407. How to Pick a Niche (Without Putting Yourself in a Box)

If "niching down" makes you want to run in the opposite direction, you're not alone and there's a good reason you feel that way. It's your brain doing exactly what brains do — resisting subtraction.

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In this video, I'm making the case that the problem isn't picking a niche. It's that we've been thinking about it all wrong. There's a difference between cramming yourself into a tiny box and specializing in a way that makes the right people immediately recognize themselves in your message — and I want to show you what that actually looks like.

You'll walk away with a different way to think about specialization: getting clear on your people, their problem, and your point of view. And we'll start with the piece most experts avoid naming out loud — who, specifically, you serve best.

(Spoiler: getting specific doesn't shrink your client pool. It deepens your credibility with the people adjacent to your work too.)

If you've been hesitating because you're afraid of leaving money on the table, this will give you a concrete way to move forward — without pretending the fear isn't real.

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