Mick Unplugged

Fans First: How Jesse Cole Turned Baseball Into An Experience

January 1, 2026

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  • Normal business practices yield normal results; remarkable success requires doing what others won't do, even if it means embracing the messy process. 
  • The core framework for creating superfans is identifying friction points in the customer experience and intentionally creating "You Wouldn't Believe" moments that align with the brand's core value (e.g., fun). 
  • Leading with gratitude, demonstrated through tangible actions like calling every ticket buyer to say thank you, is a contagious practice that builds deep loyalty, even when it is unscalable or costly. 

Segments

Jesse Cole’s Core ‘Because’
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(00:01:08)
  • Key Takeaway: Jesse Cole’s driving ‘because’ is rooted in his upbringing, stemming from a desire to feel loved and part of something, which translates into creating joy and togetherness for others.
  • Summary: The motivation beyond the ‘why’ is the ‘because,’ which for Cole is fueled by childhood experiences as an only child of divorced parents who sought connection and love. His current mission is to bring people together across all ages to experience joy and let loose. He believes a world filled with joy and fun is inherently a better world.
Normal vs. Unreasonable Results
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(00:04:42)
  • Key Takeaway: Following industry standards only yields average outcomes; remarkable success requires doing the unreasonable and memorable things others avoid.
  • Summary: Cole cites his early experience in Gastonia where standard baseball promotions led to low attendance, proving that doing what everyone else does yields the same results. He was inspired by Alan Fadden’s concept to do the exact opposite of what is normal to gain attention. Initial unconventional acts, like players dancing mid-game, generated the memorable buzz that defined the brand.
Framework for Remarkable Experiences
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(00:08:06)
  • Key Takeaway: Micro-reinvention involves systematically identifying and eliminating friction points in every customer touchpoint, then replacing them with ‘You Wouldn’t Believe’ moments.
  • Summary: The framework, inspired by Walt Disney, requires putting oneself in the customer’s shoes to map out all frustration points. Leaders must list normal processes (e.g., email signatures, invoices) and brainstorm remarkable alternatives that elicit the ‘you wouldn’t believe’ reaction. This requires actively working the ‘idea muscle’ daily to innovate within the brand’s core value, which for Cole is ‘fun’.
Living the ‘Fans First’ Mantra
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(00:10:03)
  • Key Takeaway: Values like ‘Fans First’ must be lived out loud through concrete actions, especially when facing costly mistakes, to build team alignment.
  • Summary: When a massive email error offered tickets to 44,000 people instead of 4,000, the company faced a $6 million loss by honoring the commitment. Leaders must apologize immediately and then follow up with actions that prove commitment to values, even if it means buying back free tickets to maintain integrity. Storytelling about these moments reinforces the culture internally.
Micro-Reinvention and Focus
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(00:18:43)
  • Key Takeaway: Reinvention doesn’t require a 180-degree overhaul; it means continuously improving specific touchpoints to be the best in the world at the core offering.
  • Summary: Cole believes in doing one thing better than anyone else, which for the Savannah Bananas is creating the greatest show in sports by combining entertainment and competition. This involves reinventing every moment of the experience, from pre-game tailgates to eliminating boring elements like mound visits. Banana Ball rules were changed based on observing fan behavior, such as when they left their seats early.
Overcoming Early Challenges
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(00:22:16)
  • Key Takeaway: Success is preceded by necessary setbacks and failures; the key is responding to these messy moments by treating them as discovery rather than defeat.
  • Summary: Cole experienced near bankruptcy early on because the concept hadn’t been experienced by fans yet, leading to failure when they were only talking about the vision. Initial attempts included massive, unscalable promotions like all-inclusive food for $15, which led to operational chaos like transmission outages and ticket system shutdowns. The commitment to overcoming these challenges daily is what builds greatness.
The Power of Gratitude and Mentorship
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(00:26:28)
  • Key Takeaway: Leaders create superfans by being impatient in giving to others, exemplified by consistently spreading gratitude through personalized outreach.
  • Summary: Cole used to call every single fan who bought a ticket or merchandise in the early years, an unscalable but vital practice that instilled gratitude. He continues this by sending personalized thank-you videos daily to clients or team members, emphasizing that gratitude is contagious. Great leaders are also great teachers who get their ‘reps in’ by sharing lessons learned, like how Mark Cuban responded to his early email.
Final Message and Legacy
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(00:35:38)
  • Key Takeaway: The ultimate message is to find what makes you stand out, amplify it relentlessly, and ignore criticism, as long as you are pursuing what truly lights you up.
  • Summary: Cole’s daily routine involves running while listening to business podcasts to fuel creativity, followed by journaling and idea generation, never missing a day. He emphasizes that being misunderstood is inevitable when doing uncommon things. The goal is to be the best version of oneself and change the world by pursuing what generates personal energy.