“I can’t succeed in my business until I find my niche!”

How often I’ve heard that statement from talented but frustrated entrepreneurs.

Often, these hardworking hopefuls have paid huge money to “business coaches” to help them find this elusive niche.

So, let’s talk about the niche. First of all, it’s pronounced neesh, not nitch. There is no such thing as finding your “nitch”.

Merriam-Webster defines “niche” as a place, employment, status or activity for which a person or thing is best fitted.

In business, the “market niche” is the small, profitable segment of the public that you specifically target.

Niche marketing goes way beyond the study and understanding of demographics. Niche marketing advises us to narrow our services, and our demographics, so we are not trying to be all things to all people.

That makes sense, and in many cases, is really good advice for a lot of reasons.

However, with some careers, like mine, it doesn’t necessarily hold true.

My greatest success has come from casting my net wide, and seeing what happens. For instance, I didn’t set out to be a reader and mentor for other professional readers, but a publisher asked me to write a book of lessons from my lengthy fulltime tarot career. Suddenly, I had found a niche as a mentor, that I didn’t expect or chose, but enjoy very much.

Early in my career, I was the go-to tarot entertainer for the local LGBT community. That was because I happened to land a great gig in a gay bar. I love reading for drag queens in the club environment, and I love being a trusted, supportive consultant to those who have not always received the support they need.

Those were two niches that found me, and there have been many others.

Before you pay a business coach to help you find your niche, think about what you might need to do to let your niche find you.

It can simply be that we find our niche by avoiding certain types of work that we don’t enjoy, and pursuing the gigs we like.

I think, too, over time, our niche can change, as our needs change.

Sometimes, it feels that a niche is more like branding, like a tarot reader only doing relationship readings, or a counselor only working with children.

Finding your niche can mean finding a place where you a truly comfortable and happy. Looking for your niche can be frustrating and disheartening.

If your niche isn’t obvious, maybe it doesn’t need to be. Cast you net wide, and see what happens. Don’t let an inability to narrow your services or demographics keep you from hanging your shingle.