In my years as an Architect, I supervised the construction of many different buildings. I built many single family homes and a few multi-story ones. Some were conventional, and my favorite ones were eco-friendly and sustainable.
But no matter how different they were from each other, they had something in common: all of them were built upon a solid foundation.
I’m sure you get why it’s important to build a house on solid ground. Common sense -and a ton of regulations- made me pay attention to the quality of the foundations underneath those buildings.
But when it comes to building a business, many of us seem to have lost our common sense, and we create the business starting “with the roof”.
What does having a strong business foundation look like?
If you want to create a business that is both fulfilling and financially sustainable, there are 3 pieces you need to be crystal clear about. You need to know:
- Who you are (and what makes you different),
- Who you help (who your ideal clients are) and
- What is the difference you are here to make (a.k.a. the problem you solve for your people)
And that my friend, it’s called “having a niche”.
But here it’s also where things get tough since most of us resist the idea of choosing a niche. We deny it, fight with the idea or completely ignore those who encourage us to find ours.
Why does choosing a niche create so much anxiety, fears, and self-doubts in people?
Mostly because we say things like these to ourselves:
If I choose a niche …
…I will be trapped in a box.
…I will get bored, and
…I will be losing clients.
Any of those sound familiar?
Let me offer you a few mindset shifts that might be useful. I know they have been for me.
3 Mindset Shifts around Niching.
Myth #1: “It will trap me in a box”
In fact, what you are truly saying is: “If I focus, I will only be able to do one thing, and I will be forced to do that for the rest of my life”.
Well, if you put it like that no wonder you don’t want to choose a niche.
Being as curious and multifaceted as I am, if that was true I’d also resist having a business focus.
But that’s not true.
In fact, having a niche can be healing, both for you and for your clients.
Think of your business like this.
When you come back home after a long day’s work, do you feel trapped in a box?
Probably not.
Your home is your place to renew, recharge and be yourself. It’s a place where you feel comfortable, taken care of and safe (or it should be like that).
You want to create that very same feeling for your clients.
But you will only be able to do that if your clients get that you understand them, and help them solve the issues they are struggling with right now. (instead of being all over the place, talking about irrelevant topics).
If you focus on them and their needs, your business will be a place of healing.
The other common idea is:
Myth #2: “I’ll get bored”
Having a niche is like creating a welcoming doorway for your clients to come through.
And once they get there they can see the other wonderful rooms you have. They get to know you for one reason, and then you help them with their other issues.
You start with one topic that you love to help people with. And from there you expand, you grow, and sequentially develop your body of work.
(Where you get to do many different things)
So see your niche as the entryway, the portal to your world, not the whole “building”.
And finally the scariest belief of all: “If I focus on a niche…
Myth #3 “I will be repelling potential clients (and losing business)”
When you pick up the phone, do you dial a number? Or do you talk to everyone at once?
You just pick up one to talk to, right?
You wouldn’t be able to talk to all of them simultaneously even if you wanted.
The same is true for your biz.
You might be afraid of losing clients if you focus on one specific group of people, but what if you are repelling clients just by not having enough clarity about who you help?
Because that is exactly what is going on.
Part of your job as a coach, consultant or holistic practitioner consists of spreading the word about your work, we agree on that, don’t we?
That it’s called marketing, talking about what you do with others.
But the way you communicate with some people it’s different from how you communicate with others. That’s natural.
For example, I don’t speak English with my mum, because she wouldn’t understand a single word I say. The same is true for you.
Well, maybe you do speak English with your mum, but you adjust how you talk depending on who you are talking to so they can hear you.
The way you communicate is based on who you are, your personality traits, and how you see the world. (and if you still don’t know what makes you unique, go take my quiz for free here)
Like it or not, the truth is that if you try to talk to everyone you end up talking to no one.
Some people like who you are, but others don’t.
You are better suited to helping some but not other people.
And that’s a good thing. It brings the gift of simplicity to your business and more freedom to your life.
Now if you want to figure out what makes you different and unique from other professionals that do exactly the same things that you do (so you can stand out in a crowded marketplace) go take my What makes you different? Quiz.
You can take it for free by visiting:
https://www.tappingyourpurpose.com/freestuff/you-different-quiz/
Let’s continue the conversation below, what other limiting beliefs are stopping you from choosing a fulfilling and financially sustainable business niche?