Should You Niche Down? Maybe. But I’m Not, and Here’s Why

Every time I scroll through Instagram or listen to a podcast, someone is shouting about the power of picking a niche. “If you’re talking to everyone, you’re talking to no one.” “Confused people don’t buy.” And my personal favorite: “The riches are in the niches.”

Cool. Noted. Pinned to a digital vision board somewhere in the back of my brain where I will never see it again.

But here’s the thing: I’ve never really fit into a niche. And I don’t want to.

I’ve tried. I’ve done the niching-down thing. I’ve built hyper-focused brands. I’ve tailored messaging to one specific audience. I’ve mapped out ideal customer personas with suspiciously perfect morning routines. And sure, it made sense on paper. But in real life? It felt like trying to squeeze into a jacket that only zipped halfway up. Restrictive. Uncomfortable. Kind of itchy.

I know the internet says you should niche down to grow a brand. But my work, my experience, and let’s be honest—my brain—don’t operate that way.

I’m Multi-Passionate, Not Confused

Some people are specialists. They love the depth and mastery that comes from focusing on one thing. I respect the heck out of that. But I’ve always thrived in the in-between, where marketing meets education meets creativity meets strategy meets “Wait, how did we start talking about reality TV again?”

I’ve built a career by embracing range. I’ve written for tech giants and helped artists launch side hustles. I’ve created SEO strategies, brand identities, and 20-page white papers. I’ve also knit tiny bracelets with crocheted flowers because sometimes my brain just wants to make something small and oddly satisfying.

None of that would’ve happened if I had narrowed myself into a single lane.

Evolution Is Not a Lack of Clarity

A lot of the niching advice assumes that if you don’t pick one clear thing and stick with it forever, you must be flaky or unfocused.

But evolving doesn’t mean you’re unclear. It means you’re paying attention.

The truth is, I change. My interests shift. My work expands. And the people I’m best able to help change, too. I want a business (and a brand) that moves with me, not one that cages me in.

I’ve been doing this long enough to know that you don’t always see your “thing” until you’re deep into doing it. So instead of carving a niche and contorting myself to fit it, I build from what’s real: the work I’m doing, the people I love working with, and the skills I’ve spent years developing. The niche reveals itself in motion, not in some business coach’s worksheet.

Breadth Doesn’t Mean Bland

There’s a myth that if you’re not hyper-niched, you’ll be too generic to stand out.

Actually, it’s the opposite.

You can have range and still be known for something. In fact, the most compelling brands often aren’t defined by a single offer or audience. They’re defined by point of view, by voice, by energy—by how they tell their story. That’s the power of brand storytelling, and it works especially well when you’re not boxed into one narrow lane.

People don’t come to me because I’m the go-to expert in one micro-topic. They come to me because they trust how I think, how I work, and how I’ll show up for their brand. That doesn’t require a tight little niche. That requires clarity, consistency, and a whole lot of realness.

So… Are You Still Asking Yourself: Should I Niche Down?

Maybe. If that helps you focus and build momentum, go for it. If your heart lights up when you dig into one specific corner of your industry and go deep, please don’t let me stop you.

But if you’re someone who feels boxed in by niche talk—if your ideas stretch across categories and your skills don’t fit neatly into one offering—that’s okay, too.

You don’t have to niche down to be successful. You don’t have to niche down to be taken seriously. And you definitely don’t have to niche down just because the latest internet guru told you to.

You can build a business around who you are, not just what you do.

And that, my friend, is what actually works long-term.