Jon Berghoff walked into Christopher Lochhead’s Play Bigger keynote at the One Life Fully Lived conference in Sacramento in 2016. Just a few minutes in, Jon realized that Christopher was expertly teaching how legendary companies (like Facebook) become that way by designing a category. Over the last few years, Christopher has gotten one question more than almost any other: “How does ‘category design’ apply to me if I’m not going to be the next Mark Zuckerberg?” His answer is Niche Down - a book about how “small” entrepreneurs and people who are seen as unique, different or ground-breaking achieve great success by developing niches of their own. He joins the podcast to share success stories of entrepreneurs selling crazy socks, sushi burritos, bundt cakes, reggae, surfing, and more - and you’ll almost definitely be surprised by what you learn. Show Notes & Resources To get access to the full show notes, including audio, transcript, and links to resources mentioned, visit HalElrod.com/230