May 14, 2026

If You're a Leader Sitting on an Idea, Go Write the Book

1:10

A few things I've reflected on after writing three books.

First: you have to write about what you're passionate about. Not what you think people want to hear. What you've actually lived. What worked and what didn't. If it isn't real, people feel it.

Second: the process of writing forces a level of self-exploration you can't manufacture any other way. You go looking for what you actually believe, and you find things you didn't know were there. That's an unintended consequence nobody warns you about. And it's one of the best parts.

Third: it's the most authentic thing you can put into the world. Nobody can copy your story.

And fourth, the part I always come back to: getting started is the hardest part. Two Dakota-isms that apply here more than almost anywhere else.

Throw your hat over the wall. Commit before you feel ready. Once it's over, you have to climb.

Turn your brain off. Stop overthinking it and just go.

Writing is a total winner. It shows you what you're capable of. It creates connection in a way nothing else does. And it compounds over time in ways you can't predict.

If you're a leader sitting on an idea, go write the book.

Written By: Gui Costin, Founder, CEO

Gui Costin is the Founder and CEO of Dakota.

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If You're a Leader Sitting on an Idea, Go Write the Book

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