charlotte in a middle seat in coach. I am tall and old. I normally fly first class.
I got that changed to Las Vegas to Charlotte to Boston. That flight was delayed, and now I am in Vegas with a delayed flight to LAX, then LAX to Boston, arriving around midnight.
Yesterday, while I was in Las Vegas, I asked a phone agent to code-share me onto a Delta or JetBlue flight to Boston. I was told it wasn’t possible, which is simply not true. Airlines can do it. They just don’t like to, and I assume it is because it costs them money. They would rather wreck my trip than spend a few extra dollars helping me get where I need to be.

Continue reading on Practical Passionate Leadership (Substack) for free.

Put the โ€œCareโ€ Back in Caregiver

By Rebecca Wiessmann
Ask a senior living caregiver what would make the job better, and the answer might not be another dollar, another app, or another employee recognition program. It might be something much simpler… time.
That answer emerges again and again in Lindsay Daughertyโ€™s Heard in the Halls conversation with Scott Hames, COO of Blake Management Group. You can watch the full episode here.

More time with residents
More time with families
More time to document
More time to recover after a hard shift

And maybe most importantly, enough time to treat residents like human beings rather than items on a task list.
Three Minutes Matters
Senior living runs on tasks.

Medications have to be passed
Showers need to happen
Meals need to be served
Documentation needs to be completed

Nobody is suggesting otherwise. But Scott describes caregivers who often feel as though they are racing from one required task to the next.
Complete this, document it, move on. Complete that, document it, move on.
That may be efficient. But senior living is not an assembly line.
Lindsay puts it beautifully during the conversation: Sometimes holding Bettyโ€™s hand for three extra minutes may change her whole day. That interaction doesnโ€™t eliminate the need for the shower. But maybe the three minutes is the difference between providing a service and providing care.
Turnover Has A Human Cost
The industry talks endlessly about turnover, usually in percentages. But turnover is much uglier at the community level.
Every departing caregiver means residents lose someone who knows them โ€ฆ Families lose a familiar face. Remaining employees cover another shift. Managers recruit, onboard, and train all over again โ€ฆ Then the next person leaves.
Scott describes the difference he sees in communities where department heads and frontline employees have stayed for years. There is stability. There is confidence. There is a different feeling in the building.
People know each other. They become family.
This is why the math around labor can be misleading. Adding flexibility or staffing may look more expensive when viewed as a single budget line. But what happens when the organization also calculates recruiting, orientation, training, overtime, agency use, management time, and the disruption caused by constantly replacing people? The cheapest labor strategy on paper may be remarkably expensive in real life.
Technology Should Give Something Back
Technology has a role here too. But Scott offers a useful test for senior living technology:
Does it give caregivers time back?
Documentation and compliance are not optional. Senior living operators have legal and regulatory responsibilities that must be met. The opportunity is to make those processes simpler. Faster. More intuitive. If technology saves five minutes of documentation but fills those five minutes with another administrative task, what exactly has been gained?
The better goal is using technology to return some of that time to the resident โ€” let the caregiver talk, listen, hold a hand. Notice that something seems a little different today. Technology becomes incredibly valuable when it creates more room for humanity rather than competing with it.
Stop Asking People to Care Faster
There is an uncomfortable tension here โ€ฆ Senior living needs efficiency โ€” it also needs relationships. Both matter.
The danger is believing relationships can endlessly be compressed in the name of efficiency. They cannot.
Scott talks about caregivers who volunteer for extra shifts because they do not want to leave โ€œtheir residentsโ€ short-handed.
Think about that language… their residents.
These are people who have children, bills, second jobs, and lives outside the community โ€” yet some will stay because they feel responsible for the people they serve.
That kind of commitment should not simply be harvested until there is nothing left. It should be protected.
Perhaps senior livingโ€™s workforce problem is not solved by squeezing more productivity from caregivers. Maybe part of the answer is creating jobs where caregivers have enough breathing room to actually do the thing that brought many of them into senior living in the first place.
Care for people.

AI and Its Limits

By Jack Cumming
Joe Romano was troubled. He loved the idea of living with others aging, as he was. His wife had died recently, and Joe was lonely in the big, rambling house in which they had raised their seven children, four boys and three girls.
Joe Considers His Options
Joe lived in Wellesley, and many of their friends had moved to North Hill when they โ€œwere ready for that.โ€ Some went voluntarily while others were pressured by their children to move. Joe had been thinking of North Hill but putting it off. He had yet to visit the community or to contact its marketing facilitators.
Then he stumbled across a troubling story in a major national media outlet. A CCRC enterprise that Joe would have thought was solid had gone through a financial reorganization. It was whatโ€™s called a โ€œprepackaged bankruptcy.โ€ The residentsโ€™ contracts were voided, and they were given 30 days to accept new contracts with fewer safeguards.
Oddly, in the bankruptcy, โ€œrefundableโ€ entrance fees were favored over entrance fees that were merely prepayment for future services. One would have thought that an industry dedicated to alleviating โ€œthe unique forms of โ€˜distressโ€™ to which the aged, as a class, are highly susceptibleโ€ would have favored care for the continuing residents over cash refunds.
Joe thought about what that would mean for him if he had been a resident. He would not have been able to afford a โ€œrefundableโ€ contract. Moreover, the residents as a group had not even retained counsel. They had hoped that the regulators would look out for them. Joe felt stymied, and as a modern man, he turned to AI, actually Googleโ€™s Gemini, for guidance.
The Big Question
Joe Romano asked AI, โ€œAre nonprofit CCRCs financially safe for residents?โ€ The answer was quick and firm: โ€œNonprofit Continuing Care Retirement Communities (CCRCs) offer greater financial safety nets than for-profit options, but they still carry general industry risks.โ€ Joe wanted to believe that, but a neighbor, Sam Atkins, who had researched CCRCs before deciding to stay put, shared his own contrary findings. As a business historian, Sam Atkins was schooled in research.
What Joeโ€™s Neighbor Found
A sales counselor at a CCRC told Sam the same thing as AI told Joe. The response didnโ€™t make sense. How, Sam wondered, could an entity with a negative balance sheet be more secure than a for-profit with a strong balance sheet? He set out to better understand the premise that โ€œnonprofit CCRCs offer greater financial safety nets than for-profit options.โ€
First, Sam had learned that some for-profits, e.g., ERA Living and Continuing Life, LLC, protect entrance fees with a first deed of trust, providing residents a financial claim on the CCRC assets if it faltered. Then, he found out that many, perhaps most, not-for-profit CCRCs treat entrance fees as at-risk equity funding.
Sam was puzzled. How could CCRCs that put entrance fees at equity risk offer greater safety than others with finances buffered by outside equity investors? It made no sense. Sam shared these findings with Joe.
Contract Consideration or At-Risk Equity Funding?
Sam then asked Joe what his understanding was of the entrance fee. Joe said that heโ€™d been told that entrance fees were prepayment for the possibility of future care so that his recurrent fees wouldnโ€™t change if he later needed โ€œenhanced livingโ€ or skilled nursing. He added that that was what was in the residence agreement.
Entrance fees were contract consideration to offset reduced recurring fees over the residentsโ€™ lifetimes. As part of his retirement planning, Sam realized that such an entrance fee is the same as a single premium life annuity. He was puzzled that they didnโ€™t seem to be regulated the same.
Sam called the Massachusetts Executive Office of Aging & Independence, and they werenโ€™t able to help him. Sam shared his discovery with Joe and explained that financial fragility and dissimulation were why he decided to stay put.
The Awakening
As it turned out, Joe had some financial background. Early in his career, he had sold life insurance and qualified for many of the credentials that give insurance agents credibility. Samโ€™s insights impacted him, and he sought out objective data. What he found was Form 990 filed with the IRS. It showed that his first choice had an impaired balance sheet.
Joe then asked the marketing people about the impairment, and they referred him to the Director of Finance, who acted like a โ€œnegative net assetโ€ position was common and who then spoke of โ€œdays cash on handโ€ and โ€œbond covenants.โ€ Joe had an uncomfortable feeling about the finances and the financial prudence at the community. He did, however, like what he saw of the living arrangements and the residential life.
That visit, with its deflection of his core concerns, led Joe to take a different course from that taken by his neighbor, Sam. Joe decided that community living would be better than staying put. His confidence in North Hill shaken by that balance sheet, he was temporarily intrigued by Fox Hill Village, a resident-run cooperative. But, as he dug deeper, he found that its finances also lacked the solidity that he felt he needed.
The Search
Joe pursued a long search, in which he discovered that many, many not-for-profit CCRCs tried to rationalize a negative net asset position, i.e., an impaired balance sheet. He was repeatedly told that while an impaired balance sheet can seem distressing, negative net assets are common for CCRCs and cooperative senior living models.
CPAs, who he had always thought to be trustworthy professionals, told him that the appearance of impairment is driven by the unique accounting standards governing the industry. Joe found that deceptive. If accounting has any meaning at all, he decided, then an impaired balance sheet is impaired and should be avoided. He liked the not-for-profit idea in the abstract, but if it put his latter years at risk, he decided it was best to avoid it.
Eventually, after much thought, more research, and the realization that GAAP balance sheet impairment was widely tolerated by the Massachusetts regulators, Joe decided on Brookhaven at Lexington. It turned out to be his happy place. The balance sheet wasnโ€™t strong, but it was positive; revenues covered expenses, and Joe had found those measures of sound financial management of CCRCs to be rare in Massachusetts.
Note: Characters are the product of the authorโ€™s imagination, and any resemblance to actual persons is entirely coincidental. Financial and contract regulation varies widely from state to state.

Who Is Sitting at Your Table?

By Steve Moran
We have more conveniences than any generation in history. Phones, wearables, self-driving cars, drugs that help us lose weight, medicine that keeps us alive longer.
And yet the numbers are going the wrong way. Gallup found that 29% of U.S. adults say they have been diagnosed with depression at some point, up from 19.6% in 2015, and both figures are the highest Gallup has recorded. The Surgeon General reported that about half of American adults experienced measurable loneliness even before the pandemic. The U.S. ranks 23rd in the 2026 World Happiness Report, part of a decline that has lasted more than a decade.
Social media makes it worse. We crave more. We believe everyone else is doing better than we are. And at the end of the day, we are all posers, doing everything we can to act like all is well when it is not.
If you are one of those people who is truly happy all the time, skip this activity.
But if you find yourself feeling down, or alone, or unsupported, try this.

Continue Reading on Practical Passionate Leadership (Substack) โ€ฆ

Senior Living Should Feel More Like Disney Than Healthcare

By Rebecca Wiessmann
In this episode of โ€œRewriting the Rules with Cayden Ridgeway,โ€ Steve and Cayden talk about a question every senior living operator should be asking: What kind of community would people actually want to move into? You can watch the full episode here.
For Cayden, chief growth and experience officer at Milestone Retirement, the answer starts with a surprising north star: Disney.
Not because senior living needs characters, castles, or theme park theatrics. The lesson is deeper than that. Disney understands how to create an experience where operational complexity disappears into the background. The guest does not see the machinery. They feel the result.
That is the point.
Senior living has plenty of operational complexity. Care. Dining. Staffing. Compliance. Housekeeping. Maintenance. Medication management. Reporting. Family communication. Transportation. Sales. Engagement.
The problem is not that these functions exist. The problem is that they become the resident experience rather than supporting the resident experience.
Care Should Support Life, Not Dominate It
Cayden uses Disneyโ€™s park services as an analogy. Park services are essential to the guest experience, but they do not dominate the guestโ€™s awareness. Guests are not constantly reminded of the systems that keep the park clean, safe, and functional.
That is how Cayden thinks about care in senior living.
Care is essential. It must be excellent. It must be reliable. It must be trusted. But the presence of care should not make a resident feel as though their life has been reduced to their needs.
This is one of the most important distinctions in the conversation.
Senior living has often been organized around what residents need help with. Bathing. Dressing. Medication. Mobility. Meals. Safety. Those needs are real, and communities must meet them well. But if the entire experience is built around decline, dependence, and risk, the community begins to feel like a place people go because they have to.
Cayden wants something different.
He wants communities where residents are supported in their ADLs and care needs, but where the daily experience still feels aspirational. Not a downgrade. Not a holding pattern. Not the last stop.
A place where life still expands.
The Pool Noodle Problem
The most memorable part of the conversation may be the pool noodle moment.
Cayden says he does not want to be 80 or 90 years old and spend his days swinging pool noodles around with his friends. He knows it is a punchy thing to say, but that is exactly why it lands.
Steve immediately connects with the image. He recalls visiting his stepfather in a senior living community and walking through an activity room where residents were batting balloons with pool noodles. The sight left him thinking, โ€œI hope I never have to do that.โ€
That reaction should trouble the industry.
Not because every balloon game is bad. Not because light activities never have a place. The problem is when shallow programming becomes the default. When residents who are capable of more are offered less. When engagement is designed around convenience rather than possibility.
Caydenโ€™s critique is not about one activity. It is about an industry habit: assuming that older adults need to be kept busy rather than invited into meaningful, interesting, adult experiences.
He offers a different vision.
Scotch tastings. Cigar nights. Trips to Thunder games. Groups of residents heading to Mariners games in Seattle. Engagement that has texture, energy, and personality.
In other words, real life.
Engagement Has To Grow Up
Senior living talks constantly about engagement, but the word has become too soft. It can mean almost anything. A calendar full of activities. A craft project. A musical performance. A game. A lecture. A scenic drive.
Those things are not necessarily wrong, but they are not enough.
Cayden is pushing for engagement with depth and breadth. That means experiences that reflect who residents are, not just what is easy to schedule. It means programming that respects adult identity. It means taking seriously the idea that people still want adventure, taste, beauty, competition, laughter, friendship, and surprise.
This is where hospitality matters.
Hospitality is not just better food or nicer dรฉcor. It is the art of making people feel seen, known, welcomed, and delighted. It is the difference between being served and being processed.
Senior living has spent decades building systems to keep people safe. The next challenge is building cultures that make people feel alive.
Five-Star Thinking In The Middle Market
One of the most encouraging parts of Caydenโ€™s vision is that he is not only talking about luxury senior living. Milestone operates primarily in the middle market, and Cayden believes elevated experience belongs there, too.
That is important because if the industry decides hospitality is only possible at the high end, it will miss the bigger opportunity.
The real breakthrough is figuring out how to deliver better dining, richer engagement, stronger service, and a more desirable daily life without simply assuming residents must pay dramatically more.
That requires operational creativity. It requires better systems. It requires leadership that refuses to accept the old trade-off between margin and experience.
And it requires a more honest understanding of what todayโ€™s and tomorrowโ€™s residents will expect.
Creating Envy
Near the end of the conversation, Cayden describes one of his biggest goals: creating the feeling of true envy.
He wants someone to look at an engagement platform, see what a grandfather or uncle is doing that day, and think, โ€œI wish I were having that type of day.โ€
That may be the highest bar senior living can set for itself.
Not adequate care.
Not decent meals.
Not a full activity calendar.
Envy.
A community where adult children do not feel sorry for their parents. A community where friends visit and think, โ€œThis is actually great.โ€ A community where residents are not simply safe but genuinely living.
That is the kind of senior living people will choose before they are forced to.
And that may be the point. The future of senior living will not be won by communities that merely explain why people need them. It will be won by communities that become so desirable that people want to live in them.

My Dream for Senior Living Leaders

By Steve Moran
In part one of this two-part series, we asked what it would be like if a senior living organization made the decision to become less of a top-down organization and became a living organization where everyone, including the front-line team members, felt and had real autonomy and a real sense of ownership.
We took a look at Zingermanโ€™s, a dining experience company based in Ann Arbor, Michigan, as the base for exploring how this might work in senior living.
What Makes It Work โ€ฆ
They do three core things:

They have a clear, well-defined shared goal
They give every team member a sense of ownership
They provide every team member real autonomy

You really need to go back and read part one to get the full impact, but here is what it might look like in senior living.
Continue reading on Practical Passionate Leadership (Substack) for free.

Could Robots Help Senior Living Keep the People It Already Has?

By Rebecca Wiessmann
In this episode of Directly Speaking, Steve talks with Justin Smith, Senior Manager of Innovation at Direct Supply, about how robotics and automation are beginning to reshape senior living operations. Watch the full conversation here.
Senior living talks a lot about staffing.
Recruit more people. Pay more. Train better. Improve culture. Reduce turnover. Build career ladders. Create a better employee experience.
All of that matters.
But there is another question the industry may not ask often enough:
How much of the work itself is wearing people down?
That is where Justin Smithโ€™s take on robotics becomes interesting. He is not talking about robots as some shiny new gadget for communities that want to look futuristic. He is talking about automation as a way to take the worst, most repetitive, least fulfilling parts of the job off the shoulders of human beings.
And in a staffing environment this tight, that may matter a lot.
The Staffing Problem Is Also A Work Design Problem
Senior living has a labor problem, but it also has a work design problem.
Too many team members spend too much time doing tasks that are necessary but not especially meaningful: walking back and forth for supplies, pushing cleaning equipment down long hallways, moving items from one place to another, doing repetitive tasks that drain energy without deepening relationships.
Justin frames the best opportunities for robotics around the four Dโ€™s: dull, dirty, dangerous, and duplicative.
That is a helpful lens because it keeps leaders from asking the wrong question.
The question is not, โ€œCan a robot replace this person?โ€
The better question is, โ€œWhat parts of this personโ€™s day should no person have to spend so much time doing?โ€
That changes the conversation.
A housekeeper may still be essential. A caregiver is still essential. A dining team member is still essential. But if automation can remove some of the least satisfying work from their day, the job itself may become more sustainable.
Burnout Does Not Always Come From The Big Things
Burnout is often discussed in dramatic terms โ€” crisis moments, emotional exhaustion, understaffed shifts, difficult family conversations, regulatory pressure.
But burnout also builds through the small things.
The extra trip to the supply closet. The hallway that needs to be vacuumed again. The resident call that gets delayed because someone is doing a task a machine could have done. The feeling that there is never enough time to do the part of the job that actually matters.
When those frustrations pile up, people leave.
This is where automation can make a difference, not by solving everything, but by removing some of the friction from daily work.
Justin shares that in some buildings, robotics can give back 15 to 20 hours a week on the low end and 50 to 60 hours a week on the high end. That is not just a budget number. That is staff time. That is energy. That is margin.
And in senior living, margin is often what determines whether people feel like they are succeeding or just surviving.
Better Jobs May Mean Better Retention
There is a tendency to think about automation mostly as a cost-reduction tool.
That is understandable. Labor is expensive. Margins are tight. Operators are under real pressure.
But the more interesting use of automation may be retention.
If robots can handle some of the work people dislike most, leaders have an opportunity to make senior living jobs better. Not easier in a lazy sense. Better in a human sense.
More time with residents.
Less running.
Less repetition.
Less physical wear.
More chance to complete work without feeling constantly behind.
That matters because people do not just leave jobs over pay. They leave when the work feels impossible, unsupported, or disconnected from the reasons they took the job in the first place.
Most people do not come into senior living because they dream of pushing a vacuum for six hours. They come because they want to serve older adults, build relationships, solve problems, and be part of something meaningful.
Automation can help protect that.
Staff Need To Be Invited Into The Conversation
There is one big catch: staff has to believe this is for them, not against them.
Justin is clear that when workers hear โ€œautomation,โ€ many immediately worry that technology is coming for their jobs. That fear is predictable. Leaders cannot just dismiss it.
They have to address it.
The best implementation starts with staff input. Ask team members what parts of their jobs are most frustrating. Ask what tasks feel like a waste of their skills. Ask where they lose time every day. Ask what would help them spend more time with residents.
That conversation changes the rollout.
Instead of saying, โ€œHere is a robot; use it,โ€ leaders can say, โ€œYou told us this part of the job is draining. We are testing a way to take some of that burden off you.โ€
That is a very different message.
And it is much more likely to work.
The Human Workforce Still Matters Most
The irony is that robotics may become most valuable when leaders stop treating it as a replacement for human labor and start treating it as a support system for human labor.
Senior living cannot automate its way out of the need for great people. Residents still need warmth, judgment, empathy, humor, encouragement, and trust. Families still need reassurance. Communities still need team members who notice when something is off.
Robots cannot do that.
But robots may be able to clean the floor, move the supplies, deliver the items, or handle the repetitive tasks that keep people from doing those things as well as they could.
That is why this conversation matters.
The staffing crisis is not only about finding more people. It is also about making better use of the people already in the building.
And maybe, just maybe, one way to keep great people is to stop asking them to spend so much of their day doing work a robot would be perfectly happy to do.

S8 Episode 16 – The Future of Senior Living: Healthy Aging, AI, Development and NIC Fall 2026

What will shape the next era of senior living?
Steve Moran sits down with Lisa McCracken, Head of Research and Analytics at the National Investment Center for Seniors Housing & Care, to explore the trends, research, and investment forces changing the industry.
They discuss whether todayโ€™s senior living model reflects what older adults actually want, why communities must offer more than a place to live, and how operators can create stronger connections with people who choose to remain at home.
Lisa also shares what attendees can expect at the 2026 NIC Fall Conference, taking place October 21 through 23 in Chicago, including conversations around healthy aging, artificial intelligence, capital markets, development, middle-market senior housing, hospitality, and the economy.
In this episode:

What future generations want from senior living
Healthy aging, wellness, purpose, and human connection
NICโ€™s research with the MIT AgeLab
Moving beyond the traditional bricks-and-mortar model
Creating senior living communities that serve as social hubs
The outlook for senior housing development and capital markets
How operators and investors are currently using AI
How first-time attendees can make the most of the NIC conference
What longtime NIC attendees may still be getting wrong

The future of senior living may not be an either-or choice between staying home and moving into a community. It could be an โ€œand.โ€

Does This Overwhelm You Like It Does Me?

By Steve Moran
This will be one of my weirder articles. I am pretty sure.
A few weeks ago, The Wall Street Journal published this article: “More Americans Are Aging Alone. One Woman Told Us What It’s Like.” It is also a topic my friend Sara Zeff Geber is 100% devoted to.
For some strange reason, this seemingly ordinary article evoked much stronger emotional feelings than I would have ever imagined.
The Story (in case you can’t access it)
There are roughly 12.5 million people over 50 with no spouse or children. This article profiles Amy Kant, a 65-year-old single, childless artist in Watertown, Massachusetts, as one example of that growing “Solo Ager” population. After back surgery and a heart valve replacement, Kant faces mounting decisions alone: naming a power of attorney, drafting a will, deciding who inherits her assets, and eventually selling her condo for a home without stairs. She relies on friends for caregiving support and healthcare proxy duties, but acknowledges the limits of chosen family. She’s given herself one year to finish her estate planning.
The Emotions โ€ฆ
What went through my head was something like this: “I am sure glad I don’t live alone and have to make those decisions โ€ฆ “
Then all the stuff I am responsible for became a kaleidoscope in my head. Money, healthcare, healthy living, “I am going to die someday,” navigating the healthcare system.
More than anything else, it felt overwhelming and exhausting, and all I was doing was reading an article about someone else and making it all about me, which made me nuts.ย 
It’s Maddening
We live in a society where aging is maddeningly complex and expensive.
I am pretty sophisticated. I work adjacent to the healthcare system. I have spent a lot of time thinking about and understanding how it works. I am pretty well-versed, from a consumer perspective, in what good health looks like.
And I still felt overwhelmed reading about someone else’s life. So what about the people who don’t do this for a living? Who don’t have a wife, a company, a team around them?
As a nation, we need to do better. As an industry, we should be asking: Are we part of the problem or part of the solution? How can we make it better?

An Employeeโ€™s Lament

By Jack Cumming
Of late, two themes recur in discussions among senior living providers, vendors, financial firms, and development advisers.

The demographic wave of the โ€œboomersโ€ will be a valuable near-term bonanza for those who benefit from high senior living occupancy.
It will be challenging to find the high-caliber workers to provide the services that higher occupancy will require.

The first theme is inevitable. The fuel for the bonanza, people of a certain age, were born long ago, and so have their successors, smaller generations, been born. The consequences of the boom and bust, all else being equal, are demographically predictable. Unlike demographics, finding and motivating good workers is a constant. Some employers do it well; others fall short.
Whatโ€™s Manageable
Industry pundits like to call that people situation the โ€œworkforce challenge.โ€ The opportunity is for the industry to create attractive remunerative work that people choose, want to do, and that provides the sense of accomplishment that most people crave.
Given that premise, consider the following posting that appeared recently on social media.

โ€œI made a big mistake by asking questions and asking for help. I feel like I have had a string of off days making silly mistakes. All of a sudden, I get pulled aside, asking if I am okay.
For context, my family is falling apart, but I canโ€™t take time off because I honestly do better when I am busy and seek help off work hours. I have my therapy once a week. I am simply very frustrated because my employer never gives feedback and then all of a sudden, youโ€™re under a microscope and then not again.
I have never caused harm or done anything egregious. I am just tired of trying to read people’s minds. I try and improve, and when I ask for feedback and ask how I can do better next time, I am met with blank stares.
Then MONTHS later I get feedback from a random thing I forgot to do MONTHS ago. When I try and be proactive, I then get feedback that I am asking too many questions which turns into ‘oh, they donโ€™t know what they are doing’. I am very burnt out, not because of the work itself, but because I am tired of feeling free to ask questions and learn and then subsequently get dinged for this.
I am so tired of all the gossiping, nitpicking, and constantly changing preceptors who all have slightly different key ideas about how everything should be done. Each a little different …..
Signed, โ€œtired and annoyed.โ€ I can’t read minds.โ€

If this is a valid experience, and there can be little doubt that it is in some contexts, who is responsible for the consequences that inevitably follow? Is it the CEO or the owner for not creating a more positive environment? Is it management for putting inadequately qualified supervisors in positions of authority? Is it HR for treating people as resources and not as the individuals they are?
What Do You Think?
What do you think? Recently, Iโ€™ve been reflecting on the emergence of Chief Culture Officers. Itโ€™s made me wonder why that isnโ€™t a function that HR actively pursues. HR seems to have congealed into an assortment of necessary back-office functions like onboarding, exit interviews, compliance, compensation structures, payroll processing, job descriptions, performance assessments, screening out mismatched job candidates, and the like.
What department within a modern corporation is responsible for creating a happy, positively motivated workforce? What department is responsible for happy customers? Who has the responsibility for ensuring that investors are happy? These are all points at which a corporation depends on people. They are not merely โ€œresources.โ€ Who thought it was a good idea to think of them that way?
What would be your ideas for making your employer more people-sensitive? Let us know in the comments below. In senior living, in particular, residents are more than customers. What ideas could enable residents to feel respected as people? What kind of employee culture would that take? Would your employer ever consider moving in more of a people direction?
How would your HR department, or People Department, handle an unhappy employee like the one quoted above? Is that an HR problem or a cultural problem, and what differentiates the two? Is that differentiation warranted?
A Culture Story
That brings me to a cultural story. Years ago, I was consulting with a German company that had bought a forging manufacturer in Columbus, OH. They brought in German foremen to oversee operations. Germany has an apprentice, journeyman, master system that many think produces more capable craftsmen than the American system. German executives thought that German craftsmanship could improve forging quality.
The problem was that turnover went through the roof, greatly affecting the very quality of the forging which the Germans sought to improve. The Germans couldnโ€™t understand what the matter was. My finding related to a little-noticed cultural difference. Americans expect frequent praise for their accomplishments. We are governed by the axiom, โ€œIf you donโ€™t have something nice to say, donโ€™t say anything at all.โ€ Silence tends to connote dissatisfaction.
Germans, in contrast, have a different governing axiom: “Nichts gesagt ist schon gelobt.” โ€œNothing said is praise enough.โ€ This is reflected in schooling as well, where the German pursuit of perfection leads to an emphasis on avoiding mistakes.
Think of a school paper returned covered in the teacherโ€™s red-ink corrections. In Germany, thatโ€™s expected to motivate students to be more eager to learn, hoping to avoid the dreaded red ink. That cultural indoctrination carries over into the workplace.
In America, thatโ€™s more likely to make students or workers give up, feeling they are falling short. A lack of approbation can lead employees to seek new jobs, imagining that they may be on the verge of being fired. Americans think they should be complimented for what they have accomplished, not denigrated for what they havenโ€™t.
The forging manufacturer turned around after German foremen were taught to be lavish in their praise. Perhaps not surprisingly, we found that German workers like praise too. Some workers who had left were approached and lured back. Sometimes, the best prospective workers and supervisors turned out to be those who had left previously. Merging HR functions into culture may be the coming organizational advance.

Stop Treating Your LinkedIn Company Page Like a Digital Brochure

By Rebecca Wiessmann
Watch the full Tech Tuesday conversation with Michelle Raymond, LinkedIn strategist and โ€œCompany Page Queen,โ€ here.
Most people who spend time on LinkedIn know the conventional wisdom:
Personal pages work.
Company pages do not.
Or at least that is what everybody says.
Steve opened this Tech Tuesday conversation by pointing directly at the elephant in the room. Company pages often feel like the thing LinkedIn forgot. They get less reach. They get less engagement. People do not seem to follow them, watch them, or care very much about them.
And yet Michelle Raymond has built her whole brand around helping businesses make LinkedIn company pages work.
That either makes her a genius or, as she joked, something a little more painful.
But the conversation quickly made one thing clear: company pages are not dead. They are just wildly misunderstood.
Personal Brands Win Attention
Michelle does not pretend that company pages get the same organic reach as personal profiles. They do not.
LinkedIn wants individual members scrolling, engaging, and watching ads. Personal content gets priority because it keeps people on the platform. Paid ads come next because that is where LinkedIn makes money. Company page content is further down the food chain.
That is just reality.
But that does not mean company pages have no value.
It means leaders need to understand what job the company page is actually supposed to do.
Steve offered a perfect example from Senior Living Foresight. His personal profile has become a major part of the brand. But as he thinks about the long-term future of the company, he recognizes the problem with being too much of the brand himself.
At some point, the organization has to stand on its own.
That is where the company page matters.
A personal brand can create reach, connection, and trust. A company page can become a transferable business asset. The smart play is not picking between a personal page and a company page.
It is both.
Your Company Page Is a Front Door
Michelle made a point that every senior living operator, vendor, and industry organization should take seriously.
People may discover you through a post, a comment, a referral, a conference, or a livestream. But when they want to know whether you are real, credible, and worth paying attention to, they search.
They Google you.
They look at your website.
And very often, they click on your LinkedIn company page.
Then the question becomes simple:
Do they get the red-carpet experience?
Or do they find tumbleweeds?
This is where too many company pages fall apart. They are either barely alive, with no recent activity, or they are packed with thinly disguised advertisements that nobody wants to read.
That does not build trust.
It creates doubt.
Michelle challenged leaders to look at their company page with fresh eyes. Is the banner clear? Does the tagline say what the company does, who it serves, and what makes it different? Does the About section still reflect who the company is today?
Or was it written years ago, posted once, and forgotten?
Steve compared it to walking trade show floors and seeing expensive booths where it is still impossible to tell what the company actually does. It is maddening in person. It is just as bad online.
Stop Making Corporate Content That Smells Like an Ad
One of Michelleโ€™s strongest points is also one of the simplest:
People do not go to LinkedIn hoping to read more advertisements. They go there looking for answers, insight, confidence, and connection.
This matters deeply in senior living, where trust is everything. Families, operators, partners, referral sources, and job candidates are all trying to make decisions in a noisy marketplace. A company page should help them feel smarter, safer, and more confident.
That does not happen when every post says, in effect, โ€œLook how wonderful we are.โ€
Michelle argues that trust and credibility come from being useful. The best company page content serves the audience. It answers questions. It names problems. It shares stories. It gives people a reason to believe the company understands their world.
And, she says, it is OK to have fun on LinkedIn.
That may be hard for some corporate marketing teams to believe, but buyers are still human beings. Even C-suite leaders do not want to be bored into submission.
Too many company pages are so busy sounding professional that they become invisible.
There Is No Magic Content Format
Steve asked the question that almost every LinkedIn user eventually asks: What kind of content works best?
Text posts?
Photos?
Short videos?
Livestreams?
Polls?
Michelleโ€™s answer is refreshingly practical. The better question is not what format works best on LinkedIn. The better question is what format works best for your audience.
Some people love long-form newsletters. Some prefer short posts. Some want video. Some listen to podcasts. Some engage with polls. Different people consume content differently, and that means the best strategy is usually a mix.
There are always moments when LinkedIn seems to favor one format. Polls had their moment. PDF carousels had their moment. Short-form video had its moment. But chasing the algorithm is a fragile strategy.
Serving the audience is better.
And then Michelle dropped one of the best lines of the whole conversation:
โ€œThe post that gets done is the perfect post.โ€
That is a lesson for every leader, marketer, and operator with a hundred good ideas trapped in their head.
The perfect content strategy is useless if nothing gets published.
Stop Worshiping the Algorithm
Steve also raised another frustration familiar to anyone who posts consistently: sometimes a piece of content takes off, and nobody knows why.
One livestream gets 800 views. Another gets 5,000. Another gets 26,000. The one that explodes is not always the one that feels most deserving.
Michelleโ€™s answer: enjoy the blessing and keep going.
There are patterns worth studying, but not every spike has a clear explanation. LinkedInโ€™s algorithm is increasingly personalized and unpredictable. Trying to decode every move can become a colossal waste of energy.
The better approach is to keep showing up, keep serving the audience, and take the wins when they come.
That is not as satisfying as a secret formula โ€” but it is probably truer.
Personal And Company Pages Should Work Together
For organizations wondering whether to post on a personal profile, a company page, or both, Michelleโ€™s guidance is straightforward.
When in doubt, post first on the personal profile if reach is the goal.
Then use the company page strategically.
The company page can repost employee content. It can highlight the voices inside the organization. It can repurpose strong personal posts later. It can become a home base for the brand, while personal profiles become the human engines of reach and engagement.
For most organizations, Michelle says three company page posts per week are plenty if there is a solid plan and process in place. Individuals can also aim for three posts per week, though the right number depends on the person, the audience, and the goal.
The point is not to post more just because you can.
The point is to post content that helps the audience get closer to their goals.
Generosity Still Works
One of the more overlooked parts of LinkedIn strategy is simple generosity.
Like someoneโ€™s post.
Comment thoughtfully.
Repost something worth sharing.
Support an employee, partner, customer, or prospect.
The algorithm may not always reward it with giant numbers, but people notice. And people matter more than numbers.
Steve shared that one of his best-performing posts ever was simply resharing a touching Christmas story from someone else. It reminded him that sharing can still have value.
Michelle agreed. LinkedIn works best when people approach it with a spirit of generosity rather than pure self-promotion.
The law of reciprocity may be a mouthful, but the idea is simple: what goes around comes around.
The Real Test
Michelleโ€™s challenge to every company is simple:
Would you read your own company page?
Would you keep scrolling?
Would you trust the organization more after seeing it?
Would you know what it does, who it serves, and why it matters?
If the answer is no, the page needs work.
For senior living, this is not a small thing. The industry is built on trust, relationships, reputation, and confidence. Whether the audience is families, residents, employees, investors, referral sources, or vendor partners, they are looking for reasons to believe.
A boring company page gives them none.
A useful, human, thoughtful company page can quietly become one of the most important front doors your organization has.
Company pages may not win the LinkedIn popularity contest.
But they still matter.
And if yours is boring, outdated, or mostly ads, Michelleโ€™s message is pretty clear:
Fix it.

Nobody’s Ever Tried This, But It Could Rock Senior Living

By Steve Moran
This could be the concept that would revolutionize senior living and other similar organizations.

“The leaders weren’t commanding from above; they were creating conditions for others to take ownership, building trust, and distributing power in a way that allowed the group to self-organize toward its horizon.”
Daniel Coyle, Flourish: The Art of Building Meaning, Joy, and Fulfillment

Itโ€™s a big, scary idea that requires massive amounts of trust on the part of leaders and the belief by those leaders that teams will embrace, even fall in love with, the idea of working in a self-organized fashion.
Continue reading on Practical Passionate Leadership (Substack) for free.

Beyond the Deals: What to Watch at NIC Fall 2026

By Rebecca Wiessmann
The senior housing world heads to Chicago October 21โ€“23 for the 2026 NIC Fall Conference. In a recent Foresight TV conversation, Steve sat down with Lisa McCracken, head of research and analytics at NIC, to talk about what attendees can expect โ€” and some of the much bigger questions facing the industry.
You can watch the full episode here.
More Than Capital And Transactions
NIC has always been a place where deals get discussed, capital gets connected with operators, and an incredible amount of business happens in hallways, hotel rooms, and over drinks.
But Lisa makes the case that people who spend the entire conference in meetings are missing something.
This yearโ€™s agenda tackles a surprisingly wide range of questions:

What happens next with interest rates, capital markets, and valuations?
Is senior living development finally beginning to move again?
What can senior housing learn from the hospitality industry?
Where does AI actually create value for operators and investors?
Can the industry create a viable middle-market product?
And perhaps most importantly, what will tomorrowโ€™s older consumer actually want?

That last question may ultimately be bigger than all the others.
Do Consumers Really Want โ€œHealthy Agingโ€?
“Healthy aging” has become one of senior livingโ€™s favorite phrases. Steve pushes Lisa on a question that does not get asked often enough:
Do we actually know this is what consumers want?
Steve uses himself as an example. At 71, he lives in a house with a yard, garden, hot tub, chickens, fruit trees, his wife, and multiple generations of family. Moving into senior living would mean giving up a lot.
And he doesnโ€™t think he is particularly unusual.
Lisa agrees that this gets at the heart of senior livingโ€™s challenge. Prospective residents tend to focus on what they will lose by moving. The industry has to demonstrate that what they gain is greater than what they give up.
NIC hopes to get much better data around that question through a three-year research initiative with the MIT AgeLab examining what future generations actually want from senior living.
But the conversation quickly becomes even more interesting โ€ฆ
What if the future isnโ€™t simply about convincing more people to move into senior living?
Maybe Senior Living Needs To Get Bigger Than The Building
Lisa suggests operators may need to think of themselves less as buildings and more as platforms. That might mean building relationships with older adults who never become residents โ€” offering services, social connections, wellness opportunities, restaurants, programming, or other benefits while they live in their own homes.
Steve sees enormous potential in that idea.
Loneliness and social isolation are not simply senior living problems. Americans of every age are struggling to make friends and build meaningful human connections.
Senior living already knows how to create community. Why not make more of that community available to the people living outside its walls?
Steve points to St. Monica Trust in the United Kingdom, which operates a senior living community developed in a former chocolate factory. Its restaurants, swimming pool, medical services, and other amenities attract thousands of nonresidents into the community.
Instead of creating an island for older people, it becomes part of the surrounding neighborhood.
That feels like a very different value proposition.
Development May Finally Be Stirring
Development will also be a major NIC Fall topic.
For several years, operators and developers have been waiting for financing conditions to improve. But Lisan sees some change in attitude.
Construction costs arenโ€™t likely to suddenly fall. In fact, interest rates may never return to the extraordinarily low levels the industry became accustomed to.
At some point, developers have to underwrite projects based on the world that actually exists.
McCracken says NIC is beginning to see more development momentum. The floodgates are certainly not opening, but conversations are changing, and more groups appear willing to move forward.
That matters because demographic demand is not waiting for perfect capital markets.
AI Moves From Buzzword To Business Tool
Then there is AI.
Lisa sees operators getting comfortable with the relatively easy applications first โ€” administrative work, sales, marketing, and communication. Clinical applications are moving more cautiously, particularly when privacy, accuracy, and resident outcomes are involved.
On the capital side, the advantages are already obvious. AI can process reports, analyze portfolios, and work through massive amounts of information far faster than analysts traditionally could. The opportunity is not necessarily replacing people. It is dramatically increasing what those people can accomplish.
And that story is only beginning.
How To Survive NIC If You Are New
Steve also raises something people rarely say publicly: NIC can be intimidating.
For a first-time attendee, walking into a conference packed with investors, operators, developers, and industry veterans can feel overwhelming.
McCrackenโ€™s advice is simple. Attend the new-attendee gathering. Go to educational sessions. Sit next to somebody you donโ€™t know. Introduce yourself.
And donโ€™t turn the conference app into a weapon by relentlessly messaging people you want to sell something to.
Steve adds another simple strategy: set a goal to meet 10 or 20 people you have never met before.ย 
By the way โ€ฆ that advice is just as important for veterans. It is easy to attend NIC and spend the entire conference talking with the same 300 people you already know. Lisa challenges longtime attendees to notice the younger and newer people entering the industry and make them feel welcome.
Those introductions matter. Twenty years from now, some of those first-time attendees may be running the industry. And somebody has to be the person who first says hello.

Wellness Washing Will Not Win the Next Generation of Residents

By Rebecca Wiessmann
In this episode of Foresight TV, Steve sits down with Colin Milner, CEO of the International Council on Active Aging, to talk about what senior living could look like in 2036 โ€” and what has to change if the industry wants to become a true platform for living better longer. You can watch the full conversation here.
Colin Milner has spent decades trying to change the way the world thinks about aging. His mission is simple, but not easy: help people live better longer.
That phrase matters.
Not just live longer.
Live better longer.
And that is where senior living has both a huge opportunity and a huge problem.
Senior living is already helping people live longer. Many residents move into communities after already reaching ages that previous generations might have envied. But the bigger question is whether communities are helping residents get more out of those years.
Colin believes senior living is uniquely positioned to become the real-world delivery system for longevity. But only if the industry shifts from being care-based, with some wellness sprinkled in, to wellness-based with care available when needed.
That distinction is everything.
Lifestyle or Decline Management?
Steve raises the question many people in senior living quietly wrestle with: Is senior living really a lifestyle choice, or is it still mostly a healthcare-decline management choice?
The industry loves to talk about lifestyle. And, in the best communities, that is real. But for too many older adults and their families, senior living still feels like the last option. The place you go when living at home no longer works.
That is a problem.
Colin does not argue that care is going away. It is not. People will always need support. They will always need help. They will always need care.
But the best communities will not define residents by decline.
They will ask a better question: What is still possible?
That is the heart of a wellness-based model. It does not turn its back on care. It changes the atmosphere around care. It changes how care is delivered. It changes the expectations that residents, families, and team members bring into the building.
A wellness-based community says, “You may need help, but you are still a whole person.”
The Community Of 2036
When Steve asks Colin what the perfect senior living community would look like for him, Colin starts not with the building, but with the experience.
That is telling.
He wants to walk onto the property and feel like he is entering a place that is home. Not institutional. Not sterile. Not a place where the unspoken message is, โ€œThis is where your life gets smaller.โ€
Home is not just the house someone leaves behind.
Home is where people feel safe. Heard. Connected. Stimulated. Motivated. Entertained. Supported.
For Colin, the future senior living community is a place where residents can stay healthy and well, where care is available if and when they need it, and where everyone in the community actually cares.
That sounds simple.
It is not.
It requires an identity shift.
Senior living has to stop trying to convince people that โ€œthis is just like homeโ€ while operating with rules, restrictions, and institutional habits that constantly remind them it is not.
Steve shares a story from Senior Living 100 about UK operators designing communities with as few rules as possible. The idea is provocative because life at home is not organized around a resident handbook. Of course, communities need structure. But the question is whether the rules serve residents or whether residents are forced to serve the rules.
That is a conversation worth having.
Less Exclusive, More Connected
One of the most interesting ideas in the conversation is the shift from exclusive senior-living campuses to more open, connected hubs.
Colin points to an affordable housing community in Singapore where resident apartments sit above communal spaces open to the broader community. There is therapy, daycare, an active aging hub, food options, and transit access nearby. It is not isolated from the world. It is woven into it.
That is a very different model from the gated, age-segregated campus.
And it may matter more as boomers age.
Steve says one of his biggest hesitations is that he does not want to live only with a bunch of old people. That may sound blunt, but it is honest. Many future residents will want connection with people their own age, but they will also want connection with children, grandchildren, families, workers, neighbors, and the broader community.
The next generation of senior living residents may not be looking for retreat.
They may be looking for belonging.
Build For The Grandkids Too
One of the most powerful ideas in the conversation is also one of the most practical: build amenities that attract grandchildren.
That should not be a radical concept.
Grandparents want their grandkids to visit. But visits are better when there is something for the grandkids to do. Bowling alleys, pools, pinball, flexible gathering spaces, places to eat, places to play โ€” these are not just โ€œextras.โ€
They are connection infrastructure.
Steve points out that many residents want more friendships and more relationships, but do not always know how to build them. A great community does not just offer a calendar of events. It makes connection easier.
That may be one of the biggest opportunities in senior living.
Design the environment so people naturally meet each other.
Design it so families want to come.
Design it so residents are not just housed, but connected.
Wellness Is Not Boot Camp
Steve admits what many residents and prospects might quietly fear: A wellness-focused senior living community can sound like boot camp.
More kale. More classes. More pressure. More people telling you what to do.
Colin pushes back hard on that idea.
Wellness is not about forcing residents into one prescribed version of health. It is about setting the table and allowing residents to choose what they want to eat.
That might mean walking alone.
It might mean a cycling class.
It might mean spiritual connection.
It might mean social engagement.
It might mean emotional support.
It might mean purpose.
Wellness is not one thing. It is the pathway to overall well-being. And if a community overprescribes it, it defeats the purpose.
That is a critical lesson.
The future of wellness in senior living is not about making everyone do the same thing. It is about creating an environment where each resident has more options, more support, and more opportunity to live in a way that matters to them.
Beware Of Wellness Washing
Colin also warns against โ€œwellness washing.โ€
It is the senior living version of the hotel that advertises a state-of-the-art fitness center, only for guests to find a rusty treadmill in a tiny room beside the pool.
Wellness washing happens when communities use wellness language because it sounds good in marketing, but the actual experience does not match the promise.
That will not work.
Not with boomers.
Not with adult children who know how to research.
Not with a generation that has lived through decades of consumer choice and expects promises to be real.
A culture of wellness has to go deeper than the wellness director. It has to be understood by leadership, care teams, dining, sales, maintenance, housekeeping, programming, and everyone else who shapes the resident experience.
If only the top tier understands wellness, the community does not have a culture of wellness.
It has a brochure.
Wellness Is Good Business
Toward the end of the conversation, Steve asks the bottom-line question: Is wellness good for business?
Colinโ€™s answer is yes โ€” if it is done well.
Communities should be asking whether people are moving in because of wellness, staying because of wellness, improving because of wellness, and becoming more socially connected, physically active, emotionally supported, and satisfied because of the community experience.
That is measurable.
It affects occupancy.
It affects length of stay.
It affects resident satisfaction.
It affects family confidence.
And perhaps most importantly, it affects whether residents are actually living better, not just living longer.
Senior living has a chance to be something much bigger than a place people go when they need help.
It can become a platform for purpose, connection, health, autonomy, and belonging.
But that will only happen if the industry has the courage to stop selling lifestyle and start truly designing for it.

The Morning Page That Runs Your Day

By Steve Moran
This practice will make your life better.
Most of the “Do This” activities I put in front of you are things you do with your team. Get your people talking. Get your people connecting. Get your people seen.
This one’s different. This one is just for you. It’s a variation on something Julia Cameron gave the world in her book “The Artist’s Way,” a practice she calls Morning Pages. I’ve been doing my own version of it for years without ever giving it a name, and I owe her credit for the idea, even though what I do with it looks a little different from what she prescribes.
Some mornings I skip it for weeks at a time. Then I come back to it and remember, almost immediately, why I started.
Here’s what it looks like when I don’t do it. I wake up. My brain is already running. Twelve things I need to do, three things I forgot to do yesterday, a conversation I need to have with someone that I’m dreading, an idea I don’t want to lose. None of it is organized. All of it is loud. I open my laptop, and the first email I see becomes my priority, not because it’s important, but because it showed up first.
Here’s what it looks like when I do it. I sit down before any of that noise gets a vote. I write until the clutter is out of my head and onto the page. And somewhere in that mess, the two or three things that actually matter today start to become visible.
This one takes discipline. It’s not a quick hack you do once. But if you stick with it, it will change how your days feel and how your priorities get set.

Continue Reading on Practical Passionate Leadership (Substack) โ€ฆ

What Does Your Culture Feel Like?

By Rebecca Wiessmann
There is a phrase senior living operators use constantly: resident-first.
It sounds right. It feels right.
But Scott Hames, COO of Blake Management Group, makes a compelling argument that there is a step senior living too often skips.
Take care of the people who take care of the residents.
In this episode of Heard in the Halls, host Lindsay Daugherty of Sage talks with Scott about leadership, culture, and why the frontline workforce may be the single biggest factor in creating great senior living communities. You can watch the full episode here.
Residents Feel What Employees Feel
Scott has spent nearly 30 years in senior living, and his philosophy is pretty simple.
He focuses first on the team.
That means the caregiver giving a shower at 8 p.m. The dining employee preparing breakfast at 6:30 in the morning. The housekeeper, server, med tech, nurse, and concierge.
Corporate leaders are not delivering most of the resident experience. Those people are.
So Scott argues that if an organization trains them, invests in them, listens to them, and creates an environment where they can succeed, great resident care tends to follow.
It sounds obvious.
And yet, senior living has a remarkable ability to leapfrog right over the employee experience while talking endlessly about the resident experience.
That doesnโ€™t work.
You Can Feel Culture
Scott also points out something executives sometimes forget: A spreadsheet can tell a leader a lot about a community … but it cannot tell them everything.
When Scott walks into a community, he watches and listens.

Are team members talking with residents?
Is there laughter?
What does the building smell like?
What does the food taste like?
Does the place feel alive?

Those things matter because culture is something people experience long before somebody explains it to them.
Scott once took this even further by staying in a memory care guest room while visiting one of Blakeโ€™s Texas communities. It gave him the chance to see the building across first, second, and third shifts.
Not the cleaned-up executive-tour version.
The real thing.
That matters because the people closest to residents often know things no dashboard can reveal.
The trick is being willing to ask them.
And then, more importantly, being willing to hear the answer.
The Moments Nobody Sees
Some of the most important work in senior living never appears in a KPI.
A caregiver sits with a resident having a terrible day.
An employee comforts a grieving spouse.
A team member becomes a temporary stand-in for family while someone is receiving hospice care.
Nobody rings a bell. Nobody issues a press release. Often, nobody outside that community ever knows it happened.
Yet these may be the moments residents and families remember most.
Senior living gets plenty of attention when something goes terribly wrong. Scott would like to see the industry get better at recognizing everything that goes right every single day.
He is right.
Not because senior living should hide its failures, it shouldnโ€™t.
But because the full story of this industry includes thousands of people quietly doing extraordinarily human work.
Leadership Starts There
One of the dangers of climbing the senior living leadership ladder is getting farther and farther away from the actual work.
Scott admits that itโ€™s one of the hardest parts of being a COO.
As an executive director, if something needed fixing, he could often fix it immediately.
At the corporate level, change travels through systems, processes, and other leaders.
That makes having the right people even more important. The goal is not to have executives swoop into communities and save the day. The goal is to build teams that already know what great looks like.
When leaders begin seeing frontline associates as the foundation of the resident experience rather than simply a labor expense, something changes.
The caregivers get better.
The culture gets better.
And ultimately, residents get something much better too.
That feels like a pretty good place to start.

Itโ€™s Time For You to Shut-up โ€” The Most Underrated Leadership Skill Is Listening

By Steve Moran
Imagine walking through a graveyard and reading the epitaphs under the names. Mostly you see what you’d expect. “Loving mom.” “Hard-working father.” Some are more interesting; others are trivial but meaningful to the families who chose them.
Then you come across one that says this:
“A great leader because of his listening skills.”
You’d never believe it.
We celebrate leaders for vision, for courage, for being decisive, for being great communicators, for getting things done, for making lots of money, and for inventing new products or new ways of doing things.
We never celebrate leaders for their listening skills. Maybe we should.

Continue reading on Practical Passionate Leadership (Substack) for free.

Senior Livingโ€™s Real Growth Constraint Is People

By Rebecca Wiessmann
In the first episode of From Cost to Culture, Steve sits down with Shawn McKee, chief marketing officer at ProCare HR, for a conversation about why the biggest challenge in senior living may not be occupancy, real estate, or even demand. It may be people. You can watch the full episode here.
A New Series With a Big Question
From Cost to Culture is built around a simple but important idea: In senior living, people are the highest cost โ€” but they are also the greatest opportunity.
That is the tension operators live with every day. Staffing is expensive. Payroll is complicated. Compliance is relentless. Recruiting and retention are hard. Overtime and agency usage can quietly eat away at margins. And yet, the quality of a senior living community ultimately depends on the people who show up every day to care for residents, serve meals, answer questions, lead activities, clean rooms, build relationships, and create a sense of home.
Shawn puts it plainly: People may be the No. 1 cost for operators, but they are far more than a cost center. The real question is whether an organization can turn that investment into culture.
That is a very different way of thinking about HR.
Why People Are the Limiting Factor
Shawn comes to senior living with fresh eyes. Before joining ProCare HR, he spent much of his career in marketing, software, health care, and other highly regulated industries. He understands complex businesses. He understands compliance. He understands the challenge of helping organizations tell their story.
But senior living has something different.
It has both massive market demand and a deeply human mission.
The aging population is growing. The need for senior living and care services is growing. Operators are talking about expansion, acquisitions, and new communities. But when Shawn talks with leaders, he hears a consistent concern: Growth is only possible if there are enough of the right people to make it work.
One CEO, Shawn recalls, was asked what could stop his organization from doubling over the next five to 10 years. The answer came immediately: people.
Not buildings. Not technology. Not strategy decks.
People.
That is the constraint that operators cannot ignore. Senior living is not an industry where care teams can simply be replaced with robots or AI. Technology can help. It can improve efficiency. It can reduce friction. It can support better decision-making. But the resident experience is still created by human beings.
The industry needs people who are competent, motivated, supported, trained, and aligned around the mission.
HR Is Not Just an Administrative Function
This is where the โ€œcost to cultureโ€ idea becomes especially powerful.
Too often, HR is viewed as back-office administration. Payroll has to get done. Benefits have to be managed. Compliance boxes have to be checked. Hiring paperwork has to be processed.
All of that matters.
But in senior living, HR is bigger than administration because the workforce is the product experience.
If employees are burned out, residents feel it. If departments are understaffed, families notice. If leaders are not supported, turnover grows. If the wrong people are hired, culture weakens. If a community relies too heavily on agency or overtime, the organization pays for it financially and relationally.
Shawnโ€™s point is that workforce strategy is not separate from resident experience. It is the foundation of it.
That is why ProCare HRโ€™s work matters to operators. Shawn describes ProCare HR as a complete HR solution, with expertise in workforce strategy, talent acquisition, compliance, payroll, and the many other complexities operators face. A large percentage of the ProCare HR team comes directly from senior living, which means they understand the pressure operators are under.
The goal is not simply to take tasks off someoneโ€™s plate. The goal is to help operators focus on what they are best at: care, residents, employees, and growth.
The Culture Question
Every senior living operator talks about culture. But culture does not happen because it appears in a mission statement or on a lobby wall.
Culture happens when the right people are hired, supported, developed, and retained.
It happens when leadership behavior matches the values of the organization.
It happens when employees understand that their work matters.
It happens when systems reduce chaos instead of creating it.
It happens when people have enough stability to build relationships with residents and families.
And in senior living, those relationships are everything.
This is the deeper promise of From Cost to Culture. The series is not about abstract HR theory. It is about practical conversations with operators and leaders who are trying to solve real problems in real communities. It is about what works, what does not work, and what leaders can do differently.
Because the future of senior living will not be won only by the communities with the newest buildings or the fanciest amenities. It will be won by organizations that figure out how to attract, keep, and help enhance the lives of the people who make those buildings come alive.

Your Community Is Not Boring. So Why Is Your Marketing?

By Rebecca Wiessmann
In this episode of Foresight TV, Steve sits down with Sam Tomlinson, EVP of Warchawski, for a candid conversation about what is broken in senior living marketing โ€” and what operators can do differently. You can watch the full conversation here.
There is a marketing disease in senior living.
It is called sameness.
Same stock photos. Same โ€œchef-prepared meals.โ€ Same โ€œcaring team.โ€ Same โ€œvibrant lifestyle.โ€ Same blog posts. Same guides. Same headlines. Same offers.
And then operators wonder why prospects do not see them as different from the community down the street.
That is the heart of the conversation Steve has with Sam Tomlinson. Sam works with senior living operators and other brands to help them generate more leads, more sales, and more move-ins. But what he sees too often in senior living is not just mediocre marketing. It is marketing theater.
It looks like marketing. It checks the box. It creates activity.
But it does not actually move the business forward.
Content Theater Is Not Content Marketing
Sam tells Steve about auditing senior living websites and finding something stunning: the same blog posts and guides appearing on multiple community websites, sometimes with only minor tweaks.
The operator thought the agency had created original content for them.
It had not.
The agency had technically delivered what was within scope โ€” articles, guides, and posts. But the content was not unique. It did not reflect the community. It did not tell a story. It did not give prospects a reason to care.
Steve calls it what it sounds like: malpractice.
Sam is careful not to throw agencies under the bus, but he is blunt about the problem. If the content being created for a community is essentially the same as the content being created for everyone else, how could that community possibly stand out?
It canโ€™t.
And that is the point.
Senior living operators often work very hard to create communities that really are different. Executive directors can explain what makes their team special. Care teams can describe their unique approach to memory care. Operators can talk about adaptations, innovations, programming, culture, and design.
Then the marketing strips all of that away and says, โ€œwarm, caring community.โ€
That is not differentiation โ€” that is surrender.
The Industry Keeps Hiding Its Best Stories
One of Steveโ€™s long-standing frustrations is that when he asks communities what makes them better than the community down the street, many cannot answer clearly.
Not because they are not better, but because they have not done the work of naming it.
Sam says senior living has been conditioned to appeal to the largest possible audience. The result is blandness. Everyone wants to be everything to everyone, so they end up sounding like nothing to anyone.
This is especially tragic because senior living has great stories.
Stories about residents who rediscover purpose.
Stories about adult daughters who finally sleep at night.
Stories about caregivers who notice the tiny changes no one else sees.
Stories about dining teams, life enrichment teams, nurses, maintenance directors, executive directors, and sales counselors who are quietly doing remarkable work.
But too much senior living marketing never gets there.
It stays at the surface.
It talks about amenities instead of outcomes.
It talks about services instead of transformation.
It talks about care instead of trust.
It talks about lifestyle instead of life.
Marketing Needs Accountability
The conversation then turns to another uncomfortable issue: accountability.
Sam says many senior living ad accounts look like they were set up years ago and barely touched. Operators may be spending tens of thousands of dollars a month but not really know what is working, what is broken, or what needs to change.
That is not just an agency problem โ€” it is also an operator problem.
Steve pushes on this point: If an operator hires an agency, how much does the operator need to know?
Samโ€™s answer is simple: enough to lead.
The agency should be a strategic partner, not the person in charge of the business. Operators do not need to become marketing experts, but they do need to understand enough to ask good questions, demand meaningful reporting, and connect marketing activity to business outcomes.
Clicks are not enough.
Impressions are not enough.
Raw leads are not enough.
The real questions are: Are the leads qualified? Are they becoming tours? Are tours becoming move-ins? Where is the process breaking down?
That is where marketing becomes useful.
The Sales Circle Of Death
One of the most important moments in the conversation comes when Sam talks about what he calls the โ€œsales circle of death.โ€
It works like this:
Sales teams believe internet leads are low quality.
So they deprioritize them.
Because they deprioritize them, they respond late.
Because they respond late, the leads perform poorly.
Because the leads perform poorly, the sales team concludes that internet leads are low-quality.
And the cycle continues.
Sam gives an example of a community where the median callback time was 36 hours.
By then, the prospect may not even remember filling out the form. They may have contacted 10 other communities. They may have already scheduled a tour elsewhere.
A good lead treated like junk will often behave like junk.
That is not a lead quality problem. That is a response problem.
Sam argues operators need to set a clear expectation: every inbound lead gets a professional, prompt response. Not just referral leads. Not just the ones sales likes. Every lead.
Bad Data Makes Good Marketing Hard
There is another hidden killer: data starvation.
Sam says many sales teams wait until the end of the month to update their CRM with tours, lead status, and move-in information. From a marketing perspective, that is a disaster.
Google, Meta, and other platforms need consistent data to learn what is working. If they get no useful feedback for 30 days and then a big data dump at the end of the month, the system cannot optimize properly.
Marketing platforms are powerful, but they are not magic.
Garbage in, garbage out.
Or as Sam puts it, technology is a tool โ€” and a fool with a tool is still a fool.
Stop Asking For Contact Information Before Providing Value
Steve also raises one of his pet peeves: senior living website chatbots.
Too many of them respond to almost every question the same way: โ€œWhat is your name, phone number, and email address?โ€
That is not helpful.
It is not a conversation.
It is a form pretending to be a chatbot.
Steveโ€™s point is exactly right: consumers are not going to give contact information unless the community first gives them something of value.
Sam says this requires a shift away from raw lead totals and toward qualified contacts. Getting fewer leads can be a win if more of them are real prospects. It means less wasted time for sales teams and better experiences for families.
The Real Opportunity
The good news is that none of this is impossible to fix.
Communities can tell better stories. They can create original content. They can demand better reporting. They can respond faster. They can feed better data back into their marketing systems.
They can stop sounding like every other community.
But it requires courage.
The courage to be specific. The courage to say, โ€œWe are not for everyone.โ€ The courage to measure what matters. The courage to stop doing content theater and start doing real marketing.
Senior living does not need more generic blog posts, prettier stock photos, or chatbots that beg for phone numbers.
It needs marketing that tells the truth about why a community is worth choosing.
That is where the move-ins are.

The Next Generation Is Done Playing by Senior Livingโ€™s Old Rules

By Rebecca Wiessmann
In the first episode of โ€œRewriting the Rules with Cayden Ridgeway,โ€ Steve sits down with Cayden, chief growth and experience officer at Milestone Retirement, for a conversation about what happens when the next generation of senior living leaders decides the industry needs more than incremental improvement. You can watch the full episode here.
The premise of the new series is simple, but not small: Senior living can do better.
Not just a little better. Not just cleaner buildings, better brochures, nicer dining rooms, or a few technology upgrades. Cayden is talking about a deeper reset โ€” one that challenges the assumptions senior living has carried for decades.
He calls it โ€œrewriting the rulesโ€ because, in his view, the industry has spent too much time operating from a legacy mindset. The way things have always been done is not necessarily the way things should continue to be done.
And that matters because the customer is changing. The workforce is changing. The economics are changing.
And, perhaps most importantly, the expectations around aging are changing.
Getting Out Of The Legacy Headspace
Cayden has grown up around senior living and now leads major areas of the resident experience at Milestone, including culinary, engagement, sales, and other operational functions. That gives him a unique vantage point. He is not an outsider taking cheap shots at the industry. He is an insider who believes deeply in the promise of senior living โ€” and also believes it has left too much potential on the table.
Steve points out that one of the reasons this new series matters is that the industry needs younger voices. Senior living has plenty of seasoned leaders with deep experience, but the next wave of leadership brings a different lens. They are not as attached to the industryโ€™s old operating models. They are more willing to borrow from hospitality, entertainment, technology, and consumer brands.
That is where disruption begins.
Cayden is clear that the work is not theoretical. At Milestone, the focus is twofold: to improve financial performance and to dramatically elevate the resident experience. He rejects the idea that third-party operators are trapped by permanently lower margins or limited options. Yes, the business is more difficult than it was before COVID. Yes, margins are harder to achieve. But he argues that operators can still perform at a higher level if they are willing to get creative.
That creativity does not mean sacrificing care.
It means questioning every assumption about how the business operates.
Better Margins And Better Experiences
One of the most interesting parts of the conversation is that Cayden refuses to separate financial performance from resident experience. Too often, senior living talks about margins on one side of the house and hospitality on the other, as if they are competing priorities.
Cayden sees them as connected.
A stronger operating model creates room for a better experience. A better experience drives demand. Demand supports occupancy. Occupancy supports margin. Margin allows the operator to keep investing.
It is not about doing less for residents. It is about doing the right things better.
That includes bringing what Cayden calls “five-star dining” to middle-market senior living. Milestone primarily operates in the middle market, which makes the ambition even more important. The future of senior living cannot be reserved only for luxury communities with premium pricing. The industry needs to figure out how to deliver a more elevated, more desirable experience without assuming that the only answer is charging more.
This is where the old rules start to break down.
For years, much of senior living has operated as though residents should be grateful for safety, care, meals, and activities. But the next generation of residents will expect more. Their families will expect more. And the leaders who figure out how to deliver more โ€” without destroying the business model โ€” will have a real advantage.
A Community People Want To Live In
One of the strongest ideas in the episode comes when Cayden says he does not want people to feel like they are coming to senior living because they have to.
That sentence should stop every operator in their tracks.
Because for too many prospects, that is exactly what senior living feels like: a reluctant move, a compromise, a place chosen because something has gone wrong.
Cayden wants to flip that script.
The goal is not simply to build communities where people are cared for. The goal is to build communities where people want to live. Communities that feel like an upgrade, not a downgrade. Communities where support is available but does not dominate the residentโ€™s identity or daily life.
Steve connects this to his own personal experience, recalling how depressing it was to walk into a senior living community and see residents batting balloons around with pool noodles. Cayden agrees, and he says the industry has too often underestimated what residents are capable of and what they want.
This is not a small critique. It is a challenge to the industryโ€™s imagination.
The First Rule To Rewrite
The first rule senior living may need to rewrite is this: Older adults are not asking for a smaller life.
They are asking for a life that still feels meaningful, interesting, social, and alive.
That means senior living cannot simply be organized around tasks, care plans, and risk mitigation. Those things matter. They always will. But if they become the whole story, the product starts to feel more like an institution than a lifestyle.
Caydenโ€™s vision is more ambitious. He wants senior living to pull ideas from Disney, hospitality, restaurants, entertainment, technology, and other industries that have learned how to create desire.
That word โ€” desire โ€” may be the real disruption.
Because when people desire senior living, everything changes.
Sales changes. Marketing changes. Operations change. Engagement changes. Staffing changes. The way the industry talks about itself changes.
And maybe that is the real promise of โ€œRewriting the Rules.โ€ It is not about being edgy for the sake of being edgy. It is about asking whether senior living is brave enough to become the thing it has always claimed to be: a better way to age.

S8E15-Beyond the Self-Care Buzzword: The 8-Minute Method for Nurse Burnout With Tammy Drummond-Rowland, RN

Self-care for nurses and caregivers has become a buzzword. But what does it look like when healthcare organizations make it part of the culture?
In this episode of Foresight Radio, holistic nurse and wellness coach Tammy Drummond-Rowland shares how the Eight Minutes Methodโ„ข can help busy healthcare professionals reduce stress, reset their nervous systems, and build healthier habits without adding another overwhelming task to their day.
Tammy also explains why meaningful employee wellness requires more than pizza parties, generic advice, or telling caregivers to โ€œtake care of themselves.โ€
In this conversation, youโ€™ll learn:
โ€ข How small wellness practices can fit into a busy healthcare shift
โ€ข Why recognition should extend beyond employees who constantly overwork
โ€ข How breathing exercises can shift the body from fight or flight to focus
โ€ข Why healthy workplace cultures support caregivers during the workday
โ€ข How leaders can incorporate grounding, hydration, gratitude, and movement into team huddles
โ€ข Why supporting employee well-being can improve retention and recruitment
โ€ข How eight intentional minutes a day can create lasting change
Creating a healthier workforce does not always require a large budget or an elaborate wellness program. Sometimes it begins with two deep breaths, a drink of water, a real break, and a leader who makes employees feel seen.
Subscribe to Foresight powered by ProCare HR for more conversations about leadership, workforce culture, caregiving, and the future of senior living.
#NurseBurnout #CaregiverSupport #HealthcareLeadership #EmployeeWellness #SeniorLiving #WorkplaceCulture #NurseWellness #ForesightRadio

AI and Money

by Jack Cumming
The news was both stunning and personal. Dario Amodei issued a warning that soon led to speculation that rogue AI agents have the potential to extinguish human existence as we know it. That caught the public’s fancy, provoking widespread fear reactions. There were reports of AI agents going rogue and gloating over their ability to break out of their sandboxes and to break into Hugging Face, an online collaborative platform. That proved to be an exaggeration by the media.
What Happened?
Amodeiโ€™s warning came in a lengthy disquisition published on his personal website. Immediately, other AI commercialization leaders supported his call to slow down AI advances and to come up with some sort of unbiased regulating oversight.
Although Mr. Amodei was more circumspect, the sensationalists quickly sent the specter of human extinction around the world. In his published paper, Mr. Amodei only spoke of โ€œ[Risks] include the risk of losing control of AI systems, misuse of AI for cyberattacks and bioterrorism, and serious economic disruption.โ€ Mr. Amodei in interviews, presented himself as the wise conscience of the industry [Example].
You may have read his proposal. You may have watched interviews. You may even have invested in AI commercialization. The commercialization of AI has consumed enormous quantities of money in the expectation that the resulting AI bonanza will return untold riches. Itโ€™s like the quest for the pot of gold at the end of the rainbow. Is it real, or is it madness?
Before we move forward, we should note that weโ€™ve been here before. You may recall the weekend during which Sam Altman was removed as CEO of OpenAI, only to have him reinstated after what seemed like a squabble about ethics among a small group of AI afficionados. The argument was whether AI should be used to gain corporate advantage or should instead be treated as a common good for the benefit of all humanity. That remains an open question.
Avoid Fear or Infatuation
AIโ€™s commercial progenitors are naturally biased by their own self-interest. They are people like Sam Altman of ChatGPT, Dario Amodei of Claude, Sundar Pichai of Gemini, and of course Elon Musk of Grok. Microsoft and Amazon are also in the progenitor category as they try to catch up. That leaves the members of the public, and they are being cajoled into fear as moguls speak of human extinction.
With anything new and powerful, itโ€™s wise to be wary lest bad actors use it to cause havoc. Airplanes have been a positive advance of the 20th century, but in the hands of haters on 9/11/2001, they destroyed the lives of innocents. Nuclear science can give us clean energy, or it can destroy cities.
Wariness is reasoned, while fear can be consuming. In the case of AI, it can be a populist, insidious fear, since only a handful of people really understand AI. Do you know what a perceptron is, how it works, and why it does one thing or another? Are you aware of Geoffrey Hinton or Fei Fei Li?
Slow Down?
The moguls counsel slowing down. Of course, they do. Weโ€™re rushing into a financial bubble, and their enormous investments in research, prompt engineering, data centers, and more are in danger of a catastrophic collapse. That, too, is part of human nature. We tend to rush toward gold, hoping for riches, only to find that โ€” in one such rush โ€” it was the maker of breeches (Levi Strauss) who got the benefit.
The progenitors arenโ€™t stupid. Theyโ€™ve been drawn into a competitive race with each other. The danger of collapse is looming larger and larger. Remember when the air went out of the internet bubble and how much money was then lost? Pets.com failed spectacularly while Amazon went on to scale the heights.
Of course, the progenitors want to slow their spending spiral and collaborate for their common benefit. They may even imagine that they are being selfless at the same time as theyโ€™re not.
Competition vs. Collaboration
Our American culture promotes competition and rivalry as good, and the progenitors are caught up in a competitive spiral of expenditure. Other cultures promote collaboration with all the bloat, error, and inefficiency that it can foster. Itโ€™s not surprising that China believes its one-party state is better than our two-party government.
Itโ€™s also not surprising that China favors open-source AI, while in the U. S. open science was soon preempted by closed-source proprietary competition. Now those commercial interests want to be allowed to collaborate for self-regulation to avoid the dire outcomes they forecast. Human extinction? No thanks!
This will take some thought among a deliberative assembly of the worldโ€™s best minds. Recent Congressional mudslinging suggests that Congress is unlikely to give us anything wise other than a bailout for the progenitors when they stumble and fall. Letโ€™s avoid that.
The times call for wisdom. Is wisdom in the C-Suite or in Congress? If not, where is it to be found?
This is one article in a series intended to prepare the senior living industry to benefit from artificial intelligence and to help the industry to use AI to leapfrog from its reputation as a technological laggard to a leading force for human advancement. Earlier articles were โ€œAI and Wisdomโ€ and โ€œAI and the Law.โ€ Expect more to come.
Subsequent News: As you might expect with provocative news, this story keeps adding confusion where clarity is needed. The news is that Jensen Huang, CEO of Nvidia and one of the top minds in technology, discounted the cry of fear put forward by the AI commercial progenitors. Jensen Huang entered the discussion after this article had been filed with Senior Living Foresight.
Whatโ€™s troubling is that CBS, instead of just reporting, quickly segued from Jensen Huang to their own talking head, who spent most of the report keeping the fear story alive. Thatโ€™s troubling. Judge for yourself by clicking here to watch the CBS report. CBS seemed to cut off Jensen Huang just when I, for one, would have liked to have heard his reasoning.
Maybe the takeaway is that todayโ€™s โ€œnewsโ€ is that itโ€™s not the hard news reporting of an earlier era but is the opinionated media of today. AI needs clarity, not excessive fear or excessive optimism. Can senior living benefit? Thatโ€™s up to the character and talent of the industryโ€™s leaders. Will they lead or will they follow? You decide.

That Thing That Got You to the Top Is Killing You

By Steve Moran
A long time ago, a really prominent senior living leader, one of the most prominent in the entire industry, reached out to invite me to dinner. He told me he was really curious about who I was and how I thought about the industry.
I was flattered and so, so nervous when the evening of the dinner came.
We got through the pleasantries and ordered our meal, and the conversation began. I asked him about a story he had told at another conference. He was off and running. He told me his entire life story. It was fun and interesting.
As he wound down his storytelling, a lightbulb went off in his head. “I forgot to ask about you and your story.” By then it was too late in the evening to have my turn, and we agreed to another meal. That was probably eight years ago, and I am pretty sure it will never happen.
I don’t think it was bait and switch, but he was so used to being the one on stage, the one talking, that it never occurred to him that he had abandoned his own agenda until it was too late to fix.
Continue reading on Practical Passionate Leadership (Substack) for free โ€ฆ

Senior Livingโ€™s Biggest Opportunity Is Radical Clarity

By Rebecca Wiessmann
In this episode of Murry Off the Mic, Murry and Margaret Cabell of A Place for Mom talk about family behavior, technology, transparency, and the future of senior living. You can watch the full episode here.
Senior living loves to say it is misunderstood.
And it is.
But at some point, the industry has to ask a harder question:
Are families misunderstanding senior living because they are confused or because senior living is not explaining itself clearly enough?
Margaret Cabell believes transparency is one of the biggest opportunities in the industry. Murry promotes the same idea from another angle, noting that many communities struggle to own who they are.
They want to be a little bit of everything.

A little hospitality
A little health care
A little lifestyle
A little luxury
A little affordability
A little active adult
A little assisted living
A little clinical
A little social

The result is often a mushy message that does not help families make decisions.
And families need help.
Families Want Agency
Murry raises an important point about agency in the digital process.
Senior living still funnels too many decisions through staff-controlled workflows. Families fill out forms, wait for callbacks, talk to salespeople, schedule tours, ask for pricing, request care information, and try to piece together the truth.
That may have worked better when families had fewer options and less information.
It does not work as well now.
Families are used to digital transparency in almost every other part of life. They can compare hotels, restaurants, schools, flights, doctors, contractors, and cars.
Then they come to senior living and often find vague pricing, unclear differentiators, confusing care levels, and marketing language that sounds like everyone else.
No wonder they are overwhelmed.
The industry says families wait too long.
Families might say the industry makes it too hard to start.
AI Can Help โ€” But It Is Not the Hero
Margaret is clear that AI has a role to play, but she does not frame it as a replacement for people.
That is the right answer.
Senior living is still a human business. These decisions require empathy, judgment, listening, and experience. A chatbot cannot hold a daughterโ€™s fear the way a skilled advisor or sales counselor can.
But AI can make people better.
At A Place for Mom, Margaret says AI is already being used to review calls, identify needs, understand objections, detect timeline triggers, spot budget confusion, and coach advisors.
That is practical. That is not shiny-object AI. That is AI being used to understand families better.
This may be where senior living should focus first, not on replacing humans, not on pretending technology can love residents. But on using technology to hear more clearly, respond more quickly, and remove friction from the decision-making process.
The Industry Will Be Embarrassed by Its Delay
Murry asks Margaret what senior living will be embarrassed about 10 years from now.
Her answer is technology adoption.
She compares it to the slow move from paper medication administration records to electronic systems. Looking back, it seems obvious that the industry should have moved faster.
The same may be true now.
Ten years from now, senior living leaders may wonder why they tolerated so much friction.
Why did families have to work so hard to get basic information? Why did communities fail to use data they already had? Why did staff spend time on tasks technology could have handled? Why did sales teams operate without better insight into what families were actually asking, fearing, and misunderstanding?
The embarrassment will not be that senior living failed to chase every trend.
It will be that it failed to use available tools to serve people better.
Differentiation Is Not Optional
Margaret says she would like to see operators better differentiate themselves and better understand how they overlap in a market.
That is a big idea.
In many markets, communities compete as if they are interchangeable. Same warm photos. Same smiling residents. Same dining language. Same care promises. Same โ€œpeace of mindโ€ headline.
But they are not the same.
One community may be great for a highly social resident.
Another may be better for someone with complex care needs.
Another may be ideal for couples.
Another may be best for someone who wants independence but not isolation.
Another may have a culture that feels quiet, intimate, and family-like.
Another may feel energetic and full of programming.
These differences matter.
But they only matter if families can see them.
Transparency Builds Trust
Transparency does not mean every community has to be everything to everyone.
It means the opposite.
It means being brave enough to say, โ€œThis is who we are.โ€ It means being honest about pricing. Honest about care capabilities. Honest about staffing models. Honest about lifestyle. Honest about what kind of resident thrives there โ€” and honest about what kind of resident may not.
That kind of clarity may feel risky. But the alternative is worse: confused families, mismatched residents, frustrated operators, and a marketplace where everyone sounds the same.
The New Competitive Advantage
The communities that win the next decade may not be the ones with the prettiest brochures or the fanciest buildings.
They may be the ones who make the decision easier.
They will educate earlier. They will explain more clearly. They will use technology to reduce friction. They will give families more agency.ย 
They will know who they are. They will say who they are.
And they will be transparent enough to help families decide whether they are the right fit.
Senior living keeps saying families need to understand the industry better.
That is true.
But the industry also needs to explain itself better.
Because the future may belong to the communities that are not just good at caring. It may belong to the communities that are good at being clear.

Senior Livingโ€™s Best Value Proposition May Have Nothing to Do With Care

By Rachel Hill
What if the real promise is not simply support, safety, or independence, but the chance for families to become families again?
Ask most senior living organizations to explain their value proposition, and you will hear familiar language: exceptional care, engaging lifestyles, beautiful environments, peace of mind, and greater independence.
Those things matter. But they may not be the thing families need to hear most.
In a conversation with Juniper Communities founder and CEO Lynne Katzmann, SMASH founder Bailey Beeken offered a much more personal possibility: โ€œReunite with your family.โ€
It is a simple idea with enormous weight behind it.
When an older adult begins to need more support, family relationships often change gradually and then completely. A daughter who once called to talk about the grandkids is suddenly coordinating medication refills. A son who used to stop by for dinner now spends the visit reviewing bills, checking the refrigerator, and confirming the next doctorโ€™s appointment.
The love is still there. But it becomes buried beneath logistics.
Family members do not stop being daughters, sons, spouses, or friends. Yet caregiving can force them into roles they never expected and may not be equipped to manage. Their conversations become task lists. Their time together becomes work. Every visit carries another responsibility.
Senior living has traditionally responded by emphasizing what the community can do for the resident. Perhaps the stronger story is also what the community can give back to the family.
It can give a daughter permission to be a daughter again.
It can allow a spouse to spend an afternoon holding a hand instead of managing a medication schedule.
It can help a grandchild hear the old family stories because the adults in the room are no longer distracted by everything that needs to be done before they leave.
That is not a secondary benefit. It may be one of the industryโ€™s most meaningful outcomes.
Independence Is Not Always What Families Think It Is
There is a persistent fear that moving into senior living means closing the door on independence. For many older adults, it can feel like surrendering control. For their families, it may feel like breaking a promise.
But sometimes the opposite is true.
When daily life has become a constant struggle to coordinate meals, transportation, home maintenance, medical appointments, and personal care, independence may already be disappearing. The person may still live in the same house, but the life they once enjoyed inside it has become smaller.
The right senior living environment can reopen that life. It can create room for friendships, interests, movement, purpose, and spontaneous connection. It can also remove enough of the caregiving burden that family members can reconnect emotionally.
That is a radically different story from โ€œMom needs care.โ€
The story becomes: โ€œWe want Mom back.โ€
Stop Selling a List of Services
Senior living marketing is often crowded with features. Three meals a day. Transportation. Wellness programming. Medication management. Housekeeping. Activities.
Every one of those services has value, but families do not make life-changing decisions based only on a checklist. They make them because they want life to feel better than it does today.
The best marketing helps people see that better future.
Show the daughter arriving without a folder of medical paperwork tucked under her arm. Show the spouse sharing a meal without worrying about preparing it. Show the family laughing together because someone else has taken responsibility for the tasks that once consumed every visit.
The industry should not minimize care. It should explain what excellent care makes possible.
That is the difference between selling services and communicating transformation.
A Question Worth Asking
Every operator should ask: If our team does its job exceptionally well, what relationship do we give back to this family?
The answer may be more compelling than any amenity, floor plan, or dining program.
Senior living provides care. At its best, however, it does something even more human. It creates the space for people to stop managing one another and start loving one another again.
Maybe that is the promise families have been waiting to hear.

Donโ€™t Let This Happen to You

By Steve Moran
This happens in every single exit interview … there’s a version of the very same sentence: “I just felt like I’d hit a ceiling here.”
And, in fairness, particularly in smaller organizations on occasion, moving on to grow is the only way to advance the team member’s career. But mostly this is not true.
Here is what is worth thinking about: Nobody ever says this at the six-month mark. They only say it on their way out the door, which means you had a year, two years, three years to hear it first, but didn’t bother to ask.
There is an easy … kind of … one-question fix.
Not a program, not a training budget, not a new HR initiative. One question, once a month, actually acted on.
Continue Reading on Practical Passionate Leadership (Substack) โ€ฆ

90th Birthday Tribute

By Jack Cumming
Festschrifts and tributes are rare in a business context like senior living, but I was greatly surprised this morning, on my 90th birthday, to receive the following compendium from many of my friends who have sought to lift the industry to its potential. I thank all of you.
Tribute to Jack Cumming on the Occasion of His 90th Birthday
September 9th, 2026
One of the important events in life is the opportunity to express appreciation for people who have influenced your career. Today is just such a day. Jack Cumming and I came to know each other some twenty years ago. That was rather early in my days of academic research into how consumers may need specific safeguards when planning for quality of life, housing, and care as they grow older.
When I first met Jack, I had already written my first, rather naรฏve article about the phenomenon known as โ€œContinuing Care Retirement Communitiesโ€ (or CCRCs, now also sometimes known as Life Plan Communities), which was published in 2004. Jack recognized I needed to deepen my knowledge of economics, administrative law, contract law, accounting principles, and actuarial science if I had any hope of persuading anyone that residents are consumers who deserve better protection for these important options for โ€œsenior living.โ€ There were a few lessons in German philosophy, too!
I learned that Jack was a resident at a CCRC in southern California, but more importantly, I learned that he was highly educated, very thoughtful, and was fully aware of the need for sound financial planning. Yet he freely admitted that he had bought into a high-end CCRC without first investigating the actuarial soundness of that communityโ€™s contract promises to current and future residents. Jack became my most important tutor. He has shared articles, books, and advice. He never laughed at my naรฏve questions (although certainly he and I spend a lot of time laughing). He explained to me about his moment of blind trust as a prospective resident in an attractive, well-located senior living community. He taught me, โ€œDo not be beguiled by superficial details.โ€ Do not assume that the mere fact that this is an industry with some โ€œregulationsโ€ that regulations are โ€œenough.โ€ Talented, dedicated people are needed for oversight and effective safeguards.
Along the way, Jack and I became good friends during my education process about risks and benefits of continuing care. We also became great friends with other movers and shakers in this area of law, financial sciences, and more, including A.V. Powell, Scott Townsley, Karen Miller, and a host of wonderful, engaged residents from coast to coast.
I deeply cherish the time I get to spend with my friend and mentor, Jack Cumming, and I regret that usually we have three time zones separating us. Jack is, quite simply, a fountain of youth, knowledge, and friendship. Thank you, Jack, and my very best wishes to you on your birthday.
Katherine C. Pearson,ย Professor of Law,ย Penn State Dickinson Law
A Birthday Tribute to Jack: A Champion for CCRC Residents and Prospects
As a NaCCRA member, I first noticed Jackโ€™s contributions to the NaCCRA Forums in 2021 and reached out to him with a few questions. He was always very kind, patient, and helpful. Because of his innate modesty, it took me quite some time to fully appreciate his impressive background and his extensive knowledge of history and of the complex world of senior living. His depth and breadth of knowledge combined with his fantastic memory never ceases to impress me.
Jack generously gave me access to NaCCRAโ€™s old website, which he personally financed and populated with a vast library of highly instructive articles. I still return to this website from time to time, as most of the information remains just as vital and valid today as it was when first published. NaCCRA wouldnโ€™t be where it is today without Jackโ€™s significant contribution for many years.
As a prospective resident, Jack helped me acquire the essential background knowledge I desperately needed to navigate the world of CCRCs. He not only tirelessly advocates for current residents, but he also empowers prospects to make educated life decisions. For a number of years, Jack even hosted weekly gatherings for a group of us, creating a space where we could benefit from his expertise and learn from one another.
In my book, Jack is an extraordinary, dedicated, and selfless expert,ย a rare blend of an analytical, math-minded actuary who uses his retirement to fight for the legal and financial safety of fellow seniors.ย I am immensely indebted to him. I wish him the absolute best for his upcoming 90th birthday, and abundant good health in the years ahead!
Thank you, Jack, for everything you have done for me, and for every CCRC resident and prospect!
Susan Farkas
There is no better advocate for residents of retirement communities than Jack Cumming. He has been tireless in helping residents all over the country understand the industry much better than we did when we first considered moving in. He understands the benefits as well as the detriments and can give advice on pitfalls we should try to avoid.
If providers were smart enough to listen to Jack and heed his advice to pay attention to their residents, we and they would be better off.
Thank you, Jack, for everything you have done and everything I am confident you will continue to do.
Karenย [email protected] 374-9999
A Nomination for the NaCCRA Residential Medal of Honor
Jack Cumming, NaCCRA Research Director

For a lifetime of intelligent inquiring into the reality of aging in his time and place,
To recognize the many challenges that both providers and residents face and in crafting purposefully living for the aging,
For courageous and forceful communication of the reality of aging and constancy in forceful, effective voice in the public forum.
For the complete dedication of his considerable intelligence and analytical capabilities in support of residents,
For meriting a place of honor as THE best friend of the CCRC resident.

AS WE WISH YOU A VERY HAPPY BIRTHDAY, THE RESIDENTS OF YESTERDAY, TODAY, AND TOMORROW WISH YOU THE VERY BEST.
Personal Note: ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย  ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย ย  ย ย ย ย ย ย ย ย ย ย ย  September 4, 2026
Thank you, Jack, for all you have provided me with; for your research and your writings. You set me a course of activity that I still pursue with vigor the well-being of my fellow CCRC residents.ย Your article,ย Not What We Expected,ย touched on the essential points that continue to vex an industry vital to an aging nation. To a friend, mentor, and critical thinker, and effective voice โ€“ Happy Birthday
Basil H. Pflumm, Brig Gen USAF (Retโ€™d)
Wade Taylor, Army Residence Community, San Antonio, Texas
Thank you for reaching out as Jack celebrates a significant “life well lived” milestone of 90 years. My short reflections (which do not do justice to Jack and his many contributions from my perspective) follow:
Jack is both a “legend in his own mind” (fondly said) as well as in the mind of many others. He has touched, influenced, and educated many with respect to senior living and CCRC/Life Plan living over his many years with NaCCRA and through other influential senior living associations and organizations. His early pioneer research published questions to ask before moving into a CCRC, and NaCCRAU videos influenced me greatly in my journey to search for a CCRC some 20 years ago. In sum, Jack’s published works/articles and his NaCCRA research were invaluable tools for many untold numbers of seniors.
More recently, our lives have intersected, and my relationship with Jack has become more personal, starting with my service as a NaCCRA Director, our Chat Group discussions, our personal correspondence, and his writings for Senior Living Foresight. His dogged, positive activism to critique/improve the business of senior living is notable. If there ever was a real “mover and shaker” in the senior living/CCRC/Life Plan business, it is Jack Cumming–a prolific contributor, activist, and good, decent person who has cemented his legacy many times over!
Wade Taylor
Ann Mackay, Charlestown Retirement Community, Catonsville, Maryland
I worked with Jack on the NaCCRA board over 10 years ago. I call him the โ€œprophetโ€ because he sees where we need to be, and he has worked very hard to educate residents and executive directors on the need for residents to be engaged and empowered.
Jack kept NaCCRA afloat with his time and money for the membership system and a website 10 years ago. He understands the importance of resident involvement and advocacy. Nara has emerged from those times with a stronger presence and strong leadership. I sometimes wonder if NaCCRA would have survived without his persistence.
He continues his thought-provoking, advanced thinking on a variety of topics, from community models to artificial intelligence and governance, in his regular senior foresight column.
Congratulations on reaching 90 years old. I will continue to read your columns and look forward to your continued contributions.
Ann MacKay, CAE (Ret.)
NaCCRA Past President
Gerard Hyland
Thank you for inviting me to contribute to Jack’s 90th Birthday tribute. Perhaps you can find something useful among some of my recollections of Jack.
My recollections of Jack go back to 2010 when I joined NaCCRA to learn about the CCRC business model. As I recall, Jack had joined NaCCRA sometime earlier than I. That might make Jack one of the longest-serving members of NaCCRA.
Jack was educated as an actuary and had a career as an executive in the life insurance industry in New York City. See attached copy of his bio.
He moved to a CCRC and became a NaCCRA member, well prepared with education and career as an actuary to contribute to NaCCRA. To explain, CCRCs were originally conceived by a faith-based organization and came into being in 1972, following the IRS Revenue Ruling 72-124. It allows homes for the elderly to qualify for tax-exempt status under Section 501(c)(3) of the Internal Revenue Code without needing to provide direct financial assistance or relief of poverty as long as the home satisfies three primary needs, that is, housing, healthcare, and security.
CCRCs intend to care for the elderly from independent living, through assisted living, and into skilled nursing, as required, without an increase in monthly service fees except for inflation, under the type A contract. Such a contract implicitly includes long-term care insurance. In the early years, CCRC bankruptcies were a big problem as faith-based and other organizations could not get the revenues correct to support the promised services to the elderly.
Professor Howard E. Winklevoss at the University of Pennsylvania, Wharton School of Business, came to the rescue by applying actuarial science to the problem. This story can be gleaned from “Life Care Communities: Promises and Problems,” Hearing before the Special Committee on Aging, United States Senate, May 25, 1983 (see attached). Jack, the actuary, retiring to a CCRC and joining NaCCRA was a perfect fit.
In recent years, Jack learned that I relocated from Oregon to Southern California, and I was then living in an assisted living facility that had been a CCRC. It was purchased out of bankruptcy by its new owner. Jack alerted me to the book by Patrick Dillon and Carl M. Cannon entitled “Circle of Greed.” The book is about the spectacular rise and fall of a lawyer who was instrumental in bringing a class-action lawsuit to court on behalf of residents in 14 CCRCs in California, Arizona, and Hawaii against Pacific Homes Corporation. (See Barr v. United Methodist Church, 90 Cal. App.3d 259 (Cal.Ct.App. 1979)).
Jack is the most intelligent, smartest, and more knowledgeable about CCRCs than anyone who I know. We have corresponded frequently over the years. I could ask him a short question and, to my amazement, receive a lengthy 15 pages of well-written, perceptive and intelligent response. See, for example, the attached review Jack wrote on the Government Accountability Office (GAO) report.
Jack had worked at New York Life Insurance Company (NYLIC), a company where my father had worked. When I told Jack, he promptly sent me a book on the history of NYLIC, for which I am most appreciative.
Jack told me the story of the problems that life insurance companies were having during the 1800’s when unscrupulous companies paid executives high salaries while the companies did not have the resources to pay benefits when the insured died. The industry was getting a bad reputation. The creation of the New York State Insurance Department (originally established in 1859 and the precursor to todayโ€™s New York State Department of Financial Services) is a landmark story of America’s transition from a chaotic, unregulated wild-west market to structured consumer protection.
The life insurance industry eventually embraced the legislation when they realized that strict, transparent regulation actually helped stable firms by weeding out fraudulent competitors and building public trust. All other states followed New York State in regulating the insurance industry. My sense is that Jack envisions an extension of state insurance laws to CCRCs to save CCRCs from themselves. As with life insurance companies, they resisted at first. Once regulation was implemented and clients had confidence in the industry, the life insurance companies were better off, as well as their clients.
Jack conveyed to me the impression that he was dismayed at the lack of similar strict, transparent regulation of the CCRC industry, given CCRC similarities to the insurance industry. He has tried to persuade the National Association of Insurance Commissioners to regulate CCRCs and to persuade LeadingAge to clean up their industry. Jack continues to work in support of the best interests of CCRC residents as well as the CCRC industry. He deserves thanks and appreciation of NaCCRA members.
Best regards,
Gerard Hyland
WHAT JACK WROTE ABOUT HIMSELF IN 2014

American Historical Association Perspectives Journal,ย Publication Date November 1, 2014, Career Paths
My career illustrates an opportunity that historians and humanists often overlook by leaving the preparation of business leaders principally to business and engineering schools. Skills familiar to historian analysis, writing, and integrity are what distinguish great business leaders. While case studies can bring a semblance of historical dynamism to business education, there is nothing like a historical perspective as preparation for business in a time of rapid change.
A transition in my preparation for a business career followed from a moment of insight on a warm early spring afternoon in 1956. My first two years of college were in engineering. Iโ€™d spent that afternoon in a laboratory measuring the strength of concrete blocks. Now thatโ€™s very important for engineers to know. No one wants a building to collapse under its own weight. But at 4:30 p.m., after three hours with those concrete blocks, I returned to my room to find my roommates still in heated discussion over a morning lecture on the Renaissance and Reformation. The lecture was given by โ€œJinxโ€ Harbison, a consummate scholar and teacher. โ€œMy goodness,โ€ I thought, โ€œthese guys are getting an education, and Iโ€™m crushing concrete blocks.โ€
The next day I initiated a shift in major from engineering to the humanities, specifically European area studies. I was afraid to jump right into a history major. History was considered formidable, and I lacked the prerequisite survey courses. Area studies allowed a historical focus with diversification into other humanities. I was fortunate to be allowed to start junior-level history courses after R. R. Palmer, the head of the history department, decided I could handle it. He had given me a stack of books, including his own, to read over the summer, followed by an informal oral exam in the fall.
Despite my shift to the humanities, my passion for a business career remained. Business serves to improve the human condition, to create employment, and to raise the overall standard of living. I wanted to be part of that practical world.
Until that moment in 1956 I had thought that an attraction to business and an interest in history were two dissimilar interests. As it turned out, that is not the case. Itโ€™s true that business is practical and history can be academic, but the academic can illumine the practical.
Like my passion for business, my interest in history began early. When I was nine years old, a captivating picture appeared on the front page of our local newspaper. Buchenwald had just been liberated, and we awoke one day to a photograph of a starving, under-clothed man standing by a bunk bed. Youโ€™ve likely seen that picture. The full horror of what our nation had been fighting suddenly was manifest before our eyes. How, I wondered, could such an atrocity have come to pass? Might it conceivably ever happen here, in the United States? Questions like these, I came to know, are the stuff of history.
My career has been as an actuary. Unlike many other business professions, including law or accounting, actuarial qualification does not require specific academic preparation. Fellows of the Society of Actuaries qualify by passing a lengthy series of examinations administered at worldwide centers. The opportunity to simply read a book and master the contents can spare the aspirant the tedium of vocational classes. The sole requisites are demonstrated mastery and good character. This can help a humanities graduate to establish the practical credentials that businesses expect.
After college I went to work in insurance, but my interest in history persisted. In that era, New York University allowed people to work for a PhD through evening courses. I was hungry to study history. The year was 1962, six years after my change of major, and four years after Iโ€™d earned my bachelorโ€™s degree. I had become a junior officer at a major New York insurance company and was sitting for the actuarial examinations.
The self-study format of the actuarial program left me free to enroll at NYU. With the evening option, I was able to support my young family, to prepare for actuarial exams, and to pursue professional-level studies in history, all at the same time. The combination was perfect for me.
Working full-time at a demanding business position, while pursuing graduate studies at night, takes a toll. I reduced my sleep over a period of years to just three to four hours a night, though I made up for it on Sunday. To stay in shape I would run the distance from my office on 51st Street in New York City to the university building at 8th Street (roughly two and a half miles). Even though the combination of work and graduate school was stressful, I felt fortunate to have access to a first-rate university that offered evening classes.
I never revealed to my work associates that I was studying graduate-level history. They might have thought that I wasnโ€™t serious in business, so I didnโ€™t take that chance. I was ambitious for career advancement. I expected pushback from the business community and avoided it by studying covertly, but I was surprised to find that my dissertation adviser thought that, if I continued in business, I couldnโ€™t be a serious history student. He wanted me to teach, but that had never been my intention. Finally, he told me he would never approve my dissertation since he couldnโ€™t โ€œcertifyโ€ me as a historian if I remained in business. By that time, I had rewritten the first chapters of my dissertation three times. With his words I knew I would not progress. I dropped the pursuit of a PhD. Although I donโ€™t have a degree to show for those years of effort, I gained the benefit of the education.
My business career blossomed, and I was given positions of increasingly higher responsibility. Those years of concentrated historical studies propelled my success. Historians are uniquely qualified to foresee change, to set change into context, to recognize practical innovation, and to manage the transitions from one era to the next. The sense of opportunity in a changing world distinguishes the historically trained businessperson from the graduate of a business program. It allows the historian in business to capitalize on change while others may only see change as an unpleasant challenge.
Beyond the historianโ€™s grasp of change, practical skills from the humanities are critical to corporate leadership. Understanding of human nature tops the list. Other skills are nearly as important; not least among them is the craft of writing clearly, succinctly, and effectively. Good writing is followed closely by the ability to articulate a vision and to enlist others in the corporate cause. History provides a visionary perspective. Historians are trained to read rapidly and with comprehension; corporate leaders must absorb information quickly and cogently. Without these skills no business leader can be fully successful.
Of course, the pragmatics of business also matter. Businesspeople must know finance, accounting, marketing, organizational management, legal requirements, and the like. Historical preparation can facilitate even the mastery of these specifics. The rapid absorption of complex and varied information provides an advantage. Marketing requires deep understanding of people and what motivates them. Organizational management is not that different from the varieties of societal organization, which historians understand well. In short, a businessperson who has a strong grounding in the humanities and is rooted in history is well positioned to absorb the pragmatic vocational skills needed.
Graduate history programs can thrive if they avoid the narrow premise that graduate education is job training for teaching. Expanding the vision can bring wider awareness of the value of graduate-level historical training for business and other careers. Recognizing these broader career possibilities can create new opportunities for those with advanced history degrees.
Jack Cummingย is a consulting actuary and research director for the National Continuing Care Residents Association. His aborted dissertation was on Walther Rathenau as a thinker, writer, business executive, and government official.
This work is licensed under aย Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. Attribution must provide author name, article title,ย Perspectives on History, date of publication, and a link to this page. This license applies only to the article, not to text or images used here with permission.

WHAT THE INTERNET KNOWS ABOUT JACK
Jack Cummingย is aย prominent retired life insurance actuary and an active advocate, writer, and researcher in the senior living and housing industry.ย [1,ย 2,ย 3]
The biography below focuses on Jack Cumming, the life insurance actuary:
Career Summary

Insurance Background: Spent his core corporate career working within the life insurance sector as an actuary by training.
Senior Living Advocacy: After moving into a Continuing Care Retirement Community (CCRC) in 2006, he pivoted his focus toward senior housing and aging services.
Research Director: He serves as the Research Director for the National Continuing Care Residents Association (NaCCRA).
Credentials: In addition to his actuarial background, he qualified by examination as a Certified Aging Services Professional (CASP). [1,ย 3,ย 5]

Key Focus Areas & Publications

Industry Commentary: He is a frequent contributor to platforms like the Senior Living Innovation Forum and Senior Living Foresight, where he writes about leadership, AI law, financial business models, and operational safety in senior care.
Core Philosophy: He strongly advocates that the senior living market must evolve its business models to effectively sustain America’s rapidly aging population. [1,ย 3]

———————-
The digital footprint for “Jack” highlights several key facets of his life and career:

Actuarial and Corporate Background

Professional Roots:ย Before dedicating his time to senior living advocacy, Jack had a long and successful career in theย life insurance industry. He is a Princeton University graduate and an actuary by training.ย [1,ย 2]
Interdisciplinary Expertise:ย In interviews, he often speaks about his diverse academic journey bridging engineering, history, and actuarial science, emphasizing the deep value of the humanities in business.ย [1]

A Leading Voice in Senior Living and CCRCs

Certified Expert:ย After transitioning to living in a Continuing Care Retirement Community (CCRC) in 2006, he fully immersed himself in the senior housing landscape. He went as far as qualifying by examination as aย Certified Aging Services Professional.ย [1]
Prolific Writer:ย He is widely recognized on the web as a prominent contributing author for industry platforms likeย Senior Living Foresight. He frequently publishes deeply analytical thought-leadership pieces covering topics ranging from senior housing finance, corporate leadership, and industry ethics to the integration of technology and AI in eldercare.ย [1]
The “Memory” and “History” Connection:ย True to your draft’s mention of his great memory, internet profiles track him as a resident who deeply understands the legislative, financial, and moral “trust” that non-profit CCRCs owe to their residents.ย [1]

Advocacy and Community Building

NaCCRA Leadership:ย The internet tracks his regular involvement with the National Continuing Care Residents Association (NaCCRA), where he has documented conferences, pushed for better hospitality standards, and fought against bad actors in the senior living space.
Mentorship:ย He is publicly recognized as a passionate mentor who heavily champions consumer protection for prospective residents, matching your experience of him hosting gatherings to educate incoming seniors.

From the Board of the National Continuing Care Residents Association (NaCCRA)
The Board of the National Continuing Care Residents Association (NaCCRA) extends its heartfelt appreciation to Jack Cumming for his extraordinary dedication, generosity, and wisdom.
Jack has been a steadfast supporter of NaCCRA for many years. Whenever he has seen a need or an opportunity to strengthen our organization, he has stepped forward โ€” generously sharing his time, knowledge, experience, and resources. Most recently, Jack demonstrated that commitment through a substantial financial gift to NaCCRA, offered simply because he recognized a need and wanted to help.
As Jack celebrates his 90th birthday, his passion and determination remain as strong as ever. He continues to speak out on issues affecting seniors and to generously share the wisdom gained through his many years of experience. Jack shows up โ€” again and again โ€” wherever there is an opportunity to advocate for seniors, exchange ideas, provide guidance, or help make a difference.
There are very few individuals who give so freely of themselves and remain so deeply committed to serving others. Jackโ€™s 90 years have certainly not diminished his enthusiasm, his curiosity, or his determination to continue contributing.
NaCCRA has been truly fortunate to have Jack as a guiding light, trusted advisor, generous supporter, and friend. His dedication has strengthened our organization and inspired those of us who have had the privilege of working alongside him.
Jack, on behalf of the entire NaCCRA Board and our members across the country, we thank you for all you have done and continue to do. We congratulate you on this wonderful milestone of 90 years and look forward to many more years of your wisdom, friendship, leadership, and unmistakable Jack Cumming spirit.
Happy 90th Birthday, Jack โ€” and with our deepest gratitude, thank you!
Luana Pinasco, President,ย National Continuing Care Residents Association (NaCCRA)
From Germany
Happy 90th birthday, Jack Cumming, the opener of worlds.
I first met Jack when I was 16 at Kolleg St. Blasien. During one of his visits to South Germany, he stepped in to teach a few English and history classes, sharing his vast knowledge simply for the joy of it. A year later, Jack and Valerie welcomed me into their home in Marina del Rey. For a teenager from the Black Forest, discovering Los Angeles opened an entirely new world.
That has always been Jackโ€™s gift: helping people see possibilities beyond the limits of where they started. Over the years, he has positively influenced so many young people, encouraging them to pursue paths as varied as veterinary medicine, the film industry, and, in my case, the world of finance.
Decades later, my work in Mexico brought us closer again, and Jack remains a mentor to me. We now share memories of sunsets in Carlsbad, a family cruise with Jack and Valerie along the California coast, as well as a Kindle library that continually opens my eyes to questions outside my social bubbles.
Perhaps sharing Kindle libraries across generations should be a business model in itself: a way to keep our minds open.
This mentorship began before mentors became part of corporate development programs. It began unexpectedly when I was 16 and has quietly lasted a lifetime (although this post makes it a little less quiet).
Thank you, Jack, for opening worlds and enriching so many lives, including mine.
May your cup continue to run over.
 

Monika Rehner

Vice President Finance | International Finance & Business Transformation Executive | Strategy, M&A, Capital Allocation & Performance

When Your Life Is Not So Blessed

By Steve Moran
Years ago, the pastor of a church I attended would start his sermon saying exactly the same thing each week. He would look out over the congregation and say, “Chicago, we are blessed.” (not really Chicago)
I found out later it drove one particular member crazy. His life was a mess, not a bad week, a real mess, and here was this man telling him, in front of everyone, how blessed he was.
I think about that every time I catch myself about to say something similar.
Bad stuff happens to all of us, though scrolling through some people’s social media accounts, you could begin to think they have perfect lives 100% of the time.
Continue reading on Practical Passionate Leadership (Substack) for free โ€ฆ

Why Senior Livingโ€™s First Robot Revolution Was A Flop

By Rebecca Wiessmann
In this episode of Directly Speaking, Steve talks with Justin Smith, Senior Manager of Innovation at Direct Supply, about how robotics and automation are beginning to reshape senior living staffing, care, and operations. Watch the full conversation here.
For years, robots in senior living have been more promise than reality.
Steve remembers seeing his first robots in the industry more than a decade ago and thinking they were going to be a game-changer. Then, mostly, they werenโ€™t. Every once in a while, a community would roll out a dining room robot or some shiny new gadget, but the technology never seemed to gain much traction.
Justin says the reason is pretty simple: early robots were often novelties. They were interesting. They were fun. They might have been good for marketing. But they did not always solve an urgent operational problem.
That is changing.
The reason is not that robots suddenly became cute enough or futuristic enough. It is that labor is becoming more expensive, staffing is becoming harder, and operators are being forced to rethink how work gets done.
That is the shift.
Robots are no longer just a โ€œwouldnโ€™t that be cool?โ€ technology. In the right use cases, they are becoming a practical financial and operational decision.
The Work Robots Should Be Doing
Justin frames the opportunity around what he calls the four Dโ€™s:
Dull. Dirty. Dangerous. Duplicative.
That is where automation makes the most sense.
Not replacing the people who build relationships with residents. Not turning senior living into some cold, mechanical version of itself. Not taking away the human moments that make a community feel like home.
Instead, the opportunity is to look at all the work that surrounds care: cleaning floors, moving supplies, transporting meals, handling routine deliveries, and maybe even helping residents get from one part of a large community to another.
This is the kind of work that has to happen, but it does not always require a human being to do every step.
Steve brings up seeing floor-cleaning robots all over the Minneapolis airport late at night. Justin says that kind of application makes sense in senior living, too. Pushing a vacuum up and down hallways for hours is hard, repetitive work. It is also not necessarily the best use of a staff memberโ€™s time when that same person could be interacting with residents in more meaningful ways.
That is the real promise of robotics.
Not less humanity.
More room for humanity.
From The Airport To The Senior Living Community
One of the more intriguing examples Justin shares comes from Japan, where he saw autonomous wheelchairs being used in airports.
Think of it as an indoor Uber.
A person gets into an autonomous wheelchair, selects a destination, and the chair takes them there. No staff person pushing them. No waiting for someone to be available. More independence. More autonomy.
Steve immediately connects that to senior living.
In many communities, a meaningful percentage of residents need help getting to and from the dining room. In larger campuses, the distance can be enough to keep some residents from going at all. Maybe they are tired. Maybe they do not feel well. Maybe the trip just feels like too much.
Now imagine a resident being able to request a ride from their apartment to the dining room.
That could change more than transportation. It could change participation. It could change social connection. It could change whether someone eats alone in their room or joins friends for dinner.
That is not a small thing.
The Best Technology Is Not The Point
Justin makes an important point: residents do not choose a community because it has robots.
They choose it because they want community. They want service. They want support. They want to age in a particular way.
So the question is not, โ€œHow do we get more robots into buildings?โ€
The question is, โ€œHow do we use technology to protect and expand what matters most?โ€
If a robot vacuums the hallway, the resident experience does not necessarily change. But if that frees a housekeeper to spend five more minutes in a residentโ€™s apartment, talking with them instead of rushing to the next task, the experience absolutely changes.
That is where this conversation becomes bigger than robotics.
It is about whether senior living leaders can stop treating staffing shortages as a problem to endure and start treating them as a reason to redesign work.
The future of senior living will still be deeply human.
But some of the best human moments may happen because a robot is quietly doing the dull, dirty, dangerous, or duplicative work in the background.

Can Senior Living Be Medically Responsive?

By Jack Cumming
James Michener was a prolific author of my motherโ€™s generation. In fact, she shared a small English class with him at Swarthmore. In his time, Michener was well known and highly regarded. Less well-known, though, is his heavily researched 1994 novel Recessional, about life in a CCRC.
Medicine in a CCRC
The significance for this article, though, isnโ€™t that the novel is about a CCRC. The hero of the novel, the Executive Director for The Palms CCRC, is a medical doctor, buffeted by the winds of legal profiteering that can impact even competent physicians. Andy Zorn, MD, wants a safe harbor where he can use his knowledge for compassionate care. I donโ€™t know of many CCRCs managed by physicians, but Michener makes it sound only logical. Thatโ€™s significant.
Michenerโ€™s ED, Andy Zorn, though, is not hired to be a physician. John Taggart, the novelโ€™s capitalist multi-facility owner of retirement communities, is strictly a businessperson, and he has sought out Andy Zorn more for his business acumen than for his medical knowledge. For Taggart, itโ€™s central to his business success to be respected by physicians, but not to be beholden to them. Who better for that than an MD, who knows how to turn a profit?
1994 Approaches Continue in 2026
What stands out from reading this novel is how little senior living and medical delivery have changed since Michenerโ€™s 1994 book. The medical needs of older adults were central to aging then as now. Then as now, though, few CCRCs included medical services.
Yet thereโ€™s considerable evidence from PACE that interweaving medical practice with older adults as they go about their everyday lives improves outcomes and saves money. America spends more on health care than on any other industry. The financial opportunity is vast.
Senior living in general has not figured out how to profit from the opportunity. Some forward-thinking senior living organizations have worked out custom Medicare Advantage programs. Christian Living Communities and Juniper Communities come quickly to mind. St. Paulโ€™s Senior Services in San Diego has a robust PACE (Program of All-Inclusive Care for the Elderly) program.
Not Our Job
Many senior living leaders say that primary medical care isnโ€™t part of their responsibility. If anyone suggests that the continuum product offering might be better if it were fully integrated and responsive, they are apt to be told that isnโ€™t part of what CCRCs do. And theyโ€™re right. They donโ€™t.
Still, the problem of multiple medical bills confronting a frail or dying person who relied on a CCRC, as depicted by Michener on page 132, remains as big an injustice today as it was when Michener was leading the research for the book. Ask LeadingAge or other trade associations about the challenge, and itโ€™s not even on their radar.
It Starts with Discussion
Here are some thoughts to get a conversation started, though itโ€™s not my intent to suggest the solution. Solutions are for others, more entrepreneurial than I, to think through, to experiment with, and to find the solution that takes us into the second half of the 21st century.
One hope is that no ideas are rejected out of hand or just ignored by those responsible for senior care leadership. All ideas should be granted thoughtful consideration in comity with the suggester. Embracing ideas is a sign of excellence. Defensive naysaying is a hallmark of mediocrity. Who would have thought that Jeff Bezos could upend Sears Roebuck and seize that behemothโ€™s potential? Sears didnโ€™t. Macyโ€™s didnโ€™t.
There are many approaches to transforming medical care in which senior living can play a beneficial part. Erickson Senior Living has communities of sufficient scale to support onsite primary care clinics, and residents love the convenience. Think of how many older adult residents fail to get the assistance they need because of the hassles of having to get themselves to a doctorโ€™s office for the medical professionโ€™s convenience, not for that of the patient.
Scattered Pilot Programs
Some providers are experimenting with custom Medicare Advantage plans. Others might lease onsite space to a local independent physicians association. Some โ€œmedical plansโ€ try to get ahead of other medical providers by offering to come to a CCRC periodically or on demand when requested by residents. They only accept patients with original Medicare or contracted plans since thatโ€™s their business model. These โ€œplansโ€ have had mixed success, with some lacking reliability in keeping appointments or in handling pharmaceutical needs.
Another intriguing approach is for communities to hire EMTs as security guards. I know of one operator who does this with success. Better might be having paramedics to respond to those recurring emergencies. That is also a response to the expectation of many new residents: that there will be competent on-site staff to respond to them if an emergency presents itself.
Whatโ€™s To Be Done?
Industry trade associations could take the initiative to seek an approach that benefits the industry, leads the nation toward better healthcare, and proves more responsive to the needs of older adults, particularly those who can no longer simply drive to a doctorโ€™s office. Not long ago, Bob Kramer gave industry visibility to an article by the New York Timesโ€™s Paula Span calling for โ€œgeriatric ERs.โ€ Why donโ€™t more communities at least have a geriatrician on staff serving residents and the larger community beyond the walls? Many ER transports could readily be avoided with telemedicine or with a practitioner onsite licensed to evaluate middle-of-the-night falls, etc.
Thereโ€™s a huge opportunity here for proactive discussions within the inner circles of trade associations or among strategic thinkers who guide enterprises serving older people. Responding to the needs of older adults should not be stagnant or socio-economically subdivided. Letโ€™s look at the larger need and opportunity that can build on what the industry does well.

S8E14-Why Growing Older, Living Bolder: Challenging Ageism with Valerie Van de Zilver

What if growing older meant becoming bolder, more creative and more connected to who you truly are?
In this episode of Foresight Radio, Rachel Hill sits down with Valerie Van de Zilver, host of Always Ageless with Valerie V, to challenge the outdated assumptions society makes about aging.
Valerie shares how launching a radio show opened the door to powerful conversations with older adults who are writing plays, building fitness communities, hosting podcasts and creating meaningful new chapters later in life.
The conversation also gets personal. Valerie discusses caring for her nearly 107-year-old mother, the difficult transition into assisted living and the emotional and financial uncertainty facing adult children of aging parents.
Together, Rachel and Valerie explore:
โ€ข Why age should never erase someoneโ€™s identity
โ€ข How ageism shapes the way older adults are treated
โ€ข Why senior living cannot take a one-size-fits-all approach
โ€ข How communities can create more meaningful resident experiences
โ€ข The realities of caregiving and choosing assisted living
โ€ข Why purpose, creativity and possibility do not have an expiration date
This honest and uplifting conversation is a reminder to stop asking how old someone is and start asking who they are, what they have experienced and what they still want to become.

The MorseLife Mess, Part 3: The Reckoning

By Steve Moran
By the time I sat down to talk with Jack Scarola, Keith Myers’s attorney, the shape of this case had already shifted once. It’s worth walking through how, because it tells you something the press releases didn’t.
Myers’s original April 2026 complaint named MorseLife itself as a defendant, along with thirteen individual board and community members, and included a breach-of-contract claim over his severance. MorseLife responded by demanding arbitration, arguing that even though Myers never personally signed the Amplifii management agreement, his compensation claims still fell under that contract’s arbitration clause. Rather than fight that in court, Myers’s team filed an amended complaint that dropped MorseLife and the contract claim entirely, leaving thirteen pure defamation counts against thirteen individuals. Then, Amplifii, the company, not Myers personally, separately filed its own new lawsuit against MorseLife over the management agreement, attaching the actual contract as an exhibit.
So there are now three threads, not one: a defamation case, a contract case, and whatever gets resolved in arbitration. That’s worth knowing before you read anything either side says publicly, because each thread is being fought in a different forum with a different burden of proof.
A Conversation With Myers’s Attorney
Scarola was direct about one thing right away: he isn’t in the business of defending the board’s judgment. “I’m not here to tell you that this contract is a model of appropriate exercise of fiduciary responsibility,” he told me. “Our case is about whether Keith Myers stole money.”ย 
That’s a fair distinction, and it’s the one a jury will actually have to decide. A board can make a genuinely bad deal with its eyes open without the person on the other end of that deal having committed a crime.
He also pushed back on the idea that Amplifii was a bare pass-through, pointing to the newly public contract and its lengthy schedule of duties, financial reporting, HR, recruitment, an entire fundraising operation. Fair enough, the contract is real, and it is detailed.
But when I asked him directly how many employees Amplifii actually had, he told me he didn’t know. That’s the same question I couldn’t get answered anywhere else in this reporting, and it’s the one that actually matters. A list of services tells you what was promised. It doesn’t tell you who did the work.
A Point Worth Considering
Scarola also made a point I hadn’t fully considered: that whether the fee was 5 percent paid to Amplifii or the same dollar amount paid out as salaries to three or four named executives, the money leaving the organization is the same. That’s true as far as it goes.ย 
But it dodges the actual concern, which isn’t the size of the number in isolation; it’s whether the organization got a genuine third-party operating company for that money, or whether it got two of its own executives collecting a management fee for doing the jobs they were already being paid to do.
I asked him where the idea to structure it this way, rather than as ordinary disclosed compensation, actually came from. He said he didn’t know whether it originated with Myers or with the board. Neither, it turns out, does anyone else I’ve asked.
A Detail That Complicates the Board’s Story
Amplifii’s new lawsuit against MorseLife includes something that deserves more attention than it’s gotten. MorseLife terminated the management agreement in June 2025 without citing any of the specific grounds the contract required for termination, according to Amplifii’s complaint.ย 
And separately, MorseLife required Myers to return money Amplifii had already been paid for 2023 and 2024.
Think about the timing. In December 2024, the compensation committee reviewed an independent reasonableness assessment and formally resolved that the fee was fair market value.ย 
Six months later, the organization was demanding money back. Either the board’s confidence in that finding didn’t survive first contact with public scrutiny, or it was never as solid as the minutes made it sound. Both are worse than the story MorseLife has told publicly: that Myers deceived a board that otherwise did everything right.
Nobody Looks Good Here
At this point I don’t think the public record gives anyone in this story much to be proud of. The board did more homework on the Amplifii deal than it first appeared to, but that homework rested on an assumption about what Amplifii actually did that no one, including Myers’s own attorney, could independently verify.ย 
The fee ran for years on a formula that skimmed a piece of every charitable gift before anyone fixed that specific problem. And when the arrangement became a public liability, the same board that had called it fair and reasonable six months earlier moved to terminate it and claw money back, without, as far as the record shows, ever explaining what changed.
Myers and his CFO benefited enormously from a structure they were far better positioned to understand than the people approving it, and the actual staffing behind that structure has never been demonstrated publicly, including now, with the contract itself finally in view.
And five years earlier, the organization’s own leadership treated scarce, life-saving vaccine doses partly as a fundraising channel.
Myers’s own lawsuit, notably, no longer asks a court to weigh in on the fairness of any of it. His claims are now purely about specific statements made about him. Amplifii’s separate suit is about a broken contract and an unpaid termination fee.ย 
The question with the most to teach the rest of the industry, whether this was ever a real management company or a compensation structure wearing one, isn’t actually the subject of any pending claim. It’ll probably surface anyway, since truth is a defense to defamation, but it’s worth knowing that’s not what anyone is formally litigating right now.
The Industry Lesson
There’s a tendency in senior living, as in any business, to make ethical questions more complicated than they need to be. We hire lawyers. We commission benchmarking studies. We form committees. All of that has its place, and MorseLife’s board actually did more of it here than the early reporting gave them credit for.
None of it replaces the one question that would have changed both of these stories: if every resident, family member, employee, and donor understood exactly what we were doing, and exactly what we were and weren’t independently verifying before we approved it, would we still be comfortable defending it?
Nobody vaccinating 290 people from the same country club wants that explained to a family whose loved one in another building was still waiting. Nobody structuring a fee that included charitable gifts in its calculation for years, however many lawyers signed off on the concept, wants that explained to the donor who wrote the check.
That question is available to every leader and every board in every organization before a resolution is ever signed. At MorseLife, on two separate occasions five years apart, it doesn’t look like anyone asked it in a way that actually tested the answer. That, more than who wins any of these three lawsuits, is the part senior living leaders should remember.
A Word About Ownership
I want to add one more gentle note here. The not-for-profit portion of senior living frequently and very publicly portrays itself as being on the side of angels, suggesting that for-profit operators are somehow on the other side.
The truth is that there are some amazing for-profit operators who are serving residents and family members in remarkable ways. There are also some not-for-profit organizations that are doing some pretty un-angel-like things.
We need to be celebrating great operators regardless of ownership status and condemning bad actors regardless of their ownership status.
Doing that will go a long way toward making people trust and fall in love with senior living.

Are You a Force Multiplier or Something Else?

By Steve Moran
It always starts this way โ€ฆ
You get your first job, then another, and another. One day, someone notices that you are good at what you do as an individual contributor and decides that if you are that good, you should be a leader.
It’s perfectly logical but completely illogical. It is possible to be a great individual contributor and a terrible leader.
It is also possible to be a great leader and a not very good individual contributor โ€ฆ I think, since this almost never happens.
A Brand New Job
As a leader, your job isn’t to be either the smartest person in the room or the one doing the most work. The truth is that if you do those things โ€ฆ
Continue reading on Practical Passionate Leadership (Substack) for free โ€ฆ

The MorseLife Mess, Part 2: The Vaccines, and Who Was Supposed to Say No

By Steve Moran
Before the management fee scandal, there was another MorseLife story that is, if anything, harder to explain, harder to justify.
On December 31, 2020, in the earliest and scarcest days of the COVID vaccine rollout, MorseLife held a vaccination clinic through a federal program that was created specifically to protect nursing home residents and staff. Older people were, at that moment in time, among the people most likely to die from the virus.
Vaccine doses were treated like gold
According to the Department of Justice, 976 people were vaccinated at that clinic. More than half, 567 people, were not eligible under the program. This wasn’t a handful of leftover doses at the end of the day.ย 
The DOJ alleged MorseLife’s fundraising arm was directed to invite donors and prospective donors. They further alleged the board’s vice chairman and his brother, widely understood to be David and William Mack, were allowed to bring in roughly 290 people with no prior connection to MorseLife, many from the same country club, some of whom reportedly flew to Florida specifically for the shot.
Documents
The documents โ€ฆ The DOJ released contemporaneous communications it attributed to MorseLife leadership.
In one, Myers is said to have encouraged the Foundation to focus on getting the wealthiest people vaccinated and to think about what gifts might follow.
In another, he allegedly told an ineligible person MorseLife would simply make them an “employee” so they could qualify for a shot.
A MorseLife Foundation strategy document reportedly described vaccine recipients as prospective donors who felt a sense of allegiance to the people who arranged their vaccination, and discussed using that goodwill to solicit major gifts.
The Aftermath โ€ฆ
MorseLife, the institution, paid $1.75 million in 2022 to settle the federal False Claims Act allegations, without admitting liability. In September 2025, Myers personally signed a separate $250,000 settlement with the HHS Office of Inspector General resolving allegations that he personally caused MorseLife to request federally funded vaccines for people who weren’t eligible.ย 
According to Myers’s own account of the matter, MorseLife had agreed to indemnify him for that settlement, and it was ultimately paid through the organization’s D&O insurance carrier, not out of his own pocket. Neither David nor William Mack appears to have personally paid anything toward either settlement.
I want to be very careful here. Settling a civil claim isn’t a conviction, and MorseLife has denied wrongdoing.
But it’s hard to read the texts the DOJ released and land anywhere other than this: access to a genuinely scarce, life-saving resource was, at least in part, treated as a donor-cultivation opportunity.
If Myers’s lawsuit wants to frame him as scapegoated for something engineered entirely by the Macks, those contemporaneous texts, in his own words, are the hardest evidence for that framing to get around.
The Same Question, Twice
What strikes me is that both scandals, five years apart, come back to something close to the same failure. Someone in a position of trust and expertise did something that benefited the organization or benefited them personally, and nobody with the standing to stop it did so, or stopped it only partway.
With the vaccines, it seems to have been treated less as an ethical question and more as a logistics and fundraising opportunity. Who was in the room asking whether it was right to vaccinate 290 country club members while frontline caregivers elsewhere were still waiting?ย 
Did the board know the scale of what was happening in real time, or only after DOJ came asking questions?
With Amplifii, it’s more complicated, as I laid out in Part 1. The board did real diligence. What it didn’t do, as far as anyone can tell, is verify the one fact everything else depended on.
Part 3 gets into what’s happened since both scandals became public, including a conversation I had directly with Keith Myers’s attorney, and a new detail that complicates the board’s account of how satisfied it really was.

The MorseLife Mess, Part 1: The Management Agreement

By Steve Moran
Setting The Stage
For nearly two decades, Keith Myers ran MorseLife Health System in West Palm Beach, growing it from a modest nursing home operation worth about $31 million into a $300 million senior care system, one of the largest Jewish-affiliated organizations of its kind in the country.
That track record is real and an important part of this story. This matters with respect to understanding both how much trust the board placed in him and why so many people assumed at first there had to be a defensible explanation for what came next.
In January 2025, an anonymous letter raised questions about executive pay at MorseLife. What it uncovered, once local reporters started digging, was a management agreement between MorseLife and a private company called Amplifii Management, owned by Myers and MorseLife’s CFO, Randy Wolan. Over four years, MorseLife paid Amplifii roughly $36 million. In 2023 alone, the figure topped $10 million.
The fee was calculated at 5 percent of what the agreement calls “adjusted gross revenue.” On its face, that is not an unusual number for a senior living third-party management contract, and MorseLife’s own outside counsel agreed with that read. Board and compensation committee minutes show attorneys from Holland & Knight told the committee that 5 percent of gross revenue is a typical fee, specifically when the management company is running all of an organization’s operations.
That is the load-bearing assumption behind this entire arrangement. Every justification anyone has offered, then or since, rests on Amplifii actually being that kind of company.
Now We Have the Contract
For months, the actual Amplifii Management Agreement wasn’t part of the public record, only board minutes describing it. That’s changed. Amplifii has since filed its own breach-of-contract suit against MorseLife, and the agreement itself, along with a lengthy attached schedule of duties, is now an exhibit in that case.
It is genuinely detailed. It lists general accounting, accounts payable, HR and recruitment, and an extensive fundraising function: cultivating major donors, staffing capital campaigns, identifying new donor bases, running a legacy giving program, attending community events on the organization’s behalf. It goes on for pages.
So the contract is real, and it’s not thin. What it still doesn’t tell you, and what nobody has told me despite my asking directly, is how many people actually did this work. A contract that lists duties tells you what someone promised. It doesn’t tell you who performed it, or whether it was substantially the same two executives doing the jobs they already held, just relabeled.
In a typical management company arrangement, the fee also covers a company’s overhead: an accounting and HR infrastructure separate from the client’s own staff, recruiting and training systems, compliance functions, purchasing leverage, and a bench of people beyond the names on the contract. Amplifii has a registered office in Boca Raton, which is more formal than a shell. But nobody I’ve spoken with, including Myers’s own attorney, can tell me how many employees Amplifii had. That’s not a small gap. It may be the whole question.
This Matters a Lot
That distinction should have mattered enormously to anyone reviewing the deal, because comparing it to a typical third-party management fee is comparing two very different things and slapping the same label on both.ย 
Like comparing a real Rolex timepiece with one you can get for $35 at a flea market. The paperwork can look similar. What’s actually inside it is the whole ballgame.
There is one more detail that should bother every donor who ever wrote MorseLife a check. For years, the fee calculation included charitable contributions, not just program revenue. Every time someone gave MorseLife a gift meant to support care for older adults, a slice of that gift became income for Amplifii.
Also based on MorseLife’s own tax filings, Myers doesn’t appear to have taken any direct salary from the organization at all. This wasn’t a percentage on top of a salary. For Myers especially, Amplifii wasn’t a bonus layered onto his pay; it was his pay, run through a company he owned.
Here Is Where I Think the Board Deserves More Fire, and Where the Story Gets a lot More Complicated
Board members approved the Amplifii arrangement in 2018. What has since come out in court filings is that the board did more diligence on it than the early reporting suggested.
In March 2024, the compensation committee brought in outside tax attorneys from Holland & Knight and pushed them on real questions: is a 5 percent fee typical, are management company arrangements common in healthcare, does the fee calculation expose board members personally?ย 
In December 2024, they commissioned an independent fair-market compensation and reasonableness assessment from PYA, a healthcare compensation consulting firm, which concluded the fee was fair and commercially reasonable.ย 
And in April 2024, months before any of this became public, the board negotiated Amplifii down from its own proposed fee structure and removed donations entirely from the calculation.ย 
This was not a board that never asked a question.
But here’s what still bothers me. Every one of those reviews, the lawyers, the compensation consultant, the board’s own satisfaction, rested on one unverified premise: that Amplifii was actually running MorseLife’s total operations, the way a real third-party operator would.ย 
The board’s own minutes describe being told exactly that. Nothing in what’s public shows anyone independently testing whether it was true, staff count, org chart, anything beyond a services list and Myers and Wolan’s own account of what they were doing.
That’s not Governance 101 anymore; that’s a subtler failure. It’s the difference between skipping your homework and doing your homework based on an answer key someone handed you. If Amplifii’s actual staffing was thin, the lawyers’ entire opinion and the consultant’s entire reasonableness finding were built on a fact pattern that wasn’t real, and it’s fair to ask why nobody on that committee, across two years and multiple meetings, asked to see it demonstrated rather than described.
I’ll also say, because it needs saying: it’s not hard to imagine a version of this where someone on that board understood exactly how thin the “total operations” claim was and signed off anyway, for reasons that had nothing to do with governance. I have no evidence of that, and I’m not accusing anyone of it. But it’s the kind of question a room full of smart, connected people should have been asking itself before the fourth reaffirmation, not after a newspaper found the number.
Part 2 gets into the earlier controversy that first put MorseLife’s name in the news, the 2020 vaccine rollout.ย 
Part 3 covers what’s happened since, including a conversation I had directly with Keith Myers’s attorney, and a detail buried in Amplifii’s own new lawsuit that complicates the board’s “we were satisfied” story even further.

The Death of Feedback Sandwiches

By Steve Moran
We all learned the “Trust Sandwich”ย  that technique leaders use when they need to correct someone but don’t want to be the bad guy.

These things you’re doing are great
There’s this one thing that isn’t
But overall you’re amazing

It seems logical. Even kind. But you know the truth, the only thing you actually wanted to say was #2. And if you’ve ever been on the receiving end, you know the compliments feel forced, which somehow makes the criticism worse, not better.
There’s a proven, research-backed way to do this that actually works for you and for them. Take a look.
Continue Reading on Practical Passionate Leadership (Substack) โ€ฆ

The Most Underserved Person in Senior Living โ€ฆ

By Steve Moran
Every senior living operator I’ve ever talked to says they care about families. Most of them mean it. And most of them do very little to actually care for them.ย I know because I am a senior living consumer who is happy with the community caring for my loved one, and yetโ€ฆ
Three Opportunities
1. The decision process – In most cases, the adult child is making the decision to move a loved one into senior living, and it is one of the hardest things they’ve ever done. They’re usually working full-time. Managing their own household. Carrying a weight of guilt they can’t fully articulate, because even if they know this is the right decision, it feels like a betrayal of some implicit promise that family takes care of family.
Most communities treat the family member as an obstacle to be overcome, someone to be convinced. All the salesperson has to do is respond to their objections. Answer their questions. Get them to yes.
When it is done right, the community sees the family member as the primary customer/prospect. Someone who needs help understanding why the move to senior living is the right thing, and why it will be better for the older one and the entire family.
They will be the customer who receives services and support because they often need support and community as much as, or more than, the residents.
2. Post Move-in – This is where the failure becomes most evident. The move-in has occurred, the checks are flowing, and care is being provided … to the resident. The family comes to visit, and it is awkward and confusing; it is often hard to know what to talk about.
Family members are full of guilt but donโ€™t really know why. They feel no real sense of connection to the community or the staff. Itโ€™s just โ€œthe homeโ€ where they put mom.
They mostly hear from the community only with periodic blanket updates, when there is a problem, or when care charges and/or rates are going up.
But what if every day it was fun stories and photos? What if it were simply an occasional message along the lines of โ€œWe love your mom and here is whyโ€?
3. This is the biggest and most interesting one โ€ฆ and the most underdeveloped. – Most adult children of senior living residents are in their 50s, 60s, and even 70s. They are in their own period of social transition. Their career is winding toward its final chapter. Their own friend circles are starting to thin; the same physics I described when talking about their parents are starting to apply to them, too.
They’re quietly beginning to have some of the same questions their parents are facing.
What if the community built something for them?
Not just a family lounge. Not just a holiday party. Real events. Dinners that feel worth attending. Interest groups that they could actually join. A genuine sense that they belong to something here, not just that their parent does.
3 Generations
Your senior living community then becomes the hub for three generations: grandkids who beg to visit, adult children who genuinely want to come, and residents who feel at home. When this happens, you have built something almost impossible to compete with. It’s not a product anymore. It’s a relationship. And relationships are the most durable competitive advantage there is.
Nobody is doing this well yet. Which means the opportunity is wide open.

Old Enough to Not Matter

By Jack Cumming
The article, smack in the center of the front page of the New York Times for August 18, 2026, instantly caught my eye. The headline: โ€œAt 92, Nader Is Still Asking You to Listen.โ€ It can be unsettling to see yourself reflected in a contemporary. Ralph Nader was three years ahead of me when I was in college. He was Princeton โ€™55, and I was Class of โ€™58. Iโ€™ve been aware of his intensity for the past 72 years. I donโ€™t remember how I first became aware of him when I was a Freshman, but I did.
Unsafe
Ralph Nader first came to public view when he published a book, โ€œUnsafe At Any Speed,โ€ in which he alleged that the auto industry put marketing before safety. General Motors responded by initiating a campaign of intimidation in which they investigated Nader to try to dig up dirt on him; hired women to try to entrap him; and tried to smear him as anti-Semitic. The book led to the National Traffic and Motor Vehicle Safety Act of 1966.
Mr. Nader was a national force for justice and other causes in his time, but his time passed. He ran four times for President, first with the Green Party and then as an Independent. He formed a group of young activists called โ€œNaderโ€™s Raidersโ€ to pursue causes. Heโ€™s always lived an ascetic, frugal life, which was an advantage when GM unleashed its resources on him.
Benjamin Oreskes in the Times article puts it this way: โ€œCommunicating with Mr. Nader typically means talking to him via his landline. He does not own a cellphone, a computer, or even a credit card.โ€ Mr. Oreskes continues: โ€œHe lives an almost hermetically sealed life in Washington, D.C., where he shares a home with his 98-year-old sister, Claire Nader.โ€
Lessons for Senior Living
This has many lessons both for senior living and for me. Iโ€™ll get to me later. Senior living has no entity with the scale that General Motors had when Naderโ€™s book appeared, unless we view the collective membership of LeadingAge as an entity. LeadingAge has emphasized providersโ€™ beliefs, combating ageism, and semantics. Recently, there has been a flurry of negative media coverage, which providers counter either as unjustified or as isolated exceptions. Thatโ€™s not dissimilar to where the auto industry was before the Motor Vehicle Safety Act. In 1953, the CEO of GM said something like, “What’s good for General Motors is good for the country.โ€
What might a book comparable to โ€œUnsafe at Any Speedโ€ do to the senior living industryโ€™s reactive defensiveness? Iโ€™ll let you imagine what the title might be. Thinking of possible hostile book titles can be, and should be, unsettling. Fortunately for the industry, the book, โ€œInflamed,โ€ hasnโ€™t caught on with the public and wasnโ€™t titled โ€œUnsafe for Habitation.โ€
That bookโ€™s description on Amazon reads: โ€œThe dramatic story of hundreds of senior citizens left in the path of a ferocious firestorm and what the quest for accountability reveals about the increasing risks to our most vulnerable population.โ€ The best approach would be a proactive effort to give people what they could embrace with no more reservations than the cruising industry draws.
Thinking Constructively
Coincidentally, today, August 18, 2026, John Cochran, CEO of HumanGood and one of the most respected senior living industry leaders, posted a profound message on LinkedIn. He calls for focusing the mission on โ€œmore good years for more people.โ€ Thereโ€™s no mention of minimum age, what the product is called, or nonprofit/for-profit. Just a simple call for the industry to improve the lives of people.
That would require dynamic, charismatic leadership at the national level. It would require transforming the mindset of the industry to see customers instead of residents. And, yes, thatโ€™s a semantic change that LeadingAge might miss. It would require seeing those customers as individuals and not as a collective. Our cars are safer today because Ralph Nader took on an industry and started a movement toward customers instead of corporate aggrandizement. Think of what โ€œmore good years for more peopleโ€ could do for you, and for all of us.
My Cause
Now back to the โ€œmeโ€ part. Iโ€™ll be 90 on September 9th, so Iโ€™m entering that twilight zone that Ralph Nader now inhabits as detailed in todayโ€™s New York Times article. For the past twenty years, Iโ€™ve tried to persuade the industry that itโ€™s in the industryโ€™s own interest to listen to its customers. Iโ€™ve done that in every way I can think of, including writing articles like this one.
Frankly, I donโ€™t think that effort has made much headway. Senior living is not an industry that takes resident thinkers seriously. Despite the move to have minority resident representation on senior living community boards, LeadingAge has not one single resident on its Board, much less one who could actually speak authoritatively with providers about their challenges and opportunities. I donโ€™t regret one iota of what Iโ€™ve done.
Still, reading about Ralph Nader today held up a mirror to me. As we move into our 90s, the world sees us as having run our course, even as kinda cute as we continue with what would have been taken seriously just a few years ago. Itโ€™s time for a younger generation to step forward to make a difference. We can improve our world, or we can stagnate. The future beckons. It will be whatever we choose to make it.
We oldsters โ€“ beyond mere older adults (the term that now seems semantically to be superseding โ€œseniorsโ€, โ€œeldersโ€, โ€œretireesโ€, etc.) โ€“ still care about the world. We oldsters still believe we have something to contribute. But the truth is that in the eyes of the world, weโ€™ve run our course. โ€œWeep no more, my lady. Oh! weep no more today!โ€ As one generation moves on, another comes to take its place.

Let the Bubble Rise or Burst!

By Jack Cumming
Has the question occurred to you, โ€œWhy are the AI giants going public just now?โ€ One possible takeaway is that those best positioned to know believe their businesses are overvalued and that itโ€™s time to fold and cash out. That would leave the public vulnerable, with those who now have the most ownership selling out to an overoptimistic public just when valuations are set to drop to more realistic levels. As I write this on June 12, 2026, weโ€™ve just experienced the optimistic takeoff for the SpaceX IPO.
What does that have to do with senior living? The answer is that senior living is caught up in the big question: How should we come to grips with AI? Is it the boon that will allow fewer care providers to care for a large old age demographic? The alternative view is that AI is enormously overrated and that wise money will wait for more sensible times before buying the AI vendor marketing hype.
Weโ€™ll return to senior living after gaining perspective with an intro to โ€œhard knocksโ€ investor wisdom. Remember that buyers, including senior living vendor customers and even resident move-ins, are also investors. They invest in what they buy, promises in the case of senior living move-ins.
Market Wisdom
Three words of advice from mentors come to mind. Mike Lynch, an owner of mines and shipping lines, gave me my first break when, at age 16, I worked the first of two summers in a silver mine. He taught me the common wisdom, โ€œA bull and a bear make money. A hog never.โ€ Then there was Frank Raab, an insurance company president, who taught me the value of networking. His teaching, โ€œThe guy with the idea thinks heโ€™s God. And the guy with the money thinks heโ€™s God. At the end of the day, the guy with the money is God.โ€
For senior living, though, I turn to a mentor whom I only met through reading. Bernard Baruch began his career as a broker, executing deals for others. Then, he trended into successful speculation. His wisdom, for which there was no quip, was that brokers should not be speculators. The analogy is that senior living leaders should never be speculators.
Senior Living Realities
Why? Senior living involves other peopleโ€™s money, the money they need for living. That is a trust undertaking. The money that senior living bankers, developers, and operators play with is money given in trust, and that requires prudence to keep it safe. Lending money to an enterprise with an impaired balance sheet is speculation that future gains will offset the deficit of the past. Investing in real estate in Mexico is pure speculation. Other speculative senior living investments are less obvious, e.g., expansion can meet a need, but itโ€™s also risky.
For now, it may be better that senior living is talking more about AI than actually letting it handle critical life-sustaining applications. Itโ€™s no secret that senior living has lagged in adopting technology. Some providers still rely principally on paper, while most others look to vendors to lead the way. Providers often have technology departments that are more buyers than proactive, creative thinkers, much less masters of underlying technologies.
The opportunity is there to use emerging technologies, including AI, to upend senior living for the better, though I see no organization showing the insight to take the lead. An intriguing example, though, is Amazonโ€™s AI-driven medical assistant. Whether Amazon still has the creative spark, though, to build a business that disrupts medical services as it disrupted retailing seems unlikely.
Learning From Amazon
Why am I skeptical about Amazon? Looking at Amazonโ€™s current approach, for one thing, for Rx, they are partnering with Cignaโ€™s Express Scripts instead of Mark Cubanโ€™s more imaginative initiative. Itโ€™s like what Amazon did with its Smart Properties program for senior living. Instead of duplicating what Jeff Bezos did with books, the current Amazon leadership is partnering with established entities instead of leveraging convention, such as Ingram Books, in the case of Bezos, to disrupt the market for the end user.
If Bezos had tried to compete with Ingram instead of usurping them, Amazon would not be the giant it became. When Bezos started, anyone could have copied him with a website and Ingramโ€™s distribution. But Bezos didnโ€™t let them get ahead of him. He moved so fast that he was dominant before potential competitors realized theyโ€™d been scooped. Imagine senior living ever becoming known for moving fast. Senior living is like the booksellers in the pre-Bezos era.
The Opportunity Is There
The Amazon initiative is indicative of what might be possible for senior living. It could even be the industryโ€™s best opportunity. The industry has been banking on a short-term demographic wave to give it effortless prosperity, but that seems shortsighted to anyone familiar with history.
Is AI now overhyped? It sure seems like it is. If itโ€™s not, then the disruption will itself be a thing of social terror. Letโ€™s try to get perspective on AIโ€™s future and garner the potential while avoiding excess. The opportunity is there. The question is, who will have the wisdom to gain from it? It could be senior living. Is anyone ready to disrupt geriatrics? Itโ€™s more than cute, friendly AI companions.
Does AI have enormous potential, especially for senior living? I think so. Are we in an AI market bubble with the players now rushing their IPOs? I again think so. For those gifted with realistic wisdom and good judgment, Bernard Baruch had a word of advice: “Be who you are and say what you feel, because those who mind don’t matter, and those who matter don’t mind.” Thatโ€™s as good now as when he first said it.

What If Every Resident Had a Book Inside Them?

By Rebecca Wiessmann
In a recent episode of Tech Tuesday, Steve sat down with Charlie Greene, co-founder and CEO of Remento, for a conversation about memory, legacy, family connection, and the surprising power of technology to help preserve the stories that matter most. You can watch the full conversation here.
For years, families have known they should ask more questions.
What was childhood really like?
What did Grandma dream about becoming?
What was Dad like before he was โ€œDadโ€?
What stories are hiding behind those old photos in the shoebox, the phone camera roll, or the hallway picture frame?
The problem is not that families do not care. The problem is that they wait.
They wait for the right holiday. The right visit. The right quiet afternoon. The right question. The right technology. The right moment when everyone has time.
And then, too often, the stories are gone.
That is the problem Remento is trying to solve.
A Memoir Without the Writing
Remento, Charlie explains, is built around a simple premise: Parents, grandparents, and even great-grandparents should be able to preserve their life stories without having to sit down and write a memoir.
The platform sends prompts by text or email. The storyteller clicks a button, records an answer, and Remento turns the spoken response into a printed hardcover book. Inside the book are QR codes that allow family members to scan and hear the original voice recording behind each story.
That voice component matters.
A written story is powerful. A photograph is powerful. But hearing someoneโ€™s actual voice โ€” the pauses, the laughter, the cadence, the way they tell the story โ€” adds something a book alone cannot fully capture.
It becomes more than a record.
It becomes presence.
For adult children and grandchildren, that may be the most valuable part of all. The book preserves the story. The QR code preserves the person.
The First Question Matters
Steve shared that he had purchased a Remento subscription for his wife, but she was finding it intimidating. Even with voice prompts, sitting alone and talking into a computer can feel awkward.
Charlieโ€™s advice was practical: start with a softball.
Not every first prompt should be deep, emotional, or heavy. In fact, it probably should not be. One of Rementoโ€™s favorite opening questions is, “Tell us about your favorite room in your childhood home.โ€
It is specific. It is visual. It is gentle. It usually brings a smile.
Even better, Charlie suggested starting with a photograph. Upload a picture and ask the person to share the story behind it. A photo gives the storyteller something to react to. It unlocks memory in a way a blank question sometimes cannot.
That matters because the goal is not performance.
The goal is momentum.
Once someone tells the first story, the second one often becomes easier. And then the third.
Stories Do Not Have to Be Perfect
One of the fears people have about recording stories is that they will mess up.
They will forget something. They will tell the story out of order. They will say โ€œumโ€ too much. They will realize halfway through that the beginning was wrong and circle back.
Charlie says that is not a problem. It is normal.
Most people do not speak in perfect paragraphs. They wander. They revise. They remember details halfway through. They start over without really starting over.
Remento gives users options. They can preserve a cleaned-up transcript that keeps the storytellerโ€™s words mostly intact, removing filler words and adding punctuation. Or they can use the technology to restructure the story so it reads more like something shaped by a professional writer while still preserving the storytellerโ€™s voice and word choice.
That distinction is important.
The point is not to turn Grandma into an American novelist.
The point is to make Grandma sound like Grandma โ€” just a little more readable on the page.
The Magic of Follow-Up Questions
One of the most interesting parts of the conversation came when Steve asked whether a family member could sit with a loved one and ask follow-up questions while Remento records.
Charlie said yes.
And in many ways, that may be where the richest stories live.
Professional interviewers know the best material often does not come from the first question. It comes from the second, third, or fourth question โ€” the one that asks, โ€œWhat happened next?โ€ or โ€œHow did that make you feel?โ€ or โ€œWho was there with you?โ€
Charlie said Remento is working on conversational interviewing features that can ask those kinds of follow-up questions inside the product.
That is a big deal because many families do not know what to ask. They know they want the stories. They just do not know how to pull them out.
The right follow-up question can turn a simple memory into a family treasure.
A Senior Living Opportunity Hiding in Plain Sight
For senior living leaders, this conversation gets especially interesting.
Steve raised the possibility of using Remento not just for individual families, but for entire senior living communities. Imagine a community creating a 2026 resident storybook, with one story from every resident who wants to participate. Then another in 2027. Then 2028.
Charlie said yes โ€” absolutely.
This is where storytelling becomes more than a family keepsake. It becomes a community-building tool.
Senior living constantly talks about loneliness, isolation, engagement, purpose, personalization, and the resident experience. Storytelling touches all of those things.
When residents share their stories, neighbors learn who they live with. Team members learn who they are serving. Families discover things they never knew. Communities gain a deeper sense of identity.
It is easy to think of residents by apartment number, care plan, dining preference, or activity attendance.
Stories break that pattern.
Stories remind everyone that each resident had dreams, adventures, losses, careers, romances, ambitions, disappointments, and surprising turns long before they ever moved into a senior living community.
Better Care Begins With Better Knowing
There is also a care implication here.
When team members know more about residentsโ€™ lives, they can serve them in more human ways. A resident is no longer just โ€œMrs. Thompson in 214.โ€ She is the woman who grew up in France, lost a beloved sister, raised three children, loved jazz, wanted to be a teacher, and still lights up when someone asks about Paris.
That kind of knowledge changes interactions.
It gives caregivers more ways to connect. It gives activity teams more meaningful programming opportunities. It gives sales and marketing teams better stories to tell. It gives families a reason to engage more deeply.
Senior living communities are full of extraordinary stories.
The industry is just not very good at capturing them.
And even when it captures them, it often does not tell them very well.
This is where thoughtful technology can help โ€” not by replacing human connection, but by making it easier to preserve and share.
The Stories Are Already There
Near the end of the conversation, Steve reflected on learning something about his own father only after his death: that although he had been an emergency room physician, he may have really wanted to be a forest ranger. Steve knew his father loved the outdoors, but he had never heard that deeper longing directly from him.
That is exactly the kind of story families wish they had asked about sooner.
The lesson for senior living is simple: The stories are already there.
They are sitting in dining rooms.
They are walking down hallways.
They are framed in old photographs.
They are tucked inside residents who may be waiting for someone to ask the right question.
Technology like Remento does not create the meaning. The meaning is already present.
It simply helps preserve it before it disappears.

S8E13-Why Senior Living Needs a โ€œCulture of Yesโ€ with Honor Barrett of Birchgrove

Based on the Foresight TV livestream aired on ย Jul 24, 2026.
 
What would senior living look like if communities stopped defaulting to โ€œnoโ€?
In this episode of Foresight TV, Steve Moran speaks with Honor Barrett, CEO of Birchgrove, the United Kingdomโ€™s first company dedicated exclusively to later living for rent. Honor shares how Birchgrove is challenging the UKโ€™s deep attachment to homeownership while creating independent living communities where older adults are treated as neighbors, not simply residents.
They explore the differences between senior living in the United States and the UK, the realities of marketing a new rental model, and why storytelling is critical to increasing occupancy. Honor also explains Birchgroveโ€™s โ€œculture of yes,โ€ an approach that gives residents greater choice, encourages employees to pursue new opportunities, and makes each community feel more like home.
The conversation covers:

How Birchgrove introduced later living for rent to the UK
Why pricing can influence the average resident move-in age
The challenge of overcoming resistance to renting in later life
How a โ€œculture of yesโ€ improves the resident and employee experience
Why Birchgrove calls its residents โ€œneighborsโ€
The role of storytelling and customer education in senior living sales
How Birchgrove achieved an 85% employee retention rate
What senior living operators in the US and UK can learn from one another

This episode offers practical ideas for senior living leaders seeking to improve culture, occupancy, employee retention, and the overall resident experience.

Why Boomers Will Force Senior Living to Rethink Everything

By Rebecca Wiessmann
In this episode of Tech Tuesday, Steve sits down with Bruce Lederman, president and CEO of Charles E. Smith Life Communities, for a conversation about technology, aging, AI, robots, home care, middle-market senior living, and what happens when the first baby boomers turn 80.
The short version?
Senior living is entering a new era. And the winners will not be the organizations with the flashiest tech.
They will be the ones who use technology to give older adults more agency, more connection, more safety, and more control over how they live.
Technology That Actually Solves Problems
Bruce leads Charles E. Smith Life Communities, a 116-year-old faith-based organization serving older adults in the Washington, D.C., region. The organization sits on 36 acres in Montgomery County, Maryland, and serves up to 1,200 older adults across skilled nursing, independent living, affordable senior housing, assisted living, memory care, and private-duty home care.
That breadth matters because Bruce does not talk about technology as some shiny object floating above the organization.
He talks about it as a practical tool.
Steve asks him about something Bruce has said before โ€” that too much technology has been โ€œtech looking for a solution.โ€ Bruce says it is getting better. Today, he sees more technology that actually serves older adults, families, operators, and even regulators.
That is the right test.
Not: Is this cool?
But: Does this make life better?
AI As Connection, Not Replacement
The conversation quickly turns to AI, especially AI companions.
Steve admits he has mixed feelings. He remembers first seeing robotic cats years ago and thinking they were creepy โ€” until one was placed in his lap and he found himself petting it. He also describes talking with ChatGPT during a long drive and feeling as if he was in a real conversation.
Part of him liked it.
Part of him found it unsettling.
Bruceโ€™s answer is exactly right: transparency.
If an AI tool is being used, people need to know it is AI. It may behave in ways that resemble human interaction, but it is not human. That distinction matters.
At Charles E. Smith, Bruce says they are replacing their traditional voice-of-the-customer survey vendor with an AI-based tool. Instead of a person racing through a fixed list of survey questions, the AI system can have a real dialogue.
If a resident says dining was good, the tool can ask follow-up questions: What made it good? Was there a team member who made the experience special? What should the organization know?
That is a big deal.
Senior living organizations are often sitting on mountains of stories โ€” stories about team members changing lives, families finding peace, residents rediscovering purpose โ€” and we are terrible at capturing them.
AI may become one of the most powerful tools for listening better.
The Real Workforce Opportunity
Bruce gives one of the best examples of technology in senior living because it sounds almost boring.
In their skilled nursing center, blood pressure machines and scales automatically send readings into the electronic health record.
No paper notes. No retyping. No chasing down data later.
This is not the kind of technology that gets a standing ovation at a conference. But it matters. It saves time. It reduces errors. It supports the people working closest to residents.
Bruce also talks about AI being used in post-acute admissions. When hospitals are ready to discharge a patient, skilled nursing centers can use AI to quickly review medical records and determine whether they can meet the patientโ€™s needs.
Steve points out that this same information can also help create a better care plan before the person ever arrives.
That is where technology starts to become powerful โ€” not because it replaces judgment, but because it gives humans better information faster.
Robots Are Coming โ€” But Maybe Not the Ones We Imagine
Steve then pushes Bruce on robots.
Why have robots not become more common in senior living?
Bruceโ€™s first point is important: Stop imagining humanoid robots.
We are a long way from trusting human-shaped robots to transfer residents from bed to wheelchair or wheelchair to toilet. But other kinds of robots are already showing up in health care and public spaces โ€” floor-cleaning robots, delivery robots, environmental services robots.
The challenge in senior living is infrastructure. Many skilled nursing buildings are older. Hallways, layouts, flooring, thresholds, storage, and workflows were not designed for robotic support.
Bruce is not dismissive. He is cautious.
What surprises him more is that senior living has not seen greater adoption of exoskeletons โ€” wearable support devices that can help workers lift, bend, and move with less strain.
That may be one of the most interesting points in the whole conversation.
If senior living is serious about reducing workplace injuries and supporting caregivers, technology that protects the bodies of workers deserves more attention.
Boomers Will Demand Agency
Then Steve asks the big generational question: What happens as boomers reshape senior living?
Bruce frames it around agency.
Boomers are used to a world that has, in many ways, been shaped by their size and expectations. They are unlikely to be satisfied with passive programming or a lifestyle in which decisions are made for them.
They will expect to direct their own lives.
Steve connects that to a note he received from a resident who was unhappy with several things in their community. As he listened to Bruce, Steve realized the complaints all seemed to come down to one thing: a lack of agency.
That is the future senior living has to understand.
This is not just about better activities calendars. It is about creating communities where residents are not passengers. They are directors of their own lives.
Bruce points to the industryโ€™s shift from โ€œcontinuing care retirement communityโ€ to โ€œlife plan communityโ€ as one sign of this evolution. The old language sounds passive. The new language suggests direction, planning, choice, and control.
That is not just branding.
It is a signal.
Home Care Is Not the Enemy
One of the strongest moments comes when Steve asks Bruce about home care.
Many senior living operators still treat home as the enemy. Bruce does not.
For Charles E. Smith, the mission is not to fill buildings. The mission is to lift up older adults and create meaningful life experiences.
Some people should live on campus. Some people want to remain at home. If the mission is truly about serving older adults, then the organization should be present in whatever way best supports the consumer.
That is the line senior living needs to sit with.
What if every senior living organization saw itself not as a building business, but as an aging-well business?
Buildings would still matter. Communities would still matter. But they would become part of a broader promise, not the whole promise.
The Middle Market Challenge
Steve closes by asking about the middle market.
Bruce says this is a critical issue. Many organizations and investors understand where the margins are, and that often pushes them toward luxury and upper-tier housing. Serving the middle market is much harder.
Charles E. Smith is working to convert one of its 250-unit apartment buildings to better serve that market. It is a 30-year-old building, and repositioning it requires real investment.
But this may be one of the biggest opportunities in senior living.
Not everyone can afford luxury. Not everyone qualifies for a deep subsidy. The middle is where millions of older adults will live โ€” and where senior living still has too few answers.
Data Lakes, Not Data Silos
Steve ends with a great question: What technology still needs to be invented?
Bruceโ€™s answer is simple and profound: data lakes instead of data silos.
Senior living has lots of systems. Wearables. Monitors. Health records. Engagement platforms. Family communication tools. Dining systems. Staffing platforms.
But too often, the data is trapped inside each product.
The real opportunity is to bring that data together so providers can better understand residents, see patterns sooner, and support people more intelligently.
That may not sound glamorous.
But it might be the holy grail.
The Future Is Not About Hype
This conversation is ultimately not about AI, robots, surveys, or EHR integrations.
It is about what kind of aging experience senior living wants to create.
Technology can make senior living colder, more automated, and more transactional.
Or it can make it more human.
It can help residents stay connected. It can help team members spend less time typing and more time caring. It can help families understand what is happening. It can help leaders hear what residents actually experience. It can help organizations serve people at home, on campus, and everywhere in between.
But only if senior living leaders remember the real goal.
Not more technology.
More agency. More connection. More dignity. More life.

The 9-Year-Old Sales Closer: Senior Living’s Secret Weapon

By Steve Moran
While at Senior Living 100 a few weeks ago, I heard something from the state that has been rattling around in my head as a brilliant idea. I have not been able to stop thinking about it.
A couple of operators talked very specifically, but not very emphatically, about creating something that is brilliantly simple; something that will be and should be a trend.ย 
Building amenities that specifically appeal to grandkids. Here are some ideas โ€ฆ the list is really long.Bocce ball courts (low barrier, all ages, very social)

Cornhole/lawn games area (permanent, weather-appropriate setup)
Pickleball courts (huge right now and work across generations)
Putting greens (outdoor, lower cost than a full simulator)
Golf simulator
Mini golf course
Shuffleboard (classic, and the residents already know how to play โ€” instant advantage over the grandkids)
Horseshoe pits
Croquet lawn
Basketball half-court or adjustable hoops
Ping pong/foosball (should be in every real game room)
Pottery or ceramics studio with a wheel
Woodworking shop (supervised, tool-equipped)
Art studio with proper supplies, not just a craft table
Photography darkroom or digital editing station
Recording studio or music room with instruments
Cooking/baking demonstration kitchen where residents can teach grandkids family recipes
Soda fountain or old-fashioned candy shop corner
Drive-in movie setup (outdoor screen, golf carts as “cars”)
Jukebox lounge
Pinball machines (this deserves its own call-out from generic arcade)
Vintage board game library with the classics – not just chess but Stratego, Risk, Battleship, Mousetrap
Fishing pond, if land allows
Outdoor amphitheater for performances or movie nights
Fire pit/s’mores station

The big idea here is to create spaces that kids would actually want to be in and come back to over and over again. Imagine a bunch of kids becoming your brand evangelists, which of course would make their parents and grandparents brand evangelists, and which in turn would make your residents brand evangelists.ย 
It Seems So Obvious โ€ฆ
The more I think about it, the more I think this might be one of the most underexplored ideas in senior living.
Here’s how I see it: when you build amenities that grandkids love, you turn the resident into the destination grandparent. The one the grandkids beg to visit rather than the one they’re dragged to see. The one who has the cool stuff. The one who gets to host. The one who is, in the eyes of the most important audience in their life, the fun one.
Imagine what this will do for your marketing efforts. Imagine how much easier it will make the selling process.
Stop This
Right now, the conversation about moving a parent into a senior living community is almost always the same: an adult child trying to convince a resistant parent. It’s guilt-laden. It’s difficult. The parent feels like they’re losing something. The adult child feels like they’re taking something away. Everyone loses a little.
Everyone hates it!
Now imagine a very different scenario. The family comes for a tour. The grandkids see the golf simulator and the laser tag setup and the real game room. On the drive home, the 9-year-old says unprompted, with genuine enthusiasm, “Grandma, that place is so cool. Can we go back?”
It becomes a completely different conversation. The kid just became the most persuasive voice in the family. Not because anyone coached them. Because they genuinely want to go back.
And the grandma โ€ฆ who has been resistant, who has been telling herself she’s not ready, who has been hearing her adult child make logical arguments, then finding reasons to dismiss them, hears something different from her grandchild. She hears: This would make me more connected to the people I love most. Not less.
Downstream Impacts
There are downstream impacts that are huge:

The total number of visitors goes up, and when they return home, nothing but positive vibes.
The adult child who used to feel guilty about not visiting enough now has a reason to come: their own kids are excited about it.
The resident gets more regular, more joyful family contact. Family contact is one of the strongest predictors of resident wellbeing and satisfaction.
A community full of kids laughing on a Saturday afternoon doesn’t feel like a waiting room or a hotel lobby. Instead, it feels alive. It sends a signal to every prospective resident who tours that day: This is a place where life is actually happening.

I think about this from my own life. My grandkids are important to me. The idea of being the grandparent they can hardly wait to see is huge.ย 

Your Next Great Leader May Already Be In Your Hallway

By Rebecca Wiessmann
In this episode of Heard in the Halls, Lindsey Daugherty sits down with Serina Durrah, VP of Operations at Clayborn Senior Living, to talk about leadership, residents, frontline teams, and what happens when a caregiver grows into an executive leader. Watch the full episode here.
There is something powerful about a senior living leader who remembers what it feels like to be a caregiver.
Not in a sentimental, โ€œI started there once upon a timeโ€ kind of way.
In a practical, operational, decision-making kind of way.
Serina started as a caregiver. She worked her way through multiple roles before becoming an executive director and then moving into broader operational leadership. Her path is not just inspiring. It is instructional.
Because senior living has a leadership pipeline problem sitting in plain sight.
The next great executive director, regional director, VP, COO, or CEO may already be working in the hallway.
The question is whether anyone sees her.
Speak Possibility Into People
Lindsey asks Serina what she would say if she could go back and talk to her caregiver self.
Serina says she would tell herself she is proud of her.
Then she adds the lesson: Never forget where you came from.
She also says she would tell her younger self, โ€œYou are more talented than you think.โ€
That may be one of the most important leadership responsibilities in senior living: speaking possibility into people before they can fully see it in themselves.
Caregivers often enter the industry unsure of what is possible. Some are young. Some are raising families. Some are working multiple jobs. Some are exhausted. Some are incredibly talented but have never had a leader say, โ€œYou could do more.โ€
Serina says someone gave her a chance.
That is how leadership pipelines are built.
Not with posters.
Not with slogans.
With leaders who notice talent, mentor it, challenge it, and open doors.
Do Not Delay
When Lindsey asks what Serina would say to a caregiver today, her answer is direct: Do not delay. Do not worry about what you have or do not have. Do not worry about what others think you can or cannot do. Keep moving forward.
That message matters because senior living needs more leaders who understand the work from the inside.
It needs leaders who know what a rushed shift feels like.
Leaders who know how family members talk when they are scared.
Leaders who know what residents notice.
Leaders who understand that a โ€œminorโ€ process change may land like a brick on a care team.
Leaders who know that compassion and performance are not enemies.
One of the most hopeful things about senior living is that it still offers a path upward. A person can start on the frontline and grow into leadership. Serinaโ€™s story proves it.
But it does not happen automatically.
It requires mentorship.
It requires trust.
It requires leaders who are secure enough to grow people who may one day outgrow them.
Serina says watching people grow has been one of the happiest parts of her career. That is the kind of leadership senior living needs more of.
Residents Are Watching
The conversation eventually turns to residents, because residents are in the middle of all of this.
And Serina makes another point leaders should not miss: Residents notice.
They notice when a caregiver is not doing a great job.
They notice when a leader is not doing a great job.
They notice when someone never leaves the office.
They notice when staff members are supported โ€” and when they are not.
Residents may not understand every operational challenge. They may not know about the financial call, the budget deadline, the labor target, the staffing issue, or the regional report due by 3 p.m.
But they know presence.
They know warmth.
They know when a leader is visible.
They know when the community feels healthy.
They know when the team is strained.
They know when nobody is listening.
That should sober up every leader in senior living.
Culture is not hidden from residents. It leaks into every hallway, every dining room, every apartment, every family interaction.
Get Lost In The Halls
Serina says one of her favorite things when visiting communities is talking with staff and residents. Sometimes she gets lost in those conversations.
That is not inefficiency.
That is leadership.
Senior living executives should get lost in the halls more often. Not because it sounds nice. Because that is where the truth lives.
The halls reveal what reports cannot.
They reveal whether residents feel known.
They reveal whether staff feel seen.
They reveal whether leaders are trusted.
They reveal whether the community is actually living its mission or merely printing it on brochures.
A leader who never gets lost in the halls will eventually get lost in the business.
The Game Changers
Lindsey closes by telling Serina that leaders who start as caregivers and work their way up are game changers.
She is right.
They are game changers because they carry the memory of the work. They understand both sides of the business: the human side and the performance side. They know that results matter, but they also know how results are created.
They are created by people.
By caregivers who show up.
By nurses who stay calm.
By dining teams who know resident preferences.
By housekeepers who notice changes.
By executive directors who build trust.
By regional and corporate leaders who listen before they launch the next initiative.
The Bottom Line
Senior living talks a lot about workforce challenges.
But perhaps one of the biggest opportunities is already inside the building.
Find the caregiver with spark.
Find the med tech who asks good questions.
Find the housekeeper residents love.
Find the dining team member everyone trusts.
Find the frontline person who sees problems and says, โ€œThere has to be a better way.โ€
Then mentor them.
Challenge them.
Promote them.
Speak into them.
Because the next great senior living leader may not be outside the industry.
She may already be in the hallway.

Changing the Narrative

By Jack Cumming
As a teenager, I loved the line from Shakespeareโ€™s Hamlet, โ€œFrailty, thy name is womanโ€ (Act 1, Scene 2). It fit both sisters and fickle girlfriends. Of course, itโ€™s best read in context. That was then. Now Iโ€™m approaching 90, and Iโ€™m the one whoโ€™s frail.
Like Tumbleweed
This was brought home to me recently when I attended the LeadingAge California BOLD conference in Desert Springs, CA. I went to sit down on a chair, somehow missed, and tumbled backwards, smacking the back of my head on the floor. I felt fine, but I reached back to where my head had landed, and there was blood. Lesson: Humans are built to fall forward, not backward.
In case youโ€™ve never had the experience, a wound on the skull bleeds profusely, which is probably a good thing. The result was much unwelcome attention and transportation to a nearby hospital. After this and that, a physician took a staple gun and slammed three staples into my head as though he were posting an ad on a telephone pole. In short, old age can really suck, and surprises are not always the fun kind. It was embarrassing.
My Bad
Truth to tell, I probably shouldnโ€™t have been there with advanced age creeping up so unexpectedly. I knew I had been getting wobbly and had even ordered an exoskeleton to see if that would help.
Last year, I attended the Boston meeting, and that was a strain. This year, I thought that a meeting closer to home might work better. It turned out I underestimated the effect of desert air, or something, because it turned out to be a reach too far.
Unwelcome Attention
I can share with readers who have not yet crossed this threshold into frailty, that it can become the unwelcome center of attention. Thatโ€™s something best avoided. Itโ€™s a mortifying experience, but everyone was very nice about it, and Iโ€™m more than grateful to one particular person who knows who she is. I donโ€™t want to embarrass her, but the industry needs more executive directors like her.
Thanks
I hope to continue to share what I can, but itโ€™s probably wise to stay closer to the CCRC where I live. I apologize to anyone whose session was disrupted. Thank you, Jeannie Parker Martin, Pat Girczyc, Paula Diggernes, Lola Rain, Anna Hall, and many more.
Life is a grand adventure. Enjoy every moment of it. And Shakespeare/Hamlet got it wrong. It turns out that weโ€™re all frail in the end. Moreover, women usually outlive us men.

The Frontier Airline School of Executive Leadership

By Steve Moran
It feels like Frontier Airlines hires gate agents based on how bad they can possibly be.
Here is just one example.
A man flew from Raleigh-Durham to Boston after a week of business travel. He got to the airport with about 50 minutes to spare. Frontier’s rule is you have to check in 60 minutes before departure or pay a fee to check in at the counter.
He didn’t know he’d missed the window. When he found out, the gate agents told him he’d need to pay $25 to check in. He pushed back. According to his account, the agents piled on, telling him it was his fault for not checking the website, and not in a kind way.
After 20 minutes of arguing, he agreed to pay. As he said it, he muttered that he was never flying this airline again. That’s when it really went sideways. The agents started mocking him, quoting his own words back at him, laughing, pulling out their phones to film him while denying him service. He filmed them right back. The video went viral. Frontier eventually said the two people involved were contractors and are no longer associated with the account.
Watch that video, and you’ll find that it is hard not to feel something close to disgust. Two grown adults, being paid to represent a company, decided the best use of their time was to humiliate a paying customer.
And thatโ€™s just one story. There are dozens of them, maybe hundreds: missed weddings, missed funerals, not being in time to say goodbye to a grandmother, grandfather, parent, or child.ย 
Continue reading on Practical Passionate Leadership (Substack) for free โ€ฆ

The Future of Senior Living: More Demand, More Pressure, More Opportunity

By Rebecca Wiessmann
In this episode of Foresight TV, Steve sits down with David Schless, president and CEO of the American Seniors Housing Association, for a wide-ranging conversation about where senior living is today โ€” and where it needs to go next. You can watch the full conversation HERE.
David has spent his entire professional career in senior living. He helped start ASHA in 1991, back when senior housing was still emerging as a distinct industry. Thirty-five years later, he has seen the sector through growth cycles, downturns, COVID, capital freezes, labor shocks, and the steady march of demographic change.
His view of the industry today is both optimistic and cautious.
On the optimistic side, senior living has momentum again. Occupancy has recovered. Capital markets are showing renewed interest. The demographic case is obvious. Older adults are living longer, families need support, and the best communities are proving every day that senior living can create a better life.
But David also acknowledges what many operators feel: Even in a strong moment, there is still a sense of nervousness.
That nervousness is not irrational. The industry lost a development cycle during COVID. Construction costs remain difficult. Labor remains a serious constraint. New projects have to pencil out in an environment where capital, land, labor, and operating costs are all more expensive than they used to be.
And then there is the biggest issue of all: senior living cannot simply build only for the very wealthy.
The Labor Crisis Is Not Going Away
Steve raises one of the most important questions in senior living: How much of the labor crisis is truly a labor shortage, and how much of it is a workplace culture problem?
There are operators, Steve notes, that are not struggling in the same way. Some organizations have built cultures where people want to work. They have more applicants, lower turnover, and stronger teams because they have made the employee experience a strategic priority.
David agrees. He says the industry is increasingly aware that reducing turnover, creating growth opportunities, mentoring team members, and building better workplaces are not nice extras. They are central to successful operations.
ASHA has begun capturing employee turnover data in its State of Seniors Housing research, and early data shows turnover improving between 2023 and 2024. That matters. It suggests operators are paying attention.
But David also believes culture alone will not solve the problem.
He sees the workforce as a structural crisis that will require policy solutions, especially around immigration. ASHA has been advocating for a new visa category designed for essential workers in senior living and related care settings. Existing visa programs work better for industries like agriculture and hospitality, but senior living needs a pathway for caregivers and other frontline workers.
David is clear that this is complicated politically. It is not simply a Republican problem or a Democrat problem. Both parties understand the workforce pressure, but immigration remains difficult terrain.
Still, he believes operators need to keep talking to elected officials. Senior living, skilled nursing, home care, and hospitals are all facing the same demographic reality. Without more workers, the system does not work.
Affordability Is the Problem No One Can Ignore
Steve brings the conversation home by sharing his experience as a caregiver for his stepfather, who lives in senior living. His stepfather has the resources to pay for what he needs. But Steve says the experience makes him think about families who do not.
If the cost of care is out of reach, the alternative is often family caregiving at home. And for many families, that is overwhelming.
David says senior livingโ€™s affordability challenge is part of a broader housing affordability crisis in the United States. More housing is needed across the board: single-family, multifamily, independent living, assisted living, and everything in between.
But building more senior housing is harder than it used to be. Development costs are high. Labor is tight. Interest rates may have improved somewhat, but the savings can easily be offset by construction and workforce challenges.
David believes there are policy changes that could make development easier and less expensive. But for lower-income older adults, he says the bigger solution likely requires some level of subsidy.
That is not an easy answer in a federal budget environment already strained by Social Security, Medicare, and Medicaid. But it may be unavoidable.
He also sees promise in models that combine senior living with services such as PACE, adult day programs, and home care. These hybrid approaches may help create more affordable ways to support older adults who need more than housing but cannot afford traditional private-pay senior living.
Better Buildings Are Part of the Story
For all the challenges, David is encouraged by how much the product has improved.
He says many newer senior living communities now feel like the best of multifamily housing and hospitality combined with care and services. They are more residential, more contemporary, and more appealing than what the industry built 30 years ago.
Steve agrees. He talks about visiting newer communities in Southern California that look much more like โ€œlife before senior living.โ€ One had a full-service bar that opens at noon โ€” not because it is trying to be flashy, but because it feels normal.
That matters.
For too long, senior living has been seen as a place people go when they have to. The future belongs to communities people choose because they want the lifestyle, connection, support, and ease.
What Happens After the Baby Boom?
Steve closes with a provocative question: What happens after the baby boomer wave?
For years, the industry has talked about the demographic surge coming its way. But eventually, that wave crests. What happens to all the senior living buildings after that?
David believes there will continue to be demand for senior housing. Some older properties may be repositioned to serve less affluent older adults. Some may be repurposed. And some specialized settings may change dramatically with advances in medicine.
Memory care is one example. David, who has long been involved with the Alzheimerโ€™s Association, believes viable treatments for Alzheimerโ€™s and other dementias are on the horizon. If that happens, the industry may need to rethink some standalone memory care settings.
That is not bad news. It is a reminder that senior living must keep adapting.
A Moment Full of Possibility
The conversation ends with Steve reflecting on how exciting this moment is for senior living. There are real problems: labor, affordability, development costs, public perception, and policy barriers.
But there is also more creativity, more passion, and more willingness to rethink the model than ever before.
Senior living is at a crossroads.
That sounds scary.
But it may also be exactly where the industry needs to be.

Loading