The Marketing Genius of Better Call Saul w/ Chris Do | Ep 409

I'm gonna teach you everything you need to know about positioning marketing and sales from an unexpected source. A TV series called Better Call Saul, arguably the best TV show that's ever been created. So I just wanted a little setup and just wanna be careful here. There's no spoilers, so you don't have to worry. It should be spoiler free. In season four or so, Saul isn't able to practice law anymore for a period of time, and he has to go get a regular job or a good person. And so he gets a job selling cell phones, early days of cell phones, at a company called CC Mobile. And in this clip, you're gonna see the store is dead. He's vacuuming, he's cleaning, and there are zero customers. He calls up his boss, and he asks his boss, hey. It's a little slow right now. What's going on? And this is pretty much the business. CC Mobile. This is Jimmy. Hey, yo. How's the first morning? Good, Robbie. But, yeah, actually, it's a little little slow. Yeah. That store's always been a bit calmer. Just bring a book. So this is a normal weekday? Mostly. But wait till inventory week. There's a line out the door. When's inventory week? You just missed it. Is there any chance that you could move me to a store with a little more traffic? Let's see. The Gold Street store is always hopping, but it looks like the schedule is all full right now. Let's give it a couple weeks and then we'll see. No problem. If I can, I'll swing by later. Keep up the good work. Yeah. See you then. Bye. So Saul, being so industrious, has to come up with a new idea to find customers because he's not making any money doing this. Being the marketing genius he is, he decides to do something quite remarkable, and that is to create a different type of customer. Business guru Peter Drucker once said, the purpose of a business is to make profit and also to create the customer. And that sounds like a strange concept to create a customer. How do you do that? Well, in this time and age, in this reference of this video, the people who bought cell phones were people who wanted mobile access to be able to call people, and these are early days, but that many people who had the demand for this back then. Today, it's ubiquitous. So to create a customer, it means you take the product, and without changing the product, you move it to someone else, and you find a whole different category of people to sell to. So instead of talking about features and functions, about data plans, roaming, free access, hands free, and all that kind of stuff, he focused on doing something very different. He decided instead of selling technology, he sold privacy. He painted this beautiful sign across the window that said, is the …