In this episode, Reid Nelson discusses the various mistakes made while running a vegan bakery, particularly focusing on the challenges of starting a brick-and-mortar location. He reflects on the advice he received about entering the restaurant business, the lessons learned from their journey, and the impact of ego on decision-making. The conversation highlights the difficulties of operating a vegan bakery in a market that was not initially receptive to the concept and the mistakes made in terms of expansion and operational hours.