$500M CEO: The Simple Mindset Trick for Achieving Your Dreams | Jesse Cole

1. 0:00 – 2:51

   Intro

   1. JCJesse Cole0:00

      We thought it was a very good decision for my wife and I to get married and then go into over a million dollars in debt. Sleeping on an air bed, only selling two tickets, down to our last dollar. It was brutal. We ran out of money. Emily turned to me and said, "Jesse, we have to sell our house."

   2. LHLewis Howes0:12

      How did you continue to believe in yourself when everyone said no?

   3. JCJesse Cole0:15

      It was chaos.

   4. LHLewis Howes0:16

      He is an entrepreneur, author, and the creator of Banana Ball.

   5. JCJesse Cole0:19

      Transforming traditional baseball into a fast-paced entertainment experience.

   6. LHLewis Howes0:23

      Please welcome-

   7. JCJesse Cole0:24

      Jesse Cole

   8. LHLewis Howes0:25

      ... almost everyone said you're the craziest person ever.

   9. JCJesse Cole0:28

      They still do. This is me, and I'm not gonna hide away from this. Everyone said, "Stay with that," 'cause that was the safe bet. I was bored and I was like, "Why isn't there nonstop action? Why isn't there entertainment?"

   10. LHLewis Howes0:37

       Yes.

   11. JCJesse Cole0:37

       "Why aren't there things happening? How can you bring entertainment to it?" I will do everything. Start small, dream big. We're not gonna fail. We're gonna find a way, and we're gonna do it the same way we've done it from day one.

   12. LHLewis Howes0:45

       Final question, Jesse, what's your definition of greatness?

   13. JCJesse Cole0:48

       That's a tough question 'cause I'm gonna get criticism on that one.

   14. LHLewis Howes0:53

       Welcome back, everyone, to the School of Greatness. Very excited about our guest. We have the inspiring Jesse Cole in the house. My man, good to see you.

   15. JCJesse Cole0:59

       [laughs] It's many years coming, man. I'm fired up-

   16. LHLewis Howes1:02

       Yeah, man

   17. JCJesse Cole1:02

       ... to be with you.

   18. LHLewis Howes1:03

       We, we met, um, eight years ago at a social media blogging conference, I think it was. And I remember vividly you coming up in this outfit and saying hello to me, and you sent me the photo of us, um, 'cause we took a photo that day, so there's a photo proof of this.

   19. JCJesse Cole1:19

       Y- you must have thought this guy's a lunatic. At, at that point, you must. Who is this guy?

   20. LHLewis Howes1:22

       My original thought was-

   21. JCJesse Cole1:23

       [laughs]

   22. LHLewis Howes1:23

       ... this guy has a lot of passion, a lot of excitement, and-

   23. JCJesse Cole1:26

       Nice way of putting it

   24. LHLewis Howes1:27

       ... it reminded me, not of me, but it reminded me the energy of, like, going for a dream so big. You even told me right then, like, "I took over this, like, wooden bat league, this, like-

   25. JCJesse Cole1:36

       [laughs]

   26. LHLewis Howes1:37

       ... semi-pros thing-

   27. JCJesse Cole1:38

       Yeah

   28. LHLewis Howes1:38

       ... and I'm trying to make it this new experience." And I was just like... Maybe we only had like two minutes together-

   29. JCJesse Cole1:43

       Yeah, yeah

   30. LHLewis Howes1:43

       ... so I really didn't get the full context.
2. 2:51 – 8:24

   Believing When Everyone Says No

   1. LHLewis Howes2:51

      How did you s- how did you learn to believe in a vision that you were, had never seen been done before in this sport? When everyone said no, and also you're, you're living on an air mattress with your wife.

   2. JCJesse Cole3:04

      Yeah. [laughs]

   3. LHLewis Howes3:05

      You've got no money. You sell everything to, like, go after this, and everyone's saying you're crazy. Just stick to, like, the safe-

   4. JCJesse Cole3:12

      Yeah

   5. LHLewis Howes3:12

      ... sales ticketing job-

   6. JCJesse Cole3:13

      Yeah

   7. LHLewis Howes3:13

      ... in baseball.

   8. JCJesse Cole3:14

      Yeah.

   9. LHLewis Howes3:15

      How did you continue to believe in yourself when everyone said no?

   10. JCJesse Cole3:19

       Well, I think if you go back, and I think a lot of the, the greatest creators, they're creating something that they would love.

   11. LHLewis Howes3:24

       Uh-huh.

   12. JCJesse Cole3:25

       And so, you know, I, I played baseball my whole life, just like you, an athlete, and you know, there's a difference when you're playing the game, you know, when you're in the action, when you're in the arena. You know, I was on the mound, and you could control the game and impact the game, and you know, every pitch mattered. And then I tore my shoulder when I was in college, and that dream, you know. And I was talking to professional teams, and I was, I was like, "It's gonna happen. Like, just believe." Just like you. You're, "This is gonna happen. I'm gonna have this dream fulfilled." And then it was gone, right like that. And I had no idea what I was gonna do and, you know, everyone said go into coaching and, you know, I tried coaching. But when I was coaching I realized something. You know, I'm sitting in the dugout and, you know, I have an idea of what's going on in the game. I know the players. I know a little bit of strategy. I know what we're trying to do. And I realize, wow, I am bored out of my mind.

   13. LHLewis Howes4:06

       Yeah.

   14. JCJesse Cole4:06

       And because, you know-

   15. LHLewis Howes4:07

       You're not in the game

   16. JCJesse Cole4:07

       ... I'm not in the game. I'm not playing, and I'm just sitting there and I'm like... And I even know what's gonna happen. I know, all right, we're gonna hit a run here. All right, we're putting in our closer. All right, in the eighth inning, early, we're gonna do this. We're gonna move our outfielders. We... I, I know what's happening, but I'm still not in the game and even on board. And I'm thinking, I remember looking around. This is in the Cape Cod League and, you know, one of the old historic college summer baseball leagues, but one of the best ones. And people are all sitting on these, you know, wooden bleachers and-

   17. LHLewis Howes4:29

       This is, this is not even semi-pro, or is this like-

   18. JCJesse Cole4:31

       Well, it, it's the same what we ended up going into, college summer baseball. Um, but it was-

   19. LHLewis Howes4:35

       No one's getting paid or what?

   20. JCJesse Cole4:36

       No, you can't. It's, it was-

   21. LHLewis Howes4:37

       Okay. Yeah

   22. JCJesse Cole4:37

       ... ball back then. Hence the [laughs] it's changed a lot.

   23. LHLewis Howes4:39

       Yeah.

   24. JCJesse Cole4:39

       But yeah, it was just, it was college players-

   25. LHLewis Howes4:41

       College ball

   26. JCJesse Cole4:41

       ... played during the summer. And I'm just sitting there and I'm like-

   27. LHLewis Howes4:43

       Everyone's bored

   28. JCJesse Cole4:44

       ... everyone's bor- Well, it, you know, baseball traditionalists, they're fine. But I'm like, there's not a lot of families. People are sitting. Kids are trying to play catch up 'cause they're, they're not watching the game. Kids are running around trying to do things, and the actual game isn't as exciting. Now, baseball traditionalists say, "You're kidding me," y- you know. And that's fine. But for me, I was bored and I was like, "Why isn't there nonstop action? Why isn't there entertainment?"

   29. LHLewis Howes5:04

       Yes.

   30. JCJesse Cole5:04

       "Why aren't there things happening? Why isn't there music playing nonstop? Why isn't all this?" And you know, maybe it's my crazy ADHD, you know, mind, but I was like, I needed more. And so I was very fortunate. You know, I got offered an opportunity to be a GM at 23 years old, um, and it was the worst team in the entire country.
3. 8:24 – 11:42

   Testing Banana Ball During Covid

   1. JCJesse Cole8:24

      We started testing. We did a one city world tour. Mindset, start small, dream big.

   2. LHLewis Howes8:27

      Yeah.

   3. JCJesse Cole8:27

      You know, I love that. Just that's what, how we do everything. Start small, dream big. So we called it a one city world tour, which is ridiculous, but... And we still call it a world tour today.

   4. LHLewis Howes8:35

      So it was an experiment, one game.

   5. JCJesse Cole8:36

      Yeah. But world tour because that's where we're going.

   6. LHLewis Howes8:38

      Yeah.

   7. JCJesse Cole8:38

      It'll be all over the world. We believe it. No, no doubt about it. So we're, we're setting that mindset of where we're going, but we're starting small. And we did a one city world tour, but we also at that same point still had the college summer baseball team. So we started creating all this attention. People saying, "What are they doing with this game, Banana Ball? Fans catching foul balls for outs? What is happening? This game is crazy."

   8. LHLewis Howes8:55

      Mm.

   9. JCJesse Cole8:55

      And then we did seven cities, and we started playing around the country, and we started to get a lot more national attention. We had the first ESPN show. But we were still playing traditional baseball.

   10. LHLewis Howes9:03

       This is-- Okay, so this is when you took over Savannah Bananas, right?

   11. JCJesse Cole9:06

       Yes. This is later with Savannah Bananas, and so good context. And so you were asking what happened-

   12. LHLewis Howes9:10

       Yeah, so you're still playing wooden bat league.

   13. JCJesse Cole9:11

       We're still playing wooden bat league.

   14. LHLewis Howes9:12

       Normal baseball.

   15. JCJesse Cole9:13

       Yes. So-

   16. LHLewis Howes9:13

       But then you're like, "All right, let's do this one night only."

   17. JCJesse Cole9:16

       Yeah, one night only, and do it, and then-

   18. LHLewis Howes9:17

       And we'll do this-

   19. JCJesse Cole9:18

       Try this whole thing

   20. LHLewis Howes9:19

       ... with always-

   21. JCJesse Cole9:19

       This lab, this experiment.

   22. LHLewis Howes9:20

       Wow.

   23. JCJesse Cole9:21

       We tested it all.

   24. LHLewis Howes9:21

       So that was when it first start-

   25. JCJesse Cole9:23

       That was-

   26. LHLewis Howes9:23

       When was that first night?

   27. JCJesse Cole9:24

       That was 2021. So yeah.

   28. LHLewis Howes9:26

       Really?

   29. JCJesse Cole9:26

       Yeah. The-- Yeah. The first, the first game of actual Banana Ball was 2020 during Covid in our, in Savannah. We had the, the Bananas play the Bananas. We actually had-

   30. LHLewis Howes9:34

       Right, right, right
4. 11:42 – 16:25

   Going $1 Million in Debt

   1. JCJesse Cole11:42

      for my wife and I to get married and then go into over a million dollars in debt.

   2. LHLewis Howes11:45

      [laughs] Yeah, yeah.

   3. JCJesse Cole11:45

      We thought that was a very good decision. Um, yeah.

   4. LHLewis Howes11:47

      Not on the wedding itself.

   5. JCJesse Cole11:48

      No, no.

   6. LHLewis Howes11:49

      On the team.

   7. JCJesse Cole11:49

      The wedding was, the wedding was the wedding. But, uh, uh, yeah, no, we had to-- We had bought the team from the league, and we had to make payments over many years to buy that. Then we had to put money in to start up and all that. I mean, it was, it was a lot. And it was, uh, myself, my wife, our 24-year-old team president, uh, Jared, who's still our president today and leading us, and three 22-year-olds straight out of college. And, um, yeah, we showed up. The phone lines were cut. The internet lines were cut. The former team took everything out of the stadium. Uh, there was nothing left.

   8. LHLewis Howes12:14

      What year was this?

   9. JCJesse Cole12:15

      This was in, uh, October of 2015 when we came.

   10. LHLewis Howes12:18

       Wow.

   11. JCJesse Cole12:19

       So-

   12. LHLewis Howes12:19

       So really six years after that- You, you did the one night only

   13. JCJesse Cole12:24

       Yeah. So, so three years later, I first started writing down the ideas. 'Cause we, you know, we went from, we sold two tickets in our first few months. January 15th, 2016, we got the call, we ran out of money, and Emily turned to me and said, "Jess, we have, we have to sell our house." So we sold our house, emptied our savings account, put that money in, go in more debt. [laughs] And, uh, we had to get people excited to coming to a college summer baseball game.

   14. LHLewis Howes12:46

       Did you think about this, what you're doing now, back then in 2015, where you're like, "Oh, I'm gonna do this. This is what-"

   15. JCJesse Cole12:54

       No. Banana Ball wasn't even a... It wasn't even a thought.

   16. LHLewis Howes12:56

       It-

   17. JCJesse Cole12:56

       What I thought was, "What if we could start from scratch and create a whole entertainment product that's not just the Gastonia Grizzlies that we had seven years and all this built-in thoughts. What if we could build a new team, a new identity-

   18. LHLewis Howes13:07

       Uh-huh

   19. JCJesse Cole13:07

       ... a new story, a new circus, a new show, all of that?"

   20. LHLewis Howes13:11

       But a new sport also?

   21. JCJesse Cole13:12

       No.

   22. LHLewis Howes13:13

       But within baseball.

   23. JCJesse Cole13:15

       Yes. You know, and that's why, so-

   24. LHLewis Howes13:16

       That, that's what you did for five years, essentially.

   25. JCJesse Cole13:19

       Oh, yeah.

   26. LHLewis Howes13:20

       Wow.

   27. JCJesse Cole13:20

       Yeah. Because y- y- we did that, and then by watching our fans. So, you know, we sold a couple tickets, and then we said, "All right, we gotta get our fans excited." So we said, we made every ticket all-inclusive. So we said, "You come to Savannah, our games, all your burgers, hotdogs, chicken sandwiches-

   28. LHLewis Howes13:33

       Wow

   29. JCJesse Cole13:33

       ... soda, water, popcorn, dessert, everything, $15 total."

   30. LHLewis Howes13:36

       What?
5. 16:25 – 21:02

   Eliminating Boring Parts of Baseball

   1. JCJesse Cole16:25

      So we started taking pictures and videotaping every 30 minutes. First 5:30 when they get in, 6:00, 6:30, 7:00, 7:30. And I realized something. At 9:00, you have your first influx of fans. No matter what. Even if we had a fireworks show or something at the end of the night, 9:00, two hours in, fans would start leaving. Then 9:15, 9:30, you'd have a lot more. By 10:00 o'clock you'd have 50% of your crowd no matter what. That told me right there there's a fundamental problem with the game of baseball.

   2. LHLewis Howes16:52

      It needs to be two hours.

   3. JCJesse Cole16:53

      I always say this before, it's like, you know, you go to a movie and it's like, how... You know, you go, "Oh, the movie was great. Yeah, I left in the middle."

   4. LHLewis Howes16:58

      [laughs]

   5. JCJesse Cole17:00

      No one leaves a great movie in the middle. But baseball is, "Yeah. Hey, I had a good time. Left in the sixth inning or so, you know. Got out early." You should never create something where people wanna leave early. So how do you create something that's so good they want more? And so I said, "All right, let's look at all the parts of a baseball game that are too long, too slow, too boring." So I remember I wrote down and, um-

   6. LHLewis Howes17:19

      That's most of the game. [laughs] Most of the game is too long, too slow, too boring.

   7. JCJesse Cole17:22

      Other than, you know, if you ask baseball traditionalists-

   8. LHLewis Howes17:24

      Unless you're watching the playoffs or something, yeah

   9. JCJesse Cole17:26

      ... 100%. And so I started writing down, and what I'm so blown away by right now, so I, I started an idea book in 2018, and I realized if you want to have good ideas, you gotta come up with more ideas. Um, I mentioned to you earlier about the great podcast episode you had with, uh, Andy Grammer and about how many songs he wrote. He was just constantly writing songs and performing them out in the streets over and over and over again. Quantity leads to quality. So I was like, "I gotta have more ideas." So I started writing down all these ideas, and in 2018, um, you know, I was like, "All right, what are all the boring parts of baseball?" Mound visits, stepping out of the box.

   10. LHLewis Howes17:57

       Mm-hmm.

   11. JCJesse Cole17:57

       Walks. Bunting's boring. I just-

   12. LHLewis Howes17:59

       [laughs]

   13. JCJesse Cole17:59

       All these things. I started just writing all these down. And then one of our big i- premises of everything is whatever's normal, do the exact opposite.

   14. LHLewis Howes18:05

       Mm-hmm.

   15. JCJesse Cole18:06

       No one gets excited about normal. When we first started in Savannah, we were doing normal social media, normal ads, normal radio, normal all that. We were getting terrible results. So I wrote down all these ideas and, um, I said, "Why don't we just try them? Just see what happens." And so the first time we went to a college, we went to my old school, Wofford College, and, uh- The coach said, "Yeah, we'll try this in practice. No one's there. We'll try it." So we got rained out. So the first ever intentional Banana Ball game got rained out on.

   16. LHLewis Howes18:32

       Wow.

   17. JCJesse Cole18:33

       Um, as I learned at my wedding, they say the rain is good luck.

   18. LHLewis Howes18:35

       Yeah, yeah.

   19. JCJesse Cole18:35

       So I'll take that as good luck. So I went to my ol- other former coach at Lander and, uh, so we played with these guys. I said, "Guys, hey, we're playing a crazy game today. The goal is we just want you to have fun. Have fun, enjoy it, let us know how it is."

   20. LHLewis Howes18:47

       But this was not inner squad.

   21. JCJesse Cole18:49

       With-

   22. LHLewis Howes18:49

       This is a different team.

   23. JCJesse Cole18:50

       This is a different team. We're testing it at a college.

   24. LHLewis Howes18:52

       And they're thinking, "We're trying to just play baseball."

   25. JCJesse Cole18:54

       What are we doing? What are we doing? Yes. We went to it. Played nine innings in 99 minutes, and the guys at the end said it was the most fun they've ever had playing.

   26. LHLewis Howes19:02

       Wow.

   27. JCJesse Cole19:02

       And there was, there actually, there were a few girlfriends that, like, came in and they were doing their homework as they were practicing, and they put their homework down and they were at the seat watching.

   28. LHLewis Howes19:08

       This is the fun-

   29. JCJesse Cole19:08

       'Cause it was just boom. There were walk-off hits, you know. You could walk off every inning. There was outs, there was bats, the pitcher's to throw in every six seconds. It was just exciting. I was like, "We got something here." And so yeah, in 2020, in the middle of COVID-

   30. LHLewis Howes19:18

       This was like a scrimmage game.
6. 21:02 – 26:39

   Building a Billion Dollar Brand

   1. LHLewis Howes21:02

      million wooden bat league to a billion dollar brand. Now do you think-

   2. JCJesse Cole21:08

      That makes me uncomfortable when you say that, so I, I hear that. You saw how I look away. I just, I, I don't, I don't like thinking either. That's not how I think.

   3. LHLewis Howes21:15

      Well, you, you could say, okay, 3 to 4 million to a billion dollar brand that impacts, you know, however many people.

   4. JCJesse Cole21:22

      Yeah. I, I, I'm proud we play in front of 3.4 million fans this year.

   5. LHLewis Howes21:25

      Yeah.

   6. JCJesse Cole21:25

      And, uh, you know, we're impacting so many more online and social, millions of people and billions. I, I love that. I wanna bring joy to billions of people. That fires me up.

   7. LHLewis Howes21:33

      Mm.

   8. JCJesse Cole21:33

      That's, that's the difference.

   9. LHLewis Howes21:34

      Do you think Walt Disney was intimidated by the numbers of how much they were making?

   10. JCJesse Cole21:38

       Um, Wal- Walt, Walt hated talking about money. He hated it. He was, "Roy, you handle all the money."

   11. LHLewis Howes21:42

       Wow.

   12. JCJesse Cole21:42

       I mean, he, he didn't want any. He said, "Money doesn't excite me. My ideas excite me." He was fascinated and, like, he was terrible with money. He was like, "Ah, this, this movie, uh, Snow White, this'll cost a couple hundred thousand." It's cost millions. Or, or, uh, you know, Disneyland, "It's gonna be a couple million." It's 17 million. Like he was... Because he, he told, he told his team, he's like, "You know, hey, I'll let you know when I'm done. Like, I'll let you know when I'm done how much it's gonna cost. W- we're innovating here. We're innovating." You know, the multi-plane camera, which was never invented and, and sound, and the first, you know, animated with color. The first full, full-length animated in Snow White. In Disneyland. I mean, he was constantly doing things that never happened before. The animatronics, are you kidding me? He was so far ahead of his time. How can you put a price tag on something that's never been done before? And luckily, Roy, which deserves so much more credit than he, than he, he got, you know, he said, "Okay, we're gonna keep going. We're gonna keep going." And he found a way to keep the business stable enough. When they were ups and downs, I mean, they were almost out of business numerous times. I mean, there were strikes, there was... It was... But Walt said, "We're gonna keep going because it's best. It's best." He believed in it.

   13. LHLewis Howes22:42

       Mm.

   14. JCJesse Cole22:43

       So when you ask me how do I believe in it when I'm sleeping on an air bed, you know, I saw some- we bring joy. We bring fun, and we can see, we create something that people have never seen before, never experienced before. Every single night-

   15. LHLewis Howes22:52

       Wow

   16. JCJesse Cole22:53

       ... it'll work. And I just, uh, W- Walt has built in me this trait. It's in my DNA. I will never doubt anything. It doesn't mean we don't fail. We fail every step [laughs] of the way, but we're gonna keep getting up and go to the next step.

   17. LHLewis Howes23:05

       Wow. So if COVID doesn't happen, where would you be? Do you think you would have eventually done this?

   18. JCJesse Cole23:10

       Oh, yeah, because in 2018 we, we tested it before. Oh, I was, I was ready. It was how do we get out of the league? How do we, you know... Our people in Savannah, at first, you know, they were, they hated our name, they hated who we were, they hated what we were about-

   19. LHLewis Howes23:23

       Yeah

   20. JCJesse Cole23:23

       ... until we actually delivered and we brought joy. They didn't want this. As Steve Jobs says, "No one knows what they want until you show it to them."

   21. LHLewis Howes23:31

       Mm-hmm.

   22. JCJesse Cole23:32

       We hadn't shown them anything. When at first that's what... No, no reason why we sold two tickets. We're talking about there's gonna be dancing players and there's gonna be entertainment and Banana Ananas. They hadn't seen it. They had every right not to believe in it. And so when I'm talking about this new game where fans are catching foul balls for outs and, you know, there's nonstop-

   23. LHLewis Howes23:48

       [laughs]

   24. JCJesse Cole23:48

       ... celebrating and nonstop entertainment, and there's trick plays and guys catching back flips, they're like, "I don't get it. What are you talking about?" As, as Bezos said, uh, Jeff Bezos, "You need, you need to be willing to be misunderstood." Anybody that innovated or truly invented something that's never been done before, they are misunderstood in the beginning. They are always misunderstood.

   25. LHLewis Howes24:04

       What's the thing you misunderstand about yourself still?

   26. JCJesse Cole24:07

       Hmm, that's a good question. Misunderstand about myself. I don't know. I, I, I wanna cut that back at you. Like, what, what are some of you think that I misunderstand?

   27. LHLewis Howes24:15

       Well, I'd say that you're, you're so passionate about the brand, the mission, fans first, not caring about the money, you know? And the experience of bringing joy to millions of people around the world.

   28. JCJesse Cole24:32

       Yeah.

   29. LHLewis Howes24:35

       And you've been going nonstop for what it seems like five, six years-

   30. JCJesse Cole24:40

       Yeah
7. 26:39 – 32:46

   Preparing for MLB Stadiums

   1. JCJesse Cole26:39

      a, uh, you know, misunderstanding or, you know, people that look at me and, you know, "It can't always just be about the fans. He has to be about money." I mean, yeah, I wanna make sure we have a healthy business 'cause I wanna take care of our people.

   2. LHLewis Howes26:47

      Yeah.

   3. JCJesse Cole26:48

      But when I was sitting on the air bed, it was like, "Yeah, we gotta get out of this." But like, I learned, and my wife, how to be okay with not having a lot.

   4. LHLewis Howes26:55

      Mm-hmm.

   5. JCJesse Cole26:56

      And so, you know, I think the people that get to the point where they have so much, you were asking me before, "When are you gonna fly private?" I'm like, "I don't know. I have my 2018 Honda Accord. I drive it. I'm fine with it." Like-

   6. LHLewis Howes27:04

      Right

   7. JCJesse Cole27:04

      ... it is what it is.

   8. LHLewis Howes27:05

      Uh.

   9. JCJesse Cole27:05

      Um, so it's tough for me to ask that question 'cause I guess I know I, um, I heard someone say on a podcast recently, they're like, "Some of the greatest entrepreneurs, they aren't introspective." And which was really interesting to me.

   10. LHLewis Howes27:16

       I saw that too.

   11. JCJesse Cole27:17

       Yeah. And I, I, I, I don't remember the whole thesis behind that.

   12. LHLewis Howes27:19

       But introspection's more of like a modern-day thing.

   13. JCJesse Cole27:22

       Yes.

   14. LHLewis Howes27:22

       It was-

   15. JCJesse Cole27:22

       Back then you talk about Henry Ford back in the day, and Rockefeller. It's not like Walt Disney was thinking, "Oh, I wonder how I'm being right now."

   16. LHLewis Howes27:27

       Yeah.

   17. JCJesse Cole27:27

       He was just trying to create-

   18. LHLewis Howes27:28

       Yeah

   19. JCJesse Cole27:28

       ... something that he loved and that gave him energy. I think everyone should just chase things that give them energy.

   20. LHLewis Howes27:32

       Mm-hmm.

   21. JCJesse Cole27:33

       What fires you up every day?

   22. LHLewis Howes27:34

       Yeah.

   23. JCJesse Cole27:34

       And yeah, I think it's important to know who you are and what you stand for, but if you focus so much, focus internally, and not actually just focusing on actually doing things and doing things that fire you up, you might get stuck holding yourself back.

   24. LHLewis Howes27:45

       Mm-hmm.

   25. JCJesse Cole27:46

       And I don't ever wanna hold myself back.

   26. LHLewis Howes27:48

       So you were 15 years then working in teams, smaller teams, until this kind of took off, right? Maybe, maybe you're playing in front of 3, 4,000 people.

   27. JCJesse Cole27:57

       Yeah. 4,000. Great night. It was a great night back in the day.

   28. LHLewis Howes28:00

       So what is it like going from 4,000 to 100,000 within a couple of years?

   29. JCJesse Cole28:04

       Yeah.

   30. LHLewis Howes28:04

       And what shifted within you energetically to be able to take on that energy-
8. 32:46 – 37:01

   The Pre-Show Is the Main Event

   1. JCJesse Cole32:46

      year was this?

   2. LHLewis Howes32:47

      Probably '20.

   3. JCJesse Cole32:48

      Okay.

   4. LHLewis Howes32:48

      20- uh, 2009 probably.

   5. JCJesse Cole32:50

      Was it Vegas or?

   6. LHLewis Howes32:51

      Vegas.

   7. JCJesse Cole32:51

      Okay.

   8. LHLewis Howes32:52

      Yeah, yeah. I can't remember which one I saw-

   9. JCJesse Cole32:53

      Yeah

   10. LHLewis Howes32:53

       ... but I saw, I saw a bunch of them.

   11. JCJesse Cole32:55

       Oh, yeah.

   12. LHLewis Howes32:56

       But I remember getting there, I don't know, 30, 60 minutes early or something-

   13. JCJesse Cole33:00

       Yeah

   14. LHLewis Howes33:00

       ... and the cast being out-

   15. JCJesse Cole33:01

       Yeah

   16. LHLewis Howes33:01

       ... in the lobby.

   17. JCJesse Cole33:02

       Yeah.

   18. LHLewis Howes33:03

       And even out of the tickets area too.

   19. JCJesse Cole33:05

       Yeah.

   20. LHLewis Howes33:05

       And I was like... And it made me apply what I learned from Cirque du Soleil into webinars, into online marketing, into live events.

   21. JCJesse Cole33:15

       Yeah.

   22. LHLewis Howes33:16

       Where I was like, "Oh." And i- into the podcast as well, where I was like, "Oh, it's not about the show. The pre-show is the show." The pre... You know, it's just like the pre-show is the show. Like, our conversation out there for 30 whatever minutes-

   23. JCJesse Cole33:28

       Yeah, yeah

   24. LHLewis Howes33:28

       ... that is the show-

   25. JCJesse Cole33:29

       Oh, yeah

   26. LHLewis Howes33:29

       ... in my mind. And it's not... Obviously, you gotta make a great show too.

   27. JCJesse Cole33:33

       Yeah, yeah.

   28. LHLewis Howes33:36

       But the show can be a thousand times better based on what happens before the show.

   29. JCJesse Cole33:39

       100%.

   30. LHLewis Howes33:39

       You know what I mean?
9. 37:01 – 41:49

   Overcoming Childhood Trauma

   1. JCJesse Cole37:01

      Ugh. Geez. You wanna get... It's... Now we're gonna go deep. This is right up your alley.

   2. LHLewis Howes37:04

      [laughs]

   3. JCJesse Cole37:05

      Uh.

   4. LHLewis Howes37:05

      Why do you, why do you have a fear of being-

   5. JCJesse Cole37:08

      Uh

   6. LHLewis Howes37:08

      ... irrelevant or-

   7. JCJesse Cole37:09

      Well, I do

   8. LHLewis Howes37:10

      ... being s- being bored or sitting still?

   9. JCJesse Cole37:12

      Yeah, I mean, yeah. Well, the bored is just kinda I, I just enjoy b- feeling alive.

   10. LHLewis Howes37:15

       Of course.

   11. JCJesse Cole37:15

       I love feeling alive. But, but the, uh, you know, irrelevance, I was an only child when I grew up and, um, you know, I, I didn't have a lot of friends when I was really young. And I remember, I mean, you know, my dad would come home from work, and we'd play and stuff and play baseball, but, you know, he'd say, "Jess," you know, during the summer, "What'd you do today?" I'd say, you know, "I rode my bike to Alex's and then I went to Bobby's and..." And I didn't, I didn't do that.

   12. LHLewis Howes37:36

       Really?

   13. JCJesse Cole37:37

       Yeah. It was... I, I didn't have a lot of... I, I, you know, again, I was, uh, you know, there's... I'm not gonna make excuses. I just didn't have a lot of friends growing-

   14. LHLewis Howes37:43

       You just kinda like a quirky kid, or you just didn't fit in?

   15. JCJesse Cole37:45

       I think I was... And so what I learned was, uh, when I had opportunities around people to try to make the most of them. And so when I was around my, the, my teammates, I would try to, try to get like, "Hey, let's have fun. Let's do this." And I started... So I started building friends. But like when I was young, I was just, you know, I just wasn't around a lot of people. I, I was in a neighborhood, there were no kids that in, and I just, I didn't... I don't know. I wasn't great at it. But I learned 'cause I was... I didn't wanna feel like I didn't matter, you know? Like, I was just... So I started really working hard to create attention, to get excitement. I mean, I-

   16. LHLewis Howes38:14

       Of course

   17. JCJesse Cole38:15

       ... I think I got 26 detentions in seventh grade, you know. I did, I did, I would did anything to try to-

   18. LHLewis Howes38:20

       Were you like the joker kid then? Getting detentions.

   19. JCJesse Cole38:21

       Yeah, I joked. I was trying to have fun. I was just always trying to have fun.

   20. LHLewis Howes38:23

       Yeah, yeah.

   21. JCJesse Cole38:24

       And so I, I think what I realized is I felt alive when I felt seen, heard, and that I mattered. And so what the opposite of that is feeling irrelevant. And so when I think about, uh, now what we create, I want every single fan, everyone to feel loved, to feel seen, to feel heard. Um, you know, my dad, who I have the closest relationship in the world with, and, um, you know, he didn't use the word love when I was a kid, so I never really received that.

   22. LHLewis Howes38:52

       He didn't say, "I love you"?

   23. JCJesse Cole38:53

       He didn't say, "I love you." And now we say it every day. [laughs] Uh, we have a different, uh-

   24. LHLewis Howes38:57

       Really?

   25. JCJesse Cole38:57

       But I didn't get that. And so... And, you know, my birth mother wasn't in the picture as well, so I just didn't, I didn't, didn't have that. And so I think I've always searched for feeling that love. And so at the end of the night, being around fans, being around our team, coming back in and having our fans first talk with all of our closest people, I feel alive then, 'cause I feel-

   26. LHLewis Howes39:16

       A lot, a lot of love

   27. JCJesse Cole39:16

       ... I feel a lot of love of what we just did and how we did it together.

   28. LHLewis Howes39:19

       Mm-hmm.

   29. JCJesse Cole39:20

       And so that feeling of irrelevance or feeling like you didn't do anything that matters, yeah, um, uh, that's, that's gonna be, uh, something that drives me, and I think I've channeled it to be a very positive-

   30. LHLewis Howes39:31

       Yeah
10. 41:49 – 49:48

    Fostering Children & Marriage

    1. LHLewis Howes41:49

       like with your wife? Because I know she's obviously-

    2. JCJesse Cole41:51

       She's everything

    3. LHLewis Howes41:52

       ... owner with you.

    4. JCJesse Cole41:53

       Yeah.

    5. LHLewis Howes41:53

       You know, she's been, you know-

    6. JCJesse Cole41:54

       Yeah

    7. LHLewis Howes41:54

       ... on, uh, the air mattress with you going for this crazy dream.

    8. JCJesse Cole41:57

       Yeah, yeah.

    9. LHLewis Howes41:57

       Baseball wasn't her first love, I'm assuming. It wasn't like-

    10. JCJesse Cole42:00

        Yeah

    11. LHLewis Howes42:00

        ... "I wanna go start a baseball team when I'm an adult," you know. She's really kind of supported you-

    12. JCJesse Cole42:04

        But-

    13. LHLewis Howes42:04

        ... on this journey.

    14. JCJesse Cole42:05

        Yeah. Well, well, and yeah, she's supported everyone. She's-

    15. LHLewis Howes42:08

        Right, right, right

    16. JCJesse Cole42:09

        ... she's the heart of our organization-

    17. LHLewis Howes42:10

        Of course

    18. JCJesse Cole42:10

        ... and the core in many ways. Um-

    19. LHLewis Howes42:12

        But what i- what is your... And I know she does a lot of... You guys have foster kids.

    20. JCJesse Cole42:15

        Yeah.

    21. LHLewis Howes42:16

        I know every game she's a big part of-

    22. JCJesse Cole42:18

        Yeah

    23. LHLewis Howes42:18

        ... giving back in a-

    24. JCJesse Cole42:19

        Yeah

    25. LHLewis Howes42:19

        ... in a big way. Um, how have you fallen in love with her more-

    26. JCJesse Cole42:26

        Mm

    27. LHLewis Howes42:26

        ... since you guys have been on this journey-

    28. JCJesse Cole42:28

        Yeah

    29. LHLewis Howes42:28

        ... from taking over in 2015 to taking over and recreating-

    30. JCJesse Cole42:34

        [laughs]
11. 49:48 – 59:22

    Balancing Family and the Tour

    1. JCJesse Cole49:48

       and, and there could be, there could be resentment in different ways. Like, I'm like, you know-

    2. LHLewis Howes49:51

       She's out having fun and you're-

    3. JCJesse Cole49:52

       Well, she's right now with the kids in, in Greece experiences, and I was there for the first week, but I had to fly back for the SPs and do all these things, and it's like, and, and then she see me, you know, play, do all these things. And so there can be that, but, but what happens is, um, when you ... It's how you view things is how you do things. I believe that more than anything. And so every night, uh, we send our roses and our, and our buds. So the roses is something great that happened during the day, and a bud is something that, uh, you're looking forward to. And so normally we'll FaceTime or call, but if we're in completely different time, which we are now 10 hours different, um, you know, we'll text it to each other. And we're constantly sharing the good in the day. We're constantly sharing what we're looking forward to. And I believe that so much. So many people talk about all the negative things, and you see it all over social media. Em was, Em's like, "I love social media," 'cause all she gets is positive. That's what we look for.

    4. LHLewis Howes50:36

       Yeah, me too.

    5. JCJesse Cole50:37

       It's what, it's what you seek out. I love it. I'm not getting negative politics. I'm getting positive stuff.

    6. LHLewis Howes50:40

       Yeah, yeah, yeah.

    7. JCJesse Cole50:41

       And so how do we keep the connection? You know, we really focus on the good. We talk about the joy. We don't hide away from things that are hard. We talk about it. But then when we get together, we really lean in. You know, when I went, was with Greece with the kids, I literally shut down work for a little bit. I was like, "I'm gonna be here. I'm gonna be fully present." Um, and-

    8. LHLewis Howes50:57

       Did you have to miss a game or did you miss any games?

    9. JCJesse Cole50:59

       Oh, I, I, I miss games. We have six teams playing, Lewis. I miss games with every-

    10. LHLewis Howes51:03

        So who's running the production to make sure that your vision is being executed at the highest level-

    11. JCJesse Cole51:08

        We-

    12. LHLewis Howes51:08

        ... without you there?

    13. JCJesse Cole51:09

        We have hundreds. I mean, so, so, like, we have show callers for every team.

    14. LHLewis Howes51:11

        Okay.

    15. JCJesse Cole51:12

        We have lead vice pre- marketing. We have video. We have creative. We've, we've had a team that we've been working together, like a core team, for six, seven, eight years. And so yeah, it might not be 100% at the l- level that I would see it, but if you get it 90% and you-

    16. LHLewis Howes51:23

        Can't scale if it's, yeah

    17. JCJesse Cole51:24

        ... you gotta keep learning and growing. So yeah, so I, I, I miss a lot of games. I miss, you know, more than sometimes I'd like. But if you're, if you're with your family and you're growing that together, I don't want my kids to ... This is where I get, can get emotional, get tough for me and my kids to feel like, you know, Daddy's just at another game.

    18. LHLewis Howes51:40

        Mm.

    19. JCJesse Cole51:40

        And you know, I remember when we were outside of Greece and, you know, Maverick goes, "Daddy, when are you coming back?"

    20. LHLewis Howes51:48

        Mm.

    21. JCJesse Cole51:49

        Because, you know, I plan once I was going and right when they came back is meet them, so.

    22. LHLewis Howes51:54

        Yeah.

    23. JCJesse Cole51:55

        Uh, but they don't know this right now, but I planned-

    24. LHLewis Howes51:58

        You'll go back

    25. JCJesse Cole51:58

        ... planned a, planned a surprise trip-

    26. LHLewis Howes51:59

        Yeah, yeah

    27. JCJesse Cole52:00

        ... after that. And so, uh, so they'll surprise trip, and I'm not telling them. I'll turn my location services off for 12 hours and, and show up and because those, those are the moments that really matter.

    28. LHLewis Howes52:08

        Wow.

    29. JCJesse Cole52:08

        And so I will miss more games to go be there for them, and so my kids can know that they do matter most.

    30. LHLewis Howes52:14

        Wow, man.
12. 59:22 – 1:12:20

    Why He Will Never Sell

    1. LHLewis Howes59:22

       you? Would there ever be a world where you'd sell, go public, or take a minority sale, like let someone buy a piece of it?

    2. JCJesse Cole59:30

       Never.

    3. LHLewis Howes59:30

       Never. What would it, what would have to happen?

    4. JCJesse Cole59:32

       Th- th- th- th- w- th- there, there's nothing. There's nothing. And again, like I, I know that's crazy and, and, uh, people will say that's BS because, well, they're, they're playing on a different system. They're playing a different game.

    5. LHLewis Howes59:44

       They're playing for money.

    6. JCJesse Cole59:45

       They're playing for money. You know, we're fortunate, we, we built our business to be healthy. We're healthy. We're able to take care of our people at a level that I never even imagined. But, like, I love this so much. There's a different purpose. There's a joy. We show up every day. I get to do what I love, and so does hundreds of people. When you see the joy of our staff, you watch some of our-

    7. LHLewis Howes1:00:04

       Wow

    8. JCJesse Cole1:00:04

       ... our sideline staff, they're dancing throughout the game. They're having fun. Are you ... Do you get to dance in your job and just have fun and be with people that appreciate you? And so we sell it, what happens? All that changes.

    9. LHLewis Howes1:00:15

       Mm-hmm.

    10. JCJesse Cole1:00:16

        Their goals change. They wanna make money. They will take away all the things that really matter to our team, that matter to our fans, trying to make a little bit more money.

    11. LHLewis Howes1:00:25

        Mm-hmm.

    12. JCJesse Cole1:00:25

        You'll start adding sponsorships everywhere, doing TV rights, doing, "Hey, Jesse, there's no reason you're doing, you're paying everyone's taxes. Everyone charges taxes. Just w- just do that." No. [laughs] No. "You just charge shipping, Jesse. Everyone charges shipping."

    13. LHLewis Howes1:00:39

        Yeah.

    14. JCJesse Cole1:00:39

        "Just do it." No.

    15. LHLewis Howes1:00:40

        Oh.

    16. JCJesse Cole1:00:40

        "Ticket fees, convenience fees, just do it. Hey, doesn't matter, people, the fans are used to it. Just do it." They'd keep saying that over and over again 'cause it's hundreds of millions of dollars. But it's no, it's what best for fans.

    17. LHLewis Howes1:00:51

        Mm-hmm.

    18. JCJesse Cole1:00:51

        You want your people to be fired up every day for who they work for and what they stand for. And our business is fans first entertainment. That's who we are.

    19. LHLewis Howes1:00:58

        Mm-hmm.

    20. JCJesse Cole1:00:59

        We live by that decision. As soon as you start making decisions that aren't for your fans-

    21. LHLewis Howes1:01:03

        Mm

    22. JCJesse Cole1:01:03

        ... you lose all that You lose the people that helped build this from nothing, from selling two tickets. And so the-

    23. LHLewis Howes1:01:09

        You lose the mission. You lose the mission. Yeah

    24. JCJesse Cole1:01:11

        The mission, the purpose, the drive, everything. And it happens. Look at the amount of companies that have gone private equity and they change.

    25. LHLewis Howes1:01:18

        Mm.

    26. JCJesse Cole1:01:19

        An unbelievable book, Incorruptible by Eric Reeves. He shared it. He shared all these companies. It's ... You can just look at it. They were this company, and then they sold, and this is what happened. There's very few. There's very few out there. And so I just, uh, there's not one model in my world. I hope that I can have this till the day I die. I hope our family, I hope the people that understand what matters the most. I wanna put some kinda structure that no matter what you do, you have to do it for the fans. I wanna figure out that I'll probably try to lock it up in a crazy way to keep control, so someone, whoever does try to say, "You know, well, just, hey, there's $100 million here," I don't care.

    27. LHLewis Howes1:01:52

        Mm-hmm.

    28. JCJesse Cole1:01:52

        Keep us healthy, but if you run a business for the right reasons and do the right th- right things, your fans will repay you. And our fans have taken care of us more than you imagined.

    29. LHLewis Howes1:02:01

        Mm.

    30. JCJesse Cole1:02:02

        The merchandise, the tickets. We have a wait list that's now approaching five million.
13. 1:12:20 – 1:23:22

    Scaling Without Diluting Fans

    1. JCJesse Cole1:12:20

       Yeah

    2. LHLewis Howes1:12:20

       ... by 2028-

    3. JCJesse Cole1:12:22

       Yeah

    4. LHLewis Howes1:12:22

       ... in one year-

    5. JCJesse Cole1:12:23

       Yeah

    6. LHLewis Howes1:12:23

       ... without raising the price-

    7. JCJesse Cole1:12:25

       Yeah

    8. LHLewis Howes1:12:25

       ... how would you do it?

    9. JCJesse Cole1:12:27

       I wouldn't do it, and here's why. Because you would, you would, uh, dilute your product. You'd water down. So what, what happens is, so we have six teams now.

    10. LHLewis Howes1:12:36

        Mm.

    11. JCJesse Cole1:12:36

        And I'm proud of these shows. They've sold out everywhere, but they're not at the level that the Bananas, we built that for 11 years. And so, you know, they're getting their-

    12. LHLewis Howes1:12:43

        It's a machine.

    13. JCJesse Cole1:12:43

        Yeah, but, but, like, the Party Animals, they're selling out Major League stadiums without the Bananas.

    14. LHLewis Howes1:12:47

        Wow.

    15. JCJesse Cole1:12:47

        They have more followers-

    16. LHLewis Howes1:12:48

        Who do they play against then?

    17. JCJesse Cole1:12:49

        Well, we've got the Firefighters-

    18. LHLewis Howes1:12:50

        Oh

    19. JCJesse Cole1:12:50

        ... the Tailgaters-

    20. LHLewis Howes1:12:51

        Yeah

    21. JCJesse Cole1:12:51

        ... the Coconuts, and the Clowns. We got six teams in a league.

    22. LHLewis Howes1:12:53

        They play the, the-

    23. JCJesse Cole1:12:54

        They play the other teams. They-

    24. LHLewis Howes1:12:55

        They play you guys too, the Savannah Bananas.

    25. JCJesse Cole1:12:56

        Yeah. It, it's a league.

    26. LHLewis Howes1:12:57

        Yeah, yeah.

    27. JCJesse Cole1:12:57

        We play a 60-game schedule. So the question would be if you try to go to 10 million in two years, what you would have to do is you would have to dilute, and you take away your focus, and you would water down. You'd have to add some more teams. You'd have to play at bigger venues.

    28. LHLewis Howes1:13:08

        The product would be worse.

    29. JCJesse Cole1:13:09

        I would not do that.

    30. LHLewis Howes1:13:10

        Yeah, yeah.
14. 1:23:22 – 1:34:26

    Bringing Broadway to Baseball

    1. LHLewis Howes1:23:22

       So you're rehearsing it where? At the stadium?

    2. JCJesse Cole1:23:24

       Yeah, so, so, so every show starts, it's exactly like Saturday Night Live, and I've taken so much inspiration from them.

    3. LHLewis Howes1:23:28

       So it's all week you're rehearsing.

    4. JCJesse Cole1:23:29

       You start, you, you lis- you start on Tuesday.

    5. LHLewis Howes1:23:32

       Tuesday, ideas, Wednesday.

    6. JCJesse Cole1:23:33

       All the ideas, you start, then you have your table read, then you probably have your-

    7. LHLewis Howes1:23:35

       And you probably got some set things that you're gonna do. You're like, "All right, we have..." Or is it all new?

    8. JCJesse Cole1:23:37

       No, you start from scratch.

    9. LHLewis Howes1:23:38

       It's all new?

    10. JCJesse Cole1:23:39

        Oh, yeah. So, so you have, so-

    11. LHLewis Howes1:23:41

        You have, like, guys walk-off songs, right? You have different people.

    12. JCJesse Cole1:23:43

        Yeah, you have your regular hits.

    13. LHLewis Howes1:23:44

        Yeah.

    14. JCJesse Cole1:23:44

        Like, we, we do Hey Baby, It's a Banana, and we do that every game.

    15. LHLewis Howes1:23:46

        So you have-

    16. JCJesse Cole1:23:46

        We have some romance, but all of the-

    17. LHLewis Howes1:23:48

        50% is standard.

    18. JCJesse Cole1:23:50

        Oh, yeah, but Tuesday is all brand-new.

    19. LHLewis Howes1:23:52

        Yeah, yeah, yeah.

    20. JCJesse Cole1:23:52

        And so for instance, we have six shows, and so we're doing-

    21. LHLewis Howes1:23:55

        Every weekend?

    22. JCJesse Cole1:23:56

        Uh, yeah.

    23. LHLewis Howes1:23:56

        Every season.

    24. JCJesse Cole1:23:57

        Yeah. So, like, so you, if you have, if you have two games a weekend, you have six shows. If we have three games a weekend, we have nine shows, and you're doing 10 to 15 brand new every night. So we do 100 brand-new things. So Tuesday, all the idea sessions all day, then we start writing the scripts, the blocking, the choreography. Start doing rehearsal in Savannah for maybe that Wednesday, then we fly.

    25. LHLewis Howes1:24:15

        Everyone's in Savannah?

    26. JCJesse Cole1:24:16

        Oh, all six teams are in Savannah.

    27. LHLewis Howes1:24:17

        Really?

    28. JCJesse Cole1:24:18

        Yeah, we had to figure that one out, too. That was hard.

    29. LHLewis Howes1:24:20

        So they're all rehearsing and practicing during the week.

    30. JCJesse Cole1:24:21

        Oh, yeah, we, on one field. We had to figure that one out, yeah.
15. 1:34:26 – 1:47:21

    Three Truths & Greatness

    1. LHLewis Howes1:34:26

       Um, this one's called the three truths. Imagine it's your last day on earth many years away.

    2. JCJesse Cole1:34:31

       Yep.

    3. LHLewis Howes1:34:32

       And you get to create and manifest everything you want in this life, from personal to-

    4. JCJesse Cole1:34:39

       Yep

    5. LHLewis Howes1:34:39

       ... to Banana Ball, to everything. It comes true.

    6. JCJesse Cole1:34:43

       Yeah.

    7. LHLewis Howes1:34:43

       Beyond your wildest dreams. Imagine six years ago-

    8. JCJesse Cole1:34:46

       Yeah

    9. LHLewis Howes1:34:47

       ... when you did your first game to where it is now, how much it's grown, and imagine 50 years from now where it could be.

    10. JCJesse Cole1:34:52

        Yeah.

    11. LHLewis Howes1:34:53

        But on your last day, you have to take all of your information with you.

    12. JCJesse Cole1:34:58

        Yep.

    13. LHLewis Howes1:34:58

        This conversation, your books, anything you ever say.

    14. JCJesse Cole1:35:01

        Yeah.

    15. LHLewis Howes1:35:01

        Video's gone.

    16. JCJesse Cole1:35:02

        Yeah.

    17. LHLewis Howes1:35:02

        But you get to leave behind three lessons to the world.

    18. JCJesse Cole1:35:04

        Oh, geez. Yeah, yeah. You've asked if I ... Yeah.

    19. LHLewis Howes1:35:07

        You only get to leave behind three lessons that we would get to remember-

    20. JCJesse Cole1:35:10

        Mm

    21. LHLewis Howes1:35:10

        ... of your content. What would those three truths be for you?

    22. JCJesse Cole1:35:13

        Hmm. Uh, yeah, I mean, I, I, I go back to, you know, the first thing we ever put on our Fans First playbook. I wrote, "Be patient in what you want for yourself, but be impatient in how much you give to others." And so-

    23. LHLewis Howes1:35:26

        Hmm. That's good

    24. JCJesse Cole1:35:26

        ... I think that's something that I've, I've really learned that has, uh, been powerful for us. Um, [laughs] again, this isn't, uh, so eloquent, but do what gives you energy.

    25. LHLewis Howes1:35:36

        Mm-hmm.

    26. JCJesse Cole1:35:36

        You know, I think that's just something that I've, um... And, you know, again, there's lots of all these sayings that I, uh, I think our staff could all say all my sayings. But, you know, I, I don't wanna use those. I just like to keep things simple and, and spread joy.

    27. LHLewis Howes1:35:50

        Yeah.

    28. JCJesse Cole1:35:50

        Just spread joy, man. And it's, it's, you know, it's how you show up. How you do anything is how you do everything.

    29. LHLewis Howes1:35:55

        Mm-hmm.

    30. JCJesse Cole1:35:55

        And if you spread joy, you bring energy, and you give to others, I think anything is possible.

Episode duration: 1:47:22