August ‘25 BOTS: Fans First
August's Book on the Shelf
Fans First by Jesse Cole
Wellbeing Continuums: Vocational, Social
We all know the feeling of a company (or a person) that puts us first. We feel appreciated. Our mood improves when we walk through the door (or they do). And we want to continue being a part of that relationship.
Jesse Cole’s book Fan’s First teaches us how to BECOME that company and person for others.
As I read the book, I started to not just think differently about how we treat customers, but how we treat people, period. Jesse’s lessons made me wonder: what if the way we love on our customers was the same way we treated our team? And what if the way we honored and celebrated our team extended to how we served our families? It’s not about gimmicks. It’s about living a servant-hearted life through every relationship we touch.
What I love most about Fans First is that Jesse doesn’t rely on theory, he tells unforgettable stories that make the message stick. Whether it’s dressing in a yellow tuxedo or paying attention to the most overlooked moments of the customer journey, his message is clear:
“Stop looking to be recognized, and start looking to recognize.”
And central to all of it is the 5 E’s Framework: a compass for creating belonging, joy, and loyalty that spills over from your brand and into your life.
Takeaways
Eliminate Friction
Whether it’s a clunky onboarding process or a passive-aggressive tone at the dinner table, friction kills trust. High performers thrive when expectations are clear and experiences are smooth. Be proactive about removing the little annoyances…because small things erode big relationships.
Entertain Always
Not everything needs to be serious. In fact, some of the most powerful moments of connection come from playfulness and surprise. Jesse reminds us that creating joy is strategic. Bring energy to your team meetings, client calls, or Sunday dinners. That spark matters.
Experiment Constantly
The best cultures (at home and at work) are built through iteration. Jesse challenges the idea that “this is how we’ve always done it” should guide anything. Test new ideas. Be willing to look silly. Go first.
Engage Deeply
People want to feel seen. That requires presence, not performance. Ask better questions. Celebrate their wins. Know their kids’ names. Look your people in the eye and remind them they matter. Because they do.
Empower Action
Recognition is great. Ownership is better. Jesse shows how to unleash your team’s brilliance by giving them the tools and freedom to run. Same at home…invite your family into the mission. Let them lead, too.
You'll LOVE This Book If...
✔ You want to make your business (and your life) feel like a community people want to be part of
✔ You lead a team and care deeply about culture, but feel stuck in old models
✔ You're tired of transactional relationships and ready for something richer
✔ You believe joy, creativity, and care can be serious competitive advantages
Don't Read If...
❌ You aren't ready to challenge the status quo in how you lead or serve
❌ You're looking for a plug-and-play customer service script, not a culture shift
❌ You don’t like stories (because this book is full of them)
❌ You’re content with surface-level engagement with your team or clients
Make Relationships the Real Strategy
Whether you're leading a growing company, running a nonprofit, or just trying to be more present at home, Fans First is a wake-up call: relationships are the work.
If something in you is craving more connection, more joy, and more meaning in how you lead and live-don’t ignore that nudge. It’s real. And it’s pointing you toward something better.
If you’re curious what it would look like to build this kind of culture in your business and your life, let’s talk. I help growth-minded leaders like you align their values with their performance, without burning out or burning bridges.
Book a free Discovery Call and let’s explore your next right step.
