Celebrating 45 Years with 45 Lessons | DeVere Dennings
Every foundation has a cornerstone. For FED, that cornerstone is DeVere Dennings, the man who turned a vision into what is now a 45-year legacy. His journey from the family farm to the frontlines of commercial construction taught him lessons that shaped FED’s culture and values. Here are 10 of those lessons.
1. The Skills That Built FED Started on the Farm
“I didn’t grow up with time clocks. I grew up on a farm where the day started at 5 AM and didn’t end until the work was done,” DeVere recalls. From the age of 10, he learned responsibility the hard way, managing equipment, solving problems without being able to hire for repairs, and working until the job was finished. Those early years taught him that success isn’t about knowing every answer in advance. It’s about learning everything you can in the moment to prepare for what’s next.
2. Betting on Yourself Is the Biggest Decision You’ll Ever Make.
Leaving the farm at 26 to start his own business was the boldest move DeVere ever made. “I had a young family and no other source of income. I started in January and it was May before I made my first sale.” What started as a gamble turned into a career, and by the end of that first year, his sales were thriving. His lesson is simple: Risk is the price of any reward worth having.
3. Never Stop Learning, Especially About Selling.
A self-described “nuts and bolts guy,” DeVere knew he had to master sales to survive. He did it by learning from the best, sticking close to top performers, and absorbing their techniques. Those skills didn’t just boost his sales. They became the backbone of FED’s customer-first approach.
4. Do It Right, Or Don’t Do It At All.
DeVere’s commitment to quality wasn’t just a business strategy. It was a way of life. “If you do something, do it right, and never take shortcuts.” Customers noticed, and word of mouth spread. This passion for quality became a core value at FED that continues to define the company today.
5. Decisions Shape Your Destiny, Make Them Boldly.
From launching new services to entering new markets, DeVere was always open to fresh opportunities. But he learned that not every venture succeeds. “Knowing when to pull the plug and move on is just as important as knowing when to start.” His lesson is to be bold in your decisions and be honest enough to move on and try something else when necessary.
6. Speed Beats Hesitation.
While some depend on financial advisors, DeVere trusted his instincts. His approach was simple: make decisions quickly and keep moving. “Deals don’t wait. If you hesitate, someone else will take the opportunity.” This agility became a defining trait of FED, helping it adapt to changing markets faster than competitors.
7. Pursue Challenge, it Builds Confidence.
DeVere’s most life-changing experience was selling grain systems in Nigeria. Navigating complex negotiations in a foreign market was intimidating, but it taught him something critical: If you can handle the hard stuff, you can handle anything. That mindset gave him the confidence to take FED into larger, more complex projects.
8. Without a Team You Can’t Succeed
“Running your own business teaches you lessons you never see coming. Like the fact that every Friday, your team gets paid, even when you don’t.” DeVere’s commitment to his team’s financial security was more than a responsibility. It was proof that FED would create an environment that employees could count on.
9. Surviving Recessions Takes Grit, and a Little Luck.
No lesson came harder than navigating recessions. Banks called in loans despite perfect payment records. Customer loans canceled mid-project. “I have no idea how we survived some of those times,” DeVere admits, enduring sleepless nights and relentless problem-solving. His resilience kept FED alive.
“If you do something, do it right, and never take shortcuts.”
10. Time Is the Only Thing You Can’t Earn Back.
Looking back, DeVere’s biggest regret isn’t a lost deal or a failed venture. It’s the time he missed with his family while consumed by the business. “The largest regret is being so consumed with business that my family sacrificed time we should have spent together.” His honesty is a reminder that even the hardest-working people must find balance.
Closing Thought:
DeVere Dennings built more than a business. He built a culture defined by hard work, honesty, resilience, and quality. As we celebrate 45 years of FED Design/Builders, these 10 lessons from our founder remind us that the strongest foundations are built on values that withstand decades of change.