Let’s say you want a puppy.

You want something warm and cuddly that brings comfort and joy into your life.

There are hundreds of dog breeds. How do you choose?

You might start with some research. What dog breeds are there? What are the differences between them? Which one might suit you, your home, and your living situation best?

You can’t know the best one for sure, but you can make some reasonable hypotheses. You know you’re allergic to dander, so you probably want to stay away from dogs that shed. You want a dog as partially a forcing function to get you outside more, so you lean towards high-energy breeds that need a lot of walking.

Your criteria helps you eliminate some breeds and shortlist others. From your shortlist, you look at some photos online, read some stories, and watch some YouTube videos and Instagram reels. You can’t put a finger on why, but some just light you up more than others.

You narrow down to three choices to go investigate further. You find some breeders or visit a shelter. You browse a row of dogs that all fit your criteria, but one in particular keeps catching your eye. Something about the way he seems to smile when you look at him. You know dogs don’t really smile, but you swear this one does. Your heart seals the deal; he’s the one for you. You don’t know it for sure, but you feel it. You pick him. Or did he pick you? It’s hard to tell.

You bring him home and introduce him to his new bed, toys, and all the stuff you got for him. You imagined a Disney moment, but it’s more like dropping an alien into a new world. He seems overwhelmed, and he just hides for a long time. His whining is already getting on your nerves. He pees all over your nice stuff.

You second-guess your decision. Are you really ready for a dog? You probably are, but maybe he’s not the right one. Would the shelter take him back? There was that other puppy that looked just as cute…

Even though it’s hard to stop thinking like this in this moment, you know these are irrational thoughts. First-week jitters. You’re irritated, but you’re also prepared for it and knew this might happen.

Eventually, he starts to settle. He tests you the first few days. He cries less each night. A few weeks later, you really see his personality show up. You hate how much he barks but you adore how much of a goofball he is. You cackle when he gets the zoomies. You stick to the training. He learns how and when to use the bathroom outside. He learns when bedtime is and goes automatically.

Months become years. You know him well and he knows you. You anticipate each other. You annoy each other. You love each other. You’re best buds for life.

Let’s say you want a niche.

You want something warm and energizing that brings clarity and direction into your business.

There are hundreds of niches. How do you choose?

You might start with some research. What niches are there? What are the differences between them? Which one might suit you, your skills, and your business goals best?

You can’t know the best one for sure, but you can make some reasonable hypotheses. You hated your first jobs in healthcare, so that one’s out. You want a niche partially as a forcing function to push your graphic design skills, so you learn towards industries that tend to be data-heavy.

Your criteria help you eliminate some niches and shortlist others. From that shortlist, you look at case studies, read founder stories, and watch YouTube videos and LinkedIn breakdowns. You can’t put your finger on why, but some just light you up more than others.

You narrow it down to three choices to investigate further. You find some communities and talk to potential buyers. You make a list of niches that all fit your criteria, but one in particular keeps catching your eye. Something about the way the problems line up with your strengths. You know no niche is perfect, but you swear this one feels close. Your intuition seals the deal; it’s the one for you. You don’t know it for sure, but you feel it. You pick it. Or did it pick you? Hard to tell.

You introduce your new offers, content, and positioning. You imagined immediate traction, but it’s more like starting a business from scratch. The market seems overwhelmed and slow to trust. No one responds to your outreach. The silence already gets on your nerves. Your early experiments flop.

You second-guess your decision. Are you really ready to niche down? You probably are, but maybe this isn’t the right one. Is it too late to change directions? There was that other niche that looked just as appealing…

Even though it’s hard to stop thinking like this in this moment, you know these are irrational thoughts. First-week jitters. You’re irritated, but you’re also prepared for it and knew this might happen.

Eventually things settle. The niche tests you for the first few days. The confusion dies down each week. A few weeks later, your voice in the market shows up. You hate how inconsistent the leads are, but you adore how aligned the good ones feel. You laugh when your content finally “gets the zoomies” and starts spreading. You stick to your weekly commitments for content, outreach, and user research. You learn what your audience needs and when. You get wise to season buying cycles and slow periods.

Months become years. You know your niche and your niche knows you. You anticipate each other. You annoy each other. You help each other. You grow together. The longer you run your business, the deeper you go in your niche. You’re best buds for the life of your business.

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