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30 years of building. One conversation.

Gui's sales process, leadership thinking, and 30 years of experience behind Dakota. All of it indexed, searchable, and ready to answer your question.

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How do I structure my weekly pipeline review?

Gui

Same time, every Monday. No exceptions. Start with the number you need to close and work backwards. Every rep should have three specific next actions per opportunity, not just a probability score. The discipline of the review is the whole point.

What if my reps push back on the process?

Gui

Process pushback is almost always a confidence problem, not a personality problem. When reps resist structure, it's usually because they haven't seen it work yet. Your job is to hold the line long enough for them to get a win out of it.

Ask anything about sales, leadership, or culture…

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Who It's For

Built for people who have to perform.

Sales Leaders

Build a process that works regardless of who's on the team. Talent is great. Process travels.

Founders

Figure out how to sell before you figure out how to scale. The Dakota Way was built for exactly this.

Emerging Managers

Raise capital on a repeatable system. Learn the approach that's behind $40 billion in AUM.

People Managers

Learn the difference between being nice and being kind. One avoids conflict. The other builds teams.

The App

Everything Gui has written, said, and taught.

Ask Gui is built on Claude and draws from Gui's books, blogs, podcast appearances, and webinars. You're not getting a generic AI answer. You're getting Gui's answer.

Try it Free →

Gui's actual content

Books, blogs, podcast transcripts, webinars. 115+ pieces indexed and growing. Every answer traces back to something Gui actually wrote or said.

Chat and voice

Ask in text or speak out loud. The answers are direct and specific, not generic coaching tips.

Stays current

New content gets indexed as Gui publishes it. The app stays current without you having to do anything.

Available anywhere

On your phone, in your browser, before a meeting or between calls. No prep required.

The Proof

Two businesses built on these frameworks.

Gui's team raised $40 billion and built a platform with 7,000+ paying customers using the same process that's in the app. It's not advice from the sidelines.

Outsourced Distribution

Dakota Funds Group

The original business. Gui and his team put the Dakota Way to work in the field for 30 years, raising capital for asset managers across the country.

$40B+

Raised

30 yrs

In the Field

Data & Intelligence Platform

Dakota Marketplace

Built to give investment professionals the data they need to find allocators and raise capital. Now the standard data platform in institutional distribution.

7,000+

Members

90+

Team

"We built it because we were fundraisers. We know what it takes because we still do it."

Gui Costin · Founder & CEO, Dakota

About Gui

He built it. He still does it.

Gui Costin is the Founder and CEO of Dakota. He spent 30 years in investment distribution, first building Dakota Funds Group and then founding Dakota Marketplace, a data platform that thousands of investment professionals use to find allocators and raise capital.

He's written three books: Be Kind, The Dakota Way, and Millennials Are Not Aliens. He speaks regularly on sales, leadership, and what it actually takes to build a culture people want to be part of.

Books

100+

Episodes