What inspired you to become an expert in selling to – or, more broadly, communicating with – the Millennial Generation?
Our lives today are primarily driven by the Internet, meaning we are connected all the time and can get whatever we want almost instantly without having to talk to anyone. Adults that were born in the ’80s and early ’90s had their habits formed by the Internet. Those habits are far different than the earlier generations’ habits.I wrote the book, Millennials Are Not Aliens, for the older generations whose habits are far different than, the younger generations. The book is to help those older generations understand the habits of this Millennial generation so they can adapt to their behaviors.
In your opinion, what is one major difference in the way Millennials make decisions as compared to Generation X, the Baby Boomers, and the Silent or “Greatest” Generation?
The most significant difference in how Millennials make decisions versus the other generations is that their decisions are based upon convenience or ease of doing business. They move on if they cannot get what they want quickly and conveniently.
Do you think that Generation Z will be similar to the Millennial Generation in their approach to life (decision making, buying, vacationing, etc…), or is another shift on the horizon?
Gen Z’s (approach to life) is more shaped by rapid access to information and ease of use. They have never known a life without apps, smartphones, Siri, and gaming, so they are just a more severe version of the Millennial habits.
Tell us more about the work of Dakota and the company’s mission. Have you always been passionate about helping smaller / younger investment firms grow their businesses? Why is this important to you?
We have a simple mission: to grow our talent. The only thing I care about is that the people that work at Dakota are developing their careers. There is nothing in anyone’s way from career growth, and it’s my commitment to our team that I help facilitate that. While it’s not always smooth, we must give endless opportunities to allow our team to grow.
As it relates to our clients, I absolutely love to help world-class investors grow their firms. We help small to mid-size firms punch far above their weight.
What does a typical workday look like? Do you have a daily routine or ritual that you swear by / that helps you stay focused as you juggle Dakota, promoting Millennials Are Not Aliens, and other projects?
I get up at 5:00 am every day, go to Starbucks and sit in our family room and try to think for about 30 minutes. It’s tough to do, just sit and think, but when I do it, it’s where my best ideas come from.
At Dakota, we have a 7:30 call every day where we check-in and chat about the previous day’s activities and the plan for the day. We do 30 minutes of discussion on our software businesses and 30 minutes on our fundraising business. If everything goes according to plan, the 5:00 am – 7:00 am thinking time solves many problems, and the 7:30 am – 8:30 am (call) gives us all a good handle on what we’ve done and what we need to do so the rest of the day just becomes about executing on our top priorities.
Do you have a favorite quote or mantra that inspires you?
Don’t compromise.
Where can our community connect with you and/or with Dakota?
LinkedIn, Dakotafunds.com, or [email protected].
Gui Costin is the authority on effectively selling to Millennials. A seasoned entrepreneur, sought-after speaker, and author of the book Millennials Are Not Aliens, Gui is constantly looking for ways to innovate within his profession. To date, he has founded two successful companies with an eye towards the investment industry’s future. He was recently featured on the cover of Forbes Books Review.
