Steve Woodruff, the King of Clarity.

Steve Woodruff helps others find clarity in their second act

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Steve Woodruff, aka the “King of Clarity,” believes now is the perfect time for people over 50 to rediscover their purpose. He has made it his mission to help people answer one deceptively simple question: “What do you do?”

For decades, Steve has worked with businesses to sharpen their messaging and make their branding unforgettable. Today, as a man in his mid-60s, his passion has evolved into helping individuals – especially those over 50 – to gain clarity about their identity, purpose and their next steps in life.

“I’ve always had a heart for marketing and messaging,” Steve said. “Even before I knew what those things were, I loved playing with words. That fascination turned into a career focused on packaging ideas in a way that secures attention and keeps people interested.”

That career eventually earned him a nickname from his peers as “The King of Clarity.”

“You only meet one King of Clarity. That’s me,” Steve said with a laugh. “Even if you don’t remember everything I said, people often recall that name, especially when they or someone they know is struggling with how to explain what they do.”

The power of a memory dart

One of Steve’s signature tools is what he calls a “memory dart.” It is a short, vivid, curiosity-piquing statement designed to stick in people’s minds and spark meaningful conversations.

“Too many people launch into a long-winded elevator pitch that works to put others to sleep,” he explained. “A memory dart is different. It’s 15 to 30 seconds long, and it’s crafted to be intriguing and memorable.”

The idea is not to tell and sell, but to compel interest and invite connection.

“When you say something that makes people ask, ‘What do you mean by that?’, now you’ve got a real conversation,” he said.

Steve even helped his youngest son, a “documentation specialist” with a vague job title, to come up with a memory dart: “I get paid to fly drones and take pictures.” The phrase was so effective, it sparked a conversation with a police officer during a traffic stop.

“You can network even when you’re getting pulled over,” Steve joked.

Helping people get unstuck

While Steve still works with companies, he finds the most fulfillment in helping individuals discover what makes them unique. That includes helping people in their 50s and 60s who feel stuck or uncertain about what comes next.

“Many people never had someone really help them figure out what they’re all about,” he said. “They’re stuck in a job they don’t love or unsure of what they want to do with the rest of their lives.”

He explained the problem isn’t just a lack of motivation, but often a lack of clarity.

“There’s a saying: You can’t read the label of the jar you’re in,” Steve noted. “We have trouble seeing ourselves clearly, and often we need someone else, whether a friend, a coach or a colleague to help us identify what makes us tick.”

Steve helps people reflect on their unique skills, passions and past experiences to uncover the threads that have been consistent throughout their lives. Then, he helps them to express those insights through language, whether it’s a personal brand, a new career direction or simply a better way to introduce themselves.

“When you find that clarity, it’s liberating,” he said. “You can finally stop trying to be something you’re not and instead embrace who you really are.”

Discovering your true self at any age

Steve knows from experience that self-discovery is a lifelong process. In fact, he didn’t start writing books until his 60s.

His first, “Clarity Win$,” was released in 2018 and focuses on the importance of crafting memorable messages. His most recent, “The Point,” outlines a universal formula for all human communication.

“These aren’t just business books,” he said. “They’re about how we communicate in families, friendships and communities. Clear communication is a human need, not just a business skill.”

That belief is rooted in his passion for helping people embrace their wiring, or their natural gifts and tendencies.

“For years, I tried to be a salesperson because I thought that’s what success looked like,” Steve admitted. “But it never fit. I finally realized, I’m not a salesperson. Rather, I’m a consultant. I analyze things, I figure people out. That’s my strength.”

That shift in identity was life-changing.

“When I stopped trying to become what I wasn’t, and instead leaned into what I was best at, everything changed,” he said.

Life after 50: clarity and connection

Now entering a new phase of life with an empty nest and more freedom to travel, Steve and his wife, Sandy, are finding new ways to nurture their relationship, too.

Married for 44 years, they’ve begun a new tradition of having daily “tea time” at 4 p.m. to connect intentionally, and they use conversation starter cards from Amazon to go deeper.

“There are only so many things you think to talk about on your own,” Steve said. “These questions lead us down paths we wouldn’t have taken otherwise. It’s helped keep our relationship fresh.”

They also enjoy road trips and spending time with their five grown sons, who are scattered across the country and pursuing their own unique callings, from carpentry to drone photography to a whiskey brand ambassador in Wyoming.

“My work is portable now,” Steve said. “I do virtual workshops and one-on-one sessions, so Sandy and I plan to travel more together. I’m not retired – and I don’t plan to be – but I’ve slowed down and refocused.”

Embracing strengths, not fixing weaknesses

One of the most transformative moments in Steve’s journey came when he read the book “Now, Discover Your Strengths.” It shifted his mindset from trying to fix his weaknesses to maximizing what he naturally does well.

“That book, along with the StrengthsFinder assessment, helped me put words around my strengths for the first time,” he said. “Once I could do that, I stopped feeling ashamed of who I wasn’t, and embraced who I was.”

He believes that’s a critical step for anyone over 50 looking to redefine their life.

“We all have things we suppressed for decades while climbing the career ladder,” he said. “Now’s the time to bring those passions back to the surface.”

Steve encourages people to dig into their history, whether it is childhood interests, moments of career flow or compliments from others to identify recurring themes. Then, with the help of a trusted advisor or coach, they can translate those themes into actionable next steps.

“When you know who you are, you can say yes to the right opportunities, and no to the distractions,” he said. “That’s the power of clarity.”

Your role, your terms

Steve has also developed a concept called “Role Your Own.” It is a framework for defining your ideal role in life or work.

“Instead of trying to fit into someone else’s job description, define the role that is perfect for you,” he explained. “Then, go out and find or create that opportunity.”

It’s a bold shift from being reactive to what’s happening in your life, to living more proactively. It’s something Steve believes every person over 50 can benefit from.

“There’s always time to figure things out,” he said. “And if you feel stuck, don’t be ashamed of that feeling. You’re not alone. But you do need to start asking the right questions and talking to the right people so you can move forward.”

After all, as the King of Clarity himself would say: “When your message is clear, everything changes.”

For more information

People can connect with Steve on multiple platforms, including:

People can subscribe to Steve’s weekly newsletter on his LinkedIn page. His two books, “Clarity Win$” and “The Point” are available on Amazon and in other bookstores.

If you purchase a book from a link above, Forward From 50 may receive a small commission at no extra cost to you.

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