Dennis Yu

I am the UNPROFITABLE leader

Imagine a stack of 500 papers, each page representing a task.

You work tirelessly to get through this stack but can’t get through all of them.

To make matters worse, each day, 500 more pages are added to the stack, making it ever taller.

This stack represents your inbox, meeting schedule, friend requests, bucket list, Netflix queue- any professional or personal priorities.

Common knowledge says prioritization is your solution.

Sounds good as a general principle, but hard to actually do- like Warren Buffett saying the key to winning in the stock market is to pick the undervalued stocks.

But if you did have a magic wand to automatically sort all your tasks by some criteria, what would it be?

Let’s say profit. Now, the items with the most dollar signs float to the top of the stack.

In this scenario, you’re always working on what makes you or your company the most money. Doesn’t sound like a bad idea to maximize shareholder value, right?

But what actually happens is that people sort by what’s most urgent.

The squeaky wheel gets the grease. Whoever texts you, comes into your office, hits you up on chat, or immediately has your attention, whether you like it or not.

That’s why most people like to “hide” in the office environment. They work early mornings or late nights to avoid “distractions”.

These chronic interrupters- do they know you think they’re distractions? What if it’s your 2-year-old son or the boss that drops by to shoot the breeze?

You see, neither extreme- from profit-maximizing to mosquito bite central- is healthy.

The former is coldly calculating machinery, while the latter is bleeding heart chaos.

That’s why there are two categories of managers- the ones known for results and the ones known for being kind.

When was the last time you saw a manager that was kind and got results?

Enter the third style of manager- the good shepherd.

Now instead of a stack of papers, visualize 500 sheep in line, patiently waiting for you.  

Some of the sheep don’t know any better and are cut in line. These are the ones you see jump lines at the supermarket or in traffic.

They don’t realize you have many competing priorities because they’re thinking only of their own. It’s only a “minute” they say, not realizing that context switching costs disrupted you for 2 hours.

These sheep are ill. Some have life-threatening injuries that require your immediate attention, while others need some consolation for a skinned knee.

All are valuable, and all must receive attention at some point. But the sheep don’t see the extent of the line- only you do.

Hospitals solved this problem long ago via a process called triage.

They have emergency room nurses to quickly sort the urgency of the situation so that the surgeons don’t get clobbered in the waiting room.

Not every doctor can do everything, so there is a sorting process to have the right doctors work on what they’re trained to handle, governed by checklists.

In the Good Shepherd model, you care for your flock’s well-being, as opposed to prioritizing the treatments that are most profitable- like the big operations.

The Good Shepherd loses money much of the time because many patients don’t have insurance. And when someone is in cardiac arrest, you don’t have time to check if their insurance premiums are up to date or if they have available credit on their American Express. My business partner, Logan, explains just how important it is to focus on how you are using your time.

“Everyone is given the same two gifts in life.

  1. Time
  2. The choice of how to use it

Trying to appease every request will quickly burn out any manager.

When you cannot do it all, then you only do what matters most”.

Always focus on HOW you are using your time.”

If you truly care about your people, your sorting mechanism is based on the triage model, which is what creates the most gain for your flock.

Your staff trusts you, is committed to your operation, and is loyal. So you place their needs ahead of clients.

That means you don’t take on nightmare clients and you don’t tolerate mistreatment of your people by anyone- to fire clients and partners, when necessary.

While you as the Good Shepherd do anything for your lost sheep, this doesn’t mean that you will do anything for a potential client. You must be even PICKIER in who gets to work with your people.  

You qualify clients as stringently as you do teammates since there is tremendous cost and benefit to gaining access to the program.

You wouldn’t let any random person come test drive your exotic sports cars if you had a dealership, would you?

Likewise, you don’t do free consultations, since they have to go through a simple intake to help your nurses gather vitals and diagnose the issue before they can go talk to whichever surgeons they want.

No matter how hard you “hustle” or how well you prioritize, as one person you can only work so hard for so long.

People who are really good can go anywhere, anyway.

They’re not machines or inventory to manage, but athletes to be coached.

You’re not a boss or a manager, but a leader and inspirer.

If you’re a student, seek out folks who genuinely care about your personal success.

As they move up in the world, they’ll take you along with them.

You need a team to triage so that all your flock can get proper, but not necessarily immediate attention.

You need to protect your time so that you can focus on the sheep that are critically injured, despite the loud cries of those that have stubbed their toes.

I am an unprofitable leader because I measure the ROI in human lives, not money generated.

We have paid for medical expenses, helped with legal issues, donated to worthy causes, fixed broken vehicles, and all manner of things that our finance team frowns upon as non-business expenses.

Our company is growing in revenue rapidly, but we have made zero profit every year for the last decade since we invest it all back in our people.

Ironically, by caring for your people, they are then empowered to take care of clients. The clients feel this love and see their results, which then drives more clients our way. Paul Sokol, an Automated Experience Specialist, talks about the importance of a leader who is concerned and invested in people’s growth and development.

“Happy & fulfilled employees/contractors are the lifeblood of any business because that happiness and fulfillment permeate the work across all departments.

The people leader who is not authentically concerned for and invested in each of their people’s development/growth will have a revolving door team. Nobody will stick around because eventually they will feel diminished and lose power because “nobody cares”.

And this is a primary root cause for turnover, which is the highest operational expense any business will incur.”

This funds our ability to build up more specialists and virtual assistants, making our training system stronger.

And that long queue of 500 sheep all needing attention is now 50 small queues of ten sheep each.

What kind of leader are you?

Are you talking about making 6 figures a month or making 6 people happy each month?

Are you responding to urgent, non-important requests to unwittingly operate a nursery instead of an emergency room?

What changes will you make in how you organize your time and what is even allowed into your queue?


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


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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