Lesson 1: Confound their expectations
In the spring of 2015, Jeremy Conn is co-hosting a sports talk radio show in Baltimore. One afternoon the show gets a call from "Mo in Glen Burnie." Conn doesn't think much of it; there are lots of calls and lots of callers. He says "What's up dude" in a sort of flat monotone, mostly because he expects the caller to do what most every caller does: complain about something the Orioles or Ravens did. He expects to hear a gruff voice because, well, this guy's name is Mo from Glen Burnie and that sounds like someone who probably lays brick.
What the NFL and MLB learned from a young Baltimore Ravens superfan
