From Niche to Small Pond: Size Matters to Your Early Success

TLDR; without focus, you'll never gain enough momentum with your audience.

The principle of being a 'big fish in a small pond' is more than just visibility. It's a strategic positioning exercise. Start small to learn fast, with the goal of becoming a force in this small market. Once you are indispensable, you can start to make your move!

Much like a political campaign focusing on one primary at a time, your efforts should be concentrated. Votes in a neighboring state don’t count if you’re campaigning in New Hampshire. ~ Geoffrey Moore

Focus on One Segment (at a Time)

It's tempting to target multiple segments simultaneously. But adjacent interest doesn't matter – that's not your focus.

Simply put, success in unrelated market segments won’t help establish dominance in your chosen niche.

Dominating the Market Share in Your Niche

In your initial phase, aim to capture a substantial portion of the market share in your chosen niche.

Imagine reaching a point where you hold 30-50% of the market share within the next year or two.

Eventually, you will hit a tipping point.

If a majority within a segment are leaning towards a particular choice (like choosing an iPhone), it sets a trend. Your goal is to become that trendsetter in your niche.

Once a critical mass within the segment perceives you as the standard, the rest are likely to follow.

Moving Beyond Your Initial Choice

This level of dominance will force others in the ecosystem to take notice.

They'll recognize that to serve this segment effectively, they need to collaborate with you.

Now we're getting somewhere!

The Power of Peer Influence

Underlying this strategy is the understanding that leaders make choices based on what their peers are doing.

Once you have market share, you have options.

You can diversify what you offer to your existing customers. Fun, exciting, and lots to do there.

You can partner with others in the ecosystem to bring value (and earn value).

You can expand into adjact sectors (other ponds!) that want the thing you do. At this point, it's about the thing, not you!

The Final Word: Crafting Your Niche Dominance

Three simple steps, but not easy to execute on. The struggle is real, but it's all opportunity on the other side of that choice.

Unintended benefit – being more focused actually makes YOUR work easier to do.

Concentrate on one segment, become the standard, and leverage the influence of peer choices.