What is a niche?
Niche and target market are used interchangeably but to me they are very different things, especially for service-based entrepreneurs.
This matters because there is a wave of entrepreneurs entering business who are multi-passionate and tying themselves up in knots about their “niche” because the industry says that you can’t be multi-passionate and be successful in business.
If I agreed with that statement, of course, there would be no need to say anything more.
But I’m still talking ...
The rise of Carbon Copy Syndrome cannot have escaped the attention of any online entrepreneur. Its relentless advance has been merciless.
The last few years have seen an unmissable wave of promises to “fix” a problem using exact methodology. When the problem is persistent or unfathomable those offers can seem like a life line to a better future.
Who doesn’t want to solve the problem that is keeping them up at night?
The promise of the solution is powerful. But this is one promise that cannot be kept.
Our mental powers are simultaneously demonised and worshipped.
On the one hand, our mental world is responsible for holding us back through our mindset and, on the other, capable of huge leaps of inspiration and innovation through our creativity.
It can feel like an endless tussle between two opposing powers – and it all takes place in our heads, as we try to navigate thought patterns, beliefs, dreams, possibilities...
We are urged to get out of our heads and feel so that we can bypass the “interference” of ego and logic. Is it that simple?
Surely if it were, we would all have evolved much further, much more quickly and have been a lot less frustrated in the process.
They never stop. You evolve and shift your business. You evolve again and you shift again. It repeats and eventually your business feels out of kilter. That’s when you reach for the re-brand.
The chances are pretty high that in just a few months’ time, your re-brand is going to feel out of kilter and you will have invested precious resources in something that is out of date and alignment.
What if the solution is simpler?
As entrepreneurs we continually create, develop and refine the tools of our trade as we hone our unique approach to solving our client problems.
One of my key tools is the elements of earth, air, fire and water.
It certainly was not design (at least not mine) that brought the elements into play.
It was more of an ambush.
The concept dropped into my consciousness from the aether and refused to give way to more logical and practical matters.
Once I accepted their presence, I came to understand that the elements are the original archetypes of our soul expression. But unlike many archetype and personality-type models they are dynamic and fluid responding to our energy and situations.
Every now and then a phrase will come up – as these things do, they come in waves.
Themes emerge and being a curious soul, I like to explore why.
One such phrase that has come up recently is
“when everyone else is going right, go left”.
This phrase niggles me.
It’s not that I disagree with the idea of going in a different direction to everyone else. This is what I have built my business (and much of my life) doing. I firmly believe in taking the unconventional route.
One of the questions that was asked at a presentation on the Energetics of Creation was how to move through the Cycle of Creation to ensure that you start and finish creative projects and activities.
That’s a great question and my answer is (as always), it depends!
The Cycle of Creation supports your creativity by moving you through different energies of the elements - inspiration, action, reflection and stillness - to fully express your creativity. Typically business and marketing work on linear models but we humans are anything but linear. We are complex and nuanced and we work in multi-dimensional ways to express ourselves. Linear models have us start at a specific point irrespective of our learning, working and creative styles. And this is where many of us get tripped up in our creative activities.
When I was 17, I visited Paris for a school art trip. Though the second half was spent on the art of winemaking (and consuming of course), we explored the capital’s fine art delights first. We were dutifully dispatched to the Louvre for a couple of hours.
Despite being filled with extraordinary works of art, I didn’t really want to go the Louvre. There was something else I desperately wanted to do. So I planned my escape.