September 2, 2026

Success story from reader Paul Giese re niching down

Fellow list member Paul Giese replied to my positioning thread to share his success with niching down (shared with permission):

Hi Jonathan,

Really enjoy your work. Niching down is such a no-brainer.

I work in the NetSuite data migration space, and I’m probably the only person who does that exclusively. Most implementation partners have a data migration team, but they don’t stand out the way I do. And once you specialize, you can do the other thing you preach: charge fixed-fee, value-based pricing. That changes your incentives toward efficiency rather than milking the clock, which in turn lets you become even more efficient and make more money. It feeds itself, and it makes everything easier: sales, marketing, operations. Complete no-brainer.

When I talk to other solo consultants and small firm owners in the NetSuite space, I’m always struck by how few of them develop a real niche, whether that’s an industry, a process area, whatever. One who does (he has a non-profit NetSuite practice) is my go-to recommendation whenever that need comes up.

Anyway, I enjoy your content and am a big believer in what you’re preaching.

Paul

I couldn’t have said it better myself :-)

Thanks to Paul for sharing!

Yours,

—J

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