The CEO laughed nervously, “We are either going to seize an amazing niche and be considered brilliant – or we’re going to fail miserably because people just don’t get us”.
When driving a high-stakes strategy and persuading others to join your cause, there’s a fundamental question: WHY YOU?
A niche is a distinct segment within a larger market where an organization can meet the specific demands of target customers and effectively compete.
In my research, I’ve found that the most common advice from funders is: “Make sure you’re very clear on why you’re different! ”
In this very noisy world, If you don’t define a clear niche for your organization or your offering you simply won’t get heard.
But choosing your niche can feel risky too!
What if you’ve chosen a problem or a target market that is so different —people just don’t “get it”?
Having a solution for a niche that nobody understands (and ignores) can be as dangerous to your strategy as not having a niche at all.
It’s natural to question whether your chosen path, if too unconventional, will be understood or accepted. It can feel like taking a leap of faith into the abyss of the unknown, where failure looms large.
Here are four practical steps to enlist support for your niche:
1. Make Sure Your Assumptions are Valid
An assumption is a statement accepted to be true without proof. You’ve made assumptions about the problem and the consequences. You’ve assumed your niche audience is willing to invest in solving that problem. Drill into the assumptions you are making—and do some research — to make sure your assumptions are true. If they aren’t, shift gears. If they are, this information can help you challenge others’ assumptions with solid facts and language your niche will understand.
2. Show Your Solution Solves a Need
I didn’t know I needed an electric toothbrush until I used one When skepticism is high, your target audience may need to “see it to believe it”. Whether through scenarios, prototypes, or pilots, bring both the need and the solution to life. Show a before and after. It can create “ah-ha”moments and build confidence among stakeholders.
3. Craft a Message in THEIR Language
A clear message to persuade others answers “WHY” and “WHY NOW” and “WHY YOU”. Craft a message that resonates emotionally and logically for the niche you serve. When you use their own language and familiar examples, it helps your target audience understand the significance and potential impact of your unique approach.
4. Build a Community That “Gets It”
Involve your target audience in this niche right from the start. Seek feedback, address concerns, and build a sense of ownership. Invite them to contribute and help shape your solution, your message, and your go-to-market. Their involvement not only enhances the credibility of your vision but also expands the network of advocates who “get it” and will be able to persuade others with you.
When you are trying to seize a unique niche, and the stakes are high, practical actions like these can help you more easily enlist support.
Yes, you are stepping out and taking a risk when you choose a bold niche! But YES you can be brilliant as you do!
This article is part of my newsletter, “Driving a New Direction,” to equip and energize leaders with practical ways to move forward, whether you’re leading a new strategy or getting one back on track. Subscribe if you’d like insights like this once or twice a month.
Explore my website to learn more about my upcoming book “FastTrack Your Big Idea!” and how you might leverage our De-Risk System for Impact℠ workshops . Or message me and let’s connect! – susan.schramm@gotomarketimpact.com
