This one of the primary ideas in "So Good They Can't Ignore You"[1]. In your 30's there is a decent chance you've spent a bunch of time building career capital, so you're now in a position to cash that in.

Highly recommend reading the book.

[1] So Good They Can't Ignore You: Why Skills Trump Passion in the Quest for Work You Love, Cal Newport, https://www.goodreads.com/book/show/13525945-so-good-they-ca...