Your niche = your point of view + your people
“I just haven’t found my niche yet.”
It’s something I hear all the time — especially from people who want to build a personal brand or grow a business online but feel stuck on where to start.
Maybe you’ve said it too.
And I get it. The word “niche” sounds exclusive. Like it’s a tiny box you have to crawl into before you can be seen. It suggests you need to define yourself by one specific product, service, or persona… and that if you’re not crystal clear on it, you can’t move forward.
But here’s the truth:
Your niche isn’t something you find. It’s something you realize — once you start showing up.
“The riches are in the niches.”
— Popularized by Pat Flynn, this phrase has become a rallying cry for entrepreneurs and creators who want to grow by narrowing their focus.
The Problem with “Finding” a Niche
The idea that you need to discover your niche before taking action has paralyzed so many smart, creative people. It’s usually tied to a fear of being too broad… or not “specialized” enough.
And it makes sense: we’ve been told that “the riches are in the niches.” That you have to own a category. That success comes to those who are the best at one thing.
But here’s what most people miss:
You already have a niche. You’re just not looking at it the right way.
Because your niche isn’t just a topic or a market segment.
Your niche is the intersection of your point of view and the people you serve.
Point of View: What You Believe, What You Bring
Your point of view isn’t just your expertise. It’s how you see the world — and how you express that through your content, your work, and your presence.
It’s the “why” that sits behind your “what.”
- Do you believe small business owners don’t need to be on every platform to succeed?
- Do you think financial services need to drop the jargon and speak like humans?
- Do you advocate for clear, honest communication instead of polished perfection?
That’s your point of view.
It’s what makes your content feel like you.
And the more clearly you express that, the more your people will recognize it.
Your community isn’t defined by your ideal customer profile.
It’s defined by who feels seen and understood when you speak.
Your Community: The People Already Paying Attention
The other part of your niche is your people — your community. Not some abstract demographic, but the real humans who resonate with how you think, how you show up, and what you talk about.
Here’s the twist:
Your community isn’t defined by your ideal customer profile.
It’s defined by who feels seen and understood when you speak.
That might be:
- Startup founders who are tired of hustle culture
- Corporate professionals who want to build something of their own
- Creatives trying to grow without “niching down”
You don’t always get to pick your audience.
But you can notice who’s leaning in. Who’s replying. Who’s sharing. And you can learn to speak more directly to them.
“But I Do a Lot of Things…”
Great! That doesn’t mean you don’t have a niche.
It means your niche might be:
- Helping multi-hyphenate creatives find clarity
- Showing how different tools and disciplines connect
- Bringing a common philosophy to a variety of topics
Many successful creators and entrepreneurs aren’t specialists in a single topic — they’re specialists in a perspective.
Your niche might not be what you do. It might be how you do it.
I say this from experience.
- I do marketing and I’ve worked in HR Learning & Development — two quite different fields at first glance (but there are surprising similarities!)
- I’ve worked in large global financial institutions and I’ve worked in small local startups.
- I do strategy and consulting, and I’m also very hands on making videos — for clients, and for myself.
- I’m passionate about cameras, marketing, travel, food, and shoes.
In other words… I’m all over the place!
And for a long time, that made me feel like I didn’t have a niche. Like I hadn’t “figured it out” yet. It also makes me really hard to understand for recruiters and job screeners.
But over time, I realized something: what connects all those things is me — my point of view, my approach, the way I make things practical, thoughtful, and just polished enough to help people move forward.
“I help thoughtful professionals and founders show up more powerfully through content that’s clear, honest, and human — without needing a full production crew or a perfect plan.”
That’s my niche.
It’s a journey I’m still on.
And honestly, I think that journey doesn’t end — it just gets better.
So, What Do You Do With This?
Here are a few practical steps to help you embrace your niche — even if it still feels unclear:
- List out your core beliefs. What do you believe your industry needs more (or less) of? What ideas guide your work?
- Look at your content themes. What are you naturally drawn to talk about? What keeps coming up in your conversations?
- Notice who responds. Who’s commenting, DMing, forwarding your work? What do they say they get from you?
- Pay attention to compliments. What do people thank you for? What do they say you helped them with?
- Write a “flag in the ground” statement. One sentence that sums up what you believe and who it’s for.
This process isn’t about boxing yourself in.
It’s about realizing you already have a shape. You’re just learning to trace the outline.
You’re Closer Than You Think
You don’t have to wait until you’ve got the perfect messaging framework or brand strategy to start creating.
In fact, you’ll only get there by creating.
Say the things you care about. Talk to the people who care back. Watch what resonates. Adjust as you go.
You’re not hunting for your niche in the wilderness.
You’re building it right where you stand.
Your niche = your point of view + your people.
Who are your people? That’s your niche.