Pat Gallagher, best known as the legendary marketing and "idea guy", worked with the San Francisco Giants for more than thirty years. Famously known for using out-of-the-box promotional flair and a sense of humor to fill the seats of Candlestick Park with baseball fans, despite its notoriously cold and windy conditions. Gallagher helped revive a sports franchise by creating a new culture and actually listening to customers.
Together with fellow renegades, and amateur golfers-a successful inventor and a wealthy Silicon Valley technology icon-Gallagher founded the Alternative Golf Association and Project Flogton, with the hopes of changing the face of golf to make it more fun and relevant for "the rest of us." This process is documented in the book Golf is Dying. Does Anybody Care?, a first-hand account authored by Gallagher himself.