Why I Lit a Fire to Explain Niching

Everyone online will tell you to niche down as far as you can go.

You don't have to. But it makes life a lot easier if you do.

So instead of just saying it, I tried to explain why in a video. I did it while cleaning out my pizza oven the morning after having friends over, then lit it again to show what I meant.

It comes down to two principles.

Dunning-Kruger

When you know a little, you feel like you know a lot.

If you think "I don't need to niche, I can help everyone", it's usually because you haven't yet seen how many other people are doing exactly what you do. The more you advertise, the more obvious it gets. When you're in business, it feels like everyone around you has one.

Bernoulli's principle

This is where the oven comes in.

Leave the oven door wide open and the fire just sits there calmly. Close it completely and it starves. Open it a little and the air rushes in, and the fire gets faster and hotter.

Your niche works the same way. "I help anyone" is the door wide open: referrals trickle in and nothing really takes off. Getting specific creates the pull.

Say "I only work with UK dads aged 30 to 45" and those dads lean in. So do the 50-year-old dad and the dad in Australia, who think, "That's not quite me, but I want that result."

The part that actually finds your niche

Then there's solving a parachute problem. That's a problem so visceral that your client needs it fixed right now.

The easiest place to start is your last 6 to 12 months of client and sales calls. Look at the words people use to describe what they're stuck on. It's all in there already.

Watch me do it with an actual fire

It's a ten minute video, and it's the clearest I've managed to explain this.

Watch on YouTube: You have to be specific to make money online

Then feel free to watch my video on how to put yourself into a growth mindset.

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