This is The Ultimate Niche

 Howdy, I am writing this from a cozy coffee shop on a cloudy Arizona afternoon. It's cold and I definitely should've opted for a hot latte instead – oh well. Onto the goodies.
 

Riches are in the niches, we've all heard that. It's boring but it is so very true. But here's the kicker, it's hard to choose a good niche. Plus, there's a paralyzing fear of choosing the wrong niche. I've been feeling that dreadful fear for years.

Then I had a breakthrough. Are you sitting down?

What if I told you that you already have a niche? in fact, I'm certain you already have a niche.

And no, it's not the niche of "you being you" because, well, that's unclear to me.
 

   "WHO AM I???"
   

– everyone at somepoint in their lives

And, hell, I am changing all the time.

(To be fair, I do believe the "me" niche is 100% a thing but it's a little heady for me to completely commit to. I digress...)

Here's my breakthrough...

My breakthrough was inspired by a clip of Steve Jobs – surprising to exactly nobody.

Your niche can be your values. And as I write this, I think your niche should be your values. Your niche, at least in the marketing guru sense, is a tool that attempts to separate you from your competition.

What if your niche was
   how you worked instead of
   who you worked to serve?

Let's paint a picture, your dishwasher stops working and you need somebody to fix it... I don't know, this is not the main point but the idea works so work with me here.

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Assuming the dishwasher is fixed to an indistinguishable degree of quality, who would you choose to fix it?

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   Company A: The company that only services your brand of dishwasher
 
   Company B: The company that can fix any dishwasher and delivers their service in a manner that just cuddles up to your expectations? For me, that would look like them using an uber-like app for communicating exactly when they'll show up, commitment to certified technicians with background checks, commitment to not making a mess, and being relatively affordable.
 

Company B would get my business every single time. They solved my problem AND did it in a way that was delightful for me.

Now, I do think it's worth mentioning, you could do both! but for those finding a who... find your people. Find those that value the same things you do and that's a phenomenal start.

What do you think? Email me:

Here's the clip