Guy Kawasaki: Find Your Niche To Find Your Dream

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Heather’s dream is to share with the world her success at becoming healthy after age 40. Heather lost over 88 pounds through changing her diet and incorporating exercise into her busy life. She would like to take what she has learned about becoming fit after 40, and using her Metabolic Training Certification to help others struggling with weight issues mid-life. Heather’s post day is Monday.
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Along the way to any goal – entrepreneurial dream or otherwise – you will have to do something you hate, things you don’t like, and generally things that may suck.

Some days you may ask yourself “What does that leave?”

This is what what the long drawn out process of redefining my business looks like. This is a conversation that I’ve had with myself a lot over the last 2 months.

What do I love doing? (Phone rings with inane technical question that eats up 45 minutes… where was I.)

What do I love doing? (Phone rings with request to build web site for $500. Sorry, but no.)

Why the hell do I do this?

Well I finally got an answer the other day while talking to a prospective client when the light bulb finally came on.

I’ve never liked to manage reporting. The stats, ROI, increase in traffic, value per click, page view per sale, click-through rate, open percentage. Blech.

Don’t get me wrong, I can teach best practices, techniques on traffic, and when not to send an email campaign. And I actually love looking at the reports, just not preparing them. So how can I make sure I’m  offering value for my clients that need to know this stuff? There are tools and services that offer those answers way better than I can.

All this thinking and conversation – real or imagined – comes down to the question most businesses hate.

What is your niche?

Your next networking opportunity, ask someone what their niche is and I will bet you that over 80% will answer something like this:

  • Anyone can use my service
  • Any business can benefit from my offering


This is the alarm of a generalist. I know the sound well because I have been making that same noise for 7 years.

Need a logo? We can do that! Need a website? Got you covered. Need a 16 page highly technical brochure in 6 days? No worries!

This is SO wrong.

Sure, I’ve got the background, skill, experience and know-how to provide all of those services. I doesn’t mean I love them all equally, and it definitely does not mean I do them all with the same efficiency.

I ran across this video from 2007 that reviews a a chapter of one of my favorite business books “Art of the Start” by Guy Kawasaki. Check this out and be thinking of your dream while you watch.

After watching the video myself, I found myself in the stupid corner with a couple of my ideas over the years. Oh goody. Hey, at least I can admit it now.

What niche did you put yourself in?

Was it a good choice?

– Heather

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  • … and . . .

    I don’t know the key to success, but the key to failure is trying to please everybody.
    Bill Cosby

  • I love where you are going with this and you are going to love the book I am reading, which I will give you next . . . and how it relates to that video. . . and the surprise I have coming on 8WD.

    Your posts have gone in a direction that (I believe) will take you to amazing discoveries, and if you hang on tight, I think you will come out the other side at a place so amazing this period of time will seem like a small speed bump.

    Bump away.


  • Remy Gervais, Top Photographer

    “Sure, I’ve got the background, skill, experience and know-how to provide all of those services. I doesn’t mean I love them all equally, and it definitely does not mean I do them all with the same efficiency.”

    Sooo true. Saying it out loud is a relief in a way for me. And I’ll also add, from marcus buckingham – “just because you are good at doesn’t mean its a strength” – that is why choosing is so important!

    Great Post! xoxo Rem

  • Lisa

    Heather darlin’ I love, love, love you and your honesty, girlfriend!!! THANK YOU for being willing to tell it like it is and to ‘fess up to the struggles along the way on the journey. I am going through the process right now of defining my market and WHAT I DO, branding myself, with the life coaching and workshops, and so this post comes at a perfect time for me… Thank you again!

    I have *definitely* fallen into the trap of “oh sure, I can do anything you need” for various clients over the years. We all do it sometimes, right? And I know that really defining my niche and then realizing the VALUE of it (setting a fair price) is what will make for a happy business life.

    Thanks for inspiring me along the way… Now (deep breath!) I just have to do the work! Eek! :)

    Love ya!