Finding a niche is one of the most common challenges agencies, experts, service providers, and freelancers face at the beginning of their journey. Zeroing in on a specific target audience or skill set can feel overwhelming, especially if you have a wide range of interests. Questions like "Who am I targeting?" and "What if I choose the wrong niche?" can cause information overload and lead to procrastination. But here's a different way of thinking about finding your niche that might make the process less daunting: consider the architect versus the archaeologist model.
The Problem with Overthinking
Imagine you're passionate about writing and want to become a published author. But instead of practicing your craft and getting words on paper, you tell yourself there's only a point in writing something once you know exactly what your future New York Times bestseller will be about. This kind of thinking is what paralyses many people from getting started. You might never take the first step if you're focused on perfecting your niche before you've even begun. This perfectionist mindset can lead to analysis paralysis, where you're stuck thinking and planning but have yet to do so.
You won't find your niche. Your niche will find you.
The Architect Approach
The architect's approach is all about meticulous planning. Architects need a detailed blueprint to start building a house. They gather materials, hire the right people, and create a perfect plan before laying a brick. In business, this approach means carefully analysing your potential market, understanding your competition, and defining your unique value proposition before starting your first project.
While this approach can lead to a well-defined niche and a solid business plan, it has a significant drawback. If you're a beginner, this level of planning without practical experience can be a huge barrier. You might need to gain the knowledge or skills to make effective plans, which can lead to unnecessary delays and frustration.
The Archaeologist Approach
On the other hand, the archaeologist approach is about exploration and discovery. Instead of having a fixed plan, archaeologists have a hunch about where to dig based on some initial research. They start digging, surveying the land, and then adapt based on their findings. If they hit upon something valuable, they dig deeper and focus their efforts there.
For agencies, experts or service providers like yourself, this means starting with what you know and exploring different projects. Make videos, write blog posts, and take on various client work—even if it's not perfectly aligned with a pre-defined niche. Consider what resonates with you and your audience as you try different things. What do you enjoy the most? What feedback do you receive from clients? Where do you see the most success? Your niche will emerge over time through this process of doing and learning rather than through endless planning.
Why Beginners Should Embrace the Archaeologist Approach
If you're new to business or creating content in general, trying to be an architect can be a form of self-sabotage. You should learn to create compelling videos, write engaging content, or handle client relationships effectively. Expecting to have everything figured out before you start can prevent you from taking the necessary actions to develop those skills.
The archaeologist approach encourages you to take action and learn through experience. As you create content or complete projects, you'll gain valuable insights into what works and what doesn't. Over time, you'll naturally find your niche based on your strengths, interests, and market demand.
The Role of Action in Finding Your Niche
Finding your niche isn't just about thinking—it's about doing. Start by creating content, offering services, or taking on different projects. Use the feedback you receive to refine your approach. Let your niche emerge organically through a process of trial and error.
You might never begin if you're constantly waiting to find the "perfect" niche before you start. Instead, treat finding your niche as a journey of discovery. Be open to evolving your interests and skills as you go along.
The architect model works best for those with significant experience and expertise. If you've worked in a field for years and honed your skills, you likely have enough knowledge to create a detailed plan and niche down effectively.
Conclusion
As a business owner, the journey to finding your niche should start with action, not overthinking. Embrace the archaeologist approach: start digging, explore various paths, and be willing to adjust your course based on what you discover. Over time, your niche will become apparent, and you'll find the sweet spot where your skills, interests, and market needs intersect.
So, don’t wait for the perfect plan. Begin with what you have, learn from your experiences, and let your niche emerge as you grow. The foundation of your success lies in doing, not just thinking.
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