by Nathan Whittacre
I recently had the pleasure of attending Robin Robins' IT Sales and Marketing Boot Camp, where I heard an incredibly inspiring talk from Jesse Cole, the visionary owner behind the phenomenon known as the Savannah Bananas. Jesse's story and his unique approach to business reminded me of the importance of standing out, being different, and above all, creating fans first.
When Jesse and his wife bought a struggling expansion minor league baseball team in Savannah, Georgia, nine years ago, success didn't come easily. In fact, they only sold two tickets in the first three months. Imagine investing your time, energy, and resources into a venture that appears doomed right from the start. Most people might reconsider their choices or scale back their expectations. Jesse, however, took the opposite approach. He doubled down on creativity, innovation, and an entertainment-first mindset.
A significant turning point came from an unexpected suggestion: naming the team the "Savannah Bananas." The idea was unusual and unconventional, to say the least. Initially, the local community criticized and ridiculed Jesse for what seemed like a ridiculous name. But Jesse wasn't deterred. He leaned into the absurdity, realizing that being different could be their greatest asset. For the first game, the players wore green uniforms, symbolizing bananas that weren't quite ripe yet. It was this type of playful brand innovation that captured people's attention and sparked curiosity.
Putting "Fans First" Over Everything
The philosophy that transformed Jesse’s business was simple but powerful: put "Fans First." Instead of relentlessly chasing customers, Jesse emphasized the idea of creating genuine fans. He constantly posed important questions such as:
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How do we look different?
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How can every action we take create fans?
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Most importantly, what does a fan actually look like?
The answers became vivid and unforgettable. Fans began tattooing the team's logo on their bodies. Parents eagerly put their babies on waitlists to become a "banana baby." Some fans even drove over 40 hours to attend games. That level of devotion isn’t purchased with traditional marketing—it’s earned through exceptional experiences and emotional connection.
Jesse emphasized something critical: marketing isn’t about what you say; it's about what you do. Actions speak louder than words. Every business decision should be evaluated by its potential to create passionate, loyal fans.
Inspired by the Magic Castle Hotel in Los Angeles, Jesse laid out what he calls the "Five E's of Fans First," a framework any organization—including my own here at Stimulus Technologies—can adopt to stand out and thrive.
The Five E’s of “Fans First” and How They Apply to Any Business
1. Eliminate the Friction – Mirror Moment
To start creating fans, Jesse emphasized the importance of eliminating friction at every possible interaction. Imagine the perfect customer experience, then proactively remove anything that detracts from it.
Every "pay point"—whether monetary or otherwise—is a pain point. Businesses need to recognize these friction points and address them dramatically differently than their competitors. This requires walking through the entire customer journey, identifying barriers, and making conscious efforts to improve the experience.
Yes, the process can be messy initially, but greatness often emerges from chaos. Businesses brave enough to tackle this head-on will cultivate loyal fans and memorable brand moments.
2. Entertain Always
Entertainment isn't merely a side benefit; it's essential. Jesse shared a quote from P.T. Barnum: "The noblest art is to make others happy."
Entertainment doesn’t just happen—it must be intentionally designed into every customer interaction. The first impression should be memorable and unique, setting the tone for the entire experience.
Jesse encouraged us to embrace "unscalable" actions—such as personally calling customers to thank them. These small gestures often have an outsized impact. Equally important is the last impression—how do you make customers feel at the end of their experience?
Celebrating anniversaries or recalling shared memories can leave lasting emotional connections. Additionally, Jesse advised businesses to prepare scripted responses for handling situations when things go wrong, turning negative experiences into opportunities for deeper engagement.
3. Experiment Constantly
Innovation comes from experimentation. Jesse is a firm believer that continuous, relentless experimentation is key to ongoing success.
To break free from mediocrity, companies should regularly brainstorm ideas, pushing the boundaries of creativity. “Are we crazy enough to try something different?” Jesse challenged us.
He encouraged teams to brainstorm at least ten wild ideas regularly, promoting a culture where innovation thrives. Constant experimentation might mean failing occasionally, but businesses that embrace this practice eventually find unique solutions that set them apart.
4. Engage Deeply
Engagement means listening carefully and responding creatively. Jesse quoted Andy Stanley: “Do for one what you wish you could do for many.”
Personalized, deep engagement—even at a small scale—has powerful ripple effects. Jesse shared how focusing on meaningful interactions—even just one at a time—can inspire broader cultural change within an organization.
Engagement begins at the leadership level; executives must exemplify attentive and meaningful interactions. By choosing "stories over sales," businesses can foster emotional connections with their customers, transforming them into genuine fans.
5. Empower Action
Empowering team members to take action is critical. Jesse shared a memorable story of a team member named Reggie, whose empowered actions inspired both teammates and fans alike.
"Swing hard in case you hit it," Jesse advised, emphasizing that boldness often results in extraordinary outcomes. Organizations must actively cultivate an environment where employees feel confident taking initiative and making decisions that enhance the fan experience.
Empowering individuals at every level can ignite passion, ownership, and innovation within teams.
The Unexpected Power of Gratitude
A final, profound takeaway from Jesse was the simplicity and importance of gratitude. He underscored the value of expressing a heartfelt thank you every day.
Whether it’s a personal note, a thoughtful email, or even better—a short thank-you video—these gestures build authentic relationships and reinforce fan loyalty.
Genuine gratitude doesn’t merely make customers feel valued; it cultivates deeper emotional connections that are nearly impossible to replicate.
Redefining Success Beyond Revenue
Throughout his presentation, Jesse consistently reminded us to set goals bigger than mere financial gain. While revenue and profits are necessary, businesses should strive for something more meaningful.
Pursuing impactful, fan-driven goals will inevitably yield better long-term results—and more resilient customer relationships.
In closing, Jesse quoted comedian Will Ferrell: "Keep throwing darts at the dartboard; you'll eventually hit the bullseye." Persistent innovation, creativity, and the courage to be different are the keys to standing out in today’s crowded marketplace.
Jesse Cole’s remarkable success with the Savannah Bananas proves that embracing fun, prioritizing fans, and continuously experimenting will transform customers into loyal, passionate fans.
At Stimulus Technologies, This Hits Home
At Stimulus Technologies, Jesse’s message resonates deeply. We, too, are committed to embracing our uniqueness, continuously innovating, and always placing our clients at the heart of everything we do.
Just like the Bananas, we strive to create unforgettable experiences, building lasting relationships based not on what we say, but on what we do.
Ready to Build Something Remarkable?
If you're looking for an IT partner that doesn’t just solve problems but creates memorable, fan-worthy experiences, let’s talk. At Stimulus Technologies, we don’t believe in cookie-cutter solutions—we believe in standing out and helping our clients do the same.
📞 Schedule a free discovery call with our team and let’s explore how we can help your business grow, innovate, and truly connect with your customers.
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