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MrBeast, the largest YouTube channel by subscribers, with over 317 million followers, didn't reach the pinnacle of social media stardom by accident. The man behind the brand, Jimmy Donaldson, better known as MrBeast, has built an empire through his megaviral videos, entrepreneurial ventures, and relentless ambition. From giving away enormous cash prizes to pulling off elaborate stunts like being buried alive for 50 hours, Donaldson’s content has captivated millions worldwide. But behind the scenes, a newly leaked handbook reveals the inner workings of MrBeast’s production company and offers insight into the mindset and expectations Donaldson has for his team.
The 36-page document, titled How to Succeed in MrBeast Production, lays out a demanding, high-pressure environment where only the most driven employees thrive. Verified by Business Insider and supported by former staff members, the guide emphasizes the importance of creativity, perfectionism, and a near-obsessive dedication to the company’s success. The document offers a rare look at how one of the most successful YouTubers in the world maintains his $700 million business—and what he expects from the people who help run it.
The MrBeast Formula: Creativity, Dedication, and Relentless Work Ethic
According to the leaked handbook, Donaldson values an intense work ethic and a commitment to innovation. “Our videos are hard and if you took the difficulty of our videos…you’d see they are only getting harder,” Donaldson wrote. “This is why I want the best in the world and people who are obsessed.” The tone of the handbook suggests that working for MrBeast is not for the faint of heart. Donaldson demands absolute focus and accountability from his employees, making it clear that the stakes are high in his fast-paced and ever-evolving business.
Employees are expected to approach every task with a mindset of excellence. Donaldson himself states, “I want you to have a mindset that God himself couldn’t stop you from making this video on time.” This speaks to the extreme level of commitment he expects from his staff, who are often juggling multiple projects, from customizing expensive vehicles for content to physically holding cameras and shooting footage.
In exchange for this unwavering dedication, MrBeast offers a certain degree of flexibility when it comes to working hours, emphasizing that employees are judged on their results, not the time they clock in. However, this flexibility is coupled with immense pressure. “You will be judged on results, not hours,” Donaldson says, reinforcing that the ultimate measure of success is the final product.
According to the leaked handbook, Donaldson values an intense work ethic and a commitment to innovation. “Our videos are hard and if you took the difficulty of our videos…you’d see they are only getting harder,” Donaldson wrote. “This is why I want the best in the world and people who are obsessed.” The tone of the handbook suggests that working for MrBeast is not for the faint of heart. Donaldson demands absolute focus and accountability from his employees, making it clear that the stakes are high in his fast-paced and ever-evolving business.
Employees are expected to approach every task with a mindset of excellence. Donaldson himself states, “I want you to have a mindset that God himself couldn’t stop you from making this video on time.” This speaks to the extreme level of commitment he expects from his staff, who are often juggling multiple projects, from customizing expensive vehicles for content to physically holding cameras and shooting footage.
In exchange for this unwavering dedication, MrBeast offers a certain degree of flexibility when it comes to working hours, emphasizing that employees are judged on their results, not the time they clock in. However, this flexibility is coupled with immense pressure. “You will be judged on results, not hours,” Donaldson says, reinforcing that the ultimate measure of success is the final product.
Thinking Outside the Box: Cutting Costs with Creativity
The handbook also provides a glimpse into Donaldson’s strategic mindset when it comes to cost management. While MrBeast videos are known for their elaborate stunts and high cash prizes, Donaldson encourages his employees to find creative ways to achieve the same shock value at a lower cost. For example, instead of offering $20,000 in cash for a challenge, Donaldson suggested that a year's supply of Doritos (five bags a day for 365 days) could have the same impact on viewers but for a fraction of the price.
This type of innovative thinking is key to maintaining the high production value of MrBeast’s videos while keeping budgets manageable. Despite generating $700 million in revenue last year, the company operates on tight margins due to the massive expenses involved in creating content. Donaldson spends up to $4 million a month on video production, which includes building intricate sets and covering the costs of cash giveaways.
The Greenville Connection: Staying True to His Roots
Although many influencers flock to Los Angeles for its thriving creator scene, Donaldson has remained rooted in his hometown of Greenville, North Carolina. He operates his business out of a 63,000-square-foot office on the outskirts of the city, far from the glamour of Hollywood. This decision is emblematic of Donaldson’s practical and grounded approach to his business. Instead of immersing himself in the LA scene, Donaldson has bought a string of houses in a neighborhood where many of his employees, friends, and family reside.
Even with this localized setup, Donaldson’s reach extends far beyond North Carolina. His brand has evolved beyond YouTube videos into other ventures, such as launching Feastables candy bars and partnering with fellow creators Logan Paul and KSI to create Lunchly, a new competitor to Lunchables featuring Paul’s Prime energy drink.
A Culture of Accountability and Controversy
The recent leak of MrBeast’s employee handbook comes at a time when Donaldson’s business practices are facing increased scrutiny. Former collaborator Ava Kris Tyson recently left the company amid allegations of inappropriate behavior, and Donaldson himself is named in a lawsuit alleging mistreatment of contestants in his upcoming Beast Games show on Amazon. This adds to growing concerns about the potentially exploitative and dangerous workplace culture at MrBeast Productions.
Despite the challenges, Donaldson remains committed to his vision, admitting in the leaked handbook, “I’m young and I'll be the first to admit I'm not perfect.” However, he stresses that no one is more dedicated to the success of the company than he is. “No matter how much you work, you’ll never invest more time into this company than I will, but I can’t promise I’ll always be right.”
Conclusion: The Relentless Drive Behind MrBeast’s Success
Jimmy Donaldson’s success as MrBeast is no accident. His ability to push boundaries, innovate, and demand excellence from both himself and his employees has made him one of the most influential creators in the world. As the leaked employee handbook reveals, working for MrBeast requires a unique blend of creativity, discipline, and relentless drive. While his leadership style may not be for everyone, it’s clear that those who thrive in this environment are rewarded with the opportunity to be part of one of the most successful digital empires ever built.
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Source: Fortune
Photo Credit: Mr. Beast
Hashtags: #MrBeast #YouTubeSuccess #CreativeContent #DigitalMedia
Hashtags: #MrBeast #YouTubeSuccess #CreativeContent #DigitalMedia
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