There was a time when entrepreneurship was associated with risk-taking twenty-somethings fueled by caffeine and dreams of unicorn valuations. But that image is rapidly being replaced by a new reality—women in their forties, often leaving behind impressive corporate careers, are emerging as the most quietly powerful force in entrepreneurship today.
And they’re not starting over.
According to Sarah Janzen, they’re just finally building something that’s fully theirs.
Sarah works with women who have spent the better part of two decades succeeding inside systems that were never really built for them. They’ve led teams, delivered results, made their companies money, and held it all together while navigating personal responsibilities that never made it into performance reviews.
But at some point—usually around 40—they look up and realize they’re done playing someone else’s game.
That moment, Sarah says, is where everything begins.
Why Now—and Why This Age?
Sarah has seen it time and again. A client is outwardly successful, in the middle of a big role, but increasingly aware of a quiet truth: her values and definition of success – family, health and freedom are she’s grown beyond what her job can offer. She doesn’t want to prove herself anymore. She doesn’t want to spend her best hours managing chaos she didn’t create, or ask permission for PTO to spend time with her kids.
She wants more control, more meaning, and more flexibility—but without sacrificing the income or credibility she’s earned.
In her coaching program, Sarah works with women in their forties and fifties who are ready to make that shift. They don’t need hype. They need a clean, strategic path from corporate to self-led. One that respects the life they’ve built and the leadership they’ve embodied—while opening a new door.
And it’s working.
These women are not dabbling. They’re launching serious, profitable businesses rooted in decades of experience. They’re not trying to go viral—they’re trying to go sustainable. And they’re succeeding because they bring something the hustle crowd hasn’t learned yet: maturity, perspective, and depth.
The Advantage No One’s Talking About
In an industry obsessed with trends, many women assume that if they didn’t start early, they’ve missed the window. Sarah’s work proves the opposite.
Her clients bring more to the table than they often realize. Their network is seasoned. Their reputation is established. Their communication skills are sharp. Their ability to handle complex problems is second nature. And perhaps most importantly, they know what they don’t want.
That level of clarity makes them incredibly efficient business builders.
They don’t waste time chasing trends. They focus on what works. And under Sarah’s guidance, they build business models that fit the life they want—not the version they were sold in their twenties.
The Business Is a Tool, Not the Goal
What these women are after isn’t hustle, visibility, or empire-building. It’s freedom and peace of mind.
They want to do meaningful work with people they respect. They want to control their calendar. They want to earn well without compromising their health or family. And they want their work to feel like an authentic extension of who they are—not a mask they wear for nine hours a day.
Sarah’s framework helps them build that reality.
From defining their offer to repositioning their expertise, she guides each client through the strategic and psychological shifts that turn a seasoned professional into a confident business owner.
And because these women have already navigated decades of challenges, they often move faster than they expect. Once they make the decision, things accelerate quickly.
The Quiet Power of Opting Out
This new wave of women-led businesses isn’t loud—but it is deliberate.
More and more women are choosing to opt out of systems that undervalue them. They are not asking for permission. They are not waiting for better culture or better leadership to fix what’s broken. They are walking away from misalignment—and into something that feels like home.
Sarah believes this is the leadership evolution no one is talking about.
It’s not about gender quotas or board seats. It’s about personal sovereignty. It’s about designing a business that serves your life rather than consuming it. It’s about saying no to the grind and yes to a version of success that includes freedom, joy and fulfilment. rest, joy, and creativity.
A Redefined Role Model
For the next generation watching, this shift matters. It’s one thing to tell your daughter she can be anything. It’s another to show her what it looks like when a woman stops settling and starts leading her own way.
Sarah’s clients are doing that confidently, and with integrity.
They’re building businesses that reflect what they stand for. They’re building wealth that doesn’t come at the cost of wellness. And they’re modeling what it means to reinvent yourself without apology or shame.
That kind of leadership doesn’t trend. It lasts.
The Face of Entrepreneurship Is Changing—and It Looks Like You
If you’re in your forties, feeling the tug to do something more aligned, and wondering if it’s too late—you’re right on time.
You have experience that matters. You have instincts you’ve earned. And you don’t need to prove yourself to anyone anymore.
Sarah Janzen is here to help you build from that place—not with pressure, but with purpose.
Because the most powerful move isn’t chasing something new. It’s building something that finally feels like you.
