He turned a broke team into a billion dollars
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
This episode features an inspiring business story about Jesse Cole, founder of the Savannah Bananas, who transformed a struggling minor league baseball team into a billion-dollar entertainment empire. Starting from near bankruptcy and sleeping on an air mattress in a garage, Cole revolutionized baseball by creating "Banana Ball" - a faster, more entertaining version of the traditional game with unique rules and unprecedented fan engagement. (01:35) The team now has a 3 million person waiting list and generates between $70-100 million in annual revenue, proving that obsessive attention to fan experience and willingness to break conventional rules can create extraordinary success.
• Main Theme: How relentless innovation, fan-first mentality, and willingness to challenge industry norms can transform a dying business model into a cultural phenomenonSpeakers
Sam Parr
Co-host and serial entrepreneur who founded The Hustle, growing it to $17-18 million in revenue before selling. Currently runs Hampton, a peer networking company for entrepreneurs doing over $10 million in annual revenue.
Sean Puri
Co-host and experienced entrepreneur known for his analytical approach to business stories and investment insights. Regular contributor to business strategy discussions and startup analysis.
Key Takeaways
Exercise Your Idea Muscle Daily
Jesse Cole implemented a disciplined approach to innovation by writing down 10 new ideas every single day starting in 2016. (16:36) He acknowledged that 80% would be terrible, but the practice was essential for developing the creative thinking needed to solve complex problems. This daily discipline of forcing yourself beyond the easy 3-5 ideas to reach 10 ideas per day strengthens your ability to think outside conventional solutions and generates breakthrough concepts that transform businesses.
Obsess Over Customer Experience Details
Cole used security footage to analyze when fans got bored, left early, or disengaged during games. (19:44) He took snapshots of bleachers every 10-15 minutes to understand the exact moments that lost audience attention, then reverse-engineered solutions. This level of analytical obsession with customer experience - measuring not just what people say but what they actually do - allows you to identify and fix problems before customers even realize they exist.
Make Your Strategy Disagreeable
Effective strategy requires doing things others wouldn't agree with or consider worthwhile. Cole paid millions in sales tax for customers, capped games at exactly 2 hours, and created rules like ejecting players for bunting. (32:38) As discussed, if everyone agrees with your strategy, it's not really a strategy at all. True competitive advantage comes from making bold choices that seem unreasonable to others but create remarkable experiences for your customers.
Institutionalize "Unreasonable" Service
Beyond just good customer service, build systems that enable your team to do seemingly crazy things for customers. This requires changing hiring criteria to find people who are "down" for trying unconventional approaches without needing extensive proof or data. (25:02) The goal is creating an environment where fragile new ideas can be nurtured rather than immediately criticized, enabling breakthrough innovations in customer experience.
Focus on Being Memorable, Not Normal
As highlighted in the episode, "they only remember you're weird." (28:43) Doing expected, normal things gets you zero credit - it's just table stakes. Whether it's the Savannah Bananas' unique rules, their flat $25 ticket pricing, or their "mananas" dance team of grandmas, memorable experiences come from doing things that are worthy of remark. This applies to personal branding, product development, and business strategy across all industries.
Statistics & Facts
- The Savannah Bananas have a 3 million person waiting list to buy tickets to their events, making tickets essentially impossible to purchase without winning a lottery system. (01:55)
- The team generates an estimated $70-100 million in annual revenue, with 2 million fans attending games last year, expected to grow to over 3 million this year. (35:06)
- They have more social media followers than every single MLB team combined, including major franchises like the Yankees, Red Sox, and Dodgers. (02:26)
