Go Micro Niche

“Choose your customers, choose your future.” — Seth Godin

I spend a good portion of my time with entrepreneurs reminding them to go niche that I've now started to say, “go micro niche,” just to emphasize my point. It’s the nature of entrepreneurship to want to share your offering with as many people as possible, making it feel counterintuitive to be exclusive. Yet, let’s recognize why this approach does not serve your business or your customers:

1. You don’t want to say “no” to anyone. However, not everyone will value your business in the same way. Not all customers are created equal. The reality is that we are wired to bond with certain groups of people (or businesses) better than others. Some connect with a young audience, while others resonate more with a mature one. Some bond better with working moms, while others relate more to high-powered executives. Understanding who you serve best will enhance your credibility and empathy toward your customers.

   
   

2. You want to see quick results. We tend to be impatient and take the path of least resistance, such as selling on price (which is probably the worst strategy for first-time entrepreneurs) or offering too many products or services. Play the long game by being selective. Initially, it requires more effort, and results may come slower. However, this builds a solid foundation.

   
   

3. Secretly, you believe you will go “viral” one day and that you’ll be discovered. This is delusional thinking. If miracles happen, they do so because of hard work. Yes, people do go viral, and some win the lottery, but neither has very good odds. Instead, get real: assume you will never go viral. Focus on serving your niche, one customer at a time.

   
   

My Micro Niche

Let me share who I serve:

-            First-time entrepreneurs

-            Individuals experiencing early life crises: there’s something gnawing at them, and

they feel they have a lot more to give

-            Ages late 20s to late 30s

-            They are open to taking action

By its very nature, I do not work with those who are:

-            Primarily motivated by making a lot of money

-            Looking for quick marketing schemes

-            Set in how they envision things unfolding

-            Later-stage entrepreneurs who want to expand

None of this is meant as a judgment of others but rather an acknowledgment of where my skill set is best utilized. I have also helped later-stage entrepreneurs, older entrepreneurs, and those whose main aim is making a lot of money — but that’s not my focus.

One question I like to remind myself and others is: “Who is my best customer?” Not my only customer, but a group worth investing my time and energy in.

If you’re still not convinced, let’s examine the realities of the marketplace.

Competition (is not a bad thing)

As of 2025, there are approximately 28 million eCommerce sites globally, marking a significant increase from five years ago, when there were 24 million eCommerce sites in 2020*. There is no need to fear competition; it indicates demand. It’s about knowing which piece of the pie you want to carve out and make your own. You don’t have to be the next Amazon or Apple, but you can build a successful company with ten people doing great work. Some entrepreneurs will tell me they are following a “blue ocean” strategy—creating a new game with no competitors. This may work if you have substantial funding, an incredible team, and are willing to invest 2-3 years of your life with minimal profit. Is that you?

Interest Media (not Social Media)

Gary Vaynerchuk believes that social media has radically changed in just the last year. Algorithms now deliver content based on your interests rather than whom you follow. Those with a specialized niche and valuable insights will thrive at the expense of those seeking only followers and likes.

AI (what it can’t do)

Regardless of your beliefs about AI, one thing is certain: it will only become more sophisticated. Recently, I converted one of my blogs into a podcast using AI, and it sounded remarkably authentic! The key aspect of AI is what it can’t do. It cannot be creative, show initiative, or express empathy; it is better suited for businesses that understand their offerings and have a deep knowledge of their audience.

Micro-niche is here to stay.

Are you ready to find yours?

*Source: 51 eCommerce Statistics In 2025