Dennis Yu

Your competitive advantage is not what you think

VCs and various strategy-minded folks ask me all the time what competitive advantage Content Factory has versus a slew of other social analytics vendors. Hey, what if Facebook decides to build a real analytics tool? How about the other players that pop up every day?

Your competitive advantage is the quality of your people. Period.

I heard Bill Gates say that he was ultra-picky about hires in the early days of Microsoft.  Even if you’re desperately understaffed, don’t make the mistake of letting your standards down, he said. You’ll regret it. “A” people attract “A” people, while “B” people bring in “C” people.

And man have I made that mistake many a time. Might as well have Dave Thomas of Wendy’s descend from the sky to brand “Quality is our Recipe” on my forehead.

Do you think high-dollar pros are expensive? Try the cost of incompetence, when you lose projects, sleep, money, and sanity.

The great tech giants all started with their founders being ruthless about keeping the quality bar high.  I witnessed it myself in my days at Yahoo! until they hit a point where the “C”, “D’ and “F” people snuck in, soon to be followed by what we all know has happened.

I look at the times when I’ve succeeded, and it’s when I’ve had a strong team that I would go to the mat for. And when I’ve failed, which is embarrassingly often, you can trace it back to low quality. The cynical will say that it’s really a management problem– allowing unqualified people to be in positions above their skill or not providing enough supervision. Yet I’ve found that if you have bright, eager folks, you can teach them anything.

Jack Welch, who is arguably the greatest manager to have ever lived, would fire the bottom 20% of his staff every year. In banking or consulting, they call this “up or out”. I felt it to be cruelly unfair, as it causes an adversarial work environment, plus penalizes the great teams. Yet if you believe in statistics, you’ll usually have a normal distribution in any of your classes, so the rule works.

So while you as a company founder or entrepreneur care about your baby more than any employee likely would, consider how to never let in unqualified people in the first place. No matter what they say about their skillset or how motivated they are. You will regret it later.

There are no shortcuts to quality. Do you agree?

And if you have the luxury of choosing who you want to work with, don’t you want to be excited to be around those who make you raise your game? I think it was Perot who said his hiring strategy was to find folks who were smarter than him. Or perhaps you can just hire away people from Google and Apple, like Facebook has done. Let others do the screening for you.

Dennis Yu

Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco

Marketer

Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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