Gen Z is what we call a group and a generation that have grown up in a digital age. Ever since we were young, we had access to technology.

One main characteristic is that they want to be financially independent and they want to be mentally and emotionally independent from their parents. A lot of this is due to social media with which they are stepping into another world.

The number one problem is social anxiety, the societal pressures that they have to face. Then there’s themselves as well. Figuring out themselves is not easy in a world that is always changing.

I think the first thing is being exposed to their world. The next thing is to be very intentional with your kids. Spend time with them, find out what they're passionate about and tap into that. But also discipline them, because it's not all about pleasure and it's not all about doing what you want and when you want. 

Building a brand involves that perception and that belief that I'm worthy, that I'm good enough to put out content and then also focusing on one thing. Be good at one thing, market one thing, and people will know you for that one thing.

LinkedIn’s organic reach is very underrated. Organic reach is the ability to naturally reach people without paying. On LinkedIn you can post quick little thoughts, quick little ideas, quick little understandings of new revelations you've had.

The biggest mistake is to not put in the effort to get to know Gen Z. The first question I always pose is if corporates are spending time and investing resources. If you're not investing now in the right  systems, strategies, people and processes for your business, you are going to be finished and others are going to overtake you. Gen Z will soon be a third of the global workforce and the dominant consumer group.

In the beginning, make sure you have a very, very low MVP (minimum viable product) and then, when you get those first few clients, you just go above and beyond. You deliver at a rate that has never been seen before.

To reach Gen Z, influencer marketing is the best option. If you want to influence a Gen Z consumer group, it has to be through someone else. I'm going to believe in your product through someone else.

I had to break the judgement of my friends, family and colleagues - at school and just in general - that I was a weirdo and that I was going to start this business and that I was going to be an entrepreneur.