Your niche is in plain sight

Right now, I’m in Edinburgh. This morning I gave a talk called 'Getting Paid for Being You'.

Preparing for it has made me reflect on our journey at The Happy Startup School.

I've looked back at what Laurence and I have built—a business that supports us while staying true to who we are, plus what we’ve learnt along the way about making money, finding our niche, and avoiding burnout.

Over a short series of posts, I want to share some of the biggest lessons that crystallised for me as I prepared my talk.

These are insights that I hope will help you build a more authentic, fulfilling, and sustainable business.

Here’s what’s coming:

✨ The fear of being seen and how it holds us back.
✨ How to get paid your worth without guilt.
✨ Why committing to an idea is so hard—and what helps.
✨ How to avoid burnout while building a business that lasts.

But today, I want to start with one of the biggest struggles I see in our community: finding your niche.

Here are three ideas I’d love for you to consider when you’re trying to identify who you want to work with.

1. Your niche is hiding in plain sight

Most purpose-driven entrepreneurs struggle with choosing their niche - the people they're uniquely placed to help the most.

Why?

Because you care deeply.

You want to help everyone.

And because of that, your message gets lost.

People don’t know who you are, what you stand for, or whether you’re the right fit for them.

But when you get clear on who you serve and how, everything in your business becomes easier.

✅ Your message resonates.
✅ Your marketing attracts the right people.
✅ Selling feels effortless.
✅ You get paid for being yourself.

So, now you know why you should have a niche.

And I’m going to give you a quick way to uncover what it might be.

2. The shortcut to finding your niche

If you’re stuck, here’s a simple truth:

Your niche is the person you were five years ago.

How do I know this?

Because it’s exactly how Laurence and I built The Happy Startup School.

We were accidental entrepreneurs, frustrated by traditional business advice that didn’t align with what we valued.

We wanted to build something meaningful, make money, and enjoy the process. But back then, there was no clear roadmap for people like us.

So we created one.

We built The Happy Startup School to serve the entrepreneurs we once were—people searching for a way to grow a business that feels aligned, joyful, and sustainable.

And that clarity changed everything.

So take a moment.

Reflect.

Who were you five years ago?

3. What this means for you

Here’s the final idea that I’d like to leave you with today:

Your past struggles hold the key to your niche.

Instead of overthinking it, ask yourself:

🔍 Who do I love working with?
🔍 What problems am I naturally drawn to solving?
🔍 What conversations energise me?

Because your niche isn’t something you have to “figure out.”

It’s already part of your story.

And when you embrace that, your business starts to flow effortlessly.

This is what we help entrepreneurs do in Vision 20/20—find clarity, step out of overthinking, and build businesses that feel good and work.

If what I've shared resonates, let’s talk.

Now enrolling for Tribe 11 starting mid-March 2025

We're currently inviting applications from curious changemakers, future founders, and pivoting professionals looking for their second mountain to join our next cohort.

Want to explore your niche with the support of others?

You don’t need to do it alone.

Find a community of fellow explorers by joining our Vision 20/20 small group coaching program, our Alptitude leader’s retreat, or our business retreat for hippies at Summercamp.