Dogs don't understand "NO!"
There's no such thing as a naughty, stubborn or 'dominant' dog. They simply don't understand what is being asked of them or haven't fully learnt the instruction that you're giving them. When you introduce a new command do so in a familiar place with no distractions, then practice in different situations with increasing levels of distraction.
Give your dog something to do instead....
You can't teach a dog what not to do, you have to teach them what you want them to do instead. For example, rather than jumping up at the door when somebody rings the bell or begging next to the table when you're eating you can train your dog to go to a settle mat and lie down. These are known as 'alternative behaviours'.
Dogs don't speak English! They have an understanding of commands but not language.
Be careful not to unintentionally give unwanted behaviour a name. For example, if you say, "shut up" every time your dog barks eventually they think "shut up" means they bark! The only way to deal with unwanted behaviour is to ignore, distract or ask for an alternative behaviour. Never punish your dog for doing something 'wrong'. Shouting, screaming or hitting your dog will cause it to be fearful.
Commands or CUES can be; verbal, such as a specific word, physical, such as a hand gesture, sound, such as a whistle or a combination of 2.
Nobody can run a marathon without training for it first. Likewise, your dog has to learn in stages and build up its understanding. So, for example, to teach a 'down/stay' you must first teach a 'down', then gradually increase the time you leave it there before returning. You, not your dog, must decide when it can move from that position by giving a 'release cue' or permission to move.
Always train for success. If your dog fails at any stage, go back to when it was successful and try again.
Dogs aren't robots. Be aware that sometimes they're tired, not feeling 100% or just not interested. It's no good trying to force them to learn, you'll both get annoyed and frustrated. Just call an end to the training and try again on another occasion. But end on a high, ask them to do something you know they're good at and reward it.
A reward does not have to be food. It could be a ball or toy, praise or being allowed to run around.
Don't be surprised when your dog behaves like a dog!