The Business of Boutique Fitness
Episodes
432: Stephanie Moran and Taking the Leap (Part 1)
06 Aug 2020
Contributed by Lukas
In this episode, you will learn: • About Stephanie's journey on transitioning from a very successful corporate position to starting her own business...
431: Jennifer Maanvi and Creating a Digital Empire (Part 3)
30 Jul 2020
Contributed by Lukas
In this episode, you will learn: • The response Jennifer was able to witness as studios are reopening • What the future public response to studios...
430: Jennifer Maanvi and Creating a Digital Empire (Part 2)
23 Jul 2020
Contributed by Lukas
In this episode, you will learn: • Jennifer's amazing licensing & franchising journey • Some tips on how to best expand internationally • How sh...
429: Jennifer Maanvi and Creating a Digital Empire (Part 1)
16 Jul 2020
Contributed by Lukas
In this episode you'll learn: • How Jennifer discovered barre and the events that led her to open her own studio • How her business goals and area...
428: Reopening & Retraining Your Brain About Retail Part 2
09 Jul 2020
Contributed by Lukas
In this episode you'll learn: • What to consider about operating in this new reality and seizing the opportunity to make changes • How to effectiv...
427: Reopening & Retraining Your Brain About Retail
02 Jul 2020
Contributed by Lukas
In this episode you'll learn: • What Thirty Three Threads is all about, and the brands they have that you probably are already familiar with • Why...
426: Quarantine State of Mind
25 Jun 2020
Contributed by Lukas
In this episode you'll learn: • That anxiety is normal • What healthy anxiety for studio owners looks like • How people will walk back through y...
425: Aesha Ash and the Power of Image
18 Jun 2020
Contributed by Lukas
In this episode you'll learn: • Aesha's backstory and what she says she has wanted to change from a very young age • A major turning point in her ...
424: Meet Pamela & Dr. Christopher Brown | Black business owners & change makers within the boutique fitness industry
11 Jun 2020
Contributed by Lukas
In this episode you'll learn: • How Pam and Chris's business journey began, and what led to the founding of Align Brooklyn • A breakdown of the am...
423: Highlighting Black Voices in Boutique Fitness: Ja'Makin Me Dance with Jatrine Bentsi-Enchill
05 Jun 2020
Contributed by Lukas
In this episode you'll learn: • How Jatrine found her path to fitness and then built a successful business in the niche • What she offers her clie...
422: Highlighting Black Voices in Boutique Fitness: Meet Misty of Dragonfly Pilates
04 Jun 2020
Contributed by Lukas
In this episode you'll learn: • How seasons of turmoil led to incredible opportunities for Misty • The reasons she know she wanted to open more th...
421: Where do I go from here?
28 May 2020
Contributed by Lukas
In this episode you'll learn: • What we'd like to see as the world re-opens for business • The major hole in the market that we wanted to address ...
420: Rick Stollmeyer and Future of Wellness
21 May 2020
Contributed by Lukas
In this episode you'll learn: • What Rick has been seeing lately during this exciting (and terrifying) times for the industry • Where he sees thin...
Studio Reopening: Adapting is the name of the game
14 May 2020
Contributed by Lukas
In this episode you'll learn: • Why the next few months, and reopening the best way possible, is so critical • What all business owners should be ...
418: Best of Ready. Aim. Empire: The Ultimate Guide to Scaling your Studio Biz Digitally [PART 4]
07 May 2020
Contributed by Lukas
In this episode you'll learn: • Which audience you should start targeting and how to do it the right way • What the trial funnel is and why we fee...
417: Best of Ready.Aim.Empire: The Ultimate Guide to Scaling your Studio Biz Digitally [PART 3]
30 Apr 2020
Contributed by Lukas
In this episode you'll learn: • What to research first before offering your online training • Why doing the post-production tasks yourself isn't r...
416: Best of Ready.Aim.Empire: The Ultimate Guide to Scaling your Studio Biz Digitally [PART 2]
23 Apr 2020
Contributed by Lukas
In this episode you'll learn: • The biggest benefits for using online teaching training as a component of your overall business • What to remember...
415: Best of Ready.Aim.Empire: The Ultimate Guide to Scaling your Studio Biz Digitally
16 Apr 2020
Contributed by Lukas
In this episode you'll learn: What exciting opportunities exist now for online course creators in the digital marketplace How teachers can harness t...
414: All About BFC!
09 Apr 2020
Contributed by Lukas
In this episode you'll learn: • An introduction to the Boutique Fitness Coalition, and the 3 main things it will be doing for people in the industry...
413: Rick Mayo and the Birth of Alloy Personal Training
02 Apr 2020
Contributed by Lukas
In this episode you'll learn: • About Rick's journey of innovation and how he came full circle to the model he does best • A birds-eye view of his...
412: Rael Isacowitz and the Birth of BASI Pilates
26 Mar 2020
Contributed by Lukas
In this episode you'll learn: • How I discovered BASI and why Rael says it is much different than any other certification available • The way that...
411: COVID-19: 9 Things we've learned
24 Mar 2020
Contributed by Lukas
In this episode you'll learn: • Ways that clients and customers have been far more supportive and understanding during these times • Why having re...
410: Dominique Lesperance and the Importance of Teacher Training
19 Mar 2020
Contributed by Lukas
In this episode you'll learn: • Dominique's journey into the world of fitness and wellness, and how she originally became aware of Pilates • The w...
409: Misconstrued Beliefs: Everyone else is more valuable than me
17 Mar 2020
Contributed by Lukas
In this episode you'll learn: • The real reasons why you aren't paying yourself • Whether or not you are paying your instructors an above-average ...
408: Sunni Almond and Taking Pilates Online
12 Mar 2020
Contributed by Lukas
In this episode you'll learn: • How to use your passion (and start where you are) • The way that Sunni got introduced to the reformer, even though...
407: Misconstrued Beliefs: I am not liked
10 Mar 2020
Contributed by Lukas
In this episode you'll learn: • Why I say that I am a people pleaser… • How social media has brought a lot of gain (and pain) into my life and b...
406: March Matness with Benjamin Degenhardt
05 Mar 2020
Contributed by Lukas
In this episode you'll learn: • Benjamin's background and the way he found Pilates for the first time • Why he decided to become a teacher, plus t...
405: Misconstrued Beliefs: I don't have enough money for my business
03 Mar 2020
Contributed by Lukas
In this episode you'll learn: • The top three numbers that are disconnected in your business • What mantra I follow to be in control of my busines...
404: All About the "Growth Mindset"
27 Feb 2020
Contributed by Lukas
In this episode you'll learn: • How having the right mindset makes all the difference in your success • That knowing the value of your product and...
403: This is what a $1,000,000 sales goal (in 67 days) looks like
25 Feb 2020
Contributed by Lukas
In this episode you'll learn: • What a year of beta tests looked like, and how I rolled it out to various locations • The remarkable returns our f...
402: Best of Ready.Aim.Empire: Katie Standring: Growing your Studio, Rebranding, and Community Building
20 Feb 2020
Contributed by Lukas
In this episode you'll learn: • What initially drew Katie to The Client Cure • Competition was hard for Katie at first, but how she now sees compe...
401: Our Intro Package Shift
18 Feb 2020
Contributed by Lukas
In this episode you'll learn: • How (and why) my introductory offer continues to change even now in 2020 • What I feel is the ideal introductory o...
400: The Art of Client Consultations
13 Feb 2020
Contributed by Lukas
In this episode you'll learn: • How Sharon handles her consultations with clients and how this serves her clients and allows her studio to be succes...
399: The Referral Loop: Rethinking asking for referrals
11 Feb 2020
Contributed by Lukas
In this episode you'll learn: • How I changed my perspective and the way I look at referrals • Two different referral offers I usually have in pla...
398: Paula Kiru and the Power of Persistence
06 Feb 2020
Contributed by Lukas
In this episode you'll learn: • What the yoga and boutique fitness industry in Finland looks like now and how it's changed since Paula started • W...
397: The Big 2020 Vision
04 Feb 2020
Contributed by Lukas
In this episode you'll learn: • How I realized I really needed to grow the team as I head into my third decade of business • The development of St...
396: Best of Ready.Aim.Empire: The Three Financial Reports That Built My 30+% Profit Margins
30 Jan 2020
Contributed by Lukas
In this episode you'll learn: • Why in the past I've felt like financials have been my "nemesis" • The single most important report to have and wh...
395: Best of Ready.Aim.Empire: Meet Nathania Stambouli, and Get the Inside Scoop on Launching Retreats that Sell Out
28 Jan 2020
Contributed by Lukas
In this episode you'll learn: • How Nathania structures her email pitches to be featured in so many publications • Why strategy plus luck, consist...
394: Best of Ready.Aim.Empire: Meet Suzanne Davis of Love Yoga and Learn What Steps She Took to See Massive Growth in Revenue and Clientele in a Matter of Months
23 Jan 2020
Contributed by Lukas
In this episode you'll learn: • What led to Suzanne joining The Client Cure • Why her mindset upon entering the program was so important • The f...
393: Best of Ready.Aim.Empire: Grab My Marketing Toolbox for 2019 {To Steal Back Time and Add Clients}
21 Jan 2020
Contributed by Lukas
In this episode you'll learn: • The marketing shifts and trends we're seeing from our testing and what I believe will be happening in 2019 • Our t...
392: Best of Ready.Aim.Empire: The Alpha Phi Effect: How Kindness Can Turn Hard To Please Clients Into Evangelists
16 Jan 2020
Contributed by Lukas
In this episode you'll learn: • Niki Riga's story and how she was able to leave her "yes ways" behind • How her experience with sorority recruitme...
391: Best of Ready.Aim.Empire: Meet Jo-Anne Bunbury, Founder of Calgary Pilates Centre, and Learn How She's Banishing Fear and Building Systems For Greater Freedom
14 Jan 2020
Contributed by Lukas
In this episode you'll learn: • How through natural disasters, recessions and competition JoAnne and her team were able to survive {and thrive} • ...
390: Best of Ready.Aim.Empire: Meet Christy Laurence - Tech start-up founder, llama lover, and the answer to all your Instagram problems
09 Jan 2020
Contributed by Lukas
In this episode you'll learn: • The strategy behind successful Instagram marketing and Instagram "hot spots" • How developing your voice will deve...
389: Best of Ready.Aim.Empire: Meet Jenny Houston. From Student to Studio Owner to all around Boss
07 Jan 2020
Contributed by Lukas
In this episode you'll learn: • What led Jenny to becoming a studio owner and purchasing an already active studio • How she was able to make slow ...
388: Best of Ready.Aim.Empire: Meet Erin Caudill and Learn How She Grew Her Practice to Multiple Locations
02 Jan 2020
Contributed by Lukas
In this episode you'll learn: • What led to Erin and her business partner Julie forming their business in 2012 • How they choose their speciality ...
387: Best of Ready.Aim.Empire: Profit Margins, The Chipotle Rule, And Why Your Studio Needs To Know Both
31 Dec 2019
Contributed by Lukas
In this episode you'll learn: • A little bit about Erin and how she started her own business • What can happen when you know your profit margins a...
386: Best of Ready.Aim.Empire: Meet Kristi Cooper: Instructor, Studio owner, Youtube star.
26 Dec 2019
Contributed by Lukas
In this episode you'll learn: • How Pilates Anytime has made my life easier • The story of how Kristi got into Pilates many years ago • Why she ...
385: Best of Ready.Aim.Empire: What does a 7 Figure Studio Look Like? Here's a breakdown of how studios are hitting the elusive 7 Figure Mark Around the World
24 Dec 2019
Contributed by Lukas
In this episode you'll learn: • What's really possible for your studio when it comes to revenue • That hitting the 7-figure mark will look differe...
384: Best of Ready.Aim.Empire: Meet Rachel Davis and Deep Dive into Growing your Studio, Changing your Life, and Impacting the World
19 Dec 2019
Contributed by Lukas
In this episode you'll learn: • How to make time to do the things that need to be done to move forward • Ways to build the foundation for a good r...
383: Best of Ready.Aim.Empire: Lessons from F45: the Starbucks of the fitness industry
17 Dec 2019
Contributed by Lukas
In this episode you'll learn: • A cutting edge concept, and brand, that is revolutionizing the fitness industry worldwide • How they have position...
382: Best of Ready.Aim.Empire: Meet Natalie Wheeler, Co-Founder of Vasu Studio, and Hear How She's Building a Brand That Compels and a Business That Closes
12 Dec 2019
Contributed by Lukas
In this episode you'll learn: • How Vasu Studios grew a unique business that intertwines Yoga, apothecary and spa while building a community and an ...
381: Best of Ready.Aim.Empire: Meet Siobhan O'Malley, Owner of CORevolution, and Learn How She is Crafting a Standout Megaformer Studio and Seeing Rapid Success
10 Dec 2019
Contributed by Lukas
In this episode you'll learn: • Siobhan's struggles to become profitable after opening her studio • If you trust the process, the change is going ...
380: Best of Ready.Aim.Empire: Meet Sarah Ashman and Shauna Haider, the Branding and Design Team Behind Studio Grow and See Just How They Made This the Easiest Rebrand Ever
05 Dec 2019
Contributed by Lukas
In this episode you'll learn: • How Sarah is able to create an experience around your brand • The ways Shauna and Sarah were able to work seamless...
379: Best of Ready.Aim.Empire: Meet Emily Slaneff, Founder of CrushCamp, a New Studio That is Seeing Massive Growth in Year One of Business
03 Dec 2019
Contributed by Lukas
In this episode you'll learn: • How Emily created CrushCamp after not finding anything that aligned with her own values • With personalized group ...
378: Best of Ready. Aim. Empire: Tara Gregorio - From Studio Owner to Online Course Creator
28 Nov 2019
Contributed by Lukas
In this episode you'll learn: • How Tara started her career and had the foresight to build her education around her dream job • A concept she has ...
377: Best of Ready. Aim. Empire: Rebranding 101: The 5 Lessons Learned Rebranding Our Business
26 Nov 2019
Contributed by Lukas
In this episode you'll learn: • How I break down the elements of a rebrand • The one hard and fast rule in website etiquette • Why hiring the ri...
376: Best of Ready. Aim. Empire: John Marcoux - Mindfulness for the Adversarial Mind
21 Nov 2019
Contributed by Lukas
In this episode you'll learn: • How a Hot Yoga class changed the course of John's career • What are adversarial traps and cognitive boosters • H...
375: Best of Ready. Aim. Empire: The Art of Conscious Communication and Money Conversations with Mary Shores
19 Nov 2019
Contributed by Lukas
In this episode you'll learn: • The amazing story of how Mary came to be the youngest person in the country to open a debt collections company {at o...
374: Taking Back Your Studio Calendar One To-Do At A Time (Part 2)
14 Nov 2019
Contributed by Lukas
In this episode you'll learn: • How to effectively build a job description around weekly tasks • The struggles of making big changes in your busin...
373: Taking Back Your Studio Calendar One To-Do At A Time (Part 1)
12 Nov 2019
Contributed by Lukas
In this episode you'll learn: • The urgent/important matrix, and why you need to being honest about where your tasks lay • That not everything tha...
372: The 4 Money Stories You've Gotta Rewrite To Hit 7-Figures
07 Nov 2019
Contributed by Lukas
In this episode you'll learn: • The common business objections around money and how they are holding you and your business back • The story we tel...
371: When "Mean Girls" Meets Your Studio: Dealing With Real Life Nastiness in the Middle of Namaste
05 Nov 2019
Contributed by Lukas
In this episode you'll learn: • How to Identify whether it is personality or morality issue • The way that I learned that some people don't "grow ...
370: Studio Go: The Software that Runs Your Studio Like Clockwork [Part 2]
31 Oct 2019
Contributed by Lukas
In this episode you'll learn: • What led Katie to the idea of Studio Go, and how it was really built out of necessity • The ways that her metrics ...
369: Studio Go: The Software that Runs Your Studio Like Clockwork [Part 1]
29 Oct 2019
Contributed by Lukas
In this episode you'll learn: • The love story behind the creation of Studio Go • How Studio Go changes everything when it comes to pulling report...
368: Shira Reba: Building and Balancing Your Business
24 Oct 2019
Contributed by Lukas
In this episode you'll learn: • Shira's amazing story and unique journey into fitness industry • How she fell in love with kickboxing, overcame he...
367: Cherise: How to Hire a Top-Notch Manager
22 Oct 2019
Contributed by Lukas
In this episode you'll learn: • The most common issues studio owners are having when it comes time to hire a manager • Why the job posting is so i...
366: Managing Mistakes with Erin Haag
17 Oct 2019
Contributed by Lukas
In this episode you'll learn: • What motivated Erin to record this episode {and why this is a vulnerable topic for her to talk about} • The bigges...
365: Cherise Ann Beardsley: On Landing Her Dream Job
15 Oct 2019
Contributed by Lukas
In this episode you'll learn: • All about Cherise's diverse work experience that took her around the world • Why she pivoted from her career in ed...
364: Meet Kristel De Groot and Dive into How She Ended Up On Forbes' 30 under 30
10 Oct 2019
Contributed by Lukas
In this episode you'll learn: • How Kristel realized the way foods influence our bodies from a young age, and then used this knowledge to help her h...
363: Meet Ali Brown: Mother of Twins, Entrepreneurial Guru, and Self-Made Millionaire
08 Oct 2019
Contributed by Lukas
In this episode you'll learn: • How Ali got her start in business and the ways that she navigated being one of the early pioneers of digital marketi...
362: Meet Barry & Shay: Cracking the Code on Epic Class Experiences (PART 4)
03 Oct 2019
Contributed by Lukas
In this episode you'll learn: • How to end your session or group workout using a "cool down method" • Why you'll want to end on a high note with a...
361: Meet Barry & Shay: Cracking the Code on Epic Class Experiences (PART 3)
01 Oct 2019
Contributed by Lukas
In this episode you'll learn: • What clients need to know about the workout, drill or movement patterns that allows them to enter a flow state • T...
360: Meet Barry & Shay: Cracking the Code on Epic Class Experiences (PART 2)
26 Sep 2019
Contributed by Lukas
In this episode you'll learn: • Why the client experience is everything when it comes to the future of boutique fitness {and it starts before they e...
359: Meet Barry & Shay: Cracking the Code on Epic Class Experiences (PART 1)
24 Sep 2019
Contributed by Lukas
In this episode you'll learn: • How Barry and Shay each got their starts, very differently, in the world of fitness • Why both needed to take a le...
358: Meet Christie Seaver: Ballet Dancer, Pilates Instructor, Studio Owner, and Journalist!?
19 Sep 2019
Contributed by Lukas
In this episode you'll learn: • What led Christie to start and operate her own Pilates studio in Dublin, Ireland • How the market has changed in D...
357: Katie Standring: Growing your Studio, Rebranding, and Community Building
17 Sep 2019
Contributed by Lukas
In this episode you'll learn: • What initially drew Katie to The Client Cure • Competition was hard for Katie at first, but how she now sees compe...
356: Rachel Humm: Investing in Your Studio
12 Sep 2019
Contributed by Lukas
In this episode you'll learn: • What Rachel has she learned so far in her journey as a new franchisee owner • The way she was able to massively in...
355: Designing your Virtual Storefront: Meet Fernando Cuis
10 Sep 2019
Contributed by Lukas
In this episode you'll learn: • The biggest pitfall or gap found in most small boutique studios websites • How to start profiling your ideal custo...
354: Meet Heather Haxo Phillips: Iyengar Yogi, Studio Owner, and Social Activist
05 Sep 2019
Contributed by Lukas
In this episode you'll learn: • What the Yoga Blessings Fund is all aobut and how Adeline Yoga gives back • How and why Heather created Adeline Yo...
353: Turning Members into Advocates: The Ultimate Guide to Building a Foolproof Referral System
03 Sep 2019
Contributed by Lukas
In this episode you'll learn: • What to keep in mind if you're setting up a referral system {and why you need to be using referrals in your business...
352: Meet Chris Downham: Property Developer, Financial Advisor, Yogi!?
29 Aug 2019
Contributed by Lukas
In this episode you'll learn: • Chris's intriguing background and journey, and how he ended up where he is today • The philosophies he's used that...
351: Realistic Organization (aka the solution to all your time management woes)
27 Aug 2019
Contributed by Lukas
In this episode you'll learn: • Some of the stories that studio owners are telling themselves about their time management • Why time management is...
350: Part 2: Building The 90-Day Plan
22 Aug 2019
Contributed by Lukas
In this episode you'll learn: • A recap of the 4 essential elements of success • Why you can't afford not to plan • What you can do right now to...
349: Part 1: The 4 Essential Elements for Your Success.
20 Aug 2019
Contributed by Lukas
In this episode you'll learn: • What identifying a BIG goal for your year will do for your business • Who your ideal client really is and how to t...
348: Go Behind the Scenes of Studio Grow's Very First Live Client Event
15 Aug 2019
Contributed by Lukas
In this episode you'll learn: • Why our first Studio Grow live client event was such an amazing experience for everyone involved • A recap of the ...
347: Meet Christine Sharpe and Learn to Find Your System for Success
13 Aug 2019
Contributed by Lukas
In this episode you'll learn: • How to start building relationships personally in the community • The ways Christine utilized flyers and word of m...
346: Building Community + Changing Lives
08 Aug 2019
Contributed by Lukas
In this episode you'll learn: • The story of how Amber and Bradi started their business and have gotten to where they are today • How they were ab...
345: Meet Ariel Garten: Neuroscientist, Entrepreneur, and Innovator
06 Aug 2019
Contributed by Lukas
In this episode you'll learn: • What are the types of brain waves that exist and what Muse is actually tracking • What happens when you use the Mu...
344: The Psychology of Behavior Modification Pt. 2
01 Aug 2019
Contributed by Lukas
In this episode you'll learn: • Jacob introduces the last two systems for learning the psychology of behavior modification • The habit cycle and c...
343: The Psychology of Behavior Modification Pt. 1
30 Jul 2019
Contributed by Lukas
In this episode you'll learn: • How Jacob initially became interested in the science of behaviour • NLP training and how Jacob uses it in his busi...
342: {Best of Month} Here's how to turn a One Star Review Into Your Studio's Best Advertisement
25 Jul 2019
Contributed by Lukas
In this episode you'll learn: • The best approach for responding to a negative review • How to be the business owner people want to engage with {o...
341: {Best of Month} Meet Studio Grow, Our New Brand, and See Just Why It Was Time To Make This Shift
23 Jul 2019
Contributed by Lukas
In this episode you'll learn: • What led me to starting a small consulting business • Why we decided that my business needed a shift • How our b...
340: {Best of Month} Meet Maggie Yeung and Homegrown Yoga, Which Is Taking Yoga into Small Towns {and Bringing their Owners Home}
18 Jul 2019
Contributed by Lukas
In this episode you'll learn: • The story behind how Maggie named her studio and what led her on her entrepreneurial journey • How yoga got her th...
339: {Best of Month} The 10 Biggest Mistakes I've Made Growing My Businesses {and how to avoid them} Part 3
16 Jul 2019
Contributed by Lukas
In this episode you'll learn: • The influence my mother had on me as an entrepreneur, and something she told me that I have never forgotten • How ...
338: {Best of Month} The 10 Biggest Mistakes I've Made Growing My Businesses {and how to avoid them} Part 2
11 Jul 2019
Contributed by Lukas
In this episode you'll learn: • Why you need to stop "DIY'ing" and take yourself to a place of growth • Sales and revenue is Number 1 • How to b...
337: {Best of Month} Meet Angie McDermott and Learn How She's Overcome an Autoimmune Diagnosis to Build One of the Top Athletic Training Facilities in the Midwest
09 Jul 2019
Contributed by Lukas
In this episode you'll learn: • What made Angie decide to focus on athletic training and how she got the confidence to succeed in her chosen field •...
336: {Best of Month} Meet the Faces of Studio Grow: Misty Cauthen of Dragonfly Pilates and How Falling Apart Can Lead To Major Steps Forward
04 Jul 2019
Contributed by Lukas
In this episode you'll learn: • How seasons of turmoil led to incredible opportunities for Misty • The reasons she know she wanted to open more th...
335: {Best of Month} Meet the Faces of Studio Grow: Annie Yoder of Upswing Pilates and How She Built a 6 Figure Studio Within 3 Months of Opening
02 Jul 2019
Contributed by Lukas
In this episode you'll learn: • How an interest in fitness turned into Annie dedicating all of herself and her business to changing lives of her cli...
334: {Best of Month} Meet Valerie Moselle and Learn How Luma Yoga is Shifting the Landscape in Santa Cruz
27 Jun 2019
Contributed by Lukas
In this episode you'll learn: • What has allowed Valerie to get her business to a point where she can leave for 4 weeks {and not have it suffer} •...
333: {Best of Month} The 10 Biggest Mistakes I've Made Growing My Businesses {and how to avoid them} Part 1
25 Jun 2019
Contributed by Lukas
In this episode you'll learn: • How I know that perfectionism doesn't exist and what we should be focusing on instead • What these "mistakes" have...