The Creator's Dilemma: To Niche or Not To Niche?

The Problem With "You Are The Niche"

Forget everything you thought you knew about building a successful business. Forget niching down. Forget target audiences, market research, and all that complicated crap. There is a new secret code to online success, and it's simpler than you ever imagined: You are the niche.

The internet is a battlefield for attention. Millions of voices screaming into the void, all vying for the same eyeballs, the same clicks, the same precious dollars. It's overwhelming, chaotic, and frankly, exhausting.

In recent year a new path emerging has been emerging, a revolutionary approach that promises to cut through the noise and catapult you to success: Embrace your uniqueness. Just be yourself. You are the niche.

This resonates deeply because it speaks to a fundamental truth: your uniqueness is your power. It's your unique blend of skills, passions, and experiences that sets you apart from the masses and makes you irreplaceable.

No more trying to fit into a pre-defined box or mimicking the competition. No more playing it safe or following the crowd. Just be you, unapologetically, and the world will be drawn to your magnetic charm.

This approach is incredibly liberating. It empowers you to build a business or brand that reflects your true self, your passions, your unique perspective. It feels good. It feels right. It feels like a giant middle finger to the status quo.

Think of it as building a personal monopoly. No one else can replicate your exact combination of skills, knowledge, and experiences. No one else can deliver the same value from the same perspective. In a world of cookie-cutter brands and generic offerings, you become the ultimate differentiator.

But… (and you knew there was a "but" coming, right?) there's a critical nuance that often gets lost in the excitement of embracing your uniqueness. While "you are the niche" might be a powerful starting point, it's not the entire story. To achieve true, lasting success, you need to understand the limitations of this approach… and embrace a more strategic path.

The Power of Niching Down

The "you are the niche" philosophy is seductive. It tells you that your unique blend of skills, passions, and experiences is enough to stand out in a crowded market. It's a message that appeals to our desire for individuality, for authenticity, for being recognized for what makes us special.

But here's the fatal flaw: While your uniqueness is valuable, it's not a strategy in itself. It's the raw material, not the finished product. It's the spark, not the bonfire.

Imagine trying to build a house by dumping a pile of bricks, lumber, and nails in your backyard and saying, "Well, that's unique! No one else has a pile of crap arranged quite like this!" You might get a few confused neighbors staring at your mess, but you sure as hell won't have a place to live.

Building a successful business or brand is no different. Your unique skills and passions are essential, but they need structure, focus, and a goddamn plan if you want to turn that uniqueness into something tangible, something that actually makes a dent in the world (and maybe even makes you some money along the way).

There's a reason why the idea of "niching down" has become so pervasive in the business world. Because it fucking works. It's easier to get noticed in a smaller pond. By focusing on a specific problem or audience, you can cut through the noise, establish yourself as an expert, and attract your ideal customers.

And there's a deeper lesson to be learned about niching down - the power of pattern recognition. To create true insights, to develop novel concepts, to become a true expert, you need to see patterns. And to see patterns, you need to be exposed to similar situations over and over again, until you reach that "aha!" moment of clarity.

Think of it like this: you narrow your focus intentionally so you can observe similar situations as they present themselves. This allows you to see patterns, recurring challenges, and common solutions within your niche. This, in turn, allows you to develop valuable insights, make new observations based on those patterns, and apply these learnings to your work (speaking, writing, creating, coaching, etc.).

Intelligence, at its core, is nothing more than pattern matching. Without similar scenarios, there are no patterns to recognize. And without patterns, there's no foundation for true expertise.

Think of online fitness coaches. A coach who specializes in helping women over 40 lose weight through strength training will, over time, see recurring patterns in their clients' struggles, challenges, and successes. They'll notice common obstacles, develop effective strategies, and refine their approach based on this accumulated experience. This allows them to create more targeted, more effective programs, and ultimately, achieve better results for their clients. Compare this to a coach who tries to help everyone with every fitness goal – their lack of focus prevents them from developing deep expertise and delivering truly transformative results.

That's the power of niching down. It allows for focused attention, deep expertise development, and the creation of targeted solutions.

The Untold Story of Apple's Success

Hold on, you might be saying. Didn't you just spend two paragraphs telling me to forget niching down? Yes, and no.

Let's take a look at Apple. The company grew from a tightly defined and, at that time, small niche of personal computers. As they grew, they strayed from this fundamental law of the niche, expanding their product line in a chaotic and ultimately unsuccessful manner.

Then Steve Jobs returned. His first order of business? To ruthlessly niche down, stripping away everything that didn't fit into four core categories. It was a bold move, a seemingly counterintuitive step backward. But it was also a stroke of genius.

This strategic focus wasn't just about product simplification. It was about positioning. Apple wasn't just a computer company anymore. They were creating a better world through technology and design. That was a real game-changer. A message that resonated deeply with a specific audience hungry for something more.

Over time, from that focused foundation, Apple expanded. The iPod, the iPhone, the iPad, the Apple Watch, services... each new venture built upon the previous one, leveraging the brand's growing strength and expanding into new, but related, territories.

They couldn't have grown this way if they hadn't clarified their positioning first. And they couldn't have clarified their positioning if they hadn't dominated a small niche and built a loyal following. That's how you go from selling a product to creating a cult.

Now, how would you define the niche of Apple right now? It's nearly impossible. They sell computers, phones, watches, headphones, music streaming services, payment systems... They could probably release an AI-powered, self-cleaning litter box with a sleek aluminum design, and people would line up to buy it.

Apple’s brand is so strong, they seem almost invincible. They have a massive following who aren't just customers, they're fans. They come for the feeling Apple gives them - the sense of innovation, design, and being part of something bigger than themselves.

But the point isn't that Apple eventually became a seemingly "nicheless" giant. The point is that they couldn't have gotten there without first mastering a niche. This is the crucial lesson that often gets overlooked.

The Creator's Path to Profit

The same principle applies to creators. The YouTubers with millions of subscribers, the influencers with legions of fans, the online entrepreneurs who seem to effortlessly command attention and monetize their every whim – they didn't get there by accident.

It's easy to look at their success and think, "If I just emulate them, I can achieve the same results." They're even encouraging this, telling you to "just be yourself," that "you are the niche." But they're neglecting to tell you about the crucial first step: niching down.

Their success is often rooted in a very specific starting point. The beauty guru who initially built their audience around lipstick reviews before expanding into a full-blown makeup empire. The gamer who captivated viewers with their commentary on a single video game before becoming a multi-platform gaming icon.

Consider Gary Vaynerchuk, the wine critic who built a media empire. Did he start by talking about everything from marketing to NFTs to the future of the internet? Hell no. He built his initial audience with a niche focus – wine. He became the go-to expert, the relatable voice who demystified the world of wine for the everyday consumer. From that foundation, he expanded, leveraging his expertise and personal brand to conquer new territories.

You can't just copy Apple or your favorite YouTuber and expect the same results. Modeling is a great tool, but you have to be smart about it. Model what got them there in the first place, not just where they currently are.

And clinging to the belief that "you are the niche" is enough, without that crucial foundation, can lead to a frustrating cycle of:

• Diluted Messaging: You're trying to be everything to everyone, and as a result, your message becomes muddled and confusing.

• Unfocused Content: You create content about a million different things, scattering your energy and failing to build expertise in any one area.

• Difficulty Monetizing: A broad audience doesn't translate to a paying customer base. Without a clear niche, it's difficult to identify and solve specific problems that people are willing to pay for.

The Nicheless Code: A 3-Phase Framework for Sustainable Success

So, what's the solution? Is it "niching down" or "you as the niche"? Both approaches contain valuable insights, but neither tells the whole story. The real path to success lies in a more dynamic and nuanced approach, one that acknowledges the importance of both focus and expansion, of strategically leveraging your unique strengths while organically growing your reach and influence.

I propose a more a dynamic and nuanced approach, one that acknowledges the importance of both focus and expansion, of leveraging your unique strengths while strategically growing your reach and influence. It's a three-phase framework I call: Niche Wide, Niche Down, Niche Out. (Credit to Dave Kang for the initial inspiration behind this concept.)

1. Niche Wide (Exploration & Experimentation)

Before you can niche down effectively, you need to explore your options. It's about tapping into your unique blend of skills, passions, and experiences to identify potential areas of focus.

Think of it like a delicious buffet of possibilities (except without the food coma). You're sampling different dishes, tasting new flavors, and discovering what your palate truly craves.

Embrace the spirit of the Lean Startup approach. You brainstorm, research, and experiment with different ideas to see what resonates. Steve Jobs, before settling on personal computers, explored a wide range of interests, from calligraphy to Eastern philosophy—all of which ultimately influenced his vision for Apple.

Crucially, this phase is not about making money. It's about discovery. Many times, we don't have a concrete idea about what we really want, or how our passions translate into a viable business. Plus, reality often looks very different from the ideas we have in our minds. That's why it's so important to take action and get feedback.

• Self-Discovery: Uncovering your passions, interests, and skills.

• Market Research: Identifying potential customer needs and market opportunities.

• Experimentation: Testing different approaches and gathering feedback.

This initial exploration might feel chaotic and unstructured, but it's crucial for laying a solid foundation. It's about finding the right direction before you start building.

Learn more about this stage:

Your Generalist Nature is Killing Your Business

2. Niche Down (Focus & Authority)

You've explored the landscape, tested different ideas, and gathered valuable feedback. You've identified a promising area, a problem worth solving, an audience worth serving. Now it's time to niche down.

But it's not about picking a random category and hoping for the best. It's about strategically aligning your unique skills, passions, and insights with a specific market need.

This phase is about depth, not breadth. It's about becoming the go-to expert, the trusted authority, the undisputed leader in your chosen niche.

Here's how you achieve niche domination:

• Define Your Target Market: Who are you serving? What are their specific needs, desires, and pain points? Get laser-focused on understanding your ideal customer, their demographics, psychographics, and aspirations.

• Develop Deep Expertise: Become the go-to expert in your niche. This means immersing yourself in your chosen area, studying, practicing, experimenting, and constantly seeking to expand your knowledge and skills.

• Craft Your Positioning: How do you want to be perceived in the market? What makes you unique and valuable? Develop a clear, concise, and compelling positioning statement that differentiates you from the competition.

• Create Targeted Content: Create high-quality content that speaks directly to your target audience's needs and desires. Provide solutions to their problems, answer their questions, and establish yourself as a trusted authority.

• Build a Loyal Following: Cultivate a community around your brand. Engage with your audience, build relationships, and foster a sense of belonging. Your loyal followers will become your advocates, your champions, and your most valuable asset.

• This phase is about strategic focus and intentional effort. It's about doing the work to become the best in your niche, the go-to resource, the trusted advisor. It's about building a brand that resonates with your ideal customers and repels those who aren't a good fit.

3. Niche Out (Becoming a Cult & Ownership):

This is where you truly become the niche by developing a unique perspective and offering unparalleled value. This is the part everybody wants (and sees) – the seemingly effortless success, the ability to talk about anything and command attention, the freedom to create without limitations. But it won't work if you didn't get the first two phases right.

By this point, you've built a brand—not just a business. A feeling. A movement. A cult-like following that transcends any single niche. People are drawn to your brand not just for the products or services you offer, but for the experience, the emotion, the transformation you provide.

Think of Apple again. They could probably sell a vacuum cleaner today, and people would line up to buy it. Why? Not because it's necessarily the best vacuum on the market, but because it's an Apple vacuum. It represents a lifestyle, an identity, a sense of belonging to something bigger than themselves.

Here you are transcending the limitations of your initial niche to become a category of one, a leader in a space you define, a brand that commands attention and loyalty because it speaks to something deeper than just functionality or utility.

Write Your Own Rules

The Nicheless Code isn't about ignoring niches or trying to be everything to everyone. It's about understanding the strategic power of niching as a phase in your evolution, a stepping stone to greater freedom, influence, and impact.

You can use this as a blueprint for building a business or brand that's more than just a job, more than just a hobby, more than just a way to make a living. It's a path to building a legacy.

But it's not a path for the faint of heart. It demands courage. It demands creativity. It demands a willingness to break the rules and defy expectations.

What's your experience been with finding your niche? Share your thoughts in the comments!