Jesse Cole

Abandon convention to build devoted customers through radical authenticity

Jesse Cole argues that businesses achieve competitive advantage and customer loyalty by systematically rejecting industry norms and embracing unconventional behavior at customer touchpoints. He contends that authentic, unexpected moments—deliberately created through departing from standard practice—generate more durable engagement than traditional marketing because they signal genuine commitment to customer experience over profit extraction.

1

minor league team's unconventional uniform choice became unexpected marketing masterstroke

“Whatever is normal, do the exact opposite.”

Third Inning: Whatever is Normal, Do The Exact Opposite

6

industries where Cole demonstrates applicability of unconventional strategy

Weather disruptions test whether organizations truly prioritize fan satisfaction or just pay lip service.

Perfect Fan Experience

Leaders who question conventional wisdom gain competitive advantages that standard-setting competitors cannot replicate.

Challenge Your Industry