Your Podcast Needs A Villain

Jeremy Enns
3 min readAug 5, 2020
Photo by Pawel Janiak on Unsplash

Defining your positioning is one of the most important decisions you’ll make when it comes to setting your podcast up for success.

Effective and clearly communicated positioning will present your show as a truly unique offering for listeners, whereas a poorly positioned show will get easily lost in a sea of similar podcasts.

In a nutshell, your show’s positioning is a way of describing your show’s offering relative to other shows in your niche.

For example, if your niche is dominated by long-form episodes, you might position your show as the quick-hit, everything you need to know in 15 minutes show.

This positioning clearly distinguishes your show from other shows in your niche, and as such will have an easier time standing out and attracting listeners who were unsatisfied with the long-form shows already available.

The tough part about defining your positioning is deciding which traits are worth basing your positioning on.

You could chart your positioning based on a virtually unlimited number of aspects related to your content, format, tone, and so on. And while this might be useful to help you understand where you stand relative to similar shows, it’s not worth trying to differentiate yourself on every single metric.

Define Your Show’s Villain

One of the best ways to decide which metrics are worth using to communicate your positioning is to define a villain or enemy of your show.

The villain can be a defined person or company, think of how Apple famously used Microsoft as the Villain in their “I’m a Mac,” “And I’m a PC” commercials.

But it can also be something more subtle or amorphous, a set of ideals, a societal system that treats people inequitably, and so on. Your villain might be the same boring conversations that happen on every show in your niche but lack real depth.

By clearly defining for yourself what you stand against (note that this doesn’t need to be an ideological statement), it can become much clearer how you want to position yourself in response.

Note that if your villain is an actual person or entity, I would generally advise against publicly declaring them as…



Jeremy Enns

Founder of podcast production and content amplification agency Counterweight Creative. Believer in the power of kindness and generosity.