Whether you’re choosing a seat, selecting a vendor, or funding a cause, it’s a lot easier to say “Yes!” when the choices are clear.

Yet, one of the most common mistakes leaders make when launching a new strategy is to skip the step of clarifying “WHY YOU?” 

 If you don’t define a clear niche, you risk that your big idea will falter.

• Supplier diversity is a big idea. At our recent Diverse Ecosystem Roundtable we heard a common theme. Along with A&P International, Turner Construction Company ,Brasfield & Gorrie, LLC and others,  we brought together leaders from across the construction industry to have a frank discussion about what needs to change with supplier diversity to achieve more solid business outcomes – faster. From leaders of corporations and agencies, prime contractors, and small businesses alike, their consistent guidance for building a more resilient diverse supply chain was to “Know your niche”. Although it may be counterintuitive, the NARROWER you focus your efforts, the MORE people will TRUST you. We agreed that a trusted diverse ecosystem starts with everyone at the table, honest about what they do best and not overstating their capabilities.
• Tackling the world’s toughest problems with innovative solutions is a big idea. But in my research with funders of social enterprises and nonprofits, I consistently heard the same message: “Know your niche!” Jeff Grubb is an investment banker, management consultant, and trustee for the MJ Murdock Charitable Trust. He observed, ” ..whether they lead a business or a nonprofit, most people looking for funding don’t spend enough time asking themselves, ‘Why do we exist?’ ‘Why do we need one more organization doing this?’ ‘Why is what we are doing going to be any different from others doing something like it??

Having an answer to “WHY YOU ?” is fundamental to moving your strategy forward and getting Yes’s faster. 

But how can you do this? In working with client teams, I’ve found it’s easier to clarify your niche when you break the effort  into two parts:  

• Part 1: Spot the gaps.

Map out the landscape of organizations addressing the same problem you’re solving and who they solve it for. Dive into the nuances of their approaches. Identifying the white spaces can help you see opportunities to create a niche. You can also more easily see potential partnerships with organizations that are adjacent to your niche.

Warning: Many leaders struggle with this step. Some may even start off a little cocky (“We’re the only ones on earth doing this amazing thing!”) but once they get into the details of mapping who’s out there, they can end up humbled and frustrated. 

That’s when we go to step two: exploring all the possible dimensions for your OWN differentiated niche.

• Part 2: Explore every angle of what you do that could make you different.

While you’re WHAT (your solution)  might be groundbreaking, what is going to set you apart if competitors catch up? Start by brainstorming every strength you have, from every angle. Then ask: What about this is different from others? You might be packaging, or delivering your offering in a unique way, or providing a unique customer experience or serving a unique audience. You’ll be surprised by all the ways you can demonstrate you are unique. ( And if you aren’t, you could be!) 

This two-part approach to clarifying WHY YOU may sound deceivingly simple; but unfortunately it is often skipped in the excitement of launching a big new idea.  Keep in mind as you do this work to clarify your niche: you’re not only making it easier for people to say “Yes!” faster. 

You’re also building a more confident team that can be clear and proud about what makes your organization exceptional!

I look forward to hearing your thoughts!

 – Susan 

This article is part of my newsletter, which equips and energizes leaders with practical ways to move forward, whether leading a new strategy or getting one back on track. Subscribe if you’d like insights like this one or twice a month. 

Explore my website, www.gotomarketimpact.com, to learn more about my upcoming book, “FastTrack Your Big Idea!” as well as my offerings to help you and your team clarify your strategy and get results faster.  Or message me, and let’s connect! susan.Schramm@gotomarketimpact.com.