I sat on the green, wooden bleachers at Bethpage Black for the 2nd round of US Open (golf). Surrounding me on the bleachers were 300 golf fans. It was 2pm. Tiger was about an hour away and people were quietly watching the players as two guys with a Budweiser in both hands walked to the back of the green bleachers to sit with the rest of their group.

I sat two rows away from them. Their Irish accents were unmistakable. Their humor was universal. They were the most positive, enthusiastic people I have ever been around. They yelled “Get in the hole!” They heckled, “I’ve seen better chips at the concession stand!” They brought energy to the crowd.

It was as if somebody had flipped the switch from off to on.

The rest of the “green bleacher 300″ began to erupt over a simple tap in or a good approach shot. Then came a golfer by the name of Matt.

Matt hit the crowd at its peak. He missed a birdie putt of about 20 feet and marked his ball. The rest of the players finished out the hole and then Matt easily tapped in his one foot putt for par. As if on que, the crowd erupted in applause. And I mean erupted. Matt was shocked. The NY fans read the shock on Matt’s face and the cheers got even louder. People around the course must have thought Tiger made a long birdie putt. Matt, then turned to the crowd and gave an I-don’t-know-why-your-are-cheering-but-I-like-it fist pump. Matt loved the crowd and the crowd loved Matt.

Two guys and four beers changed an apathetic gallery into an unmistakable noise machine. I don’t think ever, in the history of golf, had a one foot par putt been celebrated the way we did. The experience was remarkable.

So, how do you become those two guys? If you can’t – how do you hire those two guys? And what do your four beers look like?

Find your “two guys” and “four beers” and you just may create an event so remarkable- that people can’t help but blog about it.

Energy – no business can succeed without it.

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