Demonstration and 'information hygiene' tactic

Chris Do breaks down Saul's staged demo, the destroy‑after‑use pitch, and the coined term information hygiene.

Play episode from 03:32

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Transcript

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Transcript

Episode notes

In this episode, Chris Do breaks down a powerful lesson on positioning, marketing, and sales using a scene from the TV series Better Call Saul as an unexpected case study. By analyzing Saul Goodman’s pivot from selling cell phones to selling “privacy,” the episode illustrates how redefining a product around a specific pain point can instantly create demand.

The discussion highlights how effective positioning isn’t about changing the product itself, but about reframing who it’s for and why it matters. This real-world example makes abstract marketing concepts tangible and easy to understand

Timestamps

(00:00) — Intro

(01:37) — Creating customer demand

(02:36) — Selling privacy positioning

(06:35) — Positioning definition explained

(08:28) — Go where customers are

(10:55) — Blue ocean strategy

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