I was talking to a hyper-niched coach in the equine sports sector, who said it was weird how few people actually needed what she did – and yet she has a thriving practice making a nice living for herself.
To me, that’s not weird or even surprising. She’s simply done what many choose not to – worked out who needs what she does, and gone out to find them, and be found by them.
And if you’re looking to build a business out of your coaching superpower, you don’t need to win the popular vote. Your campaign trail isn’t about shouting from the rooftops, laying waste to the opposition.
You don’t have to impress anyone, apart from the ONE person you’ve identified as your next ideal client.
It really doesn’t matter if half the world has no use for you.
In fact, it’s even better if 99% the world has no use for you.
It makes the remaining one percent easier, quicker and cheaper to engage in conversation.