Celebrating 45 Years with 45 Lessons | Brock Dennings
After 45 years in business, FED Design/Builders knows success is built on more than quality buildings. It’s built on leadership that adapts, evolves, and never stops learning. Brock Dennings, FED’s President, shares five lessons that shape how he leads the company into the future.
1. Work-Life Balance Is Not Optional, It’s Essential.
“As much as I love my career, it holds no value without my family,” Brock says. This mindset has shaped how he leads not only himself but his team. He knows the hard truth: nobody will remember the extra email you sent at 8 PM, but your spouse and kids will remember whether you showed up for them. Brock works hard to set the expectation that while work matters, it should never cost you the most important parts of life. He admits it is not always perfect. Some days pull harder than others. However, striving to be present and encouraging his team to do the same is a non-negotiable value at FED.
2. Perception Is Reality, Always.
Brock has learned “If a customer feels like something is incorrect or could be improved, then that is the reality.” It doesn’t matter how we think we are performing or what facts we feel back up a scenario. If a client is concerned, their concern is valid, and it demands action. At FED, this lesson drives a relentless focus on communication, responsiveness, and exceeding expectations.
3. Quality Leadership Begins With Your Thoughts.
One of the most pivotal lessons Brock learned came from his mentor, Brandon Dawson: “What you think is what you say, what you say is what you do, and what you do becomes your legacy.” This mindset changed everything. It forced Brock to realize leadership is not just about reacting to problems. It’s about proactively setting the tone through every thought, word, and action. Staying intentional, forward-looking, and clear-minded isn’t a side task for a leader. It’s the primary focus.
“What you think is what you say, what you say is what you do, and what you do becomes your legacy.”
– Brandon Dawson
4. Growth Is a Lifelong Journey, There’s No Finish Line.
Every time Brock feels like he is finally hitting a leadership stride, the world throws a new curveball. Markets shift. Teams grow. Challenges change. Instead of seeing this as a setback, Brock sees it for what it is: proof that real leadership demands constant evolution. “I’ve learned so much,” he says, “and it still feels like just the beginning. Every day is a new opportunity to learn and grow.” Leading FED means embracing the truth that every day brings a new opportunity to improve.
5. Revenue Looks Good, but Profit Keeps Business Moving
Through all the market conditions over the last 45 years, one lesson has proven itself again and again: Revenue is vanity, and profit is sanity. Flashy revenue numbers might look good in headlines, but they do not build sustainable businesses. Profitability, flexibility, and smart reaction to changing conditions are the true markers of continued success. Brock knows it’s not about chasing every dollar. It’s about building a strong business no matter what the economy throws at it.
Closing Thought:
At FED Design/Builders, leadership isn’t a title. It’s a daily commitment to be better, think bigger, and never lose sight of what truly matters. As we celebrate 45 years of success, these lessons from Brock remind us that the real foundation of FED’s future is built one decision, one relationship, and one day at a time. Stay tuned for the remaining 40 lessons we will be sharing from our team!
