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Owner of Savannah Bananas, Creator of Banana Ball, Author of Fans First & Find Your Yellow Tux

Jesse Cole

Jesse Cole is the founder of Fans First Entertainment, known for owning the Savannah Bananas. The Bananas have 1M+ fans, have sold out every game since inception, and been featured on major media outlets. Jesse is also an author and speaker, advocating for standing out and prioritizing customers and employees.

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Contributor Brief·Jesse Cole · 6 articles
Updated May 30, 2024

Reverse convention, not incrementally improve it, to build loyal customers

Cole argues that businesses grow fastest by deliberately inverting industry norms rather than optimizing within them, and that absurdity and unconventional behavior are the primary tools for creating authentic customer devotion. He demonstrates that attentive listening paired with bold creative response — not incremental refinement — transforms everyday touchpoints into memorable experiences that competitors cannot replicate.

1

unconventional uniform choice drove unexpected marketing success

“Whatever is normal, do the exact opposite.”

Third Inning: Whatever is Normal, Do The Exact Opposite

Cole's strategic framework for competitive differentiation

Invert industry conventions9
Transform everyday customer touchpoints into stages8
Listen carefully, respond creatively9
Embrace absurdity for authentic engagement8
Question conventional wisdom as competitive advantage9

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21%Invert industry
Invert industry conventions
Transform everyday customer touchpoints into stages
Listen carefully, respond creatively
Embrace absurdity for authentic engagement
+1 more

3

industries share Cole's unconventional business philosophy

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

Perfect Fan Experience

Your front door is a stage where every interaction either builds or breaks loyalty.

Your Front Door is a Stage

“Absurdity drives authentic engagement faster than polish or perfection ever could.”

Themes:Inverse convention as primary growth strategyAbsurdity and authenticity create competitive moatsEvery touchpoint is a stage for differentiation

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