SO1EO1 Christopher Lochhead - Category Design & Niching Down

Welcome to this first episode of my new podcast, Take My Advice.

I'm Ollie Henderson, and I started this podcast mainly because I just wanted to speak to some fascinating people about subjects in which I'm interested. They range from the future of work, and how that intersects with our personal lives, to marketing, management, entrepreneurship and sport.

In this episode, I speak to one of my favourite business authors and podcasters, Christopher Lochhead. 

Christopher wrote the best-selling book Play Bigger with Al Ramadan, Dave Peterson and Kevin Maney and it's a how-to guide on category design, which I've linked to below. With Heather Clancy, he also wrote Niche Down, which focuses on how entrepreneurs should identify and own their own niche, whatever size business you're running. 

He also presents two fantastic podcasts. Follow Your Different is one of the top business podcasts in the world; repeatedly in the top five, and Lochhead on Marketing is a must-listen for marketing advice from one of the best around. He's also a straight shooter as well as a genuinely nice guy.

If you enjoy this show or any of the other future episodes, please make sure you subscribe. Also, check out and subscribe to my newsletter, Future Work/Like You'll be joining thousands of others based around the globe who are interested in my take on how we react to our fast-evolving world.