More Important Than A Niche

When I first started my coaching business I was caught up in niche drama.

I did the avatar and ideal client worksheets and exercises.

Except they never seemed to provide me any real clarity nor excitement in the illusive “THAT’S EXACTLY who I serve” department.

I felt restricted as I zoomed in and too broad as I zoomed out.

This caused so much frustration for me.

I almost quit BECAUSE I couldn’t decide on my damn niche!

When you’re coming in as a (new) business owner, ‘finding your niche’ is exactly what the business industry says you need to have.

You'll learn this is as proper business practices directly by other business owners and indirectly by all the information you’ll consume validating how necessary having a niche is.

If you’re like most people, you’ll spin in confusion trying to reach your version of:

If you have that level of detail around who you serve AND aren’t struggling with any niche drama, that’s amazing!

Some people come into business with a clear calling that tailors their services towards incarcerated women, infertility, empty-nesters, grief, relationships, career, etc…

But, not everyone has that same conviction right up front.

This letter is for those who keep banging their head on the wall with all fingers pointing to their niche as the reason they're being held back.

So, how can you start connecting with people and making offers even when you don’t know your niche?

Three things.

First, explore why you think you need a niche to connect with people and make offers.

When I first started, not having this information held me back from even approaching anyone about what I did.

How could I talk about what I did if I didn't even know who it was for?

How will I know what to put on my website?

What kind of coach will I be?

One of the best questions you can ask yourself is: who told me I needed a niche in the first place?

Not out of negligence or righteousness or as a way to rebel against the system, but to curiously explore the invention of a narrative.

So many of you are in this boat.

You could be connecting and meeting new faces, having conversations that lead to clients, but you hold back because you don't yet have this information.

You feel confused.

You think “I don't know my niche” so you stay locked in confusion wedging a bigger gap between staying confused and getting out of it.

If you press further into why you need to know your niche and how not knowing it plays together, most discover some version of this thought: “If I don't know my niche, I won't be able to talk about what I do”.

Leading to other “if I don't know my niche,…” thoughts like:

• “...I'll end up working with people I don't want to work with”

• “...I won't know my ’I help’ statement”

• “...people won't know who I work with or how I help them”

• “...I can't create content that my ideal audience wants to read”

And, because you don’t want any of that (rightly so!), you find yourself trapped in an all-or-nothing equation.

So, not only do you not know your niche, but the confusion has you tied to reasons you can't take a certain action withoutit — lose/lose.

And, as long as you stay in this confused state, you only communicate to your brain that a problem exists and it's not getting solved.

Are there other thoughts that come up for you as you explore why you think a niche is necessary?

What kind of feelings are connected to those thoughts?

What kinds of actions/inactions are you taking when you feel that way?

Are you producing results you want?

Do you want to think/feel that way?

Do you want to do things differently?

Do you want different results?

Get curious and see what shows up!

Second, focus on the problem your business was created to solve.

You started your business because there was a problem you desperately wanted to be a solution-provider for.

A problem that moves your heart so deeply and passionately that you decided to plant your flag in the sand and start a business to help solve it.

What's that problem?

My confusion stemmed from hyper-focusing on a person before I truly understood the problem I wanted to solve.

Solve the problem, first.

And, IF you want to further investigate whose problem it is, go for it!

Third, trust that the problem is enough to build your business and tell others about it.

When I started TBC, my circles at the time predominantly included those that shared my same ethnicity, Filipino.

While I love everything about my culture, my heritage, and who I am, I didn’t feel empowered to serve only Filipinos.

And, because I felt that way, I also felt extreme shame.

Shame because if I didn’t make my business only for my people or identify as a ‘coach for Filipinos/AAPI/WOC’, I wasn’t advocating or stepping up to serve us. I wasn’t doing my part to sow back into my community or the people I relate most closely to. I wasn’t being a good Filipino/AAPI/WOC and I was denying who I was by doing this.

It ate at me for a long time especially when a good amount of people in my close circles were proudly serving those communities in this way or some capacity of it.

My heart swells and celebrates them deeply because they are the bunch who truly know who they want to serve!

For me, my calling wasn’t demographic specific; it was problem specific.

My heart flutters over what’s possible for those who have a desire to pursue entrepreneurship. To see what they are capable of creating from their own skills, talents, competencies, experience, and expertise!

My brain turns on in a way that adds years to my life!

I knew business owners would experience problems building their business and I wanted to be there to support that.

I knew I wanted to be alongside the journey of others who wanted to explore this for themselves.

I knew that I could help them navigate whatever problems they were experiencing.

It's why TBC was birthed. It’s why it exists.

So, I decided to trust that was enough.

I decided to plant my flag. I found my footing and stopped spinning.

I recognized that I could represent Filipinos in a different capacity by simply living into what calls me as a Filipino.

That we are all valuable and needed regardless who we choose to serve because each of our work matters.

I believe that deeply and it empowers me greatly.

I hope you will listen closely to what your heart feels led to go after.

Identify the words that best articulate what you’re thinking and feeling.

Trust that it’s enough without letting the business industry narratives seep into what you already know is true for you.

Know someone who is swirling in niche drama? Send this to them.

And, if you need additional support, my eye is on your flag the whole time and I’ve got your back all the way!

Boldly,

Lynne xo