--- title: The Ted Leonsis Instruction Book description: It's not only interesting if you're a sports fan, it's down right instructive if you are trying to grow your business. image: https://www.liftenablement.com/hs-fs/file-359959473-jpg/blog-files/ted-leonsis.jpg --- ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner # The Ted Leonsis Instruction Book [ Doug Davidoff ](https://www.liftenablement.com/blog/author/doug-davidoff) Jan 18, 2011 3:06:00 AM ![Ted Leonsis](https://www.liftenablement.com/hs-fs/file-359959473-jpg/blog-files/ted-leonsis.jpg?width=200&name=ted-leonsis.jpg "Ted Leonsis")In June 2007, I took Ted Leonsis and the Washington Capitals leadership team [to task for introducing a new jersey as a "brand awakening"](https://blog.imaginellc.com/brands-performance) for the Washington Capitals.  I wrote that, "if you want to strengthen your ties with current fans and attract new ones, you only have to do one thing – PUT A BETTER PRODUCT ON THE ICE. " Well 3 1/2 years later, Leonsis and crew have clearly proven that they already knew what I was talking about.  Leonsis took a last place hockey team, in a football-crazed town and turned them into the hottest ticket in DC, having sold out more than 100 games in a row. Leonsis has since taken over the Washington Wizards and Verizon Center, after majority owner Abe Pollin passed away.  The Washington Post has a fascinating story about how [Leonsis is turning those organizations around as well](http://www.washingtonpost.com/wp-dyn/content/article/2011/01/14/AR2011011405936.html). It's not only interesting if you're a sports fan, it's down right instructive if you are trying to grow your business.  I highly recommend you read it. Here are the three points I found more valuable and instructive: I don't 'dress up' the arena. I don't believe in that. We don't do it with the Capitals. So some nights, it looks like our attendance is down, yet our revenues are way up because you are not giving away free tickets. We will make the Wizards a hot ticket because Washington is a fantastic market. If we can build the team around the right players who can play the right way and get results, we will sell it out. It would do many business leaders well to follow Leonsis' example.   [Inbound Marketing](https://www.liftenablement.com/blog/topic/inbound-marketing), [B2B Sales Strategy](https://www.liftenablement.com/blog/topic/b2b-sales-strategy) ## Read On [![](https://www.liftenablement.com/hs-fs/file-358788114-jpg/blog-files/differentiate20to20be20the20niche20business.jpg?width=352&name=differentiate20to20be20the20niche20business.jpg) ](https://www.liftenablement.com/blog/the-key-to-differentiating) ### [The Key to Differentiating](https://www.liftenablement.com/blog/the-key-to-differentiating) “That’s not how we do it in our industry.”“I’m not sure I’m comfortable doing that, I’ve never... ### [Demand Creator Minute: It's Okay to be Wrong](https://www.liftenablement.com/blog/okaytobewrong) When challenging your customer, entering accounts and positioning yourself to be valued as you... [![](https://www.liftenablement.com/hs-fs/file-363415850-jpg/blog-files/social-media-collage.jpg?width=352&name=social-media-collage.jpg) ](https://www.liftenablement.com/blog/should-social-media-be-part-of-your-strategy) ### [Should Social Media Be Part of Your Strategy?](https://www.liftenablement.com/blog/should-social-media-be-part-of-your-strategy) I guess it’s time to start talking about social media here. Over the last three months the...