August 24, 2026
The Upside Of Niching Down
In my recent Ditching Hourly conversation with Jason Cohen, we talked about niching down, why it feels scary, and why you should do it anyway.
Why is it scary?
Here’s the most common objection:
“If I get specific about my ideal client, I’ll turn away everyone else!”
Yes! EXACTLY!
This is a GOOD thing, not a bad thing.
Why?
Because the downside and upside aren’t symmetrical.
A soggy, vague, abstract message might not turn anyone OFF, but it definitely won’t turn anyone ON.
In other words:
A specific message will repel some people, but for the right people, you will be 10x more attractive.
Don’t try to be acceptable to EVERYONE.
Try to be the obvious choice to SOMEONE.
Yours,
—J
P.S. If you want help finding your “someone,” my next live workshop is Positioning For Soloists who are having a hard time niching down. It’s part of the Fall 2026 Soloist Growth Workshop Series.
Hope to see you inside!