Why “Fans First” Thinking Applies to IT Too: Lessons from Jesse Cole and the Savannah Bananas

Last month, I had the opportunity to attend the Technology Marketing Toolkit 2025 IT Sales and Marketing Boot Camp—a fantastic event for IT leaders and marketers looking to sharpen their edge and better serve their clients. One of the highlights? Meeting Jesse Cole, the founder of the Savannah Bananas baseball team and author of Fans First.

Jesse showed up in his signature yellow tuxedo, full of energy and powerful ideas. But don’t let the showmanship fool you—his message was spot on for anyone trying to stand out in a competitive market. Whether you’re running a law firm in West Palm Beach, a manufacturing company in Port St. Lucie, or a non-profit on the Treasure Coast, there’s a lot we can all learn from the Bananas playbook.

Jesse talked about the 5 E’s of creating raving fans—and they couldn’t be more relevant to how we aim to serve our clients here at Capstone IT.

In IT, friction often shows up as long wait times, confusing tech jargon, or cookie-cutter service. At Capstone IT, we’ve made it our mission to remove as many of these points of friction as possible. That’s why we offer a real local team, not an outsourced help desk. When your team calls, they talk to someone in South Florida who knows your network—and your name.

Now, we’re not going to start showing up to onsite visits in yellow tuxedos. But Jesse’s point is deeper than gimmicks—it’s about being memorable, human, and enjoyable to work with. Our team tries to bring personality and even a little humor into every client relationship. Whether it’s a tech tip with a laugh at a chamber event, or a thoughtful follow-up after a project, we know that people do business with people they like.

Technology changes fast—and what worked yesterday might not work tomorrow. That’s why we’re constantly exploring new tools like Microsoft Copilot and AI for Business, not just because they’re trendy, but because we want to be sure we’re offering you the smartest, most secure, and most efficient IT solutions available. We’re not afraid to try new things, test them thoroughly, and recommend only what works best for your business.

Jesse said, “Listen Carefully and Respond Creatively.” That one really stuck with me. At Capstone IT, we’re always working to ask better questions—not just about your tech needs, but about your business goals, your growth plans, and your pain points. Our goal isn’t to sell software. It’s to become a trusted partner who helps you succeed. That means we listen closely and build IT strategies that are as unique as your company.

One of the most important things an IT partner can do is remove barriers. Whether that’s enabling secure remote access, automating your processes, or giving your staff the confidence to work without tech headaches, we’re here to empower your team to do their best work. Jesse’s quote, “Swing hard in case you hit it,” reminded me that bold moves are how businesses grow. We want to give you the tech foundation to make those bold moves confidently.

Jesse concluded that the customer experience has to be different if you want customers to stay loyal. I couldn’t agree more.

We’re not the biggest IT company in South Florida. But we are the most committed to serving businesses from Fort Pierce to Boca Raton in a way that’s responsive, creative, and personal. That’s why so many of our clients stay with us for years—and refer us to others.

If you’re tired of feeling like just another ticket in the queue or want an IT partner who brings ideas to the table, let’s talk. We believe the best service doesn’t just fix problems—it creates fans.