Mission: Uncopyable — The Move Tom Cruise Hid in Plain Sight

Let me run a theory by you. Not a conspiracy—an insight. One that’s easy to miss, but once you see it, you can’t unsee it.

It stars a guy who’s made a career out of doing the impossible: Tom Cruise.

Back in 2020, when theaters were shutting down and studios were dumping big-budget movies onto streaming platforms, the message was clear: “Stay home. The couch is good enough.”

Most of Hollywood was comfortable with that—as long as the money kept coming in. And, frankly, how many of us got very comfortable with that?

But Cruise? He wasn’t fine with it. He saw what was happening, and he knew who would get squeezed the most.

Not the studios. The theaters. The businesses that don’t make much off tickets—because the studios take the lion’s share. Theaters make their money on popcorn, soda, candy, nachos. That’s where the margin lives. That’s what keeps the doors open.

Cruise understood that. So when it came time to promote Mission: Impossible – The Final Reckoning, he didn’t just sell the movie.

He sold the popcorn.

Literally. He leaned into it. He ate it at every appearance. It became a meme. People laughed. He didn't care. He's Tom F'ing Cruise, for gosh sakes. He had a mission...a covert mission.

Popcorn became part of the conversation again. Not Netflix. Not streaming. Popcorn. In a theater. He didn’t just bring attention to his film. He brought attention to what actually keeps his distribution partners in business.

That’s not a publicity stunt. That’s strategy.

Now Here’s the Part You Need to Pay Attention To

Cruise didn’t look at the usual levers. He looked past them.

That’s what most businesses don’t do. They try to differentiate based on product, service, pricing, features, “our people,” etc. That’s the same sandbox everyone plays in.

But being uncopyable? That comes from seeing the game differently.

Instead of asking, “How can I promote what I sell?” Cruise asked:

That’s the mindset shift.

That’s an Uncopyable angle.

Here’s What I Want You to Take From This

1. Look Past Your Own Offering Most value doesn’t live on your side of the transaction. It lives in the world of your customer. Look through their eyes. How do they stay profitable? What do they need to protect? If you can help with that—even indirectly—you’ve got their attention.

2. Create a Moment Worth Talking About Cruise didn’t promote popcorn quietly. He made it visible, out loud, even a little weird. And that’s why it worked. Helping is good. But helping in a way that gets noticed? That sticks.

3. Don’t Just Think Different—See Different That’s the real Uncopyable advantage. Most people don’t need new tools. They need a new lens. Cruise didn’t change the movie. He changed what and how he chose to spotlight.

If you want to be unforgettable, stop trying to be better at what everyone else is doing.

Start seeing what no one else is seeing. Find the popcorn. Shine a light on it. Help your customer win—especially in places that don’t belong to you.

Because when you do that, you’re not just a vendor anymore. You’re a partner. Maybe even a hero.

And that, my BFF, is one of the ways you become Uncopyable.

Are You Using AI Every Day?

Kay and I use AI a lot every day for many different reasons. Here's a sample of some AI Chats I've had in the last couple of days:

My Prompt to ChatGPT:

"I'm updating our website to include our new Store, called "The Moose Market."

I want your help creating a promotional image for our home page - https://beuncopyable.com. The image will replace the current "Uncopyable Sales Secrets" image currently there.

I would like an image of a moose similar to the one below, but put him in a scenario of running a store. Maybe he has an apron and he has products around him that are labeled "Consulting," "Books," "Sales Secrets," and "Our Recommendations."

Here is my example:

Can you design something with this information?

ChatGPT's Response:

See The Moose Market image on our homepage: https://beuncopyable.com, and then check out The Moose Market.

I think it came out pretty cool.

My Prompt to ChatGPT #2:

"We are an OpusClip affiliate. Please write a 25-30 word promotional copy to get people to click the link for further information."

ChatGPT's Response:

"Turn long videos into viral clips in minutes with OpusClip —your AI video repurposing assistant. Perfect for creators who want more reach with less effort. Click to learn more."

My Prompt to ChatGPT #3:

I am currently studying the Harvard Business school course, The Path to Happiness: What Chinese Philosophy Teaches us about the Good Life. Can we have a conversation about this?

ChatGPT's Response:

Exploring "The Path to Happiness: What Chinese Philosophy Teaches Us About the Good Life"

It's wonderful to hear you're studying Harvard's course on Chinese philosophy and happiness. This course, taught by Professor Michael Puett, has become one of Harvard's most popular classes and challenges many Western assumptions about happiness and fulfillment. I'd be delighted to have a conversation about the course content and help you explore its concepts more deeply.

Overview of the Course

"The Path to Happiness" offers a fascinating perspective on ancient Chinese philosophical traditions and their relevance to contemporary life. The course spans approximately 13 weeks, requiring about 1-2 hours of study weekly. It presents philosophical concepts that challenge modern Western notions of happiness and self-fulfillment, offering alternative approaches based on ancient Chinese wisdom that dates back over two thousand years.

The course format includes lectures, animations, discussions, and reflective exercises that guide students through close readings of prominent Chinese philosophers. One of its most compelling aspects is how it brings these ancient voices into modern contexts, demonstrating their continued relevance to our pursuit of a good life.

Core Philosophical Challenge to Modern Assumptions

A central premise of the course is challenging the contemporary Western notion that happiness comes from "looking within" and discovering your "true self." Professor Puett explains that modern society often encourages us to:

1. Look within to find our authentic selves
2. Learn to love and embrace ourselves for who we truly are
3. Make rational decisions based on this understanding of our true nature
4. Choose careers and relationships that "fit" our authentic selves6

The ancient Chinese philosophical traditions fundamentally challenge this approach, suggesting instead that happiness emerges from:

1. Focusing on our actions and how they shape us
2. Understanding the power of ritual in personal transformation
3. Developing sensitivity to the world around us
4. Recognizing how our personal actions create ripple effects in the world

Philosophers and Traditions Covered

The course explores several major Chinese philosophical traditions and thinkers, including:

• Confucianism
• Daoism
• The works of specific philosophers including Confucius, Mozi, Mencius, Laozi, Zhuangzi, Xunzi, and Han Feizi

Each philosopher offers unique perspectives on what constitutes a good life and how we might achieve it. For instance, the course examines how good relationships come not necessarily from "authenticity" but from the rituals we perform within them, and how excellence emerges not from natural abilities but from our choices and practices.

What I Could Help With

To have a meaningful conversation about this course, I could assist you in several ways:

Discussion Topics

1. Exploring specific philosophical concepts from the course that interest you
2. Comparing Chinese philosophical approaches to Western traditions
3. Discussing practical applications of these philosophies in daily life
4. Analyzing particular readings or lectures from the course
5. Examining how these ancient ideas challenge contemporary assumptions

What Would Be Helpful From You

To provide the most valuable conversation, it would help to know:

1. Which part of the course are you currently studying? (Which philosophers or concepts?)
2. Are there specific ideas from the course that particularly intrigue or confuse you?
3. Do you have any practical questions about applying these philosophical approaches?
4. Are you interested in the historical context of these philosophies or more in their contemporary applications?
5. Would you like to explore comparisons between these Chinese philosophical traditions and other philosophical approaches?

This course offers valuable tools for personal transformation through ancient wisdom that challenges our modern assumptions about happiness and the good life. By focusing on actions rather than introspection, understanding the power of ritual, and developing greater sensitivity to the world around us, these philosophies suggest alternative paths to fulfillment.

I'm looking forward to exploring these rich philosophical traditions with you in whatever direction you find most valuable for your studies. What aspects of the course or specific philosophical concepts would you like to discuss first?

What does this all mean?

Next time you plan a campaign, find the “popcorn”—that overlooked profit center—and spotlight it with the same AI-driven creativity and ancient wisdom we use every day. Do that, and you won’t just sell—you’ll be Uncopyable.

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Stay tuned, folks, and always remember:

BE UNCOPYABLE!

Steve & Kay

​BeUncopyable.com​