Welcome back to another episode of the MInd of George podcasts. I am so excited about today's episode. So if you're listening to this, what I'm holding in my hand is one of my all time favorite books. This book is called the catalyst by Jonah Berger. How to change anyone's mind and I can ask all the time, like George, what books do you recommend?  And people assume I read hundreds of books. The truth is I don't. I find one book or three books or five books that make an impact and I read them over and over and over again.Until I implement every part of that book to put it into practice and there are some books that I highly recommend that are non negotiables when it comes to business. And in that vein, they are the entire Jonah Berger catalog. And really the book that probably that catapult in my career and gave me a job and gave me success was the book contagious, which was his book on why things catch on. And I absolutely love that book.  Everybody needs to read it a hundred times and his new book, the catalysts that came out in March of 2020, I was lucky enough to receive some advanced copies. And I've already read this book twice and I'm going through it on my third rung.  And I was reading a section the other day and. It stuck out to me like a sore thumb, given the current state of the world, the current state of marketing realize that this one particular section, breaks down exactly what every single business owner, whatever single entrepreneur, what every single person in the world needs to understand in order to be successful. Because at the end of the day, we're in relationships with people. And if we have a business, a product, a service, our job is to meet people where they are. And then enroll them into coming over to where we are because people will be living their life and they might realize, Oh, I want to work out or I want to eat different. I want a different life or a different business, but there isn't a big enough of a catalyst to get them to shift.  Good,is okay for most people and that's why they avoid great. And so then what'll happen is we spend a lot of time. You'll see this traditional marketing across the world, trying to convince you right, convince you. It's going to be better when you drive this car, you'll be able to drink this beer and have this lady/ when you work out like this, you're going to be able to look like this person who works out 17 times a day and take steroids, but we're going to lie to you, right? It's a whole lot of convincing versus enrollment.And one of the biggest mistakes about marketing that I talk about all the time is when you are in the game of convincing people versus enrolling them, you push them further away. And everybody calls bullshit on me all the time. But the truth is, is that you have to understand why this works. And so I'm going to cover this, but I highly recommend that everybody picks up a copy of the catalyst by Jonah Berger.And it's particularly, there's a section in there in the distance chapter about people's zone of acceptance and region of rejection.  And so if somebody is in their life and they come across an ad of yours or a video of yours or a piece of content of yours and it triggers their attention, right, it's a pattern interrupt and they're interested. If they are interested. And what you say falls in their zone of acceptance. Like it's not too far out of a belief or too far fetched for them to believe it, then they can accept the idea and explore its possibility. But if it falls out of that zone of acceptance in the zone of rejection, then it actually pushes them further away.And this is why marketing messages don't work as a shock going across the board because everybody is in a different state of mind in a different state of their journey. And so in Jonah's book, the catalyst let me just read the back of this to you.  Getting people to do change their mind often seems tough if not impossible, but could there be a better way everyone has somethi