It’s happened a number of times to me now.
I meet someone or some across a business which provides a product or service that I see as needed and that I might want to recommend.
And then they go out of business. Or they stop doing that thing.
And it’s often before I’ve really had the chance to get to know them or had much occasion to spread the word about them. It’s frustrating because I love knowing who to send people to if I can’t help them.
I’d be speaking with someone and say, “Oh yeah. John does that kind of work. He’s great.”
And then someone would overhear me and say, “Oh. John stopped doing that a few months ago. Now he’s onto this other thing.”
Niche switching is a natural thing to do. It happens all the time. There’s nothing wrong with it. It’s often exactly what you need to do.
But it takes a while for a reputation to be made. It just takes time and most people quick or change direction before they get there. They’re digging a well and, a foot before they hit water, discouraged, they stop digging there and start digging somewhere else and so they never reach the life replenishing stream under the ground.
In business, those waters are the natural flow of word of mouth that sends you business without you even lifting a finger. It’s the power of becoming a hub, becoming a trusted advisor, expert or ‘go to person’ in any particular arena. That does the marketing for you. If you stick around long enough, hustle while you do it and connect with other hubs in a good way, without three years, everyone knows who you are and what you’re about.
If you work on the issue of trauma for three years in a community and do your best to get the word out there, keep at it.
If you do a unique kind of yoga, have a niched permaculture business, have a business based on a particular target market, or based on a particular thing you’re offering, if you have anything even close to resembling a niche, you do a great job and you stick around long enough in business, you will develop a reputation as someone to go to for particular issues or for particular things. Just by having stuck it out long enough you will have a name in town for doing things. Most people give up on this too soon.
But it takes time.
Most entrepreneurs don’t stick around long enough to really get known for anything.
Most entrepreneurs do not persist and play the long game.