Dennis Yu

You should only accept excellence.

How would you feel if I described your business as mediocre? A 3-star review – not bad, but not great.

I would be a little hurt, as none of us are in business to just be OK. It’s why we do so much to discern ourselves from the background noise, and why it matters that we have clear mission statements and a well-defined brand that strives for excellence.

This starts from within- with your strategy, your goals, and your people. It’s often easy to overlook areas where you let your standards of excellence slip. 

A few places I’ve noticed this happening:

1. Be very careful with hiring young, eager people – except those who are truly AWESOME without reservation.

It’s easy to be wowed by energy and enthusiasm, but if it’s not focused properly, it’s unusable. 

Now couple that with immaturity, and it will cost you dearly as they demand and excuse their behavior, offending clients, and making everyone else look bad.

I’m not saying that you should only hire well-seasoned veterans- those are in finite supply and their resumes fetch a handsome price.

Those eligible for hire don’t have to have top experience but must be able to work like professionals regardless of age, hold themselves to high regard, and understand that others rely on them to perform.

Clients do not care if you’re young, have an exam, or have chores- they only care about results.

2. Only those who fully understand your process and can perform should be managers.

It’s dangerous to put the inexperienced in a role where they make strategic decisions and direct others. You may have the urge to put a “people-person” in the role of manager for how they handle others since they are approachable and have a friendly touch.

But if they’re incapable of the work themselves, they do not stand a chance of directing others how to do it since they have no frame of reference to measure against. 

3. Do not tolerate nonsense at any level.

This means no more babysitting, chasing people for updates, and general nonsense you’d not expect to see at a company like Google, Apple, or Tesla. 

When you see schoolyard drama or petty excuses happening, deal with it immediately

Otherwise, you breed a very toxic work culture full of entitlement and derision. If your crew is gossiping and fighting amongst themselves, they’re not focused on providing excellent results. 

Of course, some people’s feelings will get hurt, since they think excellence doesn’t apply to them or they can continue as usual, thinking they’re above the rules.

The rules apply to everyone- even you, so lead by example. Find the offenders, and cut them out before they poison everyone.

Allowing any of this is not fair to teammates who do take work seriously, even though they could make excuses and be defensive.

4. Communication is key!

This is one of the hardest things to do, but is crucial. It’s why I push the concept of Communicate-Iterate-Delegate (CID) so much because without someone reporting their progress, we’re unsure of where we are and what to do next.

I think of this like piloting an airplane, a large ship, or going on a cross-country trip without GPS. It would be terrible if your navigational instruments only updated every hour- or worse, intermittently. You would quickly veer off-course, and by the time there’s an update, you could be hundreds of miles in the wrong direction or crashed into the side of a mountain.

Now throw human emotion into the mix– your team is like the various sensors and mechanisms powering progress and ensuring you’re on course. 

Imagine if your GPS told you it was afraid to give directions, or when you turned the wheel to change direction, it defiantly locked up and told you “No, I think we’re on the right course.”

Coach your team on the values of good communication, and follow it religiously.

5. Stop wasting time with potential clients who aren’t a huge opportunity.

No more quick chats, 15-minute calls, power hours, etc. except paid upfront at your full rate with no refunds. Your time is valuable, and you must define how much it’s worth.

Doing so will trim down those who only prove to waste your time or aren’t a good fit. 

Define your standards for your ideal client and what is worth your time, because if someone is not willing to pay for your expertise, they won’t respect the work you do for them.

My litmus test for this is: “If it’s not a ‘Heck Yes’, It’s a ‘Frick No’ “ – Trust your gut, otherwise you’ll deal with the dreaded client from hell.

6. Charge a large fee annually instead of small monthly installments.

This means instead of charging $10.00 a month, charge $120.00 a year.

This weeds out those who treat your service like a gym membership they signed up for but never use since they’re not committed. 

It may seem like a high barrier of entry, and that you’ll lose business because it’s just too expensive, but it’s the opposite. This attracts those who know what they want, have done their research, and are ready for commitment.

To them, it’s an investment- not a try-out that they will just cancel next month.

What are your standards of excellence that you hold yourself and your team to?

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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