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MDNA Celebrity Profile: Saul Goodman (Breaking Bad) – EIA

Fictional characters also can have MDNA Profiles. Typically every great character is based upon somebody in real life, except the persona and core traits are amplified. This makes learning the principles of their MDNA Profile much easier and a valuable exercise. Not to mention it can be fun and entertaining.

Saul Goodman


EIA (Empowering Inspiration & Attraction)

Breaking Bad week continues at iamsynchronized.com! Recently, we profiled Walter White as a KWR (Knowledgeable Wisdom & Responsibility). One of our other favorite characters in the series is Saul Goodman portrayed by actor Bob Odenkirk.

Saul Goodman is easily profiled as an EIA (not to mention a highly dysfunctional one). His page on the Breaking Bag Wiki says it all:

Saul McGill, known by his professional alias Saul Goodman, is a former criminal lawyer and the former principal attorney of Saul Goodman & Associates. He operated out of a cheap strip mall office and ran over-the-top late night TV ads advising potential clients they’d “Better Call Saul” when in trouble with the law, promising “I fight for YOU, Albuquerque!”

Saul serves the lawyer and consigliere for Walter White and Jesse Pinkman, getting them out of several difficult situations over the course of their drug business operations. Dressed in flashy suits, Saul maintains extensive connections within the criminal underworld, and serves as a go-between connecting drug distributors, evidence removers, impersonators, and other criminals-for-hire.

Despite his sleazy, flamboyant appearance and mannerisms — punctuated by his outrageous low-budget TV commercials — Saul is a highly competent lawyer who is able to solve problems and find loopholes in order to protect his clients.

First, the EIA is a connector. The EIA always “knows a guy who knows a guy.” Goodman is no exception with his criminal exceptions. Second, the EIA knows how to leverage the social spotlight. And although considered cheesy and stereotypical, Goodman in the show knows how to draw attention to his legal practice. Third, the EIA knows how to manage appearances, often willing to invest in visual aesthetics to make a social impression. Goodman’s character is flamboyant and highly entertaining, which makes him a fan favorite.

Finally one of the core strengths of the EIA is knowing how to manage relationships. Goodman does this like no other using his communication skills and ability to read any social situation. Every network connection for the EIA is an opportunity. Goodman here is a master.

Some of the traps the EIA must avoid is using social manipulation and blurring ethical lines for personal gain. While the EIA typically avoids confrontation, Goodman had no problem is presenting ethically questionable options for his clients to solve problems, including manipulation, which he did quite often for his percentage of the deal of course. The EIA has to be careful not to “normalize” questionable practices as they can use their social influence in negative ways. Not everything needs a “spin” or can be “finessed” when one simply needs to take responsibility.

“If you’re committed enough, you can make any story work. I once told a woman I was Kevin Costner, and it worked because I believed it.” – Saul Goodman

There are real-life connectors, having the same talents as a Saul Goodman, that use their social influence for good. Instead of sleazy, the EIA can be sincere. Instead of outrageous, the EIA can be outgoing. And instead of manipulative, the EIA can move us like no other.


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