What’s a Niche and Why Do People Keep Telling You to Find One?

You’ve heard it before:

• “You need to find your niche.”

• “You’ll grow faster once you pick a niche.”

• “What’s your niche again?”

And maybe you smiled and nodded… while secretly thinking:
“Wait. What actually is a niche?”

Let’s clear it up.

The Short Answer

A niche is a specific group of people you serve, a specific problem you solve, or a very focused slice of a bigger market.

It’s like saying:

“I don’t just make candles. I make candles for people who love cozy, woodsy cabins and hate floral scents.”

That’s a niche.

Or:

“I don’t just do photography. I shoot relaxed, natural family portraits for first-time parents.”

Another niche.

It’s a way of saying, “This is exactly who I’m for.”

Why It Matters

Trying to appeal to everyone usually means you end up resonating with… no one.

When you have a niche, your message gets clearer, your audience feels seen, and it’s easier for people to say, “Ah, this is for me.”

You become more referable. Easier to remember. Easier to trust.

But Doesn’t That Mean I’m Limiting Myself?

Not really.

You’re narrowing your focus, yes, but in a way that often opens more doors.
A good niche helps people find you, connect with you, and buy from you faster.

And you can always grow or expand once you’ve built traction.

Think of it as starting small to get strong.

How Do I Find My Niche?

Start by asking:

• Who do I love working with or helping?

• What specific problem do I solve really well?

• What kind of person lights me up?

• What do people always come to me for?

You’re looking for the overlap between what you’re good at, what people need, and what feels sustainable to keep doing.

And remember: your niche doesn’t have to be perfect. It just has to be specific enough.

Bottom Line

A niche isn’t a trap. It’s a tool.
It helps you show up clearly in a noisy world, so the right people find you and say, “Finally, someone who gets it.”

You don’t have to be for everyone. Just be definitely for someone.