PDF Summary:Fans First, by Jesse Cole

In Fans First, Jesse Cole reveals his unconventional approach that transformed the Savannah Bananas into an entertainment sensation. Placing fans at the heart of every decision, Cole reimagines traditional baseball for an immersive, fun-filled experience. From breaking industry norms through creative innovations to crafting participatory narratives that spark fan loyalty, this book provides a blueprint for captivating your audience.

Cole advocates cultivating a fan-obsessed company culture, even at the expense of profit. With practical insights on overcoming challenges and empowering passionate teams, he explains how to deliver unforgettable experiences that keep people engaged and excited to see what's next.

(continued)...

• Design a "Bananaland Challenge" where you and others commit to incorporating something related to your interest into your daily life for a set period, like wearing yellow every day for a week or adding a banana to every meal. Share your progress and encourage others to do the same on social media, creating a sense of camaraderie and collective celebration among enthusiasts.

Prioritizing the needs and preferences of fans in every choice made and fostering a culture that is obsessively focused on the customer.

Decisions should prioritize the audience's experience, ensuring it is both memorable and unparalleled, by adopting a mentality that places the fans at the forefront. This involves prioritizing the interests and needs of the audience over the financial objectives of the organization, while dedicating oneself to a culture of continuous improvement and education. Every employee, from the CEO to the parking team supervisors, is dedicated to fostering an environment that will delight and captivate the fans.

Cultivate a company-wide attitude that consistently places the supporters first.

Creating a truly fan-centric experience requires more than just slogans and policies. Every choice, no matter how major or trivial, must be based on giving precedence to the needs and preferences of the fans. Every team member is educated to empathize with the perspectives of the supporters and has the authority to make choices that enhance the entire experience for the fans.

Create a seamless and enjoyable experience for the audience by eliminating barriers and challenges.

Identify each instance where your patrons experience annoyance or difficulty, and strive to eliminate these impediments. Customers may become frustrated due to prolonged periods of waiting, unclear rules, unwelcoming environments, or undisclosed charges. Identify any minor aspect that might diminish the enjoyment of the audience and devise strategies to enhance, streamline, and amplify their overall experience.

Cole observed that numerous conventional stadiums prohibit the entry of food and beverages from external sources. They aimed to boost their profits by encouraging the audience to spend money on refreshments and souvenirs. However, this led to a displeasing scenario for spectators who were compelled to either leave their snacks at the entrance of the arena or eat them on the hot pavement. Cole seized the opportunity to allow guests to bring their own refreshments. The majority of attendees were delighted by the offering of unlimited drinks. By eliminating these barriers, they showed a greater appreciation for their fans than for corporate earnings.

Practical Tips

• Simplify complex information with visual aids that are easy to understand at a glance. Create infographics or diagrams that summarize key points, and distribute them as handouts or display them during your talk. This helps to break down barriers to comprehension and keeps your audience engaged with the material.
• Conduct a "walk-through" of your routine from an outsider's perspective. Pretend you're a first-time visitor in your own home, workplace, or any other environment you frequent. As you move through the space, actively look for things that might cause confusion or inconvenience to someone who isn't familiar with the area. For example, if you notice that guests always struggle to find your home's light switches in the dark, consider installing motion-sensor lights or placing small, glow-in-the-dark stickers near the switches.
• Implement a feedback system that allows customers to report issues in real-time. Set up a simple digital form or feedback kiosk where customers can quickly voice their concerns about wait times, service clarity, or any unwelcoming aspects they encounter. Regularly review this feedback and make operational changes to address the common issues.
• You can enhance your audience's experience by conducting anonymous pre-event surveys to identify potential distractions or discomforts. Use a free online survey tool to ask attendees about past experiences at similar events, focusing on what detracted from their enjoyment. This could range from seating arrangements to audio quality. Analyze the responses to pinpoint common issues and address them before your event. For example, if several attendees mention that poor sound quality has been an issue, invest in a soundcheck before the event starts.
• Develop a habit of eating a substantial meal before attending events. This reduces the temptation to buy expensive stadium food. To make it more effective, keep a stash of non-perishable snacks in your car or bag that are allowed in the venue for emergencies.
• Try personalizing your invitations with a suggestion for guests to bring an item that contributes to the event's ambiance. For instance, if you're organizing a book club meeting, encourage participants to bring a candle or a cushion to create a cozy atmosphere. This strategy not only makes the setting more enjoyable but also encourages a sense of community and participation.
• You can enhance your event by offering a signature drink that aligns with the theme. Create a unique beverage that captures the essence of your event's theme, and offer it as a complimentary feature. For example, if you're hosting a book club meeting, you might serve a "Mystery Margarita" during a discussion of a detective novel.
• You can show appreciation to your supporters by personalizing your responses to their feedback. When you receive comments or messages, take the time to craft individual replies that address specific points they've made. This demonstrates that you value their input more than a generic response would.

Prioritize the happiness and contentment of your supporters over the pursuit of the highest financial profits.

Focus on ensuring the happiness and contentment of your supporters instead of merely pursuing higher earnings. Jesse Cole emphasizes the significance of embracing a mindset focused on sustained development to ensure a company's success. Focusing on delivering joy and amusement to supporters cultivates devotion and sparks discussions that act as powerful tools for marketing, thereby laying the groundwork for sustained success over the long term.

The Savannah-based baseball squad decided to eliminate all forms of corporate sponsorships and advertisements from their stadium. While initially it might not appear to be economically sensible, this approach crafted an experience distinctively designed with the spectators in mind. Visitors could focus on the fundamental elements of the experience, such as the game, the entertainment, and the camaraderie, without the distraction of advertisements. This bold move ultimately led to even greater brand loyalty and a remarkable growth in merchandise sales.

Context

• In a competitive market, prioritizing supporter happiness can differentiate a brand from others that focus primarily on profit, potentially attracting a more dedicated customer base.
• Focusing on sustainable growth often involves prudent financial management, ensuring that the company can weather economic fluctuations and invest in future opportunities.
• By focusing on entertainment, organizations can offer unique experiences that differentiate them from competitors, making them more memorable and likely to be talked about.
• This strategy aligns with a growing consumer preference for authenticity and transparency, as many people are increasingly skeptical of overt commercialism and prefer experiences that feel genuine and untainted by corporate influence.
• By removing advertisements, the focus shifts entirely to the game and entertainment, creating an immersive environment where fans can engage more deeply with the event and each other.
• The unique, ad-free experience likely generated buzz and word-of-mouth promotion, as fans shared their distinctive experiences with others, effectively serving as organic marketing.

Cultivate an environment that encourages empowerment, experimentation, and ongoing enhancement.

Foster a workplace atmosphere that motivates employees to pursue novel ideas, experiment with various approaches, and value the educational moments provided by errors. Encourage your team to perceive both triumphs and obstacles as vital chances for growth, fostering an environment that enables them to bring forth innovation and distinctive insights.

The author emphasizes the importance of embracing every idea and the chance to enhance understanding and improve techniques through each trial, no matter the outcome. An intern once devised the creative idea of expressing gratitude to customers for their purchases by creating customized hip-hop style musical clips. The initially peculiar concept quickly gained widespread popularity and has since evolved into a cherished component of what the Bananas provide. By fostering an atmosphere that encourages teams to test their ideas and implement them, you cultivate a setting conducive to the flourishing of inventive solutions.

Practical Tips

• Start a "Failure Resume" to document and reflect on projects that didn't go as planned, fostering a mindset that values learning from mistakes. By keeping a personal log of your own failed initiatives, you can analyze what went wrong and how different approaches might have led to better outcomes. This practice encourages you to take risks and experiment, knowing that even if an idea doesn't work out, it contributes to your growth and learning.
• Engage in role-playing exercises with friends or family where you simulate challenging scenarios that could occur in your professional or personal life. Take turns playing different roles and afterwards, discuss what you could learn from each situation. This practice helps you prepare for real-life events and view them as educational rather than purely stressful.
• Implement a "One Change a Week" challenge where you pick a single new idea or technique to apply to your daily life each week. At the end of the week, assess the impact of the change. Did it improve your understanding or skills? How can you build on this change for the next week? This incremental approach allows for continuous learning and adaptation.

Value your team by viewing them as your primary supporters and make certain that their experience is distinctive and unmatched.

Cole underscores the importance of considering your employees as the initial and most crucial supporters to establish a company that genuinely prioritizes its fans. Employees who are content and committed often go the extra mile to guarantee the happiness of those they serve.

Create a warm and festive environment that helps to establish a positive setting as you greet new team members.

Onboarding is the first experience a new employee has with your company, and it should be memorable and exciting. Ensure they sense a warm reception, appreciate their importance, and feel included in a unique group. Create an environment at work that sparks excitement right from the outset of a new team member's experience.

When new employees join the Bananas team, they are met with an enthusiastic celebration where people in costumes throw confetti and play lively tunes. The atmosphere for their engagement with the company is set immediately, providing a welcoming and pleasant experience. It allows them to connect deeply with a community that places great importance on vibrancy, enthusiasm, and delight, all aimed at ensuring the audience has a pleasurable experience.

Practical Tips

• Organize a casual team lunch or coffee break on the new member's first day. This provides an opportunity for informal interaction and helps to break the ice in a relaxed setting. It's a chance for the new team member to start building relationships without the pressure of formal meetings or work tasks.
• Set up a mentorship program where new employees are paired with more experienced team members who are not their direct supervisors. The mentors can share insights about the company culture, provide guidance on projects, and offer support as the new hires navigate their first few weeks. This creates a sense of belonging and a personal connection to the company.
• Redecorate a corner of your home to be your 'inspiration station': Choose a small area in your home and fill it with items that spark joy and creativity for you. This could be colorful art, motivational quotes, or even a collection of items from nature. Whenever you see this corner, it should serve as a visual cue to get excited about what you're going to do next.
• Organize an interactive virtual tour of the office for remote team members. Use a video conferencing tool to walk them through the office, introducing them to team members along the way. This can help remote workers feel more connected to the physical workspace and the people they'll be working with, even if they're miles away.
• Create a welcome kit that includes items symbolizing vibrancy, enthusiasm, and delight for new employees. For example, you could include colorful office supplies, a plant for their desk, and a welcome card with cheerful messages from the team. This tangible expression of the community's values can make a lasting first impression and set the tone for their experience.

Recognize the significance of fostering growth and providing support for the progress of your group members.

Convey your profound gratitude and recognition for the dedication and hard work of your team members. Acknowledge the dedication they exhibit, express your gratitude, and commit to their advancement and skill enhancement. Foster an environment that encourages personal growth, skill acquisition, and allows individuals to achieve their utmost capabilities.

The Savannah Bananas recognize accomplishments of every scale. They consistently ensure to verbally acknowledge and value the contributions of their colleagues on a daily basis. They also invest in showing appreciation in meaningful ways, such as planning team outings, shopping trips, and supporting the personal goals and future plans of individuals. Their commitment to valuing and recognizing their team fosters an environment of support in the workplace.

Practical Tips

• Volunteer to mentor someone in a different department or a less experienced colleague, focusing on their professional growth and offering support through regular check-ins. This one-on-one relationship can be a powerful way to apply the principles of growth and support, and it can be as simple as meeting for coffee once a month to discuss challenges and successes.
• Introduce a "Project Swap" initiative where team members can volunteer to take on tasks outside their usual responsibilities for a short period. This not only diversifies their skill set but also promotes a deeper understanding of different roles within the team, fostering empathy and collaboration.
• Transform your living space into a learning hub by dedicating a corner to personal development. Equip it with a whiteboard for goal tracking, a comfortable reading chair, and storage for learning materials like books, puzzles, or instruments. This physical space serves as a constant visual cue to engage in growth activities daily.
• Start a "micro-milestones" group chat with friends or family where you celebrate each other's daily successes. This creates a supportive community that focuses on recognizing and cheering for the small steps taken towards larger goals. For instance, if someone in the group finishes reading a chapter of a book or wakes up early for a morning jog, the group acknowledges and applauds these efforts.
• Create personalized appreciation tokens, like small cards or stickers, that team members can give to each other when they notice a job well done. Receiving a physical token can be a memorable way to feel valued, and collecting them can serve as a visual reminder of one's contributions.
• Create a "Future Goals" channel on your team's communication platform where team members can share their aspirations and seek support. This dedicated space encourages openness and collaboration, allowing colleagues to offer resources, connections, or advice that can help each other achieve their goals. For example, if someone is looking to improve their public speaking skills, another team member might share an upcoming local workshop or offer to practice with them.
• Start a "Kudos Board" in your office where everyone can post notes of appreciation for their colleagues. This can be a physical bulletin board or a digital platform where team members can publicly acknowledge each other's contributions, creating a culture of recognition and support.

Equip your team with the necessary resources and encouragement to enthusiastically endorse and uphold the brand.

Grant your team members the freedom to make independent decisions in their roles to improve the overall experience for the audience. Foster an environment that celebrates each person for their distinctive achievements and contributions.

The individual in charge of the Bananas' venue was empowered to launch and implement a curbside service that offered their unique Slippery Banana drinks during the pandemic restrictions. This creative approach maintained fan enthusiasm and joy, despite the challenging period. By nurturing a culture that empowers your team to thrive and capitalize on opportunities, you fuel their passion for crafting memorable encounters for supporters.

Practical Tips

• You can create a "Brand Champion Award" within your team to recognize individuals who go above and beyond in representing the brand. This could be a monthly or quarterly award that comes with a small prize, such as a gift card or an extra day off. The criteria for the award should be clearly linked to brand endorsement behaviors, such as providing excellent customer service, coming up with innovative ideas to improve brand image, or going the extra mile in a brand-related project.
• Implement a 'decision diary' practice for team members to record the independent choices they make and the results. This can be a physical notebook or a digital document where they jot down the decision, the rationale behind it, and the impact it had on the audience experience. Reviewing these diaries periodically can help identify patterns in successful decision-making and encourage continuous improvement.
• Implement a monthly 'highlight reel' on your social media profiles where you showcase friends, family, or colleagues who have achieved something or contributed positively to your life or the community. This not only spreads positivity but also encourages your network to actively look for and acknowledge the good in others.
• Offer to write a guest post for a local business's blog, sharing your personal story of how their curbside service or virtual offerings have enhanced your experience as a fan during difficult times. This not only promotes the business but also provides a real-life example of adapting to challenges, which can inspire others to seek out and support similar services.
• Create a "Wall of Fame" in your workspace where you display photos, thank-you notes, and memorabilia from successful projects or events. This visual representation of your team's achievements serves as a constant reminder of the memorable encounters they've crafted and the collective passion that made them possible.

Navigating challenges with inventive solutions and resolve, consistently prioritizing the fans.

Regardless of the team's optimism and enthusiasm, it is inevitable that they will encounter obstacles and challenges. Cole firmly believes that challenges can be overcome through creative efforts, steadfast commitment, and a focus on ensuring the happiness of the fans. By viewing challenges as chances to evolve, staying flexible, and valuing creativity above monetary assets, you can establish an organization that prospers even under challenging conditions.

Approach challenges as opportunities to innovate and reinvent

Consider obstacles as opportunities to craft creative resolutions and evolve your strategic approach. Venture away from the conventional paths, particularly when it goes against prevailing convictions.

View obstacles as opportunities to pleasantly surprise your supporters in unforeseen ways.

Address challenges by identifying chances to turn those obstacles into delightful moments of astonishment for your audience. Turn a negative experience into a positive memory.

Remember the ambiance of the Savannah Bananas' first-ever match. As the team grappled with loss and inclement weather, there was a spike in the number of people seeking refreshments at the food and drink counters. However, they still managed to create a memorable experience for their fans by having the Banana Nanas dance in the rain, keeping spirits high. The ability to turn a challenging circumstance into a memorable and engaging experience ensured that spectators maintained a positive view.

Practical Tips

• Turn a setback into a storytelling moment by sharing your experience with friends or family in a way that highlights the unexpected positive outcomes. When you face an obstacle, instead of focusing on the frustration, narrate the event to others as an adventure where the challenge led to a surprising benefit. For example, if a power outage prevents you from working on your computer, share how it led you to discover a new café with great ambiance and even better coffee, which is now your go-to spot for work.
• Develop a game out of mundane tasks by setting up a point system for overcoming small obstacles. Assign points for each challenge you face and reward yourself with something enjoyable when you reach a certain score. If you dislike doing dishes, give yourself five points every time you do them without procrastinating, and at 50 points, treat yourself to a movie night.
• Use photography to capture a symbolic representation of a negative experience being transformed into a positive one. If you've overcome a fear of heights, take a photo from a high vantage point to symbolize your triumph. This visual can serve as a powerful reminder of your ability to turn challenges into victories.
• Try using physical props in a digital meeting to grab attention. In a world where virtual meetings are the norm, holding up a physical object related to your topic can be a surprising visual break from the usual slides. For instance, if you're talking about innovation, show an old gadget and a new one to visually demonstrate the evolution.
• You can enhance the experience of fans by personalizing your interactions with them during challenging times. For instance, if you're a musician and your concert is canceled, consider sending personalized video messages to ticket holders expressing your regret and sharing an exclusive acoustic version of a popular song. This gesture acknowledges the disappointment and provides a unique experience that they wouldn't get otherwise.
• Implement a personal reward system for when you successfully adapt to less-than-ideal weather. If you go for a run in the rain, for example, reward yourself with a special treat or an extra episode of your favorite show. This creates a positive association with adapting to the weather and keeps spirits high.
• Create a 'positivity jar' where you write down a challenging situation you faced each day and then add a note next to it with a positive spin or lesson learned. Over time, you'll have a collection of how you've turned difficulties into growth opportunities, which can be a powerful reminder of your resilience.

Use constraints and limitations as a catalyst for creative problem-solving

View limitations not as obstacles, but as catalysts that inspire inventive solutions. Cole suggests that constraints frequently ignite the most inventive thoughts.

The author points to examples like the "no dead air" rule for the Bananas' PA announcer, Shark, forcing him to constantly think on his feet and create an energetic atmosphere without a second of silence. The decision to have players switch roles during a game presented organizational challenges, yet it resulted in a memorable and unique experience for the spectators. Embracing limitations can motivate your team to explore and unearth potential solutions that may have otherwise gone unnoticed.

Context

• In technology, constraints like limited processing power or storage have historically driven the development of more efficient algorithms and data compression techniques.
• Environmental constraints, such as water scarcity, have led to innovations in sustainable practices and technologies, like drip irrigation and desalination.
• Constraints can enhance problem-solving skills by forcing individuals to think outside the box and explore unconventional approaches.
• Embracing such limitations can lead to the discovery of new methods and practices that enhance both performance and audience experience.
• Spectators may feel a stronger emotional connection to events where they witness creative problem-solving, as it can evoke admiration and excitement.
• The need to fill gaps or silence can push people to develop new skills or techniques, enhancing their ability to entertain or communicate effectively.

Prioritize the contentment of your supporters by leading with bravery, firm beliefs, and relentless commitment.

Ensure that neither fear nor uncertainty obstructs the pursuit of your aspirations. Rely on the collective strength of your employees and patrons, demonstrating the courage necessary to enact major transformations that enhance the involvement and enjoyment of your spectators.

Exhibit the courage necessary to perform daring, unorthodox actions in the interest of your patrons.

Dare to challenge conventional wisdom, scrutinize time-honored methods, and implement unique tactics that ensure an exceptional experience for supporters. Embrace the unique attributes that distinguish your brand from rivals with confidence.

Jesse Cole launched a series of showcase games in various cities, naming the initiative the Global Urban Showcase. The gamble yielded significant rewards, resulting in full houses and capturing the interest of media outlets across the nation. This willingness to push the boundaries of what's possible is what sets the Bananas apart and keeps their fans engaged.

Context

• Taking daring actions often involves a level of risk, but it can lead to significant rewards such as increased customer engagement, media attention, and business growth.
• Leveraging unique attributes allows for compelling brand storytelling, which can captivate audiences and communicate the brand’s mission and values effectively.
• The Global Urban Showcase likely serves as a marketing strategy to expand the team's fan base and brand recognition beyond their home city.
• By creating events that are newsworthy due to their novelty and entertainment value, the Bananas effectively attract media coverage, which amplifies their visibility and appeal.
• Utilizing the latest technology, such as augmented reality or AI, can enhance fan engagement by offering new ways to interact with the brand.

Make the needs of your supporters the central tenet, especially during times of uncertainty or challenge.

When you introduce new methods that deviate from established norms, you will undoubtedly face doubt and opposition. Dedicate yourself wholeheartedly to creating an experience that genuinely places the fans at the forefront, staying true to your convictions and trusting your intuition.

Cole encountered resistance upon choosing "Savannah Bananas" as the team's moniker. The moniker was frequently viewed as trivial, and many doubted its likelihood of succeeding. Despite skepticism, Cole remained steadfast in his commitment to his vision and ultimately demonstrated its validity. The unique name played a key role in creating an atmosphere of happiness that became inseparable from the identity of the Bananas. Cole's steadfast commitment to his vision resulted in the establishment of a business that resonated deeply with supporters and achieved considerable success.

Context

• The name "Savannah Bananas" was chosen to reflect a fun and approachable brand, aiming to create a memorable and engaging experience for fans, contrasting with more traditional team names.

Other Perspectives

• In some cases, supporters may not have the expertise or understanding necessary to make informed decisions about complex issues, and prioritizing their needs could lead to suboptimal outcomes.
• In certain cases, new methods may align so well with the current needs and trends that they are adopted without significant resistance.
• There is a risk of creating an echo chamber if the experience is tailored too closely to existing fans, potentially stifiring innovation and failing to attract new supporters.
• Convictions that are not adaptable to new information may hinder progress and innovation.
• A name that is too unconventional might distract from the sport itself, leading to a focus on marketing gimmicks over the quality of the game and the athletes' performance.
• Staying true to one's vision in the face of skepticism can sometimes lead to missed opportunities for improvement or adaptation that could come from constructive criticism.
• The concept of happiness is subjective and can vary widely among individuals; what creates an atmosphere of happiness for some may not have the same effect on others.
• Over time, identities can evolve, and what seems inseparable now might change if the team's strategy or management changes, or if there is a significant shift in the fan base's demographics or preferences.
• Resonating with supporters does not guarantee long-term success; a business must also be financially viable and adaptable to changing circumstances.