The Book

How Effectively Are You Selling to the World's Largest Generation?

About The Book

Millennials Are Not Aliens

There are over 2.5 billion millennials that are projected to control $24 trillion of the world’s wealth by 2020. This technology-driven generation is dominating the workforce and demanding innovation in every aspect of their personal and professional lives. Their buying habits are not comparable to those of Generation Xers and baby boomers; therefore, you must sell to them differently.

Founder of Dakota, Gui Costin recognizes that in order to acquire and retain millennials as clients in the investment industry, fundamental changes need to be made to the way we approach selling. He has tirelessly researched what makes millennials tick and compiled his findings into his new book, Millennials Are Not Aliens. This is a guide to how the world’s largest generation buys and what that means for your investment firm.

Millennials Are Not Aliens gives insight into the changes and advances happening across the global landscape. Not only does he dive into the transformations taking place in the investment space and how this should influence how you sell to your clients, but he also provides the information you need to successfully sell to the most technologically advanced, content-consuming, facts-driven generation the world has ever seen.

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Testimonials

Gui Costin provides a well researched and insghtful playbook on how companies can best reach the Millenial generation. Businesses that understand how to best connect, influence and serve this generation will prosper in the future. This is a must-read for businesses leaders across all industries.

Timothy D. Armour

Chairman and CEO, Captial Group

If you're a member of GenX or the Baby Boomer generation and you find yourself mystified by Millennials (or worse yet waging class warfare with them)... if Millennials are your customers, this book will open your eyes. You'll understand what they want - but most importantly why they want it. Firms who ignore Gui's advice will be out of business by 2025. The clock is ticking.

Perry Marshall

Author, Ultimate Guide to Facebook Advertising and 80/20 Sales & Marketing

Gui has insightfully hit on one of the biggest challenges that organizations face today – how to successfully connect with and influence the next generation of consumers. Everyone should be thinking about the future and how to adapt and evolve to the new way of doing business. His step-by-step approach to embrace and learn from the changing market dynamics holds true for organizations, regardless of size or industry, that want to succeed in engaging with the Millennial generation and beyond.

Will Fuller

EVP, Lincoln Financial

Millennials have been the subject of many a boardroom discussion and Costin’s book is a go-to guide for every company looking to serve this highly relevant but often misunderstood market segment.

Sangeet Paul Choudary

Best-Selling Co-Author, Platform Revolution and HBR Top 10 must-reads 2017.

After reading this book, the millennials will no longer be what I believe is the most misunderstood generation. Gui Costin brings powerful insight to the how and why millennials will actually go down in history as the “impact generation.

David Novak

Former Chairman, YUM Brands

QUIZ

Is Your Content Millennial Ready?

Gui Costin has created a short quiz to evaluate how Millennial-ready your content is.

Take The Quiz

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