Key Takeaways
1. Start Before You're Ready & Embrace Constraints
The only way to win in business is to make adjustments, not excuses.
Action over perfection. When Jesse Cole and his team arrived at the dilapidated Grayson Stadium in Savannah, they faced overwhelming challenges: no money, no staff, no furniture, and a community deeply skeptical of yet another failed baseball team. Instead of waiting for perfect conditions, they started immediately, making calls and trying to connect, despite constant rejection. This "start before you are ready" mindset allowed them to learn quickly from their initial failures.
Constraints foster creativity. With no financial safety net, the team was forced to "outthink, not outspend." This scarcity became their secret weapon, pushing them to innovate rather than conform to industry norms. For example, when their PA announcer was absent, they empowered players to introduce themselves, leading to viral moments like Bill LeRoy's self-introduction.
- No money meant no traditional marketing budget.
- Limited staff meant everyone wore multiple hats.
- Old stadium forced creative solutions for fan experience.
Adjustments, not excuses. Initial setbacks, like being laughed out of meetings or facing misinformation, were treated as opportunities for adjustment. They realized that acting "normal" yielded "normal" (bad) results. This pivotal understanding led them to embrace being different, setting the stage for their unique approach.
2. Attention Beats Marketing: Be Unforgettable
“You know,” PT Barnum once said, “I’d rather be laughed at than not be noticed at all.”
Generate outrageous attention. Facing indifference from the Savannah community, the Bananas looked to P.T. Barnum's philosophy: "Get Attention." They launched a "Name the Team" contest, which, despite initial local ridicule, garnered national media attention and merchandise sales. The name "Savannah Bananas" itself was chosen because it sparked endless promotional ideas.
Engineer the narrative. Knowing the name would be controversial, the team coached staff on how to respond to criticism and ensured a cheering section at the unveiling. This proactive approach allowed them to control the narrative, turning potential embarrassment into buzz. The press savaged them, but they were talking about them.
- "Savannah Baseball McBaseballface" was an actual suggestion.
- "Banannas" shirts with a typo became a piece of history.
- SportsCenter dubbed them "top banana."
Curiosity over indifference. The goal wasn't universal approval, but to break through apathy. By being "equal parts confused and curious, irritated and interested," the city began to pay attention. Subsequent announcements, like all-you-can-eat tickets and the senior citizen dance team (Banana Nanas), further solidified their reputation as "buzzworthy rule-breakers."
3. The Fans First Way: Vision-Driven Decisions
When you don’t have a responsibility to your corporate sponsors and your only responsibility is your fans, you can completely reimagine what the fan experience looks like.
Vision as a North Star. The Bananas operate by a singular mission: "Fans First, Entertain Always." This vision, born from Jesse's boredom at a traditional baseball game, guides every decision. It's about creating a place where fun leads, the score doesn't matter, and everyone can be a kid again.
Willingness to be misunderstood. True Fans First decisions often challenge the status quo and are met with criticism. The Bananas embraced this, understanding that innovation requires being "willing to be misunderstood." Their decision to eliminate all corporate sponsors and billboards from Grayson Stadium, for example, was initially met with skepticism but ultimately led to increased merchandise sales and fan loyalty.
- All-inclusive tickets were initially misunderstood.
- Banana Ball rules were seen as "mockery."
- Ad-free ballpark was deemed financially foolish.
Long-term fans over short-term profit. The Bananas prioritize creating "rabid, dedicated fans" over immediate financial gains. They believe that by serving fans better and creating an unforgettable experience, long-term profit naturally follows. This philosophy is encapsulated in their "Five Es": Eliminate Friction, Entertain Always, Experiment Constantly, Engage Deeply, and Empower Action.
4. Eliminate Friction: Remove Every Pain Point
You can’t create an unforgettable experience if you can’t empathize with your fans.
Empathize with fans. Eliminating friction means putting yourself in your fans' shoes and identifying every potential pain point, frustration, or policy that hinders their experience. The Bananas learned this lesson early when a family, unable to bring outside food, was forced to eat their Chick-fil-A on hot pavement, then left the game.
Police out of policies. Many traditional business policies, like "no outside food or drink," are designed to "police" customers and prioritize company profit over fan happiness. The Bananas questioned every policy, removing those that created friction and replacing them with fan-centric alternatives. Their all-inclusive ticket, covering all food and drink, transformed a pain point into a value proposition.
- Starbucks leaves an empty chair for customers in meetings.
- Chick-fil-A aligns customer value with fan creation.
- Disney filters decisions through guest-first values.
Audit macro and microfrictions. The team actively seeks out friction points, from major issues like the "long, slow, boring" nature of baseball (macrofriction) to small annoyances like hard-to-find phone numbers or confusing ticket wording (microfrictions). They conduct "Undercover Fan" programs and frontline worker shifts to experience the fan journey firsthand, leading to continuous improvements like fixing potholes or improving concession lines.
5. Entertain Always: Every Touchpoint is a Stage
All the world’s a stage, And all the men and women merely players.
Every business is show business. The Bananas believe that regardless of industry, every business is in the entertainment business. Their goal is to "provide enjoyment and amusement" at every interaction. This means transforming mundane touchpoints into stages for fun, from their website to the stadium bathrooms.
Seven stages of entertainment. The Bananas meticulously script entertainment across seven distinct stages, ensuring continuous engagement:
- First Impression: Celebration videos, thank-you calls, pregame playlists.
- Parking Lot: Friendly "parking penguins," mascot greetings.
- Plaza: Pregame march, DJ, Princess Potassia.
- Concourse: Pep band, jugglers, magicians, "no farting" signs in banana-themed bathrooms.
- Grandstands: Characters interacting, throwing underwear, player rose deliveries.
- Ballfield: Batman bat boy, Segway pitchers, marching band entrances.
- Last Impression: Post-game plaza party, singing "Stand by Me" with fans.
Scripting for magic. While spontaneity is encouraged, the overall fan experience is carefully scripted, much like Disney curates every detail. This allows for controlled chaos and ensures that even unexpected moments, like a saxophonist playing in a bathroom stall, contribute to the "unforgettable" feeling. The aim is to make fans feel like they belong and are part of the show.
6. Experiment Constantly: Embrace the Mess
A person who never made a mistake never tried anything new.
Culture of "new as a way of life." The Bananas foster a culture where experimentation is not just encouraged but expected. They allocate 1% of their top-line revenue for experiments, demonstrating a commitment to innovation. This empowers team members, like Austin the Awkward Rapper, to implement their ideas quickly, even if they're initially uncomfortable.
Learn from "discoveries," not failures. The team redefines "failure" as "discovery," understanding that not every experiment will succeed, but every attempt provides valuable data. They commit to at least four new promotions every night, knowing that even a "horse race" gone wrong can lead to learning and better ideas.
- Horse race with blindfolded kids was a chaotic "discovery."
- Jimmy Buffett tribute band concert was a financial flop.
- These led to focusing on "Banana Ball" and themed games.
Game-changing innovation: Banana Ball. Their biggest experiment was creating "Banana Ball," a radically altered version of baseball designed to be faster and more entertaining. Rules like "no bunting," "batters can steal first," and "if a fan catches a foul ball, it's an out" transformed the game, generating national attention and a new, engaged fanbase.
- Two-hour time limit.
- Every inning counts for a point.
- No walks allowed (sprint to first).
- Fan catches foul ball for an out.
Day One mindset. Inspired by Jeff Bezos, the Bananas maintain a "Day One" mentality, constantly inventing and pushing boundaries. They believe that stopping invention leads to irrelevance, ensuring a continuous cycle of trying new things to keep the fan experience fresh and exciting.
7. Engage Deeply: Human Connection is Everything
Do for one what you wish you could do for many.
Beyond transactions, build relationships. Engaging deeply means prioritizing human connection over sales. The Bananas' philosophy is "do for one what you wish you could do for many," focusing on creating meaningful moments for individual fans that resonate broadly. This is exemplified by player Bill LeRoy, who, despite being hired for one day, became an MVP by consistently engaging with fans.
Culture of service, not sales. The Bananas have eliminated the word "sales" from their vocabulary, replacing it with "service." Job titles reflect this, like "Director of Tickets" instead of "Director of Ticket Sales." Team members like Matt Powell, the former Ticket Experience Coordinator, actively seek out opportunities to serve, even delivering cookies and milk to a fan during the pandemic.
- "Sales" is replaced with "service."
- "Ticket Sales Director" is "Director of Tickets."
- Matt Powell took fans to lunch and delivered groceries.
Flip the switch and listen. Leaders like Jesse rely on team members like Berry Aldridge to call them out when they're not fully present with a fan. This "flip the switch" mentality ensures that every interaction is an opportunity for genuine connection. The Magic Castle Hotel's "Listen carefully. Respond creatively" philosophy, like putting a Marilyn Monroe poster in a fan's room, highlights the power of attentive listening and personalized action.
The Three Ms: Moment, Matter, Meaning. The Bananas focus on making every fan's "moment" truly "matter," creating "meaning" in their experience. This is evident in the story of Mr. Willie, a lifelong fan whose declining health made his favorite seat inaccessible. The Bananas moved him to a front-row seat, celebrated his presence, and made him feel seen and cherished, turning his story into a beloved part of Bananaland lore.
8. Empower Action: Swing Hard, Even When Scared
Swing hard in case you hit it.
Courage to be uncomfortable. Empowering action means encouraging team members to take risks and embrace discomfort, much like Jesse's father urged him to "swing hard in case you hit it." The Bananas foster an environment where fear of failure is replaced by the excitement of trying new things, knowing that even misses contribute to growth.
Rewards over punishment. Unlike traditional punishment systems, the Bananas celebrate every idea and outcome, whether a big win or a "discovery." This culture encourages innovation and risk-taking. Carson Bowen, for instance, felt empowered to suggest putting "buttcheeks" on tickets because he knew his silly ideas would be celebrated, not shot down.
- No punishment for ideas that don't work.
- Celebration of all outcomes.
- Carson Bowen's "buttcheeks on tickets" idea.
Empower self, team, and fans. Leaders like Ken Silver, Jesse's first GM, empowered Jesse by constantly asking, "What do you think?" This pushed Jesse to take ownership. Similarly, the Bananas empower their team, like intern Laura who walked a fan a mile home in the rain, and their fans, by letting them co-create the experience. Fans pick team names, design merch, and even choose dares for players during games, making them integral to the show.
"The more you take, the more you make." This mantra, shared by Jesse with his son, encapsulates the spirit of empowerment. It's about continuous effort and belief in the potential for success, even when facing setbacks. By empowering everyone—from interns to fans—to act boldly, the Bananas create a dynamic, evolving experience where everyone feels a sense of ownership and belonging.
9. Be Your Own Biggest Fan: Love What You Do
The only way to do great work is to love what you do.
Passion fuels purpose. Being your own biggest fan means genuinely loving what you do, a principle Steve Jobs championed. Jake Brewer, a former intern, exemplified this by returning to "retire a Banana," delivering a heartfelt speech about the organization giving him a "platform to care about people." This deep personal connection to the work is what sustains energy and drives innovation.
Do what you love, eliminate what you hate. To maintain high energy, Jesse audits his schedule, delegating tasks he dislikes and prioritizing activities that energize him, like creating content or giving keynotes. This self-care ensures he brings his best self to the team and fans. Adam "Banana Beard" Gazda, who sculpts his beard into a banana for games, embodies this, finding joy and energy in expressing his unique fandom.
- Jesse's morning ritual: reading, running, journaling, thank-you notes.
- Delegating low-energy tasks.
- Adam Gazda's banana beard: a labor of love.
Energy is contagious. The Bananas' superfans, like Marty Jones (Man-Nana) and Coach Riley (seven-year-old coach), are driven by an infectious energy that comes from doing what they love. Marty, who once struggled with self-esteem, finds immense joy in making people laugh as a Man-Nana. Coach Riley, who "just showed up" and became a coach, inspires players and fans alike with his unwavering passion for baseball. This collective energy transforms the ballpark into a vibrant, joyful space.
10. Build a Team of Superfans: First Fans First
Your team can’t create fans if they are not fans themselves.
Care for your First Fans. The Bananas believe that to create external fans, you must first cultivate internal superfans: your team. This starts with genuinely caring for them as individuals, not just employees. Reginald, a beloved maintenance crew member, exemplifies this; his birthday celebration and eventual role as a championship-winning coach show how deeply the team invests in its people.
Eliminate internal friction. Just as they remove friction for external fans, the Bananas eliminate it for their team. They have no rigid policies or handbooks, trusting employees to be adults. Annual reviews are replaced with quarterly "check-ins" focused on personal well-being, not just performance. This supportive environment fosters freedom and loyalty.
- No rulebook or dress code.
- Quarterly check-ins focus on personal well-being.
- Trust in employees to be adults.
First-day celebrations. New hires, from interns to full-time staff, receive a "first-day party" complete with costumes, confetti, and personalized gifts. This memorable welcome sets a positive tone, making them feel loved and appreciated from day one. Zack Frongillo, the Director of Entertainment, instinctively led a "Fans First" cheer on his first day, demonstrating how quickly new team members absorb the culture.
Invest in growth and recognition. The Bananas allocate 1% of their top-line revenue for "Surprise and Delight" moments for their team, from cruises to shopping sprees and personalized "dream trips." They also practice daily recognition, using "Shout Out Central" and handwritten letters to parents of new hires. This deep engagement, like Marie Matzinger's surprise trip to Ireland for her father, shows team members they are valued, fostering loyalty and inspiring them to pay that care forward to the fans.
11. Spread the Love: Stories Over Sales
People can’t love you if they don’t know you.
Reputation precedes you. When the Bananas launched their "One City World Tour" in Mobile, Alabama, they sold out 7,000 tickets in hours, despite being unknown locally. This was due to their reputation, built by fans across the country who eagerly shared their "you wouldn't believe" stories. Their success wasn't from marketing, but from the contagious enthusiasm of their existing fanbase.
Storytelling beats marketing. The Bananas shifted from traditional marketing to authentic storytelling, focusing on challenges, growth, and the impact they make on people's lives. They encourage fans to become evangelists, sharing their experiences. This approach creates an emotional connection that traditional marketing cannot replicate, turning customers into passionate advocates.
- Focus on the hero's journey: challenges, growth, impact.
- "That was fun!" became a powerful testimonial.
- Fans actively remove barriers for others to experience the Bananas.
Fans as co-creators and evangelists. The ultimate goal is to create something so unique that everyone wants to share it. Fans not only spread the word but actively participate in shaping the Bananas' identity, from naming the team to designing merchandise. This co-creation fosters a deep sense of ownership and pride, making the brand "their message."
The first fan is you. The entire "Fans First" philosophy hinges on the leader's genuine passion. Jesse emphasizes that you can't fake belief or energy; you must be a "fanatic" about what you do. This personal love for the work is contagious, inspiring team members and fans to join the "Banana family" and spread the joy, creating a legacy that transcends mere business success.
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