Doing business with Millenials, with Curt Cuscino

Doing business with Millenials, with Curt Cuscino

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Jake Anderson  0:04  
Skype there we go, Okay. Alright.

Announcer  0:10  
introspective, inward looking self examining, characterized by or given to introspection. Welcome to the introspective podcast, your compass for internalizing the path towards optimal lifestyle design, business success and mindful entrepreneurship with your host, Jake Anderson.

Jake Anderson  0:35  
And we are back for another episode here on the introspective podcast. And I'm excited being that I'm at that tail end of the millennial generation. This is definitely something that we are going to dive into. It's a topic that I think it's really important that we explore a bit more, especially as time moves in generation start to kind of move forward into into the business world whether you know, coming into the workforce, and these are people that we're hiring to be part of our teams, especially as consumers, we need to be thinking about the millennial generation. There's been such rapid change in our world. I mean, even just thinking about, you know, for myself, I mean, I really saw the transition into technology, from, you know, being part of the times where it was using payphones and dial up internet to now we have instant access to information and connection at our fingertips. And how is that affecting our society? And how is that affecting us as entrepreneurs in business and today, I'm extremely excited about bringing Kirk casino on to talk about serving the millennial generation, both internally and externally. In 2001, Kurt founded hype life brands, which was originally in his hometown of Kansas City, Missouri. hype life is a progressive brand development marketing agency, helping b2c lifestyle startups and consumer focus brands powerfully engage, engage the millennial generation. hype life brand specializes in building launching and growing b2c DTC lifestyle brands, and startups finely tuned for the ever elusive millennial generation. And I welcome to the show, Kurt. Kurt, how are you doing today? It's so good to have you on the show.

Curt Cuscino  2:23  
I'm good. Thank you for having me.

Jake Anderson  2:25  
Awesome. Yeah, this is this is an interesting topic. And you know, and I want to, I want to kind of start off before we go too far in in depth with talking about just, you know, this whole world that we live in now where we are seeing, you know, because the millennial generation, especially people in their 20s, early 20s, mid 20s, even late 20s. I'm 37. So I kind of feel like once you get kind of in the 30s, I think you start seeing kind of a little bit of a trance transfer, or a little bit of difference and, and kind of mindset came from, but you know, we have a rising generation. And we need to be thinking about this in our businesses, not just as you know, them as customers, but also as people that are part of our team. So I want to start with like, what, what made you want to get into serving specifically the millennial generation, like what really drove you to that mission?

Curt Cuscino  3:16  
Sure, yeah, it was. So for us, it was really, for my agency, which I started in 2001, as you you hit there, just just 20 years ago, now, it was really a natural evolution and a natural progression. My agency has always been you know, we've always flown that flag of progressive. And I know, you probably never see that associated with any sort of agency speak marketing, or brand or creative agency speak. But progressive as being progressive is something that is natural to me, and then positioning the agency and just where we were like with our creative and everything that we do and how we look at things always being on that bleeding edge is important because our clients rely on us for that to help them navigate, you know, we, we take on leadership roles with our clients. And you know, if it's something where we're just an order takers type of situation, it's not something we're interested in taking on, certainly over 20 years, in the early days, we did that. But, you know, we learned better. And we're built for more. So as far as how did we get into the millennial generation, being an elder millennial, myself being right on that line, you know, child of the 80s, kind of like you You know, and with the tension and just love and passion for culture and underground culture, music, all the things that shape and form a generation like millennials, it just all kind of flowed into how how we were helping our clients who we're working with, and just being able to help them and then I started to see this gap around the midpoint I think about 1012 years ago, where We went through a repositioning process as as with my agency. And that was, you know, I did do some deep soul searching there. And I just felt like being in tune with things that positively impacted our, our lifestyle and how we operate in the world is really what we were kind of doing anyways, we just weren't talking about it. And so bringing that to the forefront in our messaging and how we market what we do was important. So the millennial component of that really just was a natural, like I said, it's a natural progression. Because we were kind of already doing things that were tied into culture, and enriching culture and lifestyle. And that's really one of the things that millennials are all about is, you know, Millennials are all about lifestyle, even though they might not say it out loud. It's how can you or your brand or your company, improve my life. You know, that's, that's one of the big things that that they're looking for. And they expect that and it's sort of at the root of that, I think, is authenticity. And this, this word that we throw around a lot, which is engagement, but not like social media surface level engagement, like that, that almost emotional, unseen connection is really what this is all kind of built around for millennials, even though they are, you know, they're heavily the younger, half are heavily digitally native. They still want they still want that, you know,

Jake Anderson  6:37  
so and I agree that you know, it almost, I believe that millennials are far more having that progressive mindset. And they tend to seek more purpose to like, and I don't want to kind of uncover some of these trends and patterns that we see what that generation because, and I, you know, in my last company, I went to an event lighting company I recently sold, and, and the majority of the staff on the team, they were millennials, they're younger. And I remember and this is actually this is something I'll share a little story right here. And then we'll get into this because this is something I think is really powerful and speaks to this conversation. I remember when I sold my company, the youngest employee, his name's Alex, and he came up to me and said, He's like, I got a question for you. Because we're you know, if this is last year, the pandemic is a special events company. And so we had there was there was furloughs that happened. He was one of the person at furlough, they were planning on bringing them back. And he asked me this question. He said, do you do you know, if they are going to the new owner is going to get rid of the brand that you know, the company and kind of the brand and the culture and everything? And I was like, that's a very

Curt Cuscino  7:48  
interesting question. Interesting question

Jake Anderson  7:50  
to come. You know, I mean, this is my warehouse manager asked me this. And I said, I said, Well, I said, to my understanding, that's not their plan. They want to keep everything as is he was like, Okay, he's like, well, because that's, you know, I'm trying to make a decision now. And if that's their plan to keep it, then I want to stick around and wait for them to kind of figure things out, I'll go find me some work. But if they were planning on getting rid of the brand, and I just don't want to be part of it anymore. And I was like, you know, this is somebody that and I remember when he said that, to me, I thought it was there was something to be said about that. And I don't think I would have, I don't know if I would have heard that from somebody from an older generation that was in a worse position. But like for him, like it was so much more than just being the warehouse manager, like he really like, when managing them. There's really a lot of purpose that was kind of instituted. And so like, I like to look for patterns, you know, and like there's consumer patterns, and you're noticing that, on the consumer side that there is this lifestyle, kind of they seek lifestyle, they seek engagement, like what other evident patterns have you seen in terms of just behavior and buying behavior of the millennial generation, just through your research and what you've been doing as you've been working in this agency? Sure, I

Curt Cuscino  9:05  
think there's a lot that could be said there. And I know that you know, the show's not four hours long. So I would say kind of what you're talking about, there's that there's that intangible value of a brand. And when we talk about brand, its branding is something we get approached about a lot as a starting point in our work with, you know, visionary founders and entrepreneurs. So when we talk about branding, that's really that tangible that look and feel that you know, your brand marker, your logo, you know, the color palettes, the brand identity, that sort of thing. But when we talk about brand, it's much bigger. It's what you're what people say about your company. You know, we say startup a lot because it's sexy, but you're building a company, you're building a business. Yeah. And it's what people say about that business. That brand that venture when you're not in the room. That's what brand is for it, and to your point, I think Millennials are very much about that. Again, it's just like an authentic, authentic, authentic, and that intangible thing, because those are some of the more rare qualities that can help separate the wheat from the chaff. In all the marketing messages and advertising that's thrown at millennials these days with digital being so ever present everywhere. And millennials, you know, often have their faces basically buried in that digital. So there's, it's inevitable that, you know, you've probably heard the stats that there's like, I don't even know 100 times more messages coming at millennials than, like their former predecessors, Gen X and baby boomers got, because naturally, we had far less of the digital aspect of things. So. So I think that that really is one of the ways they filter, you know, and it's kind of like a, you know, it's like they're they've evolved to mentally and subconsciously, it's sort of evolved to filter in this way, because that's one of the ways to filter out a lot of the junk. You know, there's a lot of brands, I won't name any names, but you can just go turn on your television and watch broadcast advertising, right, a lot of brands have been doing this, they're doing the same exact thing that they've done for literally 10 2030 years, they haven't changed almost anything, and, and they expect to see the same results. And that's just not going to happen. And that's why we've been, you know, we've called upon and we've danced with some very large brands to it, no, because they are to trying to, or at least at least the ones that acknowledge that perhaps they have an issue. They are trying to figure out the millennial generation still to this day, because it is very, it's we use this term, elusive and Mercurial as a word, you know, like, it's very different from every generation. And that's something again, when we, we reposition to focus on helping brands connect with millennials. Again, it was just sort of a natural superpower, I think that we ultimately had and that I have, and, you know, I've spoken on the topic, I've written articles about it, you know, and leading our team, which is mostly millennials. It's just sort of, again, that's that natural evolution. But brands need help in this space, you know, whether they're a startup, or they're a challenger brand, or they're a legacy brand. I haven't, I haven't really talked to many companies that would say, Oh, yeah, we've got it all figured out.

Jake Anderson  12:36  
Yeah, in brand, I agree with you completely on the the whole differentiation between branding and building a brand. And it's, it's really important for is, in fact, I will say that building a brand and focusing on that as something that you're intentionally creating for your business. And giving it the attention deserves Can, can turn into one of the greatest assets, if not one of the most important assets of your business. And especially when you're talking about the millennial generation, and how they have so many so much information and noise hitting them every day. And I recall, and you probably have, you probably would know, maybe a little bit more of a factual piece here, but used to be what seven touch points that took the Create a customer, I remember that was like,

Curt Cuscino  13:25  
take seven to 10, seven to 10, actually, to make a person feel familiar not to just to create a colossal customer. So at this point, so I guess you could say that that incline has steepen, which makes sense with all that we know now, how we operate in the world. So we got we operate off this, this statistic of seven to 10 touches for someone to feel familiar with you and you go Oh, yeah, I've heard of Yeah, I don't know, I've heard of that brand. Right. And then they that's you got to get them to there. So you got to get them from, you know, curious to interested to wanting is kind of how we look at another way to look at that three step. You know, people try to oversimplify this and say, oh, I've got a you know, I got Click Funnels that should work, right. You know, I don't know anything about your brand. And then if it's, if you're targeting a millennial, as your you was one of your primary buying tribes, and they land on your web presence, digital platform, website, whatever it is your app, whatever. And then you hit them with a typical cheesy click funnel. Well, let's just go back. That's, that's inauthentic. It's gimmicky. And millennials have a high sensitivity to stuff like that, and they're not really going to fall for that sort of thing. Yeah, yeah. And in that in for a startup or even a business, and that's in business now, what that does is it makes your cost of customer acquisition go up exponentially. for startups. If you do that and you go that route. It could be the death of you because it's not sustainable. So that when we look for that optimization, and that part of what we do, for sure,

Jake Anderson  15:07  
I had a years ago, when I, when I had started my lighting business, I remember one of the largest and probably to this day, one of the best investments I made was hiring a brand firm to look brand, like we had for about four years and of just working with people. But like, I felt very disconnected. I remember, I was having lunch with them. And I asked him, I said, so what are you doing to market your business, he's like, I don't do any marketing right now. We just we built a brand that was so strong, that we can barely keep up with just the referral business coming in. So and I remember thinking, you know, when it when that was said to me, the the light bulb that went off my head was your brand can great. Like there's a there's a massive reduction in cost customer acquisition cost when you when you get your brand, right, because he right at right, it creates talk and creates it like what you said before, it's what people say when you're not in the room. So and there's a lot of discussions, right, you know, going on all over the world about different things. And people like to talk about other people or other businesses and their experiences with other businesses. And if you really got that brand down, you know, and to a point to where it can spark those discussions, and people have those positive experiences, you know, it can almost do your marketing for you in some aspects, because that's the it's like gravity, almost like it just pulls people into your company. So I agree with you. I mean, the whole the whole idea. And I see this so much, you know, in business where people are just trying to be carbon copies of themselves, and they're just kind of replacing the stuff in the template. Right click is a good example, I see a lot of that going on and Click Funnels, like this looks like the same cup like this, there's nothing different here other than the copy.

Curt Cuscino  16:55  
Because it is

Jake Anderson  16:58  
the same thing as like a how and I just like eventually people you know, are going to maybe that guess there's a market that might fall for it a little bit. But eventually people smarten up. And they're like, Wait a second. And but that's interesting to hear that that the millennial generation is definitely more sensitive that to that, because I guess maybe it's because the the loaded information that they're experiencing every day is so much higher that because of that they become more sensitive to things that just kind of blend in or, or or seem and appear to well, they

Curt Cuscino  17:30  
fall Yeah, they fall by the wayside. Because you know, we're big believers in one of our pillars of our brand development methodology, is the idea of radical differentiation. And a lot of that comes from a book called zag that I'm a huge fan of and have been for over a decade. Yeah. And so we follow that. And, you know, being able to say you're the only this is really, really powerful. And when you combine that with differentiation, and you know, everything we do is custom from Tech to creative to strategy development. We don't, there's no like template or anything, there's there may be like design patterns and things that are, you know, common ways of building a user experience, if we're talking about something we're creating in the digital space. But at the end of the day, everything we're doing is custom because it has to be fit to the strategy of the business or the startup. and that in turn results in a much easier ability for us to help a brand make more powerful connections with, again, Millennials because it's like, oh, I think on some intangible level of cosmic level, an emotional level, they're able to see that and say, you know, I've not seen this before, what is this? And that's what we want. That's that remember, curious to interested to wanting, that's the goal. So to get that curious hook in there is one of the hardest things but yeah, I think you You nailed it when you said having that brand is, you know, it's a substantial investment to build a startup for sure. And brand is the one of the above strategy is like a second level that sits on top of strategy, the way that we do things. And it Yeah, it's such an invaluable piece of building a company that just gets so overlooked sometimes I see sometimes with potential clients or just people out in the world, you know, that they come to us. And it's like, man, I mean, you know, and they're maybe they're three years in like, there's just once you cement that, I mean, you can definitely rebrand on that lots of times. And that's a lot of work too. But yeah, it it can be such an asset to your company and 100,000% IBV play brings down your cost of acquisition and you know, you still have to market and advertise but it definitely changes the perception when someone comes in and their experience right then and there. And those first few seconds is huge, and people often I think are older. This is like a non millennial habit. But I think those older generations of business leaders sometimes overlook that, or they don't realize it. And the ones that we end up working with are the ones who are willing to say, You know what? Yeah, you're right. Like, I think we've got a problem here. And you guys, lead us lead us through this journey? You know,

Jake Anderson  20:23  
I would imagine that anybody listening right now up to this point of the of our conversations, probably asking themselves or looking at their business thinking, hmm, you know, this resonates, and I don't feel completely aligned with my brand, I don't feel as if my brand is representing the work that I do in the right light in the right representation. There's, there's things that are just disconnected and they're not congruent, and they're not actually speaking to my market the way it should. So let's just beat this person for a minute. And let's, let's ask, they're asking the question, How can I start thinking about my brand correctly, to get back onto the right track, to creating that congruency with the market to being able to speak the message in the way it should? And he talked about radical differentiation, which I think is so important, you got to think about what makes you different? That's I mean, you got to ask yourself that, I mean, why, why me? Why my business? Why my company? You know, and and what makes me different than other people, and really bring some clarity around that. But I want to ask you, like, what would somebody need to be thinking about right now? who's listening to the podcast? Like, what are what are some steps, maybe they can take at this moment in time to be able to start at least thinking about it correctly on getting their brand on the right track?

Curt Cuscino  21:50  
For sure, I would say, what I would suggest, actually, for somebody in that position leader, is I would go out to YouTube and look up Simon Sinek, si n ek, and watch his TED talk on the concept of start with why why he wrote the book on the matter. That's the other pillar of our brand development and marketing development methodology is the start with why philosophy. So we didn't come up with it. But it's kind of one of the things again, that we kind of naturally were doing, but we weren't articulating it back, you know, 1012 years ago. And then I came across this book from a mentor that I worked with. And I was just like, fell in love with this, this book and the concept. And it just helped basically put the final pieces final touches on this idea. So as a leader of a business, or a founder, or a CEO, I would definitely start there, you know, and separate, you kind of said, me and my play in this, like, I would separate the person from the business. And let the business stand on its own, you know, that we've never in 20 years recommended for naming a business after yourself. Anybody who sticks their name in a business is completely pigeon holing themselves. So bring that separate the to look out, you know, why? How can we communicate why we eat, that's where we start a lot of the time with brand strategy, especially when we're working with a startup that's like, you know, day one, ground zero, tons of blue sky, there's no right or wrong, per se, but we have a, you know, a carefully curated, predominantly senior team. And our aim is really good. And so we do our process and go through research and figure out, who are we wanting to connect this brand with? So in the case, where, what you're asking if, if a leader has a business already in play, but you're thinking your brand is not aligned, I would go back to the beginning, which is really that start with y piece, and start to look at that. And then you know, we often come in and help define that even better. It might be kind of foggy, it might be kind of okay, and when we have our initial conversations, we normally get a really good idea for where the leaders at with the business. You know, I've certainly talked to folks who were starting a new business and for the wrong reason. And it's very clear, because they have no they have no idea, like the why, as a predecessor tapped out and what, they just have no clue. All they know is what the thing is, and that's not emotionally compelling. And we need that emotionally compelling piece in order to define marketing and messaging and how does this brand talk and come to fruition in the world?

Jake Anderson  24:54  

Curt Cuscino  24:55  
you know, how does it if it was a human being, how would it communicate? How would it talk? Talk about itself, how would it show up? How would it be dressed, all those things really all stemmed from starting with why. So I would totally recommend, starting with that Ted Talk, maybe grab the book, the TED Talks, 17 minutes on YouTube, grab the book, if you want to go in depth with the TED Talk, really summarize it, and start to think like that. And that's really that's really the spearhead to everything that follows in in a realignment of a brand.

Jake Anderson  25:28  
Yeah, and I'll make sure to link that TED talk up in the show notes so people can easy access to it. I love Simon Sinek. Everything he says is gold. And he's I haven't read his book, though. Just starting with why I have not read that. But I have definitely followed his his content. And He's incredible. So. So one thing I want to shift to for a second here is, again, kind of getting getting back on millennials, we've talked a lot about the external pieces here as far as like communicating a brand message to that generation. Let's talk a little bit internal. And I know that you, your company, through our discussion sounds like that you have predominantly a millennial team that works with you. Could you speak to a little bit about being a leader to millennials, right, being in that leadership position to a millennial team? And what should a leader be keeping them? wish somebody who's taken on a leadership position? What should they be keeping in mind? In that position, so they are effective as that as that leader?

Curt Cuscino  26:38  
Yeah, um, I would say a couple things I would just just recommend, and from my own experience, I mean, I would think we touched on it prior to starting this chat. But I would say millennials have a need to be driven by purpose. They are driven more by a purpose and their effects on whatever it is, they're involved in more than they are just by money, unlike, you know, or even job security, you know, like, unlike prior generations, and they really want to feel like they're having an impact. And the leader really needs to be delegating to them in a way while teaching them but letting them feel like they are really having an impact and not just feel like it, but actually allowing them to have an impact. And so, you know, I think that old school ways have very, sub divided siloed, you know, micro managed roles. I personally like, Millennials want to be more like what we have going on with our team. And you know, not everybody makes a cut for sure here, but allowing millennials to do multiple things and learn in multiple roles and do multiple functions. And keep in mind too, that millennials are very tribal. So when we hear about, and it's because of this sort of digitally native theme that we keep hearing about millennials, we hear a lot about, oh, the millennials killed this industry, or they killed that industry. You know, it's not that they killed the industry, it's just that they're more inclined to spread negative feedback, maybe even a warning, like, Look, he's sick about Yelp, you know? Yeah, like, I would say millennials and, and a lot of people but millennials for sure, we're much more likely 10 times more likely to go on and make a negative review than we are to make a positive review. It's like if it's good, cool, if it's bad rating to let everybody know, because we expect more. And we think, you know, we want to put that out there. It's sort of like a built in warning system, you know, if you think again, about that tribal nature, right? So they're able to really impact industries, very quickly. And you've obviously seen whatever, you know, happen, like overnight, you know, because Millennials are all in social media and they're talking in, you know, work and literally spread across the world in in minutes. So, we're coming back to if you have an internal culture of millennials, making sure that you are fostering all those sort of positive vibes giving them flexibility. We're big we're big on flex time here. I've always been far before COVID and all this work from home stuff you know, we've had, if you need to go home or you need to go to a doctor's to be like it's not even was not even something we need to talk about. I care about the work getting done getting done right getting done on time, because kind of like you know, a very, very small version of Apple, everybody. We have, you know, an average of 12 people touch Any given account here, and so one person's work affects the other person's work. And I make sure that they all understand that. And, you know, like, Hey, you might have six people waiting on you right now. So, like, kind of fostering that team environment, a positive environment, a flexible environment, understanding, as well, you know, people have personal things come up or whatever. Like, that's never been a question to me, you know, yeah, and work and work life balance is the last thing I'll say. I think work life balance is super important. Something I've always tried really hard, you know, maybe for my, maybe not for myself as much as a lifelong entrepreneur type and business owner. But for the people that work for me, I'd never have wanted to be grinding people out and having them work 60 hours a week, and all that stuff, like, I think it's really important to be remain refreshed, especially in what we do, which is very, can be very intense, at times, when we're more building a company, you know, with a small kind of Navy SEALs type of team. So. So I think those are kind of the keys that I would summarize as important and really important in items that I've focused on and continue to focus on over the years, as far as in my leadership role.

Jake Anderson  31:22  
The tribal aspect is spot on. That was something that was very obvious to me, when I when I was running my lighting business, I remember, we had a GM that was becoming very toxic. And a they reached out to me, and were letting me know, and they were very much so you know, it's like, Listen, if you're not, if you're going to be incompetent, or if you're going to, to not, you know, hold your way, like you're gonna stand out like a sore thumb here. And also to i, you were talking about kind of like the lead time and like, if you're sick or what have you. When near the end of my turn with that business, I ended up just doing unlimited sick, and personally, I was like, Listen, if you're sick, just go go stay home, you know, like, open up your computer and do something. That's great. But And what was interesting about that, I think the traditional manager would be like, no, people are going to abuse this. And yeah, and they won't even they won't even get used in. even use it. Like they just, it's almost like I feel bad to use it. And if you

Curt Cuscino  32:30  
have if you have a millennial team that's engaged, and you kind of are following what I just laid out. Yeah, you don't even have to worry about that.

Jake Anderson  32:39  
No, it's it's amazing. Like, yeah,

Curt Cuscino  32:41  
they want to come to work. Yeah, yeah, there's even times where I've been like, hey, what, like, it's, you know, getting close to Christmas Eve, or whatever, you know, like,

just go go home, it's

fine. Like, you don't even don't even get me to come in today. You know, just, we're good, we got all our stuff done. And that's part of your role as the leader to is, I've planned ahead, I have set client expectations. And we're good, you know, anything that needs to be done, I can get in touch, but you know, like, go enjoy yourself, but sometimes you will have to, like, possibly force people in your office.

Jake Anderson  33:15  
You know, yeah, no, you're you're so right about that. And it's, and I think that the key to that, the key to having a culture like that is you touched on this was purpose, like, they got to feel like that they are part of a bigger purpose. That's, you know, they, they're, they're impacting something and they're not just there to just, you know, run some task and they have no idea what it's even doing, they're just doing some job, if that's what you create, you're not going to get you're not going to be loyal, they're not going to be receptive, you're not going to get the response but if you really make them feel like they're part of the bigger purpose, then you will see them sticking around longer and you will see you can do things like no limits on personal or sick leave and you're not going to see him ever use it because they want to be part of the purpose. And and I think that's really important to notate Well listen, Kurt, we're getting near the end of the time here and I want to give you the opportunity to share with the audience like how can people get connected with you and and learn more about hype life brands and what you're doing

Curt Cuscino  34:21  
for sure um, you can reach out to us anytime you can go to hype life brands calm it's h y p e. Li f e brands calm you can also find me on LinkedIn and please connect with me directly. I happy to chat there as well. Again my last name is it's curtsy u RT and my last name is is Italian so it's it's c u s as in Sam, ci n or you can just search for like Kurt hype life, you'll probably find me there. And if you also visit our website, we have a little chat feature there. Most of the time I actually picked those up but just something unique that I've always made a point of doing it being accessible to people and not being unreachable. So if you ever want to chat or have a question or anything, you can also go there. And you also find us on twitter Hi friends as well as, again, at curtsy RTV sheknows usci No, I think that's all the vectors. any vector you can find me on you feel free to connect them. I'm happy to chat and I love talking about this stuff. I can talk all day.

Jake Anderson  35:25  
Yeah, well, it's been a real pleasure having you on the show and I'll make sure to link all this up in the show notes and for the listeners if he to make it easy for you to choosing a journey here with her just go to introspect a backslash, Kurt because Gino is cu RTC s ci and oh, and that'll take you directly to his page where we'll have the show notes, the episode The full episode, the YouTube video that we like to create, plus all the references from this episode and how to get in touch with her. So just go there and visit and Curt man it's been a pleasure I love talking about brand and and just the progressive mindset when it comes to business. I think that the more people adopt that it's it can be game changing, man, it really can like it really can be game changing for Yeah, for how your business grows. And, and it. It's a long game too. It's a long game play there when you're thinking like that, and you have to learn how to shift. So thank you so much for bringing that to the show and to the listeners here. And it's been a pleasure. It's been a pleasure to connecting. Thank you likewise.

Curt Cuscino  36:30  
All right.

Jake Anderson  36:33  
All right. Cool. Yeah. Our

Transcribed by

A new day, another new episode here on the Introspective. For today’ episode, we’ll be taking a deep dive into a really important topic especially as we start including a new generation every now and then into the workforce. For us entrepreneurs, we need to be thinking about the millennial generation as we continue to hire more of them into our teams. There has been such rapid change in our world and that includes the advancement of technology especially as we entered the 21st Century up until now. We now have instant access to information and connection at our fingertips, compared to the past. For this episode, Curt Cuscino joins us here in the Introspective to discuss the millennial generation in the business industry.

In 2001, Curt founded HypeLife Brands (originally in his hometown of Kansas City, Missouri). HypeLife Brands is a progressive brand development + marketing agency helping B2C lifestyle startups & consumer-focused brands powerfully engage the Millennial generation. The agency is now headquartered in Southern California, in coastal downtown Oceanside. HypeLife Brands specializes in building, launching, and growing B2C/DTC lifestyle brands and startups, finely tuned for the ever-elusive millennial generation. Make sure to listen to Curt as he talks about serving the millennial generation, both internally and externally!

What You'll Learn

  • Curt’s mission on serving the millennial generation
  • Getting your brand on the right track
  • How to effectively lead a millennial team

“Just because you build it, does not mean they will come” 

-Curt Cuscino

Curt shares his best practices when it comes to leading a team composed (or mostly composed) of millennials.

Connect with Curt Cuscino

  • Website:
  • For All Bookings and Press Inquiries: [email protected]
  • LinkedIn:
  • Twitter: @CurtCuscino

Resources mentioned on this episode

Follow this Podcast

Thank you for taking a deep dive on today’s episode of the Introspective Podcast.  If you found this episode to be interesting, valuable, and provided some fresh perspective for your entrepreneur journey - then head on over to Itunes to subscribe and leave a review with your feedback.  If you’re not an Apple user, then feel free to leave a comment below with your thoughts.  Your feedback is paramount to the success of this show, and provides direction for how I can best serve you.

-Your friendly Podcast Host, Jake Anderson 

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