Business Tips: She educates entrepreneurs and business leaders on how to unlock massive, overlooked market opportunities.

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Two-time Emmy and three-time NAACP Image Award-winning television Executive Producer Rushion McDonald interviewed Jourdan Saunders.

Founder & CEO of The Resource Key
Focus: Connecting demand to decision-making in the disability, aging, and healthcare markets

Purpose of the Interview

The purpose of this conversation is to educate entrepreneurs and business leaders on how to unlock massive, overlooked market opportunities—specifically within the $23 trillion disability, aging, and healthcare sectors—by improving how companies connect end users and decision-makers (buyers). [JOURDAN SAUNDERS | Txt]

Jourdan’s mission is to help organizations turn real demand into approved decisions, ensuring critical products and services stay in business and reach the people who need them.

Core Themes

• Hidden market opportunities in aging and disability sectors
• Buyer vs. user disconnect
• Strategic decision-making in complex markets
• Accessibility and universal design
• Relationship-building and influence
• Long-term product sustainability

Key Takeaways 1. The Disability & Aging Market Is Massively Undervalued

Jourdan highlights that this space represents a $23 trillion market, yet many businesses fail to prioritize it because they misunderstand its scale and complexity. [JOURDAN SAUNDERS | Txt]

Insight: The biggest opportunities often exist where perception and reality don’t match.

2. The Buyer and User Are Often Not the Same

Unlike traditional consumer markets, many products (especially in healthcare and disability) must satisfy two audiences:

• The user (patient, senior, student)
• The buyer (insurance company, family member, institution)

“You have to speak to two different people… the user sometimes is not the buyer.” [JOURDAN SAUNDERS | Txt]

Insight: Marketing, sales, and product design must address both sides of the decision.

3. Businesses Fail Because They Don’t Understand Real Demand

Jourdan emphasizes that companies often jump to marketing before fully understanding the actual barriers and needs of their audience.

“Before you even advertise… do you even know what it is that you’re offering?” [JOURDAN SAUNDERS | Txt]

Insight: Deep customer understanding drives conversion—not just visibility.

4. Accessibility Exists Across Every Industry

Disability is not a niche—it intersects with every market and life stage, especially as populations age.

“When you take a step back and really look at how disability shows up in everyday life… there’s opportunity across any industry.” [JOURDAN SAUNDERS | Txt]

Insight: Inclusive design expands reach and revenue simultaneously.

5. Relationships Drive Decision-Making

Jourdan stresses the importance of building relationships with decision-makers early.

“You need to be able to get to the people making decisions… to get things done.” [JOURDAN SAUNDERS | Txt]

Insight: Access is as important as strategy in business growth.

6. Longevity and Lifecycle Thinking Matter

Products in this space are often used for years—even lifetimes—making sustainability critical.

Insight: Businesses must think beyond transactions and design for long-term dependency and trust.

7. The Future Is Converging Markets

By 2034, seniors will outnumber children in the U.S., accelerating the overlap between aging, healthcare, and disability markets. [JOURDAN SAUNDERS | Txt]

Insight: Companies that prepare now will dominate future demand.

Notable Quotes

• “There is something more behind this.” [JOURDAN SAUNDERS | Txt]
• “You have to speak to two different people… the user and the buyer.” [JOURDAN SAUNDERS | Txt]
• “Before you even advertise… do you know what you’re offering?” [JOURDAN SAUNDERS | Txt]
• “There’s opportunity across any industry.” [JOURDAN SAUNDERS | Txt]
• “I want it to already be there… so people aren’t searching after the fact.” [JOURDAN SAUNDERS | Txt]

Overall Impact of the Interview

This interview reframes accessibility, aging, and healthcare from being “specialty markets” to essential economic drivers. Jourdan Saunders positions her work as a bridge—ensuring innovative products survive, decisions get approved, and people receive the support they need before it’s too late.

It serves as a blueprint for:

• Entrepreneurs looking for untapped markets
• Healthcare and tech innovators
• Investors seeking long-term growth sectors
• Companies struggling with stalled deals and unclear demand

#SHMS #BEST #STRAW

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