Dennis Yu

Nobody wants to admit this, but good people are the ones who kill startups

You keep your great people and terminate the bad people- we all do that. But it’s the merely good people that will kill you.

“Steve is a good guy”, you tell yourself. He didn’t do anything so egregious that he deserves getting fired.

And maybe his performance will improve if you give him more time. After all, he’s relatively new and you feel guilt from not having as much time as you’d like to answer his every question multiple times.

Perhaps Steve is friends with another teammate, which creates an awkward situation. Maybe he has a new wife or has a kid on the way and you know they need the money. Or it’s Christmas. Nobody gets fired during Christmas, right?

But the trouble with merely good is that you’re spending so much time on them while neglecting your star performers. Because the squeaky wheel gets the grease, you’re penalizing your best people.

Unless your company or group doesn’t have to be efficient, you should be spending at least 50% of your time on the top 10% of your people if you want to maximize productivity.

That leaves no room for the “good” people that you’d very much like to keep around. It’s not that you’re a heartless manager or don’t care– see it as you stealing time from those who deserve it and have earned it.

My mentor, Al Casey, who was CEO of American Airlines, taught me that there are 3 types of managers- those who are loved, those who get results, and those who do both.

95% of people are in the first two categories. The loved ones are pushovers who don’t enforce the rules, so their teams don’t feel any discomfort or need to improve their performance. The results-oriented managers are often taskmasters- the bosses mocked by Dilbert and Office Space.

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But the managers who are loved and get results are those who have high-performance teams to start with, then have clear standards. If you are frustrated with the merely good people, I assure you that you aren’t keeping or attracting the high performers, as they see they aren’t getting love.

A great team member is not just slightly better than a good employee. They are TEN times better or more.

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One of our star FB ad specialists, Jason, might cost double what a good employee makes, but their output is 20-50 times better. We don’t have to hold his hand, he achieves stellar results in an hour that an average specialist can’t do in 50 hours, and is better all around.

Have you identified Jason and Steve?

The longer you wait, the worse it is for morale.


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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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