Nathan Fielder, a self-proclaimed expert in business, as well as a writer, director, and comedian, assists actual small businesses in boosting their profits through marketing strategies that most conventional consultants wouldn’t dare to try. His unconventional methods include attracting customers to a souvenir shop off the main strip by adding a touch of Hollywood glamour with a Johnny Depp lookalike, designing a rebate that requires climbing a mountain to redeem, and opening a coffee shop humorously named “Dumb Starbucks.” Nathan consistently pushes boundaries to bring his creative ideas to fruition. While his problem-solving techniques are unorthodox, his sincere attempts to help often lead the real people he works with into experiences far beyond their expectations.