Jesse Cole

You know, I think you can put some things on your wall and say, this is who we are.

This is what we stand for.

But how often do you actually talk about it?

How often do you live by it?

How often when something goes wrong and it's easy not to do what's best for fans and do what's best for your business, do you actually live by those values and show your team this is who you are?

Here's an example.

Last year.

We, by mistake, sent an email out to our fans.

It was supposed to go out just to 4,000 because there were only a handful of tickets left in Savannah for a chance to buy tickets, the last few tickets in Savannah.

Instead of 4,000, we sent it out to 44,000.

We offered them all the opportunity to get tickets with time slots.

So I remember I'm flying.

I'm going out to give a speech when this is happening.

And I land Twitter, Facebook, emails.

Everyone's messaging me.

How dare you?

You said you were going to do this.

You weren't going to do this.

Literally our time slot was nine o'clock and there were no tickets available.

It was Armageddon internally.