By Sandye Linnetz
In case you didn’t read the “Sometimes You Just Need A Good Ole Generic Aspirin” blog post, I suggest you do that now. Hey, even if you did read it, read it again. Come on, it’s not even 300 words – it’ll take like two minutes… and it will be worth it. As a matter of note, it just may be what you need to create a whole new appreciation for your business, your self or those thoughts you keep having that just don’t seem to gel with the current popular wisdom.
In business, having a specific niche (i.e., specialized and specific corner of the market) does make marketing easier. It does make developing materials easier. Fact is, it makes a lot of things easier.
Personally, you having a well-defined niche (a comfortable or suitable position in life) makes it easier to make choices; What will you wear? Who will your friends be?
However, another way to say ‘niche’ is PIGEON HOLE, and personally, I don’t want to be stuck in one! I want the freedom to make choices – in my business and my personal life, without regard to what common wisdom says I ‘should do’! Seriously, common wisdom says dump all the negative people in your life… what if some of them just need a little mindset adjustment, or your loving support through some tough times? Business, ‘they’ say, is about making money… and I have no objection to making tons of it, but not at the expense of my dignity, self-esteem or integrity. I will not make promises (or implications) of miracles that I’m not sure I can deliver – just to get someone else’s dollar.
So, where does the aspirin come in, you ask? Well, aspirin’s niche is ‘anyone with aches, pains, fever, inflammation’… that, at one time or another, is pretty much the whole dang planet, isn’t it? It is a non-specific, generic drug that can make you feel better and perhaps allow you to then choose a specific, niche doctor or treatment for your specific ailment. That’s, by the way, what I do. I am not a psychiatrist (and I’ve never played one on TV) – but I will certainly recommend one, if necessary. Through conversation and coaching I empower people to feel better, see if there’s ‘work to be done’ on a specific issue and then guide you toward finding the best tools, resources and people for tackling it. I am aspirin.
400,000 tons of aspirin are consumed a year… if you’re aspirin, you’re a member of a pretty significant community.