You Don’t “Find” Your Niche - You Build It

One of the biggest myths I see new therapists and coaches believe is that your niche is something waiting to be discovered - like a hidden treasure if you just look hard enough.

No it’s not.

Your niche isn’t found. It’s built. It starts with you—your experiences, your strengths, your voice, your passion.

In my session with Mark, a newly qualified therapist transitioning from healthcare training, he shared that he felt lost. He didn’t know how to “find his niche.” He was overwhelmed with market comparisons, struggling to figure out where he fits - especially as a man in a field that’s more female-dominated.

Here’s what I told him: Stop looking out there. Start looking in.

You already have the foundation. Mark has spent years immersed in the healthcare system. He understands not only how patients feel but also how healthcare professionals think. That’s a rare combo. That’s a unique lens. That’s the beginning of a niche.

Many fail in the early stages of their business not because they’re not good enough - but because they’re trying to fit in. They’re chasing what already exists instead of building what’s missing.

If your business feels like a true extension of who you are, it won’t be something you give up on when things get hard. It will become one of your non-negotiables.

That’s why I always ask my clients to do a self-audit. List your strengths - objectively. What are you good at? What are you being paid for right now? What feedback have you consistently received?

Then go deeper: What problems do you want to solve? Who do you want to help?

Your niche isn’t just a category. It’s your core message to the world.

Start there, and everything else gets clearer.

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