Finding your niche without boxing yourself in
Let’s be honest, when people say, “You need to niche down,” it often feels like they’re telling you to box yourself in.
And if you’re anything like me, that’s the last thing you want to do.
You have multiple passions. You have a range of skills. You don’t want to wake up five years from now and feel stuck in a box you built for yourself.
But here’s something I know from years in this industry: Finding your niche isn’t limiting yourself. It’s positioning yourself.
It’s about clarity, not confinement.
It’s about making it easy for people to understand what you do, while still leaving room for your growth.
And if you’re worried about getting it wrong? Don’t be. Because your niche isn’t set in stone - it evolves as you do.
Let’s break this down.
1. Starting point, not a lifetime contract
Your niche is a starting point, not a forever decision. It’s simply the entry point that makes it easier for people to connect with you.
Think of it like this: when you walk into a bookstore, everything is categorized—fiction, self-help, business. That doesn’t mean an author can never write in another genre. But to start, they need a clear place on the shelf.
You can always pivot, expand, or evolve later. But first, you need to get known for something.
2. Identify the intersection of passion, skill, and demand
A sustainable niche sits at the crossroads of three things:
What you love (so you don’t get bored or burned out).
What you’re good at (so you can offer real value that helps).
What people need and are willing to pay for (so you can grow sustainably).
If you only focus on what you love, it’s a hobby.
If you only focus on what you’re good at, it might not excite you.
If you only focus on what people need, you risk building a brand you don’t even like.
Find the sweet spot where all three align.
3. Build a personal Brand, not just a business
One of the biggest lessons I share in That Internet Thing You’re Doing (coming out March 1st!) is that your niche isn’t just about what you sell, it’s about who you are.
Your personal brand allows you to be multidimensional.
You might start with one thing (career coaching, storytelling, digital marketing), but as people connect with you, they’ll follow you into other spaces.
This is why creators like Issa Rae can start in web series and move into winemaking. It’s why entrepreneurs can write books, launch products, and start speaking.
Your niche is your foundation, not your ceiling.
4. Test, don’t overthink
A lot of people spend years trying to think their way into the perfect niche. But clarity comes from action.
Instead of waiting until you have everything figured out, try:
Creating content around different aspects of your expertise.
Offering a service or digital product as a test run.
Paying attention to what people respond to the most.
Your audience will tell you what resonates. You just have to listen.
5. Give yourself permission to expand
One of my biggest fears when I started was that I’d outgrow the niche I picked without being allowed to leave.
And guess what? I did.
But because I built a brand rooted in my values and experiences, not just one specific service, I was able to expand when the time was right.
You can do the same.
Your niche isn’t a cage.
Ready to Build a Brand That Grows With You?
If you’re figuring this out right now, That Internet Thing You’re Doing is going to help. I wrote this book for the exact kind of person who wants to build a brand without feeling trapped. It drops on March 1st, and I can’t wait for you to read it!
For now, tell me—what’s something you love that you could build a brand around? Let’s chat in the comments.