This chapter analyzes new product development projects and solutions targeting the silver market, using a qualitative approach. It compares different approaches to cater to the specific needs of older people by using examples based on a multiple case analysis?. This analyzes reveal that the common denominator of the resulting innovations is their function and ability to help older people stay autonomous and independent. A more hyphenate? analysis revealed that the autonomy-enhancing effects covered different types of autonomy: social, physical, and financial. It also analyzes innovation management and product development for older users. The chapter proposes autonomy as a starting point for the opportunity recognition process, as one common, important characteristic. It shows one way to approach the silver market without explicitly excluding younger customers is to focus on autonomy, representing a good life, disappearing in a more or less continuous manner over a human being’s life cycle.