When you’re a small business owner, the last thing you want is for people to copy your products. That’s exactly what happened to Dave Munson, CEO of Saddleback Leather, but instead of tracking down the knockoffs and suing the creators — he made a YouTube video.

His step-by-step tongue-in-cheek video teaches people exactly how to make his bags. It lists every part of the process, from choosing the leather, to cutting the patterns, to sewing the bag together.

“I thought, ‘Hey, why don’t we show people our quality?,’ and then we just dogged on the people who were knocking us off,” Munson says. “It put doubt into people’s minds about whether or not they wanted to buy a knockoff…and it worked.”