Stop searching for the perfect niche as if it's a hidden treasure. Instead, actively pick one based on who you want to serve and what problems you want to solve. For those with an existing in-person business, this choice is even simpler: your online niche is your current clientele. This decision is not permanent and can be changed later.
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The process of building a business must start with identifying the ideal customer. The product, offer, messaging, and channels should all be reverse-engineered from that initial choice. Delaying this decision limits leverage and leads to wasted effort on a mismatched offer.
Instead of viewing niching as restricting business, adopt the "FOCUS" mindset: Fix One Clearly Urgent Struggle. This forces you to solve a high-value problem for a specific audience, which positions you as a category of one, much like the water brand Liquid Death.
It's okay to start a newsletter without a perfectly defined audience. Write about a range of your interests and pay close attention to which links get clicked and what topics resonate. Use this early feedback to meander your way toward a niche that both you and your audience enjoy.
Many businesses fail by creating an offer and then searching for a customer. The correct sequence is to first deeply understand and select your ideal customer segment. Only then can you reverse-engineer an offer that resonates perfectly.
The most potent business ideas are discovered, not forced. They arise naturally from being an active participant in a niche community and experiencing its problems firsthand. Instead of searching for 'an idea,' immerse yourself in a passion; the right opportunity will present itself.
Instead of guessing your content niche, find the overlap between topics your inner circle seeks your advice on and the content your ideal clients already consume. This data-driven approach combines perceived personal expertise with proven market demand, ensuring relevance and authority.
"Bad niching" boxes you in, making you unemployable outside a tiny market. "Good niching" focuses on solving a specific, high-value problem (e.g., messaging, positioning) that is applicable across multiple industries, ensuring your skills remain transferable and in-demand.
Trying to appeal to everyone from the start creates a weak brand with no impact, like a small bush. Instead, focus intensely on one core promise for one clear demographic. This builds a strong foundational 'trunk,' allowing you to branch out with stability and greater reach later on.
To stand out, focus on a very specific audience and problem. The speaker started by helping moms with Snapchat safety, then expanded to Snapchat marketing, and finally to general Instagram coaching. This phased approach builds authority before you widen your scope.
Many founders fail not from a lack of market opportunity, but from trying to serve too many customer types with too many offerings. This creates overwhelming complexity in marketing, sales, and product. Picking a narrow niche simplifies operations and creates a clearer path to traction and profitability.
