How To Be and Create a “Fanatic”
I have started reading a new book this week entitled, “Fans First: Change the Game, Break the Rules & Create an Unforgettable Experience” by Jesse Cole. It is based on the true story of the Savannah Bananas, an unconventional baseball team that play in kilts, stilts, and stilettos, and have an all-grandma dance team: the Banana Nanas. They sell out every game, have a waitlist in the thousands, ship merchandise around the globe, and entertain millions of followers on social media. ESPN calls the Bananas “the greatest show in baseball.” I have really enjoyed the lessons shared in this book about how to stand out in your marketplace, drive explosive growth, and inspire fanatical loyalty. I think just the title of the book is a great summary of what I have read so far.
The leaders of this organization have done a beautiful job of taking simple frameworks, like culture and values, and turning them into a mantra adopted by and kept front-of-mind by everyone in their organization and championed by their fans. They call it the “fans-first way,” and it dictates how they operate in every capacity. Really, the fans-first way is just a catchy name to encompass and communicate their company values. The Savannah Bananas use the “Five E Framework” to drive the culture and activities of the organization:
Eliminate friction
Entertain always
Experiment constantly
Engage deeply
Empower action
These Five Es are memorable, influential, and impactful. The Savannah Bananas bet on the idea that long-term fans – “fanatics” – will produce long-term profits. And as I was reading this, it became clear to me that to create a fanatic, YOU have to be a fanatic first. YOU have to love what you do; YOU have to love the people you do it with; and YOU have to bring that big fan energy to everything you do, too, if you are going to achieve success in creating this fans-first culture in your own organization. To be the Steady Leader of your organization, you have to lead yourself first by buying into what you are trying to sell. Adopt this fans-first mentality yourself first. Challenge yourself to love what you do, who you do it with, and the fans you garner.
Furthermore, the Savannah Bananas are the proof-of-concept of the idea that attention is more important than marketing. They play in a 1920s-era ballpark with no ads or billboards and with players no one can even name. How is this possible? Because they have figured out that you must first win over the eyes and ears of potential fans before you can influence them enough to win over their hearts and minds. With their fans-first approach, they are free to “break the rules” to capture attention, provide value, and entertain people. This approach challenges you to create an unforgettable team by doing it differently than anyone else in your industry. It challenges you to be very clear about what you want to be known for, and empowers you to do just about anything to deliver on that to your fans or customers. And if you do it right – if you really go all-in – the attention you garner will reward you with referrals and powerful word-of-mouth marketing.
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Written by Schuyler Williamson
REALTOR. Leader. Veteran. Business Owner. Investor.
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God Bless!
~ Schuyler Williamson