Jesse Cole

And it's, how do we get our customers, our fans, our team members, everyone we interact with to say, you wouldn't believe

You wouldn't believe what they did today.

And so whatever you're doing, how do you create some you wouldn't believe moments?

The only way you do that is you look at what are the normal and say, all right, well, what would be something that would be a little bit crazier, a little bit different, a little bit wilder, a little bit more remarkable, a little bit more fun.

Whatever that word that fits into your brand.

Ours is fun.

So we look at fun with everything.

How do you make it more fun?

How do you make baseball fun?

How do you make every moment of our social media fun?

Those are the things that we look at.

So I think it's just a framework.

And every day, you've got to take time coming up with ideas.

If you just say, oh, I'm going to change it, you've got to work your idea muscle.

Are you working your idea muscle and actually coming up with ideas on things you can do differently in your job, in your industry?

If you're not doing it, good luck.

You're going to get out of shape.

And I mean by you're going to get out of shape, you're not going to be able to come up with a lot of good ideas.

And so that's what we think about.

How often do you talk about it?