FAST COMPANY: What is the first step in getting your team on board with a new idea or strategy?

SEREITA COBBS: I think the best way to get a team on board with a new idea or strategy is to make sure everyone understands the end goal--at ESPN 90% of what we do, if not all of what we do, is about serving the fan. So when we enter into starting a new idea or a new strategy, we make sure that we all understand what our primary end objective is.