Jimmy McGill had an empty phone store.

He didn’t run ads. He invented a term "information hygiene" and created a new market.

Here's how to do the same with AI:

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In Better Call Saul, Jimmy doesn't sell cell phones.

He reframes the entire product.

Instead of “mobile technology,” he sells “privacy.”

Then he coins a term: information hygiene.

Suddenly, he’s not competing with other phone stores.

He created a category of one.

***

The lesson:

You probably have insights you repeat to every client.

Without a name, they’re forgettable.

With a name, they’re teachable. Shareable. Attributable to you.

Here's a 6-step process to create your named concept in one sitting:

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1. Extract your recurring insights

Pull 10 “I keep saying this” ideas from:

- Client calls

- Onboarding docs

- Workshop slides

2. Use AI to cluster them

Prompt: “Group these insights into 3 themes: the why, the what, and the how.”

3. Generate 20 term candidates

Rules:

• No jargon

• 2-4 words max

• Implies a behavior, not a feature

4. Stress-test the top 3

Ask yourself:

• Does it create a clear opposite?

• Can I explain it in 20 seconds?

• Does it naturally produce examples?

5. Build the framework

• 3 parts (4 max)

• One sentence per part

• One "common failure" per part

6. Create a definition card

Include:

• Your definition

• What it is NOT

• One client story

• One action checklist

This becomes your AI “truth source,” so every piece of content stays on-voice.

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What you’ll have when you’re done:

1. A named concept your audience repeats

2. A framework they can recall and teach others

3. A definition card that makes future content inevitable

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Jimmy didn’t work harder.

He named something others couldn’t articulate.

Your expertise deserves the same treatment.

Try this today: What insight do you repeat to every client?

That's your starting point.