Why choosing a niche is so hard (and how to make it easier)

If you’re following any business coaches online, I am sure you have heard all kinds of different advice about niching.

You DO need a niche.

You DON’T need a niche.

And lots of different tips and techniques for how to actually define your niche (from customer avatar exercises to choosing a demographic to just working with everyone and letting your niche find you). And all of these can kinda work.

But even if you have tried one or all of these, it probably still feels hard. Because you have a big heart and big skills and you don’t want to exclude anyone from the help you have to offer. And at the same time you know you need to get more specific, but just randomly choosing something feels so artificial and inauthentic. But you still know you need to get more clear. BUT HOWWW??

So I wanted to help make is SUPER simple for you. Because one of my superpowers in business is making it feel easy and do-able (my Uncage Your Business clients literally tell me this all the time).


My take on niche is simple. Forget avatars. Forget ideal client. Forget age ranges and demographics. Focus on PROBLEMS.


To me, your niche is the PROBLEM you solve. I love this approach because it lets you work with all kinds of different people, but still with a clear focus. Lots of different people of different ages and from different places and of different lifestyles can have the same kinds of problems – and you can help ALL of them.

Phew. Sigh of relief right?

Now of course, you might not WANT to help all of them, and this is where getting more clear on your ideal client can be helpful. But you don’t NEED to do that, at least not right away.

When you can focus on the problem that you help people with you can start to understand where to find your clients, you make it easy to get referrals, and you can work to create great packages and programs just for them. All without ever doing a client avatar exercise.


It can be that simple, if you let it. Give yourself permission to drop the obsession with niche and start focusing on problems, and see what changes. I’d love to hear.

xx becca

PS. If you know you need to define your niche and you want to get super specific and clear about what problems you solve, and for who, and learn how to put together packages just for them, we do all of that plus a crap ton more in Uncage Your Business. Doors open again spring 2017.