I'm going to 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 want to do a little setup and just want to be careful here.

There's no spoilers, so you don't have to worry.

It should be spoiler-free.

In season 4 or so, Saul isn't able to practice law anymore for a period of time. And he has to go get a regular job like a good person. And so he gets a job selling cell phones, early days of cell phones at a company called CCMobil. And in this clip, you're going to see the store is dead. He's vacuuming. He's cleaning'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 oh how's the first morning good robby um but yeah, 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.

Sorry, 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's 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. 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 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 to 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.

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