If you’re operating a business in 2021 and you’re still not podcasting, it's almost like not having a website.Podcasting is a vehicle for engaging with prospects, customers, “your value chain, your partners, influencers, investors,” says Christopher Lochhead, named by The Marketing Journal as “one of the best minds in marketing.” Christopher, who hosts two award-winning podcasts, isn’t afraid to share his opinions. For starters, he says, “roughly 90% of what we get taught in marketing and entrepreneurship is completely fucking wrong.”When it comes to podcasting and marketing, Christopher is adamant that creators need to “niche down.” Your project can’t be anything and everything to every person. Instead, you want to become something indispensable for a small group. A recognized expert on category design, Christopher explains that category and brand are connected, “but the category makes the brand.” On this episode of Recorded Content, he applies a career’s worth of lessons about harnessing the mind’s need to categorize brands and products to podcasting — and specifically, how to stand out with your podcast.  “By being known for something specific — and this is the part that's a head fuck for most people — we can have broad appeal,” he says. “And the more tight the niche or category design, the bigger the opportunity to stand out.”Also discussed: how to niche down in podcasting, and why you have to take a stand (but only when you really feel it). 

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