04:30
Faizan
"Niche" as an "artificial" construct is derailing the REAL work we need to do to get clear for our business, to define our message that will DRIVE us to do what MATTERS.
"Niching" without a deeper foundation is just busy work.
Worse than the busy work of implementing some marketing tactics because it gives you the ILLUSION of clarity and send you down the rabbit hole of building a business around something that does not resonate with you.
Here is the I AM REALLY PISSED bit
I was talking to a health coach who is taking a very popular "$3,997-ish business program for holistic practitioner" (Am I stepping on some toes here?)
(Note - I am quite angry here, and the anger is not a judgment of the action or decision of this coach. I respect where she is at and I think her story illustrates a deeper problem - aka the kool-aid we got fed - that I am seeing over and over again.)
She was 3 months into the program, and she told me she was struggling with her elevator speech. I asked her - what's your niche, what you do for them and how you do it?
(Assuming if she's been in a "business training" program for a couple of months, she would know the answer before being sent into doing the elevator speech exercise... )
BLANK.
She has a very strong conviction about her mission - which is awesome. But 3 months into the program and she can't articulate her unique positioning, what she delivers for her clients and how she deploys her magic sauce??!
Apparently, her coach just told her she was not telling the "benefits" in her elevator speech and leave it at that. Leaving this woman, with a FIRE in her belly and a life-long mission in her heart, feeling incompetent.
3 months in, dude, and you are still skimming the surface?
"Niching" without a deeper foundation is just busy work.
Worse than the busy work of implementing some marketing tactics because it gives you the ILLUSION of clarity and send you down the rabbit hole of building a business around something that does not resonate with you.
Here is the I AM REALLY PISSED bit
I was talking to a health coach who is taking a very popular "$3,997-ish business program for holistic practitioner" (Am I stepping on some toes here?)
(Note - I am quite angry here, and the anger is not a judgment of the action or decision of this coach. I respect where she is at and I think her story illustrates a deeper problem - aka the kool-aid we got fed - that I am seeing over and over again.)
She was 3 months into the program, and she told me she was struggling with her elevator speech. I asked her - what's your niche, what you do for them and how you do it?
(Assuming if she's been in a "business training" program for a couple of months, she would know the answer before being sent into doing the elevator speech exercise... )
BLANK.
She has a very strong conviction about her mission - which is awesome. But 3 months into the program and she can't articulate her unique positioning, what she delivers for her clients and how she deploys her magic sauce??!
Apparently, her coach just told her she was not telling the "benefits" in her elevator speech and leave it at that. Leaving this woman, with a FIRE in her belly and a life-long mission in her heart, feeling incompetent.
3 months in, dude, and you are still skimming the surface?
Posted in: business
