GEORGE: Welcome to another episode of the mind of George show, where I pretend to have a radio voice on a free for all Friday before I interview a new dear friend of mine and I say friend, because I feel like I found my long lost brother in a different country that thinks like I think, feels like I feel values the same things that I do.  And quite frankly actually gives a shit. About people when it comes to marketing and help people achieve their goals and achieve their business. So I have my friend, Jonathan and I should have known like right from the beginning, he calls it no fluff marketing. He takes the same approach as me and quite frankly, we rag on the same crap that happens across the industry.And I love connecting with people that put the heart back in marketing, but not from some spammy scammy. Let me snake oil, you, but like, Hey, this is how you apply to a business and actually build and run it profitable business to have a bigger impact. And so without further ado, I would love to welcome. Well, my friend, Jonathan Callinan, welcome to the show. JONATHAN: Thanks for having me, buddy. It is an absolute pleasure and a privilege to be on here. I'm very much in my happy place. Thanks manGEORGE: Yeah, man, love it. I always hate interviewing people with accents because I all, I always lose the cool points, like right off the bat and you're going to take over the episode. So I'm okay with that though. I'm coming to terms that I don't have to go to acting school or I just have to accept that this is, this is my voice and I didn't grow up in another country.JONATHAN: I was just thinking, as you were introducing me there, this is a marketing gig. Well, I know you're sort of immersed in the entrepreneurial world and just bloody good at it. So it will work out. But if it never worked out in a different parallel universe, you know, you could always be engaged in authentic standup. GEORGE: Yeah. I, I like it. I think I, I I've gotten some feedback cause you and I laugh about some of these videos. I do this dead pan delivery, the amount of people that think I'm serious.Yeah. And I can sell it and deliver it. It's actually quite alarming to me. And I was like, Oh, but I've just seen so much shit in our industry. I'm just pretending to be like them all day. So maybe I really am like a good actor. Like I'm just acting out what they do. So that's enough about me. I do want to get into you. And so in. Typical George fashion. You've listened to the podcast. You probably know what the first question is, but I think it provides so much insight and context and, and you're somebody who's been in this game for a long time. You've been working online for 12 years. I think you've generated over 500,000 appointment bookings just for health people.Which is mind blowing and that's an amazing industry. So you've had some experience you've been in SAS companies, you have some membership stuff, all of it. And I would venture to say, you probably have some really deep keels when it comes to lessons and things that you'll never do again. And so what I want to know is what is the biggest mistake that you've ever made in business? What did you learn from it? And then how do you operate from this point forward to prevent that from happening?JONATHAN: That's a great question out of the bat. Yeah. I didn't know that question was going to, I just want to just prefix it a little bit because I'm a massive fan of collaboration with the right people. And there's a caveat there. With the right people, because one of the biggest mistakes I made in business, I'm a very enthusiastic and I'm very optimistic and I'm a sociable type of guy, you know, as you know, but when I first started out back in what was my second company, 2009, the wellness star atria.I was launching that a live public event. I spent six months rallying speakers up for the event. And these were people. I knew that, that I trusted and thought, yeah, they would do a great job providing value to