The Niche Chooses You

When people ask, “Who should I target?” my answer is always the same:

Do not choose the niche. Let the niche choose you.

Here’s why:

Convincing a company to trust you when there’s no prior relationship is no small task.

The person recommending your service is putting their reputation on the line.

If it goes wrong, they look bad. If it goes right, they look brilliant.

That’s why most companies play it safe.

There’s even a saying in tech:
"No one ever got fired for hiring Microsoft."

It’s not because Microsoft is the best. It’s because Microsoft feels safe.

And safe choices win.

So how do YOU win against safer, more recognizable competitors?

By being the only option for a specific audience.

An Example:

A client of ours built an AI sourcing tool.

Through interviews, we found that banks in the U.S. had strict diversity hiring quotas but struggled to find candidates who fit.

The big players in sourcing ignored this problem.

We helped our client reposition their tool as the go-to solution for diversity hiring. 

Suddenly, they weren’t just another AI tool.

They were the only tool solving this specific problem.

Banks chose them over bigger competitors because their offer was framed as the only real solution.

Positioning isn’t about what you say your product is.

It’s about how your audience perceives it in the context of their biggest problem.

Find that problem.

Solve it better than anyone else.

And let the niche choose you.

-Kara

PS: I’m opening a few Cash Architects spots soon. If you want to break free from the referral trap and build a $1M/year growth engine, reply “Waitlist” and I’ll add you.