Featuring insights from Chris Do, The Futur
There’s a particular flavour of advice that dominates small business marketing:
“Just explain what you do.”
“List your services.”
“People will get it.”
And yet… they don’t.
In a recent video from Chris Do, he breaks down one short scene from Better Call Saul that quietly demolishes most of what people think selling is.
It’s spoiler-free, wildly entertaining, and uncomfortably accurate.
The Scene: Same Product, Zero Customers
In the clip, Saul (still pretending to be a normal, law-abiding citizen) is working in a dead-quiet mobile phone shop.
No foot traffic. No leads. No commissions.
The product isn’t broken.
The location isn’t broken.
The pitch is.
So Saul does something most businesses never consider:
He doesn’t change the product.
He changes who it’s for — and what it means.
As Chris puts it:
“The purpose of a business is to create the customer.”
That line alone should make half the internet’s marketing advice quietly pack up and leave.
He Stops Selling Phones — and Starts Selling Privacy
Instead of talking about features, plans, or tech specs, Saul paints a sign across the window:
“Is the man listening?”
“Privacy sold here.”
Suddenly, people who never wanted a phone… need one.
Chris explains the shift perfectly:
“Instead of selling technology, he sold privacy.”
That’s positioning.
Not louder messaging.
Not better copywriting.
A completely different problem.
Problem Awareness Beats Product Awareness (Every Time)
One of the sneakiest lessons in the video is how Saul never tells people what they should be worried about.
He lets them say it.
“You mean like the IRS?”
“Bingo.”
As Chris points out:
“If you want to get rich, teach people about the problem and make them problem-aware.”
This is where most small business marketing falls over.
Packaging Matters More Than You Think
There’s another brutal moment later on.
Saul tries selling the exact same phones to a group of kids — and gets laughed off as a narc.
Same product.
Same offer.
Wrong presentation.
So he changes how he looks.
How he talks.
Where he shows up.
And suddenly, the phones fly out of the boot of his car.
Chris sums it up neatly:
“If you don’t look like your customers, your customers won’t trust you.”
Uncomfortable?
Yes.
True?
Also yes.
The Bit Most People Miss: Go Where the Customers Are
The store didn’t magically become busy.
Saul moved.
“Go to where the customers are.”
Online, this sounds obvious.
In practice, businesses still insist customers should come to them.
Different platforms.
Different contexts.
Different expectations.
Same offer — adjusted to fit the environment.
This Is Blue Ocean Thinking (Without the MBA)
Chris frames this as classic blue ocean strategy:
Red ocean = everyone selling the same thing, the same way, to the same people.
Blue ocean = same skills, same product, different lane.
Or as he puts it:
“You use the same skill set — you just find a different customer.”
That’s not pivoting for the sake of it.
That’s survival with style.
The Almost Anything Takeaway
If your website, marketing, or sales process feels like hard work:
- You might be selling features instead of outcomes
- You might be talking to the wrong customer
- Or you might be standing in an empty shop, waiting for traffic that isn’t coming
The uncomfortable question isn’t “How do I sell this better?”
It’s:
“Who actually needs this — and what problem do they already care about?”
Watch the video.
It’ll make you rethink a few things — possibly including your own homepage.
