Name: The Fans First Way: The 5 Es for Accountants to Turn Clients Into Huge Fans
Uploaded: 2026-05-13T17:13:08.061Z
Duration: 57 min 8 s
Description: The Fans First Way: The 5 Es for Accountants to Turn Clients Into Huge Fans

Transcript for "The Fans First Way: The 5 Es for Accountants to Turn Clients Into Huge Fans": Hey, everyone. I'm Jean Martin. I am excited to kick off the first ever Elevate virtual summit for accountants presented by Paychex and cpa.com. We got two days of inspiring speakers and great content here especially to the accounting industry. Plus, if you wanna meet the requirements, you can earn up to six CPE credits. That's one credit per session. Now I don't know about you, but I've been going bananas. I'm looking forward to the virtual summit and our keynote session, the fans first way, the five e's for accounts to turn clients into huge fans, featuring Jesse Cole, who I am a huge fan of as well. And we're gonna get to Jesse in just a minute. Before I introduce him, let's cover a few quick housekeeping items. Okay? So at the right of your console, you'll find both the docs column to access related resources and the q and a column where you can type in and submit your questions during the webinar. While we can't guarantee a response to every single one, all questions are received and help us create future presentations and content for this group to help strengthen your advisory role. And asking questions during sessions is one of the ways you can earn chances to win one of 50 fun giveaways today, including our grand prize of, you ready, a Yeti cooler. You'll also see occasional polls throughout this session. And let's talk about these polls. When a poll launches, a blue alert card will open about the same time as the poll column at right, which is marked with a red dot. Select your response, click submit, and you'll receive confirmation, you know, about it. There are no wrong answers. When a poll closes, the polls tab will also close until the next one launches. This is really important. To earn your CPE credit, you must respond to at least three of the four polls and remain connected for at least fifty minutes, which particularly for this session, I don't think that's gonna be a problem at all. Provided you meet both requirements during the broadcast, you'll receive a separate email within twenty four hours or less to download your certificate. Please note on demand recordings are not eligible for CPE. And, of course, some legal stuff. This presentation does not constitute legal advice and is for informational purposes only. So now let's meet our keynote speaker here at Elevate. Jesse Cole is the founder of Fans First Entertainment, owner of Savanna Bananas and author of Fans First, Find Your Yellow Tux, and Banana Ball. He has welcomed millions of fans to ballparks around the country, and his teams have accumulated over 35,000,000 followers across social media platforms. He's the star of the ESPN series, Banana Land, and he's been featured on sixty Minutes, The Today Show, CBS Sunday Morning, HBO Real Sports, and once at his son's show and tell. Jesse is passionate about making baseball fun, standing out, and creating fans. Today's speaker, everybody, is Jesse Cole. And for those of you who may not know who Jesse is, let's just take a look at this. Banana ball. Banana ball. Banana ball. Banana ball. It's Banana ball. Pick baseball meets Broadway. It's the greatest show in sport. I can't get a ticket. The wait list is over 3,000,000 people. I love that. They made the game more fun. This is an experience I can only compare to WrestleMania. After watching what I just watched, I need to go join the Savannah Bananas. The Savannah Bananas turned Banana Fall into a cultural phenomenon. Banana Ball is taking the country by storm. Help me do your work. Our owners, Jesse and Emily Cole, created Banana Ball and do two things. Make baseball fun and be fans first, and we named the company Fans First Entertainment. Every decision to make it fans first That is what you call Banana Ball. We saw some dancing umpires. We saw a fifteen foot tall pitcher throwing some strikes on stilts. It's a fast paced take on baseball with 11 rules you wouldn't see at a major league game. We're creating a sport, not just a show. They're professional ballplayers. Yeah. First round pick, second round pick. And if the fan in the seats makes the catch, the batter is out. A 100%. There were choreographed celebrations, alligator wrestling, and a unicycle. Outfielder punches it up in the sky with the glove, catches the ball in the hat. That was real good. I did something with Savannah Bananas recently. Dance was the thing that created this amazing sport. No ticket fees. No convenient fees. No service fees on every ticket. No shipping fees. Everything that fans we think don't like, we try to eliminate it. Fortunately, the fans have been unbelievable in supporting us since then. That's an incredible story. We're not in the baseball business. We're in the entertainment business. I am fired up to be with you guys today. Actually, my first real speech was nine years ago, and it was to a group of accountants and CPAs at ProfitCon in New Jersey. And I was scared out of my mind. I was like, these people are extremely intelligent, and I'm a crazy guy in a yellow tuxedo who runs a baseball circus team. Why am I actually here? But after that talk, the response was better than I could ever imagine, and it actually led to my first book, Find Your Yellow Tux, on how to be successful by standing out. So I am truly excited to speak with this group, and, we've had to learn how to work with CPAs accountants a lot more over the last few years as we have grown. And so we have a lot of experience in this field, and I'm just, really excited to share some of the lessons we've learned on how to stand out, how to be different, but most importantly, how to create bands. You know, I believe the future of business is not based on how many customers you have, or for you guys, how many clients you have, but it's how many fans you have. Fans, you know, they they never leave. They they they they when you look at customers, they're transactional. They come and go. But fans will always stay there, and there is a difference there. And that's what we've been so fortunate to build over the years is more fans than we could ever imagine. So but for you guys that you might have seen a little bit, obviously, the banana ball and what it is now, but people don't know really where it started. And I wanna take it back so you understand because many of us, we go through a journey in business and growing, and it is extreme challenge. And for us, it's probably one of the greatest challenges we've ever had in our life. And it was about ten years ago that my wife and I, we decided to start a brand new baseball team. At first, we were running this small little college summer team in Gastonia, North Carolina, but we said, what if we started a team from scratch? And so we had this big dream to go down to Savannah, Georgia and to start this brand new team. We had just got married. We showed up. It was myself, my wife, our 24 year old team president, and three 22 year olds straight out of college. We showed up. The phone lines were cut. The Internet lines were cut. Everything was taken out of the stadium. There was nothing left, and we didn't know what to do. And so we just grabbed our phone and started calling everyone and saying, hey. We're here. We're the new team in Savannah, Georgia. We didn't have a name at the point. We were just like, hey. We have a big vision. We're gonna make baseball fun. And it was so bad that we got hung up on constantly. We were just the next team expected to fail. We weren't doing anything differently. We were marketing like everyone else. We were trying to promote like everyone else, but we were getting results much worse than everyone else. In the first few months, we only sold two total tickets. That's not a good business model. Alright? It got so bad that by 01/15/2016, I'll never forget it. We got the phone call from our teammate who said, we're out of money, and we're missing payroll. And we were done. Three months in, we were out of money. And I remember Emily, my wife turned to me, suggested we have no other options. We have to sell our house. We sold our house. We emptied our savings account. We put the little money that we had into the team to cover the next few payrolls, and we said we gotta make this work. So we found an absolute dump, an old garage, that was on the market for three years. They're trying to sell it as a studio, but no one wanted. We found it. We got the air bed, and we were grocery shopping with $30 a week. That's all we had. And we knew at that point, we had to try to get attention and get people to know who we are and know how we are different. And so you could see the air bed here. It was it was brutal. It was my wife didn't even get a queen air bed or king bed. She got a twin air bed. Like, it was brutal. But that's what we could afford at that point. And we just had a dream and a vision, but no one had experienced that dream. So we were failing. We knew we had to get people to actually know who we were. So So we said let's do a name the team contest. So we had a contest for everyone and we had all these generic names, sailors, the skippers, the ports, the anchors, the spirits, the braves. I was like there's a team in our state called the braves, we're not gonna be the braves. And finally, I had one suggestion. It was the bananas. We saw that. We said, we could have a senior citizen dance team called the Banana Nanas. We could have a male cheerleading team called the Mananas. Now they're just referred to as the dad bod cheerleading squad. We could have a mascot named Split. We could do Go Bananas. We could throw bananas from the top deck. People could catch them in their pants. It could be called banana in the pants. We could have music videos to Can't Stop the Peeling. We had all these ideas. And we're like, let's do it. And so we announced that name. We thought we were we were all set. But now that was just talking. Because when we announced that name, all of a sudden we got the worst criticism we've ever received. The owner should be thrown out of town. This is name is an embarrassment to our city. You'll never sell a ticket. It was bad. We walked through town wearing shirts on the Saint Patrick's Day parade, and we were getting booed walking downtown. That's a new feeling, getting booed walking down your town. And that that's what was happening. But again, our fans hadn't experienced anything. We can say what we're gonna do, oh, we're a baseball team, we're gonna make it fun, hey, we're gonna take care of your taxes, we're gonna be a trusted advisor, you need to show it to people, and we hadn't shown it to people at that point. So finally, like, get to opening night, let's make it special. So we got to opening night. We were wearing green jerseys because we weren't quite right, and true story, and we made six errors and we played terrible. But they watched as our players went into the crowd and they delivered roses to little girls during the game. They watched as we put a baby in a banana costume and lifted the baby up in the air before the game and saying, no, Sabena, not here to start the game, which makes no sense. They watched as our players danced. They watched as we broke down the barrier between player and fan and worked on providing entertainment nonstop. And after that game, they started telling everyone, we were marketing like crazy before and we were failing. After that point, we stopped all of our marketing, and we put everything into the experience, and the fans started doing all the marketing for us. We started selling on every single game that year, started selling out more games. We said, alright, we gotta change the game now because fans are actually leaving games early. We saw an opportunity. So we create our own game Banana Ball. We said, let's go on a one city world tour. Start small, dream big. We sold that up. Then we went to seven cities, then 33, and then major league stadiums, and now we're so fortunate we sold out every single game since our first season. Our wait list is over 4,000,000. And my wife and I, we're no longer sleeping on an air bed. And the reason I share all that context is because what we realized, the biggest fault that we did is we were trying to be like everyone else and trying to market like everyone else and trying to do all talk. We didn't focus obsessively over the experience. And once we obsessively focused on the experience, we never had to market again because our fans did the marketing. We were able to create something that truly mattered and gives purpose to all of us. And so now when I look at all of this and how does this relate to CPAs and accountants, it says, well, hey, we're all competing in the same game. You guys are all, you know, in the sense, try you're providing taxes, you're trusted advisers, you're helping people with strategy, you're doing all this. What makes you different? Yes. Accuracy. Yes. Making sure you have a great reputation, but how do you get your great reputation? How do you take care of people in a different way? What makes you truly stand out? And so we have become obsessed with this. What do fans look like? And we've seen it more than I ever could imagine. You know, I had a family come up to me on one of the games, and it was a husband and wife and their two kids. And after the game, I said, do you have fun tonight? They go, yeah. Yeah. We did. And they go, we drove forty hours from Utah for this game, and we're driving forty hours back tomorrow. In my mind, I'm like, what is wrong with you? Who would do that? And I wanna tell them about an airplane, a whole another way to get around, but I didn't get into the details. But the reality is this is what our fans will do to be a part of the experience. We have hundreds of fans that now get tattoos of our logos on their body. We now have six teams. And this one fan, he gets a logo of each team. And after we added two more, he goes, Jesse, you need to stop adding teams. And he showed me his leg. I go, sir, that's a you problem. That's not me. And but the reality is, what a fan would look like if they're wearing your name? CPA. That's crazy. They're wearing jerseys. They're wearing shirts. They wanna wear your merchandise. They wanna have mugs because of who you are and what you represent, and they wanna tell your story because they are so proud of it. That's a raving fan. And that's what I believe any industry, no matter even more of a serious and a professional industry that you're in, we can create that. And I'll tell you when you do that, it makes coming to work so much fun every single day because you get fired up because people are so excited to be with you, not just for you to solve their problem, because of the way you make them feel. And so what I'm gonna challenge us today is how to create you wouldn't believe moments. I believe those are the three most powerful words you wouldn't believe. How do you get your client to say, you wouldn't believe what my CPA did? You wouldn't believe what my account did? Not just, oh, save $20,000, save $10,000, but you wouldn't believe what they did to make the experience special. It's It's a lot of work, but it's worth it. And that's what we obsess over every single day. So today, I'm gonna share the five e's to create these raving fans. And maybe you take one thing. Maybe you change one thing. But what I challenge you at the end of this is try one thing. Experiment with one thing and just see what happens. Because what we've realized is one experiment can change everything. And now our whole company is based on experiments and trying new things to create fans. And now that we have almost a thousand team members all over the country, that's what we talk about every day is how you create these fans first moments. That's the name of our company, Fans First Entertainment. Every decision we make is it Fans First. And I believe if you bring fans first in your company, it's a game changer, and you'll have the time of your life doing it. So let's dive into the first e to create these raving fans. It is to eliminate friction. Eliminate friction. The way I believe most companies do is they they focus on their competitors. What's everyone else doing? The greatest companies, they focus on their customers, and the way they do it is they put themselves in their customer's shoes and eliminate the friction. One of my biggest role models, people person who's inspired me more than anyone is Walt Disney. And I've religiously studied Walt. And in learning from Walt, Walt built an apartment above the fire station at Disneyland so he could walk the park every day, and he could observe and look over and see where his guests are doing, what his guests are doing, and where they're walking. And he always said, he said, whenever I go on a ride, I'm always asking what's wrong with this thing, and how can it be improved? I wonder us as CPAs, accountants, bookkeepers, how often do we say, have we just always done that? Is that the paperwork we've always done? Is that just the process we've always done? Walt was obsessed with figuring it out. And so for us, I look at the friction points. The best question to ask is what business are you in or what business are you really in? Most people would think, hey, you're in the baseball business or you're in the sports business. No. No. No. No. We are in the entertainment business. And we realized that because we looked at the game of baseball and we saw a giant friction point for the consumer or for the fan. And when we started creating Banana Ball, we realized the average baseball game was over three hours long. The game in many areas was too long, too slow, too boring. And so we had to make it fun, exciting, different. And so we started trying things around this. How do you make it not like everyone else? And I'll tell you, a lot of the things in the beginning didn't work that well. Flatulence fun night? Alright. I thought giving away whoopee cushions or having a bean burrito eating contest would get fans exciting. It was a disaster. No one came. Or the idea of doing salute to underwear night. I thought, hey, you know what? Underwear. Let's give a salute tribute to underwear. We're gonna throw underwear out in the crowd. Anybody who wears underwear over their pants or shorts gets another giveaway. It was the most unfamily friendly night we've ever done. We're not gonna do that again. My point is we started trying and testing, but people started thinking, you know what? This isn't just like a regular baseball game. This is different. This isn't like just the other CPA and regular CPA. They actually do things unique. They care. Remarkable. And so we started doing that. And then we looked at what are other friction points. You guys ever go to a sporting event and get nickel and dimed? Alright. It starts with the ticketing process. You buy tickets. A $50 ticket is, like, $86.25 because you got ticket fees, convenient fees, which are the most inconvenient fee I've ever heard of. The service fees, your taxes, you keep going. We said this is wrong. So when we started in Savannah, we said we're gonna eliminate the friction here. We're gonna create one ticket, and it's gonna have no ticket fees, no convenient fees, no service fees. We're gonna pay your taxes, and it's gonna include all your burgers, hot dogs, chicken sandwiches, soda, water, popcorn, and dessert, all inclusive for $15. It was crazy. And I'll tell you, it absolutely failed when we started. That first night, I never realized that people were gonna go through 10,000 pieces of meat in an hour. Alright? People had to wait all those two hours to get food that first night. But then the next night we moved the stanchions around. We put drinks first so people could get drinks instead of just going like this with all the burgers and dogs. And now at our stadium in Savannah people can get fed at any point of the night within five minutes. You gotta get through the messy to get to the great. And the key is to look at what those friction points are and then work backwards. So right now when you think about the friction points in your industry, I'll tell you as someone who experienced responsiveness. Unbelievable. It's it that is one of the big challenges. And, again, we might be short staffed. We're doing all the work ourselves. How are we gonna respond? They have everyone it's a priority for them, but it's not a priority for you because you've got all these other things you're working on. That right there. If I know a CPA or or someone in their firm would be the fastest responsiveness, right there, you're already eliminating some friction. And so you think about those. What are those big macro friction points? And then what are the micro friction points? Micro friction, something small. Like, for instance, voice mails. I don't know what it is, but if your voice mail is please listen closely as our menu options have changed. I don't know if menu options are changing around the country every single day, but let's eliminate that. No one wants to hear that. So how do you change your even your voice mail. When people call in their voice mail, alright, can you at least make it fun? Can you make it different? How quickly can you respond to them after that? So we've changed ours a bunch over the years, but I remember the first one we did was like it was like the song by Kamala Caballo, Havana, but we changed it to Savannah, na na na, you've reached the Savannah, bananas, na na na, please leave your message. Now I can't sing at all, but we had someone that could sing and it was more entertaining. We even changed our hold music. What's your hold music? I know it sounds like so minor, but it's a little detailed. We changed ours to ring, ring, ring, ring, ring, ring, ring, banana phone. And now every two weeks, people call us and ask to be put on hold. They're literally seeking out the friction. Okay? So look at all those micro points. What about this? Every pay point is a pain point. You guys deal with this. Anytime someone has to pay for something, that is a pain point. How do you eliminate the friction? And so we thought about this with our invoices. So we had normal invoices for years. It was just here's your your invoice, you know, here's what it is. We said that that that's boring. So we changed it. We did a new one. We wrote it. Congrats. This is your day. The day you've been waiting for. Today is the day you get to pay. You may think you've had days like this, the day you bought your first car, the day you bought your first house, or the day you went on your first all inclusive vacation, but nothing is quite like bananas payday. So pull out your savings bond, rare coins, Bitcoin, credit card, cash, gold, check, and make that payment like we know you can. This is your moment. Now seize it. Your life will never be the same. Love bananas. Every week people reach back to us and say thank you for the invoice. Literally, the invoice is making their day. Makes no sense. Right there, you know, can you make your invoices a little different? Can you make the way you respond a little different? Anything can stand out and show that you're human, and it's not just someone, hey. Hey, I wanna get the numbers done as soon as I can. Here's what's gonna happen. It's the human to human connection that goes a long way. And so that's one of the biggest things. And I'll tell you wherever the key is to become a friction fighter. Often, we just kinda move on from there and then the thing. But right now, if you were to do a friction audit on your process and go through the customer's point of view from the first time they reach out to what they want to the whole journey of your customer, how many friction points are there? How many things do we just do because we've always done and we don't question them? And I'll tell you, I now see friction everywhere. It might seem like, you know, oh, that's pretty negative. Well, no. To get to the great, to get to the positive, to get to the unbelievable, you have to go through some of the friction. And so, yeah, I see friction almost every day. And I'll give you an example, like, my bank, and I don't wanna give away names, so we'll just call them Bank of Shmerica. Okay? And so my bank, when you call your bank, what do you want to do? Now I'm still a proud, you know, member of this bank, but what do you wanna do? Speak to someone. How quickly do you get to speak to someone when you call your bank? Dial one for this, account number for this, social security number for this. Are you an organ donor? Yes. What are you asking me? Like, how quickly can I get to the person I need to speak with? So right now, if your customer wants you, what about a busy time? I know we're getting out out of tax season now, but what about during a busy time? How quickly can I get an answer? This is a challenge. Hey. I get it. How many clients do you have? We're now serving over 3,000,000 a year. It is hard, and we are struggling. It is not as good as we used to be, but I'll tell you, there are ways to make it better, and that's the starting point of all innovation is to eliminate friction. Alright. So we're gonna keep jamming now. We're gonna go to entertain always. Now crazy guy in a yellow tuxedo, why does entertain fix our how does entertain fit into our business model? You're the one that's all about entertaining. That's not us. Well, I looked up the definition of entertain, and it's to provide enjoyment. Aren't we all, an extent, a little bit in the entertainment business? P. P. Barnum said the noblest art is that of making others happy. That's what you guys do. Alright? Generally, unless you have to pay a lot, alright? Someone cuts what am I doing here? But the idea of solving their problems and making it easier and understanding and being an adviser, not just someone that takes care of the taxes, that is providing enjoyment or peace of mind, and there's a huge value to that. So my question for you guys is do we map the journey? Do we entertain always? How many stages of the experience are there? For us, there are seven stages. We know from literally the first impression you see us on social media or wherever you see us on website, then you come into the parking lot, then you're walking in and you go through the concourse, then you have the seats, then you have the field, then you have the the last impression plaza, and then the final last impression afterwards. Seven stages. What are your stages of your experience? So, again, I know everything's so much digital now and sent, but even if people do come meet with you, it's everything. Walking in the doors, connecting with you, sending the forms, what happens afterwards, all of that, and how do we map it to be absolutely remarkable. And what I will challenge you with is to do the unscalable, to do the scalable. When we first started, our first seven years, we called every single fan that bought a ticket or bought a piece of merchandise and thanked them. Every single one. It was crazy. Now what we do is we do times throughout the year. During Christmas time, we'll get even our players, our cast, our staff, we call people. But now as we're serving millions, we can't do that. But to give you an example, if you're a new CPA or new firm or going on your own, why don't you go to that level of intensity to take care of your clients? How How often do we do it? It's not just an email. It's actually a video. Thank you. Those things go a long way. So what I challenge you is to think about the experience when they first interact with you all the way through the end. We map it. In Savannah, we have parking penguins parking your car. Not real penguins that wanna work in Savannah, but we have people in penguin cautions parking your car like this. Does it make any sense? No. Of course not. But the idea of a penguin parking your car is kind of fun. And penguins actually even pass out freezy pops to kids and say stay cool tonight. That's that first impression. We even hired a professional high fiver, which was very hard to find. But the job of the high fiver is to high five every person. And we didn't find anyone for a long time until a kid came into our office and he high fived all of our staff. And I said, kid, you got the job. He goes, what, John? I go, you're a professional high fiver. He goes, do I get snack breaks? And I go, yeah. Plenty. I go, you just gotta high five fifteen hundred fans a game. And we gave him snack breaks and we actually paid him, which broke every child labor law in the books. We figured out we paid his mother, we figured it out. We we figured we did it right. My point is, how much are you willing to put into that first impression? And then the last impression, that leaves a lasting impression. We realized people used to leave our games and that was it. So eventually we now have a post game plaza party. We where we have all the cast, we have live music, but that's not just enough. So now Emily, my wife, she champions this. Every week after the games, we have someone on our team, a player or a cast member, write a handwritten thank you letter. We scan it into our email, send it to everyone that came to the game. And so it's those moments that after you take care of someone during tax season, hey, you send them everything you need. Is there something else you could do one week later, a month later to thank them? It's those things like, wow, my CPA, my accountant, that this firm really cares. It's your mapping the moments, and I think that is such the key to creating these fans. And what about when something goes wrong? Do we have a plan for that? When we first started, we did it at all, but we realized one of the biggest challenges with us is called a thing called rain. And when it rains, people get very disappointed. And so we said, let's create a rain delay script. Let's create a rain delay script so if we actually don't play because of the rain, I want people to say that was the most fun I've ever had in ballpark in my life, and they didn't even throw a pitch. For the CPAs and accounts and bookkeepers, what if when something goes wrong, how can you say, oh, we got a plan for this. It's gonna make them even a bigger fan because we're gonna do something truly special. And so we map out three hours of entertainment even if we're not gonna throw a pitch. And we have our players and our cast walking people to their cars in Savannah, with umbrellas. And I remember I'll never forget, we had an intern who was with us for just two weeks at that point. And we were walking people to their cars, and I watched an older gentleman walk out. And he says, yes. I would like a walk. And and this young intern, her name is Laura, but her name is still Laura. And this young intern started walking her to him, what I thought was to her to his car. She was gone for ten minutes, fifteen minutes, twenty minutes, twenty five minutes. We're about to send a search party up for Laura. And finally, she comes back soaking wet. I said, Laura, where were you? And she goes, I walked that gentleman to his doorstep. I go, you walked him home? And she goes, yeah. He said he was just down the road, but end up being over a mile. And I go, really? And she goes, fans first. Right? Two weeks into the job as an intern, she knew two words to guide her decision. Fans first. She literally went the extra mile for a fan. Do people that work for your firm, that work with your clients, do they know how to create those fans first moments? Do they know that actually matters most, or do they know what that looks like? And once you have that designed and you have that very clear, you can achieve anything because everyone in your team is going in the same direction. And so eliminate friction, entertain always. Map the moments of the journey. Choose one. Maybe that last impression. How do we celebrate? You know, again, I know some people have to pay, some people get money back, but is there still a way to celebrate at the end? You know, that is some kind of journey and there's an experience there. Or celebrate six months in or one month. How do you do different celebrations for clients? If someone's been with you for ten years, you know, what do we do? One year, six months, all those moments we can actually map and create fans. Alright. So we're two in. Let's go to the third. The third e is to experiment constantly. Jeff Bezos said our success at Amazon is a direct function of how many experiments we do per year, per month, per week, per day. And my question is, how many experiments do we do? Now, hey. In this business, I understand numbers, black and white. We gotta do it right. We gotta do it legal. Completely get it. But we can experiment on the experience. And so I learned this from Al Fadden. Al Fadden wrote the book Innovation on Demand. And I was blown away because he shared a story of how he sold his book. He goes, the normal way to sell a book is just get your book on Amazon, get it in a giant bookstore competing with 10,000 other books. He goes, I bought an entire retail space in Minneapolis for a bookstore, for just one book, my own. He created a one book bookstore. Alright? And he had he had it in different sections like like business and history and self help. And he had signs that said shoplifting's encouraged. Do you think you got attention? You better believe People Magazine, FullStory, NBC, Fox, CBS, National News. Do you think he sold books? You better believe it. Whatever is normal, do the exact opposite, and attention beats marketing 1000% of the time. I know this group is very, hey, we're gonna get the job done, and thinking way outside is a little different than one of our brains work, and I I understand that. But I'll tell you that's what can get people excited to work with you and draw more business than you ever imagined. And so I look what is that one experiment? What is that one thing that you do when people sign up to work with you or they join you? What is that one new experience? We realize one experiment changed everything for us. And that one experiment was dancing. As crazy as that sound, I didn't come into the saying our players are gonna dance. I met with different companies and they said over and over again baseball's too boring. It's not fun. It's not great to watch. We'll be bored. And so I I they're like, I'm like, no. It's a show. We got all these ideas. I remember meeting with one woman, an HR director, and she's like, well, what do you mean? And I was like, well, our players are really interested. She's like, what do they do? I go, they dance. And she goes, they dance? They go, yes, they do. Yep. They do. What kind of dances? I go, oh, just all of them. They just dance. It's so good. They're really good dancers. And I kinda b s my way around it, but the reality is I watched her reaction and she was intrigued. And so I went back that first practice, I brought a dance instructor. I said, guys, before we practice, we're gonna learn how to dance. And I watched all the players, they said we're not gonna do this. And I'll tell you, when you go back to your team, you say, I wanna create remarkable experiences, I wanna do crazy things, they you might have the same reaction. This is what we're supposed to do. This is our job. No. We don't need to do this. Most of the players said no. I only had four players that said they would dance. And they did the jump on it dance just like this. Jump on it, jump on it, jump on it. And that first night, the crowd cheered. By the second night, they're signing more autographs than every other player. By the third night, I'm walking through the crowd and a husband is trying to talk to his wife and his wife goes, shut up, honey. They're about to dance. And I was like, alright. We are on to something now. And now that led to the breakdancing coach, the Banana Nana senior citizen dance team, the twerking umpire who's got millions of followers. That led to dancing in the middle of the game that's got billions of views. That led to literally the New York Times doing a section on how we've influenced dance culture in the New York Times, which makes no sense. But my point is one experiment can change everything. What's the experiment that you can do and go back to your team and say, I wanna try to do something that is truly remarkable for our clients. What would that look like? Because that can make a huge, huge difference. For us, every night, people don't realize, we do 10 to 15 things every night we've never done in front of a live crowd. When people call us the Harlem Globetrotters, I actually get we'll take it back because, no, it's not here's the slow motion, here's the confetti. It's a completely different show every single night. And I'll tell you, doing 10 to 15 is hard. Nine to 13 of them don't work at all. The living pinata, I thought putting someone in a costume and having kids with plastic bats hit them as they throw candy, that was another HR disaster. Alright? Or where we have the pregnant women dance off, and we have actually women in their third trimester out there dancing on the field to salt and peppers push it. Can't unsee that. So some things don't work as well. But I'll tell you, though some turn into gold. And the question is what's it gonna be for you? What can you be known as the CPA, the accountant, the firm that does this? Because we all known we're all playing the same game right now. How do you play a different game? And it starts with experimenting constantly and trying things and not being afraid to fail with something. Don't fail with the actual bookkeeping and the numbers. We know you nailed that. But it's everything else that really tremendously makes a difference. Experiment constantly. Alright. Last two here. We're gonna go into engage deeply. This one, I think, can fit you guys as much as anyone else. Engage deeply. Do for one what you wish you could do for many, from Andy Stanley. This has really struck a chord with us because now as we're serving millions of fans, we never wanna lose that personal human one on one connection. We always tell our team one fan at a time, one fan at a time, and every night is someone's first show. Remember, every single day is someone's first interaction with you or your team. How do you make them feel? That's the question. And so I learned this from the great principle from the Magic Castle Hotel. And if you're not familiar with the Magic Castle Hotel, it is in Hollywood. It is an old nineteen fifties built apartment complex that was turned into a hotel. It's yellow, but it has no gym, no spa, no restaurants, no high level accommodations, yet it's the number two rated hotel in all Hollywood. So I had to go check it out. So I showed up, no yellow tuxedo, incognito walk in, they welcomed me. Mister Cole, welcome. We have some snacks, we have some drinks, we have our free DVD menu, which I didn't know this existed still, but we got DVDs in your rooms. We could take care of you. We have a free ice cream bar every day at 04:00, whenever you want ice cream. We'll take care of your laundry for free whenever you need it. Like, this place is ridiculous. And I was blown away. And then I go to my room and I'm walking by an older pool and I see a red phone across the pool and it says above it, Popsicle hotline. I go, yep, a 100%. So I walk over to the Popsicle hotline, I answer I grab the phone and it goes, Popsicle hotline, would you like cherry, orange, or grape? Now, orange, please. Within a minute, a gentleman walks out with a silver platter and hands me this orange Popsicle. I was like, this place is magic. I was blown away. It was a 10¢ orange popsicle, yet I was blown away. So immediately curiosity led me to reach out to their CEO. And I said, Darren, hey. I love what you do. Tell me. How do you do this? He goes, oh, it's simple. I just teach our team, listen carefully, respond creatively. I go, wait. Wait. What? He goes, I teach our team, listen carefully, respond creatively. I go, that sounds really smart, Darren. What does that mean? And he goes, well, it's we ask questions. We ask what brings people to the hotel. And when we find out things that matter to them, we try to create special moments on top of that. I go give me an example, Darren. That sounds fantastic. And he goes, well, the other day we had a couple come in and we asked what brings you to Hollywood. They go, oh, we are huge Marilyn Monroe fans, and we wanna go see her at the Walk Of Fame and the wax museum. The receptionist go, oh, you also need to go to this restaurant. They made a special meal that Marilyn used to love. You need to have that. They go, oh, great. So they left. As they left, the receptionist went and got a poster of Marilyn Monroe, put it in their room on the wall, and said thanks for coming to see me. Love, Marilyn. To me, that's the creepiest thing I've ever heard of. But those people absolutely loved it, and they were blown away, and they told everyone. And I and Darren goes, that's just what we do. I go, what do you mean that's just what you do? He goes, well, we incentivize stories over sales. Everyone's trying to climb everyone, you think about any business, you get incentivized by sales, you get bonuses, you get commissions. But how many people get incentivized for creating a true amazing story for one of their customers or their clients? And he goes, so, yeah, we've given away cruises. We've done big bonuses. Whoever creates the best moment for a guest will get a bonus. My question, what if we incentivize that with our firm? What would happen then? All of a sudden, you might be known as a firm that's doing things people never imagine, and they're just coming to you and you have a wait list like we do over 4,000,000. You have a wait list of thousands of people that just wanna do business with you. They don't care how much it costs. They just wanna interact and work with you. That's the difference. Do for one what you wish you could do for many. And so we took this listen carefully respond creatively to another level. We said, alright, guys, this is who we are. I want us listening everywhere. Social media, emails, everything that we can see and try to create moments. When we find out someone's having a baby, we might send them a bananas onesie. We find someone's getting engaged, we'll send them roses and celebrate. And I go and now even our social media, if we see suggestions, how can we recognize that? So I'll give one that we a letter that we received. This was from Hailey, and I'm gonna try to read this to you and share, what this was about. To the best digital marketing team, hi. My name is Hailey or hailstorm on TikTok. I made a comment on the video of Noah Bridges doing the ceilings trend for March 7 saying if only he was in a long, flowy yellow dress, and somehow you guys saw it. A few days later, you made that wish come true. I cannot begin to tell you how thankful I am to you guys. It might not seem like a big deal to you, but it means so much to me. I've been struggling with my depression more than normal, especially when it came to feeling like I mattered or that people even noticed me. So for you to make that video in response to my comment, it felt like I was being seen for the first time in a long time. It truly made my year. I hope you guys know the joy you bring to others even if you're just doing your jobs. It gives us joy in some pretty dark times. With all the literal and figurative running you guys do, I thought you could use a pick me up. I figured if America runs on Dunkin', the runners of the Savannah bananas might too. I hope to get tickets in the lottery to see you guys in Akron so I can thank you in person. If I do, I'll be the girl in the long flowy yellow dress. Thank you again. Best wishes, Hailey. So she gave a bunch of gift cards to from Dunkin' Donuts, and and Noah got this. And so Noah immediately sent a video and said, hey, Hailey. Thanks so much for the letter. It means a lot. We did the video. We did the whole video. Noah went out there in a long flowy yellow dress. He did it, which was crazy. And then he sent a video and said, hey, I know you're trying to come to Akron. Well, I'd love for you to be a VIB. Very important, Madonna. And I wanna host you at the game. We brought her out. She wore the long flowy yellow dress. And in the seventh inning, we'd had the lights off, had us all singing yellow, and Noah brought her out in the field, did the ceilings trend, and danced with her on the field. Do for one what you wish you could do for many. Now Haley has moved to Savannah. She's gone on our cruise. She's become the biggest fan for life. That wasn't the goal then. She's gone all the way here. But, again, it's those moments that truly matter. And so the question is, what about when it gets hard? The first big challenge that we had was at our first major league stadium. I'll show a picture of this. We literally took everyone up to the upper deck. 200 plus people do the unscalable to do the scalable. Traveling with 200 people is crazy. The global chart is traveled with 30. We traveled with 200 plus. We took everyone to the furthest seat away in the stadium, and we said everyone says we're too big for our britches. We can't handle this now. And I go, guys, we're gonna do it the exact same way. We've done it since day one, and that's one fan at a time. And so immediately after what happened, our head coach started writing thank you letters and signing them and putting them in different seats throughout the upper deck. And now when we go to a football stadium, we played at a 102,000 fans recently at Texas A and M. You'll see players and staff putting things all the way up in the upper deck. We are obsessed with this idea of win the upper deck. Every night, I'll spend two to three innings up there. We deliver roses up there. We create moments up there. We've had people sing up in the upper deck. What is your upper deck? Always we care about those big clients that maybe pay us the most. What about the ones that don't? Can they still be a fan for life? How do you think about them? And so we are as obsessed with the people sitting furthest away as we are the ones right behind home plate. And so this has been something that we start with, how do we get ideas? How do we go from there? And so on this next slide you can see it starts with an idea and this is the idea book and literally in 2018 I started writing down 10 ideas every single day. Thousands of really bad ideas but a few good ones. And the key is, you know, if you wanna really have good ideas, you gotta work your idea muscle. And many people, they say, oh, that's, brainstorming. It's not that worth, you know, it's waste of time. Well, no. If you work your idea muscle and have idea paloozas and have very specific focuses, you can accomplish anything. This was one in the upper deck. You know, I wrote this is one, I don't know, months ago, I wrote about upper deck serenade, about having announcers in the upper deck, you know, giving sign balls and putting in gear all throughout, having upper deck celebrations, and all these ideas. We've tested a lot of these. Some work, some don't work. So what do you think about the first time someone signs up with you? You know? What do you do? How do you create a moment? It's those things that truly matter. And so he says, you know, Gillum, our head coach, he goes, you know, this is just who we are. This is what we're about. And he goes, it really starts from the top. And he's not referring to me. He's referring to my wife, Emily, who is the heart and soul of our organization. And he'll never forget the day that we were playing in the championship at our old field, and it we didn't have turf yet. And the grounds crew didn't make it out because it was a holiday. So there's weeds everywhere. And so my wife's out there literally with scissors cutting all the weeds. I wanna tell Emily that's not the best way to do it, but there was nothing else. She spent three hours out there cutting the weeds. And they always say, you know, don't be in the weeds of your business. But I challenge us And that the weeds that matter, it's important to get in the weeds. And as us leaders, often, we are on the outside. We're doing this. But that showed so much for the team that that she was willing to get down there to create a better experience for them. How often are we able to do those things? And so do for one what you wish you could do for many. Ask questions, ask stories, listen carefully, respond creatively. Those make a big difference. And especially, you guys, more than anyone, you know what matters to your clients. You know what's important. You know their life as well as anybody when you look at the deep what's going on and where their money's going. So if you know what really matters now there are I know there's regulations and all those. I understand that. But there's still ways that you can create moments that matter. That's what I would challenge us to do. So the final e is to empower action. Empower action. We could talk about all this and you might say, oh, there's some cool stories. That's fun. But what are we actually gonna do about it? And I believe the key is to stop standing still to start standing out. I know you might look, hey. Again, we have a very professional business. I get it. I applaud you. But I'll tell you, we may not go home. I don't know if any husband or wife came home and say, honey, I met the most professional person today. They were just so professional. I think we come home and say, I met the most kindest, nicest, unique, memorable, remarkable, cool, whatever. How do we create those moments? And so here's here's the challenge that I think about, and you guys may look at me and say, yeah. It's easy for you to do these crazy things. You're in that business. I get it. I get it. It may be easier in some sense. But if you don't know who I who I was when I started and the kid I was growing up, you might try to question that a little bit. Because what people don't realize is that I was the only child, my parents got divorced when I was a kid, and I was the shyest, most introverted kid ever when I grew up. I was scared of everything. And so my dad wanted me to get me out of my shell. I grew up South Of Boston and sports was big there. So, you know, five years old, he's like, Jess, you know, we wanna get you into sports. I'm like, no, dad. I don't wanna I wanna do it. He's like, oh, the Red Sox. Maybe there's some of the Red Sox. And so he won the opportunity for me to become the honorary bat boy for the Red Sox. And I went there at five years old, you know, not knowing what to expect. And I'm sitting in the dugout by myself all alone for, like, twenty minutes. Just, like, ready for that one moment you come out on stage. And then one hall of famer, Lee Smith, came and sat down next to me, and here he is. And I didn't realize it at the time, but he gave me my first ever fans first moment. He spent twenty minutes talking to me, making me feel like I mattered. He could have been anywhere else, yet he was there with me. And at that moment afterwards, I told my dad, I said dad, I wanna play a family. I'm the biggest Red Sox fan. I wanna play ball. He goes, you sure, Jesse? I go, yes. And so my dad signed me up for t ball. And the first time I went for t ball, I came up and I got nervous again. My dad tells a story all the time. I'm dragging the bat bat all the way up to the plate. Nervous. And my dad yells out, Jess, swing hard in case you hit it. And every time I came up, my dad would yell swing hard in case you hit it. And starting at five years old I would swing as hard as I could and I swung and missed a lot, but when I made contact I made pretty good contact, and that mindset stayed with me. Swing hard in case you hit it, and so I think the key for this group is you can't just go up swinging, you gotta first be able to come up to bat. And I think often we don't come up to bat enough. We're doing the same thing that we've done the last twenty years. Yes. Rules changing. Understand. We have new tax law every single year. I get it. I my one of my closest friends, the person who actually gave me my first opportunity, he's a CPA and accountant, and he would go through that tax book every year and that was it. I understand. But how often do we come up to that trying new things on the experience? That's the difference. And so I looked at this. I looked at the stats. Who has the most hits in Major League Baseball? Many people know this. It's Pete Rose, over 4,000 hits. He also had over 14,000 at bats. He had 2,000 more bats than anybody that ever played the game before. Of course, you had more hits. He kept coming up to bat. So what about who failed the most in Major League Baseball? Who struck out more than anyone else? Most people guess Pete Rose or Babe Ruth. Very few people get this. The person who the most strikeouts more than anyone else in Major League history also hit three home runs in game six of the nineteen seventy seven World Series. He's known as mister October. He's a hall of famer. It's Reggie Jackson. He's not remembered for his strikeouts. He's remembered for his hits and his home runs. So when we look at what we're gonna do and how we're gonna take action from here, how can we not be afraid to try something new and experiment a little bit? How many people here remember the Amazon Fire phone? Nope. Nobody. Probably. It was a $150,000,000 failure. It didn't work. But the group that worked on that and the technology that worked that built that built the Amazon Echo and Alexa that is in so many of our homes. That's not a failure. That's a huge success. And so we look at ourselves and maybe say, hey. This isn't me. But maybe there's someone on your team that you're like, you know what? They're destined to do more. They can be great with people. They love it. They they're an energy giver. They can fire people up. And I'll tell you the first person that that we had that was able to do that was a young man named Reggie. I wanna show you a picture of Reggie. And Reggie Reggie reached out to us our first year wanting a job. And he called that first week. We didn't have a teammate. He said, hey, it's Reggie here. Just, really want a job. I go, Reggie, the job fair is not till April. And he goes, okay. Alright. Just really want a job. So then he calls the next week. Call someone else. Hey. It's Reggie again. Just really want that job. Reggie, the job fair is in April. We'll see you then. He called every week. He showed up in April, walked in with a big smile like this. Of course, we hired him. You know, he did a little bit greeting fans. We had him helping out with trash. We had him doing a lot of different things in the concession stand and, you know, greeting people. And every day, he had that big smile. He's the most noticeable person in the stadium. For two years, he showed up so happy, so engaged. People loved him. And the third year, he came up to me. Hey, Jesse. For the first time, my birthday's on a game day. Just wanna let you know. And then he needed to tell everybody that his birthday was on a game day. So finally his birthday came, and we celebrate him in a big pep rally. We said, alright, guys. And here he comes. It's his birthday, Reggie, and we sang for him. It's a happy birthday. And he goes, for me? Of course, it's for you, Reggie. You told everyone. We had cake, we had balloons. And then I said, Reggie, one more thing. Come down to the, dugout right before the game. Go, sure. Whatever you need. Comes down to the dugout before the game. We're doing the starting lineups. So we have everyone lined up a big tunnel, batting first for the bananas, runs down the tunnel. Batting second for the bananas, runs down the tunnel. After the whole lineup, we say, fans, last but not least, you know him. You love him. Let's hear it for Reggie. Lifts his arms up like this. He runs through the tunnel. He gets to the end of the tunnel, and our coach is there waiting for him with the jersey with his name on it. Put the jersey on him. He stands for the national anthem, and you can see a tear come right down his face. He stayed in the dugout for the entire show, and afterwards, he said it's one of the best days of his life. It was simply just celebrating his birthday. So I thought that was it. Hey, Reggie had a great moment. And then it got weird because then our players came out to me and said, Jess, we think about this. We want Reggie to be a coach for us. I go, Reggie? A coach? They go, he was in the dugout. He brought so much energy. We felt like we were playing for him. He starts getting in. He starts giving pep talks to the guys. And so I literally go in and he's saying hitters don't swing at anything unnecessary. Great advice, Reggie. Great advice. And finally, we go to the championship game. He's bringing energy every day. Our first basement catches the ball, standing ovation, the whole stadium's going crazy. The first thing they do is they hand Reggie the trophy. And as you see with Reggie with the trophy, the whole stadium is chanting Reggie, Reggie, Reggie. Afterwards, he's signing more autographs than everybody. And now Reggie travels around the country as our motivational coach. And the reason I tell you that is because many people might say you empowered Reggie or our organization empowered Reggie. Nah. It's the other way around. He empowered us. I think it starts with us, empowering ourselves to do something out of our comfort zone, and then seeing who on our team wants to come with us and create that. Reggie now just performed in front of a 100,000 fans. He'll be in front of millions of fans. He signs even more autographs than he ever has before, and he brings energy to everyone. And so there's probably someone in your organization that is doing that. So my question is do you thank them? Do you celebrate them? Because sometimes the best way to create a fan is by a simple thank you. I've written thank you letters for years, but you can also do this. A simple put your phone up like this. Most people send an email thank you for your business, thank you for your service, thank you for whatever. Send a personal video. Hey. I appreciate you. I know you've been with me from when I started. You gave me gave us a chance. It means so much. I really appreciate. That heartfelt thank you, maybe at the end of this session, you could send a thank you to someone, maybe on your team, maybe a client. You wanna create raving fans, it starts with gratitude. When you start having gratitude and doing things that have never happened before, things that you never imagined you're able to see happen right in front of your eyes. And, yes, we were so fortunate to sell out Fenway Park and do things that was just blew me away. But it was a phone call that I received three years ago that really shocked me. It was from the National Baseball Hall of Fame, and they said we can't ignore the Savannah Bananas anymore. That's not how I was expecting to get that call. But they said we wanna create a whole exhibit for you guys, bring all your players, your fans, your cast. You guys have made an impact on the game of baseball. And I remember when I showed up, and the first person there greeting me was hall of famer Lee Smith. And he had the picture from when I was five years old in at Fenway Park with him. The reason we're in the hall of fame and the reason we get to do what we do is because we are fans first. Lee shared with me what that was, and I got to feel that as a five year old. And now, of course, the next day, we did the same exact picture just thirty five plus years later at the oldest stadium at at Cooperstown in Doubleday Park. And so I really believe anything is possible when you change the game and think differently. I'm not gonna do everything else the same way everyone else is doing it. I'm gonna think differently. I'm gonna try to create moments that really matter for people because nothing matters more than making people feel like they matter. And as the brilliant philosopher, Will Ferrell once said, keep throwing darts at the dartboard. You'll eventually hit the bull's eye. I challenge us to keep coming up to bat, to try new things, to think about things that truly matter to people. As Walt Disney said, all your dreams can come true if you have the courage to pursue them. So stand out, be different, have fun, and swing hard in case you hit it. Thank you, guys. Jesse, that was amazing. Thank you so much. Super inspiring, great story, lot of fun. You know, you, it it's been great that you've been working with your wife for a number of years as well. I'm just I'm I'm kinda curious as to what her involvement was in the company. And, also, if you have any advice, I mean, there's a lot of family owned companies, that that that husbands and wives work together, brothers and sisters, you know. I'm just kinda you know, if you if if you have any advice for people that are working with their spouse or working with a family member, what have you learned from all of that? Do you have a Chinese wall to you? Yeah. Well well, okay. Here let's talk about when we struggled. And so k. When we start when we were in Gastonia, and it was me and Emily, Jared, who started with us in Gastonia, our president. And what happened was we would get into each other's lanes so much. And everyone wants to feel like what they can do, they can do it at a high level and do it well without getting help in different areas. And so what we learned very clearly was, you know, I I have a tendency to jump into things. And sometimes, yeah, when Emily was in something, I would What a surprise. I'd wanna get my hands involved, and it just wasn't the best way. And so now, like, Emily, you know, she leads bananas foster and and I'm so proud of what she's done. Now, you know, what I if I was in it, I would have again, I'd have so much more content storytelling, doing all these other things, but it's like, she's building that and I'm so proud of what that's doing. It's at a different speed. So we work at much different speeds. I go very, very fast with things because I believe in learning by doing. And I think Emily is just so confident in building something in at at at the her right pace. And so I we really work well when it's like, Jesse, you're doing all this. I'm doing this. Let's talk about it. Overall, the big vision of the company, but very clear on which lane to be in, and that's when we feel proud of each other. And, you know, she'll say, Jesse, that was amazing interview. I'm proud of you and great job, and I'll and I'll tell her what she did this weekend with so and so. And we can compliment each other without actually jumping in and trying to take over what we're doing. Jesse Cole, you're fantastic. Thank you so much for the time that you have taken. The presentation that you gave me was fantastic, and and sitting around to answer these questions is really, really important. And for all of you guys who are watching this, you know, or listening to this conversation on our podcast eventually, go and see a Savannah Bananas game. It is a lot of fun. Best rule ever as a baseball fan is when the fan catches the ball, the batter, that whoever came up with an idea, absolutely genius. It is absolutely hilarious thing to do. So, Jesse, hang out for a minute. I'm gonna wrap up this, this webinar as well, and we'll have a final goodbye. So, everybody, that was that was great. I'm sure you enjoyed that conversation and enjoyed Jesse's presentation so much. Check the docs column for a link to Savannah Banana's website. And if you like today's webinar, you'll love Thrive, a VHX business podcast, which I host. We cover the strategies and trends in real world advice your business needs to stay ahead. New episodes drop every Tuesday. Plus, every Thursday, I break down that week's news for small businesses and how it impacts them as well. You can find us on YouTube, Apple, podcasts, Spotify, all the places that you go to get your podcast. It's quite quite popular and quite good. Thank you for joining us this session. If you haven't yet completed the webinar evaluation that launched previously, we welcome your feedback provided you met all requirements for CPE credit today. You'll receive a separate email in about twenty four hours or less, the link to download your certificate. If you did not meet those requirements, sorry, you're not gonna receive that email. A huge thank you once again, to Jesse Cole for joining. That was, just really a lot of fun and well worth the time. So, Jesse, thank you. We've got a quick break before the next session here at Elevate. We invite you to take a stretch and check out the virtual booths from paychecks and cpa.com, chat with the folks there, and take the opportunity to earn more chances towards, winning those prizes. Here's a quick look at our schedule. We'll be back with the next elevate session at the top of the hour, so we will be seeing you in just a few. Again, my name is Jean Marks. Thank you so much for joining us, everybody. We'll see you at the next session soon. Take care.