The clinic answer
Niche when a group has a recognisable need you understand unusually well, and when that focus improves your offer, proof and route to market.
Do not niche because somebody on LinkedIn shouted that riches live in a three-word audience description.
Find the useful edge
Lead with the strongest edge. You can still accept adjacent work when it fits.
- A customer type you understand deeply.
- A problem you solve repeatedly.
- A situation where your experience reduces risk.
- A point of view that makes your approach more valuable.
The prescription
Do this next.
- Review your ten best pieces of work.
- Look for the repeated problem, not only the industry label.
- Test the sharper message in conversations before rebuilding everything.