I finished reading more about Felix Dennis. The first book I read about him, which he wrote, detailed his thoughts on how to succeed as an entrepreneur. The second, a biography, described his journey from his early years through his passing at age 67 in 2014. The latter book contained less detail about Felix’s entrepreneurial journey than I’d hoped, but I still learned some new things about him.
How Did Dennis’s Early Years Affect His Trajectory?
His parents’ dynamic had a big impact on Dennis. His father leaving when Dennis was four put pressure on his mother to provide for her sons. Working as a bookkeeper, she realized a career in accounting could be her savior. She became laser-focused on becoming an accountant so she could provide. The positive was that Dennis saw work ethic and focus pay off for his mother. But her sons were neglected and didn’t get much, or any, motherly warmth from her. Felix followed in his mother’s footsteps: he was laser-focused on his goals and outworked everyone else to make them happen.
His parents struggled to keep their general store open, and his mother struggled as the sole provider. There wasn’t a lot of money, and at one point, Dennis’s living arrangements included an outside toilet and no electricity. Dennis was determined never to live like that again. “Under no circumstances would I stay poor,” he wrote. His determination fueled his pursuit of financial freedom.
Felix was in his early twenties when the Oz trial ordeal began. It was a rude awakening to how the world really works and how unfairly the establishment treats certain people. He decided he needed money to put himself on a fairer playing field with the establishment and to make it possible to defend himself if necessary. This realization about money was another factor that fueled his pursuit of financial freedom.
How Did Dennis Become So Successful?
The Oz trial had a significant impact on British society. It made Dennis an icon and gave him an edge, especially in the publishing world. This standing opened doors for him and allowed him to make several critical deals. His name alone would get him meetings with people or allow him to steal deals that competitors considered won but that weren’t closed.
Dennis was a master at identifying market gaps and filling them with something people would love. He was highly gifted at being in tune with what people wanted. He had a deep understanding of how customers thought and how to create publications that resonated with them. He was what the venture capital world would call a hipster and played this role repeatedly, especially in his partnership with Peter Godfrey and Bob Bartner. Maxim's outsize international success was a result of Dennis’s hipster abilities.
Felix was also an unapologetic opportunist who had a keen sense for markets that were severely underserved or would be underserved because they would grow rapidly.
Another contributor to his success was that he didn’t have a wife or children, so he could work longer hours and take bigger risks without worrying about the impact on his family.
Dennis was gifted with words. He knew how to talk to people in a way that resonated deeply with them. He made everyone he conversed with feel like they were the only thing that mattered. He mesmerized people when he spoke with them. This made him a superior salesman who could close almost any business deal. It also made him a gifted poet and womanizer.
What Kind of Entrepreneur Was Dennis?
Dennis was a founder. Most of the businesses he was involved in started from nothing. As his empire and resources grew, he bought some publications, too.
Dennis believed that making money was a skill. He applied it to publishing, but he believed he could have applied it to any industry and done well. His confidence in his moneymaking skill led him to take risks that others wouldn’t dare take.
Dennis was also a marketing genius. He instinctively knew how to get and keep people’s attention. This served him well in publishing because attention was what he sold to advertisers.
Dennis was a colorful entrepreneur who changed publishing in the UK and the United States. I’m still curious about some aspects of his journey and will be reading more about him.
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