The Fandom Playbook: Watch David’s Full Keynote

0:04 Thank you so much, Bob. It's great to be back up here. Who wants to build fans of your business? Oh, come on. Who wants to grow fans of your business? Yeah. That's what I'm talking about. I've been studying fandom now for more than 20 years. It's a fascinating topic. And to get into it, what I'd love to do is find out a little bit of what you are a fan of. So it might be, I don't know, a band or a sports team or something you love to do or a hobby or whatever it might be. Who wants to share with me what you're a fan of? Somebody over here. Yes. Harry Styles. Harry Styles fan. You know what? I sat next to him on an airplane six months ago. Right? I know, isn't that cool?

0:55 He was traveling on a regular plane, right, in the front of the airplane. Super cool. Who else is a fan of something you want to share with? Yes. The Cleveland Browns. The Cleveland Browns. I've never been on a plane with the Cleveland Browns, but that's cool. My grandfather had season tickets back in the 1940s. Anybody else, what you're a fan of? One more person. Yes, way over there. Customer experiences. Customer experiences. Yeah. Yahoo. Okay, cool. I got a couple more. How about any Swifties in the house? How about Harry Potter? Harry Potter. Oh, those hands went up fast. So you guys over there are like my daughter. My daughter Reiko. So, she is a massive fan of Harry Potter. Not only has she read all the books and seen all the movies, she wrote an

1:47 80,000-word alternative ending to the Harry Potter series where Draco Malfoy is a spy for the Order of the Phoenix. That's kind of cool, right? And, so when she learned that I was going to be going to Scotland, she said to me, "Daddy, you've got to go to the Hogwarts Bridge. You've got to go where the Hogwarts Express goes." And I said, "Where's that? What's that?" "And it's in Scotland. You're going to Scotland." So my wife and I, because we love our daughter, had to drive like three hours to get to this place in the remote Nowheresville. And then the train was supposed to come at a certain time. It was a little bit late, and we're standing there. And it was cold, and it was raining. There was no coffee cake involved. But how about that shot? Can we agree that's a pretty good shot? And here's what fans do. Fans wait. Yeah. Right? And so these are all the Harry Potter fans waiting. It's crazy.

2:41 People will do so much when they're a fan. Building fans of your business, that's what we're talking about here. How about this one? Any fans of swing dancing in the house? Swing dance fans, would you dance with me? Yes. Sure. Okay, here we go. Swing dancing. Here it comes.

3:44 How about... Great. Thank you very much. Give it up. How cool is that? This is Melanie, everybody. I've been so freaking obsessed about swing dancing for the last 43 years. I do 10 hours a week. It's ridiculous. But that's what fans do. They dig into stuff, and people do that with your business if you grow fans.

4:09 Who's a fan of Endless Customers Live and IMPACT? Who is a huge, massive, fabulously fandom around car insurance? Woo. What do you mean? I need a sound for this gentleman. Car insurance. What? You're not a fan of car insurance? So I spoke with McKeel Hagerty. He's the entrepreneurial CEO of a company called Hagerty Insurance. They're a car insurance company. They do classic car auto insurance. McKeel said to me, "David, people hate my business. They tell me insurance sucks. Nobody wants to buy insurance. It's not fun." And I said, "Well, McKeel, what do you do there?" And he goes, "Well, I can't spend more money than everyone else. I can't compete with the Gecko.

5:01 I don't want to become the low-cost provider. So we went out and expressly decided we were going to build fans." So Hagerty Insurance, a business everyone hates. No one wants to buy insurance. It's no fun. They never want to use insurance. It means they crashed their car. So they went out and looked at multiple ways to build fans. They're both a B2B company, they sell through agents, as well as selling direct to consumer. They have hundreds of in-person events. Remember the fusion of marketing, digital and in-person, just like we're doing here. They have in-person events. They go to classic car shows. They have a driver's club community. They have a magazine. They have over a million fans who are members of their driver's club,

5:54 and they have three million subscribers to their YouTube channel. Can you imagine that? In a business everybody hates. McKeel Hagerty told me, I've interviewed him three or four times, that our emotional relationship with customers is how we get and keep fans. And they're doing fabulously well. They've become the largest classic car insurance company in the world. They went public on the New York Stock Exchange a couple of years ago. McKeel contacted me. He goes, "David, this fandom stuff works. We're going public this year." How cool is that? Woo-hoo. And biggest in the world for the business that they do. They're building their business based on the idea of fandom.

6:38 So we all know about this digital disruption and chaos. Everything is AI-generated. All the algorithms are throwing this stuff at you. That's how consumers are feeling these days. And of course, that's super important. I do it. We all do it. There's tons of knowledge around how to do that correctly from the team here at IMPACT over today and into tomorrow and the next day. But focusing on fans and building fans is a great way, the fusion again, between what you're building with IMPACT and with your digital marketing and your artificial intelligence with other ideas that, guess what, listening to what Mandy was saying, guess what, can then get fed into those AI engines to make you more likely to come up.

7:30 Passionate fans are your advantage in a world of digital chaos. So I want to thank my friends at IMPACT for giving everyone a copy of the Fandom Playbook. There's nine plays in this business. Oh, would you guys indulge me? Would you hold up your books? Can I take just a little photo of the books? How cool is this? Oh, actually, I can't get the whole thing. I'm going to do a video. Right. Here we go. Hello, books. Woo. Yay. Okay, my publisher's going to say, "Wow, that's cool."

8:05 So there's nine plays in the book. You don't have to do all of them. Pick one or two or three. I'm going to give you a preview of several of them right now. The first one, we all know this one, provide free proprietary data. But what I'm talking about here is not the typical kind of data that we all talk about. Write your blogs, do your podcasting. That's still important. But can you dig deep into what you do to find some obscure data that normally would never get shared? Or you allow people to share something that normally no one else shares in such a way that people share it, they become your fans, and then those AI-

8:57 Can I have a show of hands if anyone's a Grateful Dead fan? Okay, your hand went up first. You win a copy of Marketing Lessons from the Grateful Dead. You ready? No, I'll come down and give it to you. Okay, Marketing Lessons from the Grateful Dead. And may I have your name, sir? May I have your name? Brandon. Brandon is his name. Give it up for Brandon. So every other band said no recording allowed. This is a Rolling Stones ticket for a show I went to a couple of years ago. Every other band said no recording allowed. The Grateful Dead said, "Sure, why not?" They allowed fans to set up their professional-level recording devices right about here in front of the stage, right behind the mixing board. No other band did that. And we, my friends and I, became Grateful Dead fans because in those days it was

9:47 cassette tapes. We traded cassette tapes, later MP3 files, of live concerts. So Brandon, do you listen to some of the shows that are out there on MP3 files of shows that are out? Is that how you became a fan? Yeah. So people like us became a fan because of this. And I'm still going to Grateful Dead shows. I went to six shows at the Sphere in the last couple of years, Grateful Dead shows. I'm still spending ridiculous amounts of money on this stupid band. And that's a shout-out to how I got really close when I was at one of the shows. I've seen about, I don't know, 25 or 30 Grateful Dead shows with Brian Halligan. He's a co-founder, former CEO of HubSpot, and he and I wrote that book together, "Marketing Lessons from the Grateful Dead." So that idea, free proprietary data or

10:39 allow people to share data that they normally wouldn't. Everyone else said no recording devices allowed. The Grateful Dead said, "Sure, why not?" Became the most popular touring band in the 1990s and 1980s because of that. Hagerty Insurance, I mentioned them before. They said, "Wait a minute. We've got some amazing proprietary data." They have the largest database in the world of how much people are actually insuring their classic cars for. A 1963 Ferrari is worth, I don't know, $250,000. I have a 1973 Land Rover Series III Tudor Hard Top, and I can look on their database and find out that it's worth $55,000. That's super cool. They had more data on this topic than anyone on the planet, and they made it

11:31 completely freely available to anybody who wants it. That's radical, but it builds fans, number one, and like Mandy was talking about earlier, that the AI bots come in, and if somebody asks a question, "How much is my Ferrari worth?" Bang, guess what they're citing? Hagerty's database. And it costs them nothing. How cool is that? Hagerty is putting all of this data out so there's... That's not my Land Rover, but a Land Rover, you can find out how much it's worth. My favorite example of this is the Apollo lunar program. I'm a massive fan of, and I totally geek out about the Apollo lunar program. We sent 12 humans to the surface of the Moon using 1960s technology. It turns out getting live television from the surface of the

12:22 Moon was a bigger problem almost than getting humans to the Moon. Yet NASA said we have to have photos. We have to have live color video from the surface of the Moon. Imagine that with 1960s technology. So they did that, and they made that content, photos, videos, freely available. US government agency that developed millions, tens of millions, as a matter of fact, fans because of this proprietary information that they shared. So I wrote a book called "Marketing the Moon." It came out about, I don't know, 10 or 12 years ago. And "Marketing the Moon" then became really popular within NASA. How cool is that? That a marketing geek like me can write something and then get noticed within NASA.

13:12 And I was invited to spend a full day with Jim Bridenstine, who's the director of NASA, and we spent time talking. This is just a little aside, and please, not for social media what I'm about to tell you. Please don't share it. But I went and spent a whole day with Jim Bridenstine, and he said, "David, we want to build fans. I want to build fans of NASA. I love how you talked about that with Apollo." And I said, "Dude..." I didn't say it this way, but I'm like, "Dude, why don't you have..." Well, actually, first of all, I said, "You're using SpaceX to get astronauts into space now, right?" He said, yes, and I knew that because NASA doesn't run its own rockets anymore. They're using SpaceX. And I said, "Well, why don't you have a NASA logo on the rocket? Because you're paying for it." And he's like, "Duh." Guess what happened on the next rocket that went up? There was a big, massive school bus-sized NASA logo on the rocket. That's pretty cool.

14:03 How many of you saw the Artemis II mission photos from about four or five or six months ago? Do you remember those photos? Right? The whole planet was seeing those photos. Again, proprietary data that you can provide to people to build fans. Every one of you, every one of your organizations probably has something squirreled away that you might even not know about or not even think about that you can put out there the way that NASA did, the way that Hagerty did, the way that Grateful Dead did. One more example. Oh, by the way, "Marketing the Moon," it's a marketing book, guys, and it was turned into a Hollywood romantic comedy called "Fly Me to the Moon," starring Scarlett Johansson, Channing Tatum, Woody Harrelson, and Ray Romano. So don't let anyone say that marketers can't write books that are

14:55 turned into feature films. Oh, thank you. So here's an example that I truly love. This is a company called Intralinks, a B2B company that has this service, SaaS-based service, where they have secure data rooms, virtual data rooms, for M&A activities. So for example, if a company is going to be acquired or it's going to go public, this secure data room is a very private and secure place where the lawyers and the accountants and the investment bankers and the corporate executives can all share documents. Much more secure than what most of us use, like Google Box and whatnot. And so I was meeting with them. I said, "My gosh, you've got a lot of crazy cool data here. I know obviously you have incredibly secure data.

15:46 You can't release any of that. Of course not. But is there something you could release?" And we thought about it, and they thought about it, and they created the Intralinks Deal Flow Indicator. What it is, is that they recognize they know more about how much our M&A activity is going to happen in the next three to six months because of their service than anybody else on the planet. And they said, why not make that data freely available? Obviously, they can't talk about one particular deal, but the deals in aggregate. So they have the deal flow indicator with all kinds of data, red, yellow, green, and charts and graphs and all kinds of cool sector-based data. So I'm spending a lot of time on this particular play.

16:36 It's one of the plays in the playbook because this is something that is really valuable, not only to build fans, oh my gosh, I can find out how much my classic car is worth, or oh my gosh, how cool that NASA went to the Moon again. Not only to build fans, but for those AI answer engines. When someone's entering a query and the result is because of this crazy cool data that you have that no one else has, that's pretty awesome.

17:05 Next play, share insider details. I mentioned my daughter earlier, who's a fan of Harry Potter. She's also a massive K-pop fan. Any K-pop fans? Who's your favorite band? Huntress. Huntress. That's a new one for me. My daughter's favorite is Stray Kids. And so my daughter goes all over the country for the Stray Kids concerts. Here she is on the right, and that was at a Stray Kids concert in Orlando. She lives in the Boston area. So she is a huge fan. I'm like, "Reiko, tell me, how does K-pop do this? I want to understand at a deep level." We spent a full day. She actually built me a PowerPoint presentation on how K-pop fandom works. That's how much we got into it. And she said, "Let's just talk about one element,

17:55 videos." Of course, there's music videos. These are Stray Kids music videos. That's sort of the entry-level fandom Then you get a little bit deeper and they have dance videos where you can learn the dance steps of the members of Stray Kids and how they do it, and you can watch their practices. Then the next level of fandom for people who are beginning to really geek out, like my daughter, the individual band members have music videos. Then you get even geekier and even more deep into the Stray Kids fandom. There's personal videos, like day-in-the-life style videos, or what the individual band members like. And even deeper into the fandom, they have

18:47 a proprietary-- This is actually paid. It's the only non-free form of fandom that you can dig into. But private chats where the individual band members will have group chats where you can learn stuff that no one else can learn. So think about it as you're building fans, in this case with video, basic stuff into deeper and deeper and deeper and deeper, more into those fandom. And then people love that. By the way, the idea of fandom is, for me, which is really interesting, is that-- I turn that off, gentlemen, don't worry. Is that a fan sticks with you even if a lower-cost competitor comes along. A fan sticks with you even if the Wi-Fi goes down.

19:37 A fan sticks with you around everything. It's not a customer, it's a fan. My next play

19:48 is the idea of eliminating gobbledygook. So fans speak and present information that's real, not that's fake, AI-generated or fake in other ways. And let me share with you how one company describes themself. This is a real company, but I have removed their name so that they remain innocent. They're not in the room, so don't worry, it's not you. Company X provides business integration software to integrate, assemble, and optimize available IT assets to drive business process productivity. Company X delivers an innovative enterprise-class business integration platform that incorporates proven integration technology with next-generation capabilities into one interoperable set of tools that delivers a unique combination of efficiency, agility, and control. Who got that?

20:40 I've been reading this. Bob, you've heard me read this before. I've been reading this for more than a decade. I still don't know what the heck that means. This is how not to create fans. It's crazy. I call this gobbledygook, and I did an analysis of gobbledygook. I looked at every single press release that was sent in the English language for an entire year, and I analyzed what were the most overused words and/or phrases in those press releases. Who wants to guess what the number one was? Say it. Not. Industry leading, close. Innovative. I heard it over here. Innovative was number one. Here's the thing. The word innovative roughly means unique, interesting, one of a kind.

21:34 Yet if 51,000 people are using the word innovative in their press releases, you are not innovative. Saying you are innovative, by definition, means you are not innovative. So please eliminate this kind of language from the way you speak. Number one, you don't build fans this way. Number two, the AI engines are going to go, "Yeah, yeah. They sound like everybody else. Why should I surface their content? That's ridiculous." How not to create fans, part two. Who thinks she's real? This is hilarious, actually. Who thinks she's AI-generated? Yeah. Yeah, you're all right. So here's the thing that's interesting. Two years ago, I showed this one, and it was half and half. Half the audience thought she was real. She is AI-generated. You all knew that.

22:25 So please, please, please don't use AI-generated images to represent your customers or to represent your employees. So here's another one. Who are these people? Who are these happy, multicultural people who sit around conference rooms on corporate websites and in corporate brochures, right? This is stock photos. It's crazy. Why do people use this stuff? How about this one? So anyone financial services business? I'm not going to call. Okay. So why do financial services people, when they're talking about retirement, always show happy seniors wearing white on vacation? I don't understand that. It's crazy. It's as if young people don't save for retirement.

23:19 What's that all about? Okay, so I am going to show you something now that you can't unsee. I apologize for this. If you want to look away, you can. But what you're about to unsee, you're going to see it again and again and again over the next couple of years. If you see me maybe next year at Endless Customers Live or you see me somewhere else, you're going to go, "Yep, I saw it. Saw it go by again on a bus, on the side of a bus." It's women laughing alone with salad. Isn't that crazy? Hey, did you know something? Women laughing alone with salad is a thing. It's kind of everywhere. You know what? And what we need to do is have a real photographer.

24:10 Don't use stock photos or AI images of people in your company, your employees, your customers. Hire someone like Steve. This is Steve. Give it up for Steve, everybody. Steve is our photographer. He's here all week, and he's a real person. Isn't that cool? Yeah. Nice. Can you take a picture? As long as I'm here. I got to do it with this because this doesn't work. His camera doesn't work. I mean, I can't get it far enough away. Yeah, I'm just kidding you. All right, here we go. All right, we're going to do a selfie with the two of us. All right, here we are. You guys are all in it. Look alive. Wait, hold it. Okay. There we go. There we go. Nice. There we go. Awesome. Steve. Use real photos. Don't use women laughing alone with salad.

25:02 Okay, here's a cool one. Showcase your best fans, your most passionate fans. Another way to think about this one is, can you make some aspect of what you do into a game? So in the book, I call it make it a game. Here I'm calling it showcase your most passionate fans. Any scuba divers? Fans of scuba diving? A couple of people. Yep, I also have indulged in scuba diving, although swing dancing has eclipsed that in my loves recently. And I spent time at Ocean Frontiers Dive Resort, and I met Steve Broadbelt. He's the entrepreneurial CEO of Ocean Frontiers. And he learned I was a marketing guy, and we were sitting around drinking a beer. So it's a dive resort. It's a place in the Grand Cayman Islands that has a hotel

25:57 with, I don't remember the number, let's call it about 50 hotel rooms. They have a couple of restaurants, and they have dive boats that take scuba divers out to go diving. It's a dive resort. And Steve said to me, "David, people love coming to my resort. I get five-star reviews all the time. When they meet me, they say this has been a great experience, but they don't come back." And I said, "What's going on, Steve?" And he goes, "Well, I've been thinking about this for a while, and I finally figured it out." "What's that?" I asked. And he goes, "Scuba divers like to go to a new reef to dive. They don't want to go back to the same place they've already been." Kind of like my hiking. I've already been to the top of Brownlee Mountain. I want to go somewhere else. So Steve said he had to figure out a way to get return

26:47 visitors, and what he did was he created something called the Green Shorts Challenge. He mapped out 55 dive sites around his dive resort, and he named them all. And then those are the places that the dive boats can take people to go scuba diving. If you dive all 55 dive sites, you win the Green Shorts Challenge. You get a special pair of shorts that only people who've dove all the dive sites can get. They throw you a party with a cake. You get a medal. They put a brass plaque into the dock With your name on it. All of these cool things. And then, you know what happens, they share it on social media. What then happens, of course, the person who won that challenge then

27:40 shares it on their social media, and then that generates more fans. So can you think of a way that you can make your product or service a game, and what your organization does a game, or celebrate your best customers? Who's taken a HubSpot Academy course before? Wow, look at all the hands go up. Cool. So you know that when you finish a course and you graduate from that course, you can get a badge. This is another form of make it a game because some people obsessively collect those certifications. I actually met somebody who has dozens of the certifications. And yes, you can put a digital badge on your LinkedIn, or on your resume, or on your website, but you also get

28:32 pins that you can wear on your lanyard or on your shirt when you're going to a HubSpot event. At Unbound, whatever it was, two weeks ago, three weeks ago, whenever it was, where I was there, I met someone who had lots and lots of pins on her badge, each one with a HubSpot certification. Thank you, Stephanie, for allowing me to share your photo. How about this one? Boston Lindy Hop. Here's where I take my Lindy hop lessons. I spoke with Andrew, the entrepreneurial owner of Boston Lindy Hop, and he said, "David, I had a problem. People weren't taking my high-level courses as much as they were taking my beginner courses." So he created the Starlight Pass. If you take all the classes at Boston Lindy Hop, you win a jacket, and only people who take all the courses can get the jacket, or teach the course

29:25 also qualifies. It is really hard. I've been working on this for two and a half years. I've got at least another year to go. I spend a lot of money going to these silly classes to learn more about... Lindy Hop is the kind of swing dancing I do.

29:39 The final one I'm going to share with you today is actually the first one in the book, and I think is the most surprising way that you can build fans. Again, I've shared with you at the top, I've been studying this idea of fandom for something like 20 years. And when I think about it from the perspective of employees of an organization, and this came up a couple of times over the course of our morning and early afternoon. Andy mentioned it as well when she was showing the various profiles of people on the Architect site and so on. Your personal passions are important as well for building fans. So most of us have the professional profile. Some of us have personal profiles.

30:31 What I've noticed is that most people have erected a brick wall, a massive brick wall between their personal life and their professional life. They've got a brick wall over here. Oh, they're on Facebook and maybe they're on Instagram, and they're having fun, and they're doing the things they love. Maybe they're going swing dancing, or scuba diving, or going hiking mountains or whatever it is, and sharing this stuff. They got their friends, they got the brick wall, and then we are very serious on LinkedIn. And we must project a professional point of view on LinkedIn. Nonsense. Break down the freaking brick wall. Show us who you are. Show us what you love. Here I am telling you all the crazy things I love to do, like dancing or hiking or scuba diving.

31:25 This is Dr. John Marashi. I met Dr. Marashi after a speech I gave at Tony Robbins' Business Mastery. I've been speaking there for a dozen years. I've done 30 or 40 events for Tony. Tony's a great guy, by the way. His programs are fabulous. And I met Dr. Marashi after doing a presentation similar to this one, talking about fandom. And Dr. Marashi says to me, "David, I don't have fans. I'm a dentist. Dentists don't have fans." And I said, "Maybe they could, Dr. Marashi. Tell me about your practice." He said, "I'm a dentist in Southern California, and there's tens of thousands of dentists in California, and it's really hard to stand out. We all look the same." And I said, "Well, what do you mean by that?" "We all have our website with us looking very professional. We all have these pictures of dirty teeth becoming clean.

32:19 It all looks the same." And I said, "Well, Dr. Marashi, what do you love to do? What are you passionate about?" It wasn't the Cleveland Browns. It wasn't the Grateful Dead. He said, "I love skateboarding. I am a huge, massive fan of skateboarding." I said, "Dr. Marashi, that's perfect. Why don't you talk about skateboarding in your dental practice?" And he sort of scratched his head, and he left. And I heard from him nine months later. He contacted me. He said, "David, absolutely transformational for my business." I said, "What did you do?" And he goes, "Well, first of all, I put skateboards up on the wall in the dental practice, in the physical practice." Remember fusion, online and offline. "I have pictures of me skateboarding on my new website.

33:13 I started an Instagram," he told me, by the way, now 60,000 followers, "where, yes, I have dental stuff, but I also show photos and videos of me skateboarding." And Dr. Marashi is a great skateboarder. He actually told me he was considering going pro when he was a teenager, but he ended up being a dentist instead. And he actually said on one Instagram post, which I loved, "Cosmetic dentistry is a blend of art and science, and so is skateboarding. They're both a part of who I am." Most professionals, and I would submit many of you in this room, wouldn't do that. You've got that brick wall. You've got the things you love over here, skateboarding. You've got your professional, I'm a dentist over here. Break down that brick wall. Here's another post. "Where can you find me all summer?

34:04 Outside my dental office, of course." Again, he's a fabulous skateboarder. And I said, "Well, what's been the result, Dr. Marashi?" And he said, "David, there's tens of thousands of dentists in California. I am the only skateboarding dentist." That's cool. "People seek me out. My patients recommend me. When people go to a search engine, they find me. When they go to AI, they find me. If they're new to California, they find me." Here are the results. Just by sharing his passion for skateboarding, Dr. Marashi increased his new patients by 55.1% and the revenue to his practice by 147%. He told me he measured it. Yeah, give it up for Dr. Marashi.

35:02 He measured it. This is a great way to do it. Those of you who know Brian Halligan, co-founder, former CEO of HubSpot, always talks about the Grateful Dead on his social media. And people at HubSpot initially told him, "Don't do that." But of course, he's going to do it. Dr. Marashi, so cool. This is the idea of building a tribe of like-minded people, like we are a tribe of like-minded people here. All of these ideas together builds

35:32 fans. One of my favorite examples, you might know the Savannah Bananas. I'm a friend of Jesse Cole. Jesse, I'm not taking any credit whatsoever, but has been using some of my ideas for a number of years. He did it all. I'm not taking any credit. But Jesse invited me when the Savannah Bananas last year played Fenway, invited me to go and be his guest on the field. And he said, "Fandom is simple, David. Fandom is eliminating every friction and frustration point from the fan experience." And the Savannah Bananas have more followers on social media than any Major League Baseball team. They're a small team that Jesse bought for about, I think it was $200,000. There were 120 people at his first game. Now they're selling out football stadiums that you can't even get a ticket.

36:25 You have to enter a lottery. Every single game sold out with many people on waiting lists. I took this picture from the top of Fenway. Look at people waiting in line to get into the merchandise area to wait in line to buy expensive merchandise. The semi-truck in the back filled with $50 T-shirts. People are spending $100 each on average on merchandise because they're fans. Oh my gosh, Jesse Cole, the Savannah Bananas. He says, "If you want to create fans, just stop doing what your customers and your fans hate." My gosh, everyone take a picture of that. That is so perfect, right? It's right there from Jesse Cole. This is the idea of fandom. And I've noticed that some of you, Stephanie in particular, some of you have

37:18 stickers on the back of your computer. And I took some photos of people's computers over the years at various events. You may or may not recognize some of the people in this particular video, but what I've come to learn is that people become fans of something and they want to celebrate what they're a fan of. They want to celebrate the fact that they're a fan of a particular company. And it's not just sports teams like the Cleveland Browns or the Savannah Bananas. It's not just authors or books like "Harry Potter." It's not just something they love to do like skateboarding or hiking mountains or swing dancing. It's companies they do business with. It's people that they love. And this is the outer manifestation of fandom. And this is what I wish for every single one of you,

38:13 that people love you so much that they're eager to put a sticker with your company on the back of their computer. And this is entirely possible, and I've seen it happen many times. It's about doing what everybody is telling us here at Endless Customers Live and some of the ideas that I've shared, both at my talk now and as well in my book, "The Fandom Playbook," which by the way, isn't even out yet. It's coming out on October 27th. My name is David Meerman Scott. This has been "The Fandom Playbook." There's some resources there on that QR code, totally free, no registration required. I'll be here through lunch tomorrow. Thank you all so much for everything you do.

39:03 I love entrepreneurial organizations, and you guys make me so happy.