Uploaded February 2026 | Updated September 2026, 2 weeks ago
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How to win a pitch when you’re the underdog (without racing to the bottom on price).
In this breakdown, Chris Do uses Air’s Michael Jordan deal to show how smaller players can beat bigger competitors: expose weak points, ask smarter questions, and reframe the decision around fit, risk, and long-term value.
If you’ve ever lost a project to a cheaper option, this is the playbook: stop defending your price and start guiding the buying conversation.
What we’re going to learn:
• How to win pitches as the underdog (even against bigger agencies)
• The psychological move that makes competitors look risky
• The exact type of questions that expose weak positioning
• How to sell value first so higher pricing stops being a shock
• The negotiation lesson that changed deal-making forever
• How to turn “we’re smaller” into your biggest advantage
In this episode:
0:00 Intro
0:44 Turn Competitor Strengths Into Weaknesses
7:44 Identify the Real Decision Maker
9:27 The One Question To Control Any Meeting
10:56 Negotiate a Deal That Changes Rules
15:43 Outro
🔗 Connect:
instagram.com/thechrisdo
👀 Want more content? Join this channel for exclusive BTS, Workshops & Talks:
youtube.com/channel/UC-b3c7kxa5vU-bnmaROgvog/join
🚀 Ready to level up your content?
Join Content Lab — My private community to grow your brand & audience: learn.thefutur.com/contentlab
Watch the movie amazon.com/gp/video/detail/B0B8Q3JMCG/ref=atv_dp_share_cu_r
We love getting your letters. Send them here:
The Futur c/o Chris Do
556 S. Fair Oaks Ave. #34
Pasadena CA 91105
*By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you.
--
Host: Chris Do (Bald Asian Guy Talks About Business)
Cinematographers/Editors: @RodrigoTasca & @Tascastudios
👉🏽 Want more content? Join this channel for exclusive BTS, Workshops & Talks:
youtube.com/channel/UC-b3c7kxa5vU-bnmaROgvog/join
How to win a pitch when you’re the underdog (without racing to the bottom on price).
In this breakdown, Chris Do uses Air’s Michael Jordan deal to show how smaller players can beat bigger competitors: expose weak points, ask smarter questions, and reframe the decision around fit, risk, and long-term value.
If you’ve ever lost a project to a cheaper option, this is the playbook: stop defending your price and start guiding the buying conversation.
What we’re going to learn:
• How to win pitches as the underdog (even against bigger agencies)
• The psychological move that makes competitors look risky
• The exact type of questions that expose weak positioning
• How to sell value first so higher pricing stops being a shock
• The negotiation lesson that changed deal-making forever
• How to turn “we’re smaller” into your biggest advantage
In this episode:
0:00 Intro
0:44 Turn Competitor Strengths Into Weaknesses
7:44 Identify the Real Decision Maker
9:27 The One Question To Control Any Meeting
10:56 Negotiate a Deal That Changes Rules
15:43 Outro
🔗 Connect:
instagram.com/thechrisdo
👀 Want more content? Join this channel for exclusive BTS, Workshops & Talks:
youtube.com/channel/UC-b3c7kxa5vU-bnmaROgvog/join
🚀 Ready to level up your content?
Join Content Lab — My private community to grow your brand & audience: learn.thefutur.com/contentlab
Watch the movie amazon.com/gp/video/detail/B0B8Q3JMCG/ref=atv_dp_share_cu_r
We love getting your letters. Send them here:
The Futur c/o Chris Do
556 S. Fair Oaks Ave. #34
Pasadena CA 91105
*By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you.
--
Host: Chris Do (Bald Asian Guy Talks About Business)
Cinematographers/Editors: @RodrigoTasca & @Tascastudios
