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See an important income earning lesson about Ecuador and generational personalities.

Many people moving to Ecuador need (or want) to earn some extra business.  Because Ecuador jobs for expats are few and far between this usually means opening a micro business.  The success of such a business depends on hitting the correct “generational personality” of your customer.



When moving to Ecuador to get out of the rat race, do not shoot the system and for Heaven’s sake… “don’t shoot the dog”.   She why here.

The earning learning lesson about generational personalities came from this note sent by a reader.

Hi Gary,   Great writing.  But Boomers are born between 1946 and 1964, not 1952, or has the grouping been changed?

BTW, I see there are no Super Thinking and Spanish courses being offered in Ecuador.  Why not?  Be well,

My reply:  The broad definition of Boomers is those born up to 1964, but smart marketers look at this very differently.  As the article pointed out… Boomers born in 46 (me) came of age in a booming economy. Boomers born in 52 (my sister) hit the labor market during the 1970s recession and have a very different world view.

Their habits, attitudes and buying patterns are so different that they are called “Jonesers”.

Wikipedia describes Generation Jones as:  “Generation Jones is a term coined by Jonathan Pontell to describe the generation of people born between 1954 and 1965. The term is used primarily in English-speaking countries. “Pontell defined Generation Jones as a distinct concept, referring to the second half of the post-World War II baby boom (1954-1965) [3] Many have children that are in the latter end of Generation Y and earlier part of Generation Z.

“The name “Generation Jones” has several connotations, including a large anonymous generation, a “keeping up with the Joneses” competitiveness and the slang word “jones” or “jonesing”, meaning a yearning or craving.  It is said that Jonesers were given huge expectations as children in the 1960s, and then confronted with a different reality as they came of age in the 1970s and 1980s, leaving them with a certain unrequited, jonesing quality.

“One reason sociologists make this distinction is because the tail end of the Boomer generation constituted people who came of age in the 1970s after the Vietnam War began winding down and were too young to be confronted with the draft. In addition because they were under the age of 18 during the height of the counterculture movement, limiting their participation in it compared to Boomers born in 1946-52. Some sociologists have also argued that anyone who had not attained puberty yet during the counterculture era cannot be considered a Boomer.”

This knowledge is important to anyone who wants to create a business in Ecuador because successful business owners need to know the Generational Personality of their buyers.

Marketing to boomers can be very different than marketing to Jonesers.

A great article at www.businessownersideacafe.com entitled “Jonesers Fulfill A Microbusiness Jones” says:  If you have never seen an original episode of Howdy-Doody but vividly remember watching Johnny Quest, if you wore platform shoes in high school and danced to the disco beat, if you entered the job market in the go-go, ”greed is good” 1980s, then you are one of us: a member of Generation Jones.

Can a generational ”personality” really effect an entire category of businesses? Jonsers are ”making” the microbusiness phenomenon in how micros operate,.  What are our prospects as more Jonsers grace the halls of Congress.

A Medialifemagazine.com article entitled A lost generation found: Meet the Joneses by Gabriel Spitzer says: Twixt Boomers and Gen-X–and unlike either

There is a vast generation of adults, ages 35-46, who for years have had to choose between The Beatles and Nirvana. Truth be known, they’d probably take Bryan Adams over either Lennon or Cobain.  They represent one-fourth of all adults in America, and they are neither Baby Boomers nor Gen-Xers. They’ve fallen somewhere between, as one might a ditch, unnoticed and without a name.

This is a huge market that is now well represented (US President Obama is a Joneser)… so if you plan a business for expats in Ecuador… get to know more about this generation also.

Knowing the customer also answers the reader’s question about Super Spanish courses in Ecuador.

We have had numerous Spanish courses in Ecuador and have two scheduled now, one in August in Cotacachi that is sold out so it is not advertised.  The second course is scheduled for the Amazon in October.

There are two reasons why we do not conduct the Spanish courses in Ecuador as much as in the USA and Canada.

#1: We know that most people who visit Ecuador have limited time and want to focus their time visiting Ecuador. They prefer to learn Spanish before they go and then practice in Ecuador.

#2: None of our Spanish teachers live in Ecuador yet so they have to make a special trip there to teach.

#3: The numbers wanting to learn Spanish in the US and Canada is many times more than in Ecuador.

If you want or need to earn income, when you live in Ecuador… you’ll probably need to start your own business.  Many focus their business on their generation. If you are a real boomer… you’ll know. If you are a Joneser instead you’ll know as well.  Either generation can run a business for each generation and or many generations… just be sure of you do that you understand the generational personality of each group  you serve. Such knowledge will serve you well in helping you serve your customers well.


2013-2014 Super Thinking + Spanish – Writing to Sell – Business & Investing Course Schedule

Schedule 2013-2014  Super Thinking + Spanish  – Writing to Sell – Investing & Business Courses.

Here are photos I took of Mt. Dora…

mt-dora-images tags:


mt-dora-images tags:

its annual arts festival. 


June 21-22-23  Super Thinking + Spanish  St. Charles, MO  Single $699  /  Couple $899 (Teacher Mark Frakes)

July 5-6-7  Super Thinking + Spanish  Sarasota, Florida  Single $699  /  Couple $899  (Teacher Mark Frakes)

July 12-13-14 Super Thinking + Spanish Kelowna, BC, Canada  Single $699  /  Couple $899 (Teachers Shawn & Suzanne Bandick)

August 16-17-18  Super Thinking + Spanish  St. Charles, MO  Single $699  /  Couple $899 (Teacher Mark Frakes)

August 31-September 1-2  Super Thinking Writer’s Camp  West Jefferson, NC  (Gary & Merri Scott)

September 27-28-29  Super Thinking + Spanish  St. Charles, MO  Single $699  /  Couple $899 (Teacher Mark Frakes)

October 4-5-6  Super Thinking International Investing & Business Seminar  West Jefferson, NC  

Enroll here $799.   Couple $999 (Gary & Merri Scott)

November 15-16-17   Super Thinking + Writer’s Camp  Mt. Dora, Florida  (Gary & Merri Scott) 

November 21-22-23  Super Thinking +Spanish  Puerto Aventuras, Mexico Single $699/Couple $899 (Teachers Suzanne & Shawn Bandick)


January 10-11-12   Super Thinking + Spanish  Mt. Dora, Florida  (Gary & Merri Scott)

February 14-15-16  Super Thinking International Investing & Business Seminar  Mt. Dora, Florida  

Enroll here $799.   Couple $999  (Gary & Merri Scott)

For information more contact Cheri Hall at cheri@garyascott.com

Attend all seminars and courses and more FREE or at a discount as an International club member.  See details here.



Jonsers Fulfill A Microbusiness Jones

A lost generation found: Meet the Joneses