If you’re like me you understand the importance of a niche…

…you’re just not sure what it is or how to find one.

The Nametag guy, Scott Ginsberg, to the rescue!  In his latest book, Stick Yourself OUT There (actually it’s two books in one),  Scott describes two types of niches:

1. Niche expertise
2. Niche market

Here’s how Scott defines these niches:

1. “Niche expertise means you know a LOT about a SPECIFIC TOPIC that applies to a WIDE AUDIENCE.”
2. “Niche market means you know a LOT about a SPECIFIC GROUP OF PEOPLE to whom you apply many topics.”

What’s fascinating to me is that I’ve often been told that I need to find a niche market when I’m really a generalist.  I’ve worked with people in defense contracting, toxic waste disposal, railroad sidings, professional organizations, fast food, automotive suppliers and rubber extruders to name just a few of the industries I’ve served.  

Not only do I enjoy the variety being a generalist affords, I find that I can port ideas from one industry to another for my clients’ benefit.  That’s why I found the idea of a niche market so puzzling.  Thanks to Scott, I realize that I’m employing the “niche expertise” model.  

It’s counter-intuitive, but, whether you are a specialist or a generalist, there are niches available to you.  If you, like me, have been wrestling with the concept of a niche and losing the battle, follow Scott’s sage advice.  For those of you who would like more information about Scott check out his website at www.hellomynameisscott.com/landing.aspx

The 7 Steps to Becoming INVALUABLE program I offer is designed to help you see more effective ways of doing business – ways that dramatically improve your bottom line while making your life easier.  In today’s blog I used Step 6, Eclectic Education, in the form of Scott’s message and Step 1, Contributory Negligence in exploring my contribution to the problem of identifying a niche to help guide me, and hopefully you, toward even greater success.  For more information on the 7 Steps to Becoming INVALUABLE visit www.furtwengler.com/7steps.htm. 

If you’d like to receive a weekly email reminder with a link to The Invaluable Leader blog or if you’d like me to address specific topics, please send me an email at dale@furtwengler.com.  Please share your experience with our readers by posting a comment.