MrBeast did not gain the superlative of most-subscribed-to YouTube channel by chance. Boasting over 317 million subscribers, MrBeast—known for megaviral videos like “Ages 1-100 Fight for $500,000” and “I Spent 50 Hours Buried Alive”—has ballooned from an archive of prank videos to a food business and host of the to-be world’s biggest game show. In a leaked document that recently went viral, MrBeast star and creator Jimmy Donaldson, 26, laid out a comprehensive, if not unconventional, guide to succeeding in business.
The 36-page document, “How to Succeed in MrBeast Production,” contains sections on filming and editing content, and maintaining open communication with one’s manager. In It, Donaldson espoused the values of prolific work ethic, perfectionism, and accountability. Business Insiderverified the document was from MrBeast with former staffers. MrBeast did not respond to Fortune’s request for comment.
“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.”
“I want you to have a mindset that God himself couldn’t stop you from making this video on time,” he added. “Check. In. Daily. Leave. No. Room. For. Error.”
Donaldson also advocated that workers look for creative ways to save money. Instead of a challenge price being $20,000 in cash, he gave as an example, MrBeast could give away a year’s supply of Doritos (defined as five Dorito bags every day for 365 days) for a fraction of the price with the same shock value. He said employees should be working on multiple videos at a time, whether that means customizing a lamborghini decal or physically holding a camera to shoot footage. In exchange for employee’s unbridled dedication to the project, Donaldson provides flexibility with working hours.
“Obviously we want grinders that put in the hours and love you guys to death that do,” he said. “But at the end of the day you will be judged on results, not hours.”
Beast mode
Donaldson’s own rise to fame suggests he follows his own advice, finding unconventional means of saving money and working outside the traditional 9-to-5. MrBeast is based out of a 63,000-square-foot office on the outskirts of Greenville, North Carolina, where Donaldson grew up and attended Christian private school. Despite generating $700 million last year, Donaldson continues to reside in Greenville instead of the influencer capital, Los Angeles. He bought a string of houses in a neighborhood where some of his employees, family, and friends reside. Donaldson’s mother acts as his company’s chief compliance officer, managing MrBeast’s finances.
Making content since the age of 13, Donaldson had his first taste of viral fame for his Minecraft videos. His media is now known for its elaborate and expensive sets, where Donaldson pours most of his capital, meaning the company operates under tight margins. Donaldson spends up to $4 million a month on video production. He recently announced a partnership with boxers and content creators Logan Paul and KSI to launch a Lunchables competitor called Lunchly, which will feature Paul’s Prime energy drink and MrBeast’s Feastables candy cars.
Some of MrBeast’s success has come at the expense of an allegedly exploitative and dangerous workplace culture. Former MrBeast collaborator Ava Kris Tyson left MrBeast following allegations she sent inappropriate messages to a minor and former moderator of her Discord channel. Earlier this month, MrBeast was named in a lawsuit alleging contestants were not properly compensated, nor given meal breaks in MrBeast’s upcoming “Beast Games” on Amazon.
Even before sitting at the nexus of viral success and serious business impropriety, Donaldson has admitted he’s missed the mark sometimes.
“I’m young and I’ll be the first to admit I’m not perfect,” Donaldson said in the leaked guidebook. “I promise not a single person on this planet wants us to succeed more than I do and no matter how much you work you’ll never invest more time into this company then I will, but I can’t promise I’ll always be right.”
