JonCameron Johnson

JonCameron Johnson Help holistic & natural practitioners get pre-sold patients by bridging the gap from stuck & skeptical, to clear & confident.

You ever get so LOCKED IN you forget you need to p**s?Time just vanishes.You look up 8 hours later and haven’t moved, ha...
10/14/2025

You ever get so LOCKED IN you forget you need to p**s?

Time just vanishes.

You look up 8 hours later and haven’t moved, haven’t eaten, haven’t done anything except make the thing.

That flow state... that’s where craftsmanship lives.

And craftsmanship is gonna be the most important differentiator in this AI era.

There’s this quote I keep coming back to:

“We who cut mere stones must always be envisioning cathedrals.”

The daily work - the boring, ugly, mundane s**t - that’s the stone cutting.

It’s not sexy. Some days it feels pointless.

But the cathedral? That’s what stops people in their tracks.

The stone cutting is WHERE the craftsmanship happens.

In the unglamorous focus on detail that nobody sees.

That’s what separates craftsmen from opportunists.

We’re in this AI gold rush where everyone’s slapping “aI aGenTs” on everything.

GPT wrappers. Basic automations. S**t that barely works.

Opportunists build for right now.

Craftsmen build for the test of time.

Opportunists want the cathedral without the calloused hands.

The market can smell the difference.

AI slop is everywhere. Cookie-cutter websites. Products thrown together with duct tape.

Fast. Cheap. Soulless.

They’re asking, “How can I make this faster?”

Not “How can I make this better?”

Speed without intention is just noise.

Think vintage cars. Handmade watches. Ancient architecture.

Better in performance? F**k no.

But TIMELESS.

Because they were building for immortality.

Cutting stones with cathedral vision.

This is what I think about when building anything now.

“Would this make someone think, ‘Damn... this person actually cared’?”

When you operate from that place, you stop competing.

You’re playing a different game.

And people feel it.

In a world of AI slop, humanity becomes the rarest commodity.

When everything can be automated, the things that can’t be automated become priceless.

Your taste. Your care. Your soul.

The willingness to cut stones while envisioning cathedrals.

That’s what’s gonna last.

So build like it matters.

Happy Tuesday you goons.

custom coded pro forma for a capital raise.Feeling good about the future of Etho and Olympus :)
09/28/2025

custom coded pro forma for a capital raise.

Feeling good about the future of Etho and Olympus :)

🔥 Hiring Sales Development Representative! 🔥Etho is looking for a hungry individual who wants to be responsible for impa...
07/23/2024

🔥 Hiring Sales Development Representative! 🔥

Etho is looking for a hungry individual who wants to be responsible for impacting healthcare by connecting our programs to the world's best holistic and health & wellness practitioners.

We have a mission of creating 1 BILLION years of vitality for the world and working with the best in innovative natural healthcare.

Our clients have the ability to create incredible and unbelievable outcomes for their patients.

Resolving and reversing diseases that get dismissed or told it's impossible to fix by the sickcare system.

(More details in the job description below)

SDR opportunity for US/UK individual :)
- Base + Commission

Link in comments to apply.

✌🏽J

If you run ads for your business/practice keep reading...Let me ask you a question.If you and I were playing a card game...
06/13/2024

If you run ads for your business/practice keep reading...

Let me ask you a question.

If you and I were playing a card game and I gave you 2 cards to shuffle...

How well do you think you'd do?

I'm guessing that it would be a TOUGH thing to do.

You'd wonder why I'm asking you to do a stupid thing like that lol.

See the reason I bring this up that advertising platforms attempt to perform with the constraints you give it.

These ad algorithms are the world's greatest digital "natural selection" machines.

That seems like an oxymoronic statement haha.

Stick with me now...

Consider this.

If you asked your staff member to execute a task for your business, without the tools and raw resources to be effective...

How would they do?

Horrible.

Just like your staff... the ad platform needs RESOURCES to perform.

And the resources that we provide it are 2 major things:

🎆 Creatives (Images/Videos/Shorts/etc)
📝 Copy (words that persuade and sell)

Now this may seem simplistic, because at a glance it is.

What if I told you - running ads you have about .1% control of how they perform.

*gasp*

WHY would anyone do it with so little control?!

Ahh see you're looking at it backward.

The fact that the algorithm does 99.9% of the work is actually a benefit...

There are LESS things you have to get right.
There are LESS things you have to control.
There are LESS things that can break.

The fortunate truth is that as these platforms PUNISH squeezing down the targeting...

And more and more of the back end targeting gets stripped from these platforms...

(Thanks Apple... lol)

We can now focus the lionshare of our time, energy and focus on those 2 things.

The CREATIVES, and the COPY.

Different styles of images or videos.

Humor & Satire
Aspirational
Educational
Pain Based

Different opening hooks.

Some calling out the market directly.
Some asking epiphanic questions
Some sharing stories
Some making confessions
Some stating hard truths

With these you can create custom combinations by the hundreds... even thousands like magic to solve the "Rubik's Cube" of ads for your market.

More on this tomorrow on how we create thousands of variations for our clients to find winners out the gate. 🏆

Stay tuned. 📺

-J

Energy Investment Threshold (EIT)——This is a cool model that follows the thesis of a private equity or VC fund.Much like...
06/11/2024

Energy Investment Threshold (EIT)

——

This is a cool model that follows the thesis of a private equity or VC fund.

Much like the capital they invest into a portfolio of companies and expect 2-3 companies out of a 100 to produce the returns for the ENTIRE portfolio...

This model is to show that the LARGE returns on energy invested are made at the highest end of the percentile.

So is MANY things in our reality.

Business.
Relationships.
Spirituality.
Health.
Sports.

ANYTHING.

Those last 10 percentage points from 90-100th percentile are the hardest...

In all categories.

Each unit takes more and more energy.

It grows QUADRATICALLY more and more difficult to make one more unit of progress.

From Moore's Law of the nano chip transistors.

To a bodybuilder trying to get those last 1-2% to be extra shredded on stage.

To a mother pushing through running on fumes to create a memorable moment for her child.

To a business going the extra mile to create the tiniest optimizations to stack their moat.

It's all in that LAST bit.

The difference in effort between 80-90% is wide...

The difference between 90%-99% is 10x wider.

And the last 1% is asymptotic.

Funny thing is growing up I always wondered what it would be like to go "all" in on something.

Now that I am here I notice what CAN happen when you do.

And even though it is DIFFICULT, it's so f*'n worth knowing you put in what it took to aspire for and pursue that last 1% each day.

Proud of this crew.What we're building is creating the bedrock for changing healthcare.After what happened to me in 2020...
06/10/2024

Proud of this crew.

What we're building is creating the bedrock for changing healthcare.

After what happened to me in 2020 (long story will tell later in another post)

I used to think "I don't need a team... I'm superman I can do it all."

Well isn't that arrogant of me lol.

I love this quote by Carl Jung.

"That which we need the most will be found where we least want to look."

Now you can tie that to many things.

For me, in this season of life it's been team.

I have come to realize MY 24 hrs isn't as valuable as the aggregate value of my ability to lead effectively.

Still working on that skill of course.

These last 18 months have really opened my eyes to solving problems with a crew that is motivated by mission.

I've come to find that there are 3 types of people you can collaborate with and have on your team.

MINIONS - which are people who are motivated by security and comfort. These individuals do the minimum to NOT get fired and to stay out of the crosshairs of leadership.

You know who these people are in your organization. They are the people who you need to let go... and you know it.

MERCENARIES - people who are motivated by compensation.

Pretty clear here.

But its not just monetary. It can be social status or some other lever that they see as transactional.

Last is...

MISSIONARIES - These people if you're lucky to have on your team, which DO want to be compensated fairly... they are believers in your vision, mission and values.

These people will fight like hell for the cause of the business.

I can say with confidence all the people in this picture... (Even the AI version of me lol) is about the vision of Etho.

And I am a fortunate MF'er to be able to say that.

And I'm thankful of my crew.

That is all.

✌🏽

Losses.Setbacks.Getting punched in the face.Disappointment.Any innovator is aware of them.In the space I get the privile...
09/09/2023

Losses.

Setbacks.

Getting punched in the face.

Disappointment.

Any innovator is aware of them.

In the space I get the privilege of operating in...

My clients have HUGE WINS. Some get smacked in the mouth.

What I find is the ones that win...

Never quit.

Never stop.

Some of my top 3 clients have lost combined about $4M in failed advertising & acquisition.

Creating.
Measuring.
Learning.
Iterating.
Innovating.

Until they get THEIR unique formula down.

I am no different.

Spending nearly 6-figures (which isn't a lot) in failed ads even for my company Etho to bring an idea to the market.

An idea that to my core believe should exist.

The patients my clients impact changes lives.

Transforms.

S**t... reinvents their lives.

Because they don't believe in quitting.

Some of them are some of the most relentless MF'er you'll ever meet.

Why?

Because when they see the Rubik's cube of person's health problems...

They see a puzzle that CAN and WILL be solved.

They innovate their way to a solution that has never existed before.

But they flirt with failure all the time.

The key is...

They never quit.

And that's why they win.

And I'm lucky I get to work with them.

2 years ago to the day...This man and I decided to work together.Robert DeMartino and I decided to work together to shar...
08/24/2023

2 years ago to the day...

This man and I decided to work together.

Robert DeMartino and I decided to work together to share his genius with the world.

I became the growth architect for his companies.

As one of the best natural docs on the planet...

He is able to do things combining data, technology, and lifestyle that I once thought were impossible.

Most of the stories he tells me sound unbelievable.

For him, it is just a Thursday... lolol

As an innovator and "paradigm-shifter" - he trains other doctors on how to reverse autoimmune disease with extremely high success rates.

(I could nerd out about the science and tech... but I'll spare you)

He is someone who ended up being the spark for changing the direction, focus, and foundation of my business.

Funny story.

When Rob booked a call with me...

I almost canceled it.

Because when I went to his website at the time... good lord did it hurt my eyeballs.

Think Windows '95 in 2021 😂

"He isn't serious..."
"He isn't going to want to do this..."
"There's no way..."

The reason was he confessed, "He didn't know what to do."

He had worked with 13 other companies and invested close to 2.5M in agencies, coaches, and consultants.

None of them had delivered at the level he deserved.

None of them fought as if they were his partner.

We haven't always had sunshine and rainbows.

We have weathered the storm and crawled through the muck and mire together.

I think back, if I had made that decision, I would have missed out on one of the best events & founding members of Etho.
..and he'd still probably have that old busted website.

🤣 Rob you know it's true...

Fast forward 2 years... Today... things have changed for the better.

Staff.
Advertising.
Patient Education.
Leverage.
Systems.
Consults.

Ultimately the model we built around him. Transformed.

I get the privilege of calling him a client, but even better... friend.

I am proud to know this man.

Thank you for all you do. Thank you for teaching me.

Thank you for trusting me with your businesses that provide for you, your family, and your team.

Love ya man.

Here's to years to come 🥂

- J

Have you ever been asked to put together a sales presentation...?..one that would definitely resonate with your marketpl...
07/27/2023

Have you ever been asked to put together a sales presentation...?
..one that would definitely resonate with your marketplace and create new business...
..one that would be in the right order...
..one that would just make the conversions happen.

So you sit at your desk with your computer and start at a blank slide wondering...

"WTF do I title this thing...?"
"How long should it be...?"
"What's the best format...?"
"What do I put in it...?

Yeah... I've been there too.

And the first time I taught it to a client - took us 4 months for us to get it all together.

Mostly because I SUCKED at teaching her...

After producing about 250 of these videos now, I've gotten down to a formula that works for us.

Here's our 10-block heuristic - I hope it serves you.

01 COLLIDE 💥

An effectual and succinct compelling "promise complex" that tells watchers within 5 or so seconds... what the video is about.

(Think MrBeast YouTube Video Titles)

02 FILTER 🔀

Clearly define the parameters for who this video is for.

03 CLARIFY 🔍

Create obvious contrast between what you do and your competitors.

04 CAPTIVATE 🤩

What possibilities are open to your market if they stay and watch?

05 INSPIRE 😲

Showcase compliant proof/testimonials or tell a visceral story to illustrate your effectiveness (without self-aggrandizement)

06 INTRODUCE 👋

Give a "salt-of-the-earth" introduction on who you are and why you're qualified to speak on your idea.

07 EDU-SUADE 📚

A term I coined to "educate & persuade" simulatenously. Consists of articulating the PROBLEM to provide a clear SOLUTION that leads to an desired OUTCOME.

08 BIFURCATE 🔪

Create clear binary choice in the road. Inaction/going alone vs going with you.

09 DECIDE ⚖️

Clarifying the ACTUAL decision they're making. Choosing which future they'd like to lead.

10 DIRECT 🫵

Leading to the next step from an alpha frame.

The Engine Architect that Etho is developing will be a game-changing DIY video-guided prompt tool that spits out a "go-to-market" ready presentations.

It's coming end of Q3.

Gonna be wild.

-JonCameron

Building a new "Mega Doc" format for my innovative practitioners  and their teams to quickly & effectively navigate Meta...
07/23/2023

Building a new "Mega Doc" format for my innovative practitioners and their teams to quickly & effectively navigate Meta's ad platform.

To knowledge and skill transfer the required info to be effective and efficient at a high level.

Providing a few key things:

CLARITY

Know block by block... step by step what needs to be done.

CONTROL

They don't need to wait for us to diagnose, fix, edit, turn off, create, or scale ads.

SPEED

Because of the control - instead of waiting for coaching calls... which happens typically on a 7ish day cycle... there is very little wait/lag time.

AUTONOMY

And because of the clarity, control and speed - that unlocks autonomy. As innovators they are... my clients & partners don't really like being told what they can and cannot do.

(I get it... neither do I)

So this provides the autonomy for them to essentially make ourselves obsolete :)

Crazy part is - it took a lot of dithering and processing to organize and synthesize the key things that need to be built and the necessary components to extricate myself from this process.

It has a dual purpose.

It's essentially many visually-rich SOPs to reduce the complexity of this platform as close to "0" as possible - that can be used internally.

And to raise the overall level of competency for those who consume it.. to higher than MOST marketing/ad agencies.

Which then allows the retainer cost savings to go directly into advertising spend - ultimately providing higher risk tolerance and margin...

Ultimately as marketing becomes EVEN MORE commoditized my hypothesis is that businesses will be looking to bring those skills in house - but also want the handoff to be smooth in the interim.

I aim to provide that bridge for my clients by eating as much complexity as humanely possible.

This is just a little taste of what's coming out from Etho.

Hope y'all have a GREAT Sunday :)

PS - I'm making one for Search & YouTube... 🤫

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