The Mills were helicopter-parented for high self-esteem and bottle-fed instant gratification. Some might say they are entitled, though they feel misunderstood. Either way, managing them requires high empathy and high accountability. In the interest of full disclosure, I have three of them myself, only two of whom think I have any clue.

I was inspired to write about Millennials following an enlightening presentation I saw in DC recently. Here are a few takeaways about the new "always connected" age group:

• 93% use the Internet
• 94% own or use a cell phone
• 80% sleep with their smartphones by their beds
• 75% have a social network site - compared to 30% for boomer-fogies
• 52% have more than 300 Facebook friends - like, how many friends is enough? 

These kids are entirely at ease with modern technology. So if we are to connect with them, digital is a good place to start, and we must learn to do it on their terms. 

When we communicate, it has to be direct, short, intuitive and in keeping with ever-evolving secret norms. Millennials rarely use email and despise chatting on the phone. That's why text and Twitter are so popular - they pander to short attention spans and instant satisfaction. It's also why photos and short videos account for 75 percent of the content loaded on Facebook. A picture is very clear and can deliver immediate emotional impact. Hey, why write when you can post a selfy? So if any Millennials have read this far, they're obviously OCD or work here.

Millennials are drawn to compelling content as long as it's honest, genuine and authentic. They want to "feel it" and believe that it's "real." They expect to be able to interconnect with people, brands and causes that they care about. They want an engaging conversation - they don't like the feeling of "being told." And they demand on-the-spot feedback.

I've always felt that each new generation advances the proverbial ball, though each is different and certainly equally annoying to their elders. Just as my post WWII parents never fully embraced Michael Jackson and 8-track tapes, I just don't get Justin Bieber, "checking in" or texting at dinner. But with the "Mills" in charge of our nursing home selection, perhaps it's time to get with the program.

What I've come to admire most about the Mills is that by using meager means, youthful inexperience and the power of the group, combined with moxy and digital tech, they can and are making the world a better place based on a shared belief that people are inherently good, equal and deserving of freedom. Where did that decidedly non-entitled idea come from?

OPM is more than excited to bring Dallas-based Rostin Ventures into the fold. This group is becoming a leader on a nationwide level in search engine results, social media communities, branded online properties and syndicated press. Think of them as SEO on steroids.

How does a company in the Internet marketing space separate from the competition? According to Julie Ross, president and CMO of Rostin, the answer is simple - measurable results.  One company we know has seen their page views rise over 500% using Rostin.

"Our clients expect many things from us," she says. "But the No. 1 expectation is that we grow their business. We set key performance metrics at the very beginning, and then we work to 'meet and exceed.'" 

Several Louisville businesses would agree that their approach works. To see why everything is bigger in Texas, contact Julie, sign up for their newsletter and keep up to date on what the scene looks like across the country.

Overheard at the Kentucky Derby

Is it too late to change my jockey to Peyton Siva?  - Rick Pitino, while the horses were on the far turn

1 for 36 isn't so bad, is it? - Todd Pletcher on his record in the KY Derby   

$10,000 was just for today?! - Almost every patron of Churchill's new venue, The Mansion    

Hey buddy, you want to invest in Churchill Dome, LLC? - Bob Saunders to everyone on Millionaire's Row  

Could I get another Mint Julep? - Kimberly Westergren, after every race

I told you we should have bought stock in that poncho company. - Every entrepreneur in attendance

And Now for Some Accountant Humor

A patient is at her doctor's office after undergoing a physical examination. The doctor says, "I have some very grave news. You have only six months to live." "What can I do?" cries the patient. The doctor replies, "Marry an accountant." "Will that make my life longer?" asks the patient. "No," says the doctor. "But it will seem longer."

An accountant is having a hard time sleeping and goes to see his doctor. "Doctor, I just can't get to sleep at night." "Have you tried counting sheep?" "That's the problem - I make a mistake and then spend three hours trying to find it."