Why you don’t have to niche down (and what to do instead)
We’ve all heard the advice a thousand times: “You need to niche down if you want to stand out.”
Whether you're building your brand, marketing your services, or creating content, the pressure to pick one narrow focus is everywhere. And on the surface, it makes sense. The more specific your offer, the easier it is for people to understand what you do, right?
Except... what if you do more than one thing really well?
If you’re a multi-passionate entrepreneur, the idea of picking just one lane can feel stifling. Maybe you’re a fitness coach and a nutritionist. Or a brand strategist who also builds websites. Or a business mentor who weaves in mindset work and energy coaching.
Are you really supposed to choose just one thing and ignore the rest?
The problem with niching down too far
Let’s be clear: niching isn’t bad. It can help you focus your message and speak directly to a specific audience. But when taken too far, or when misapplied, it can shrink your business instead of growing it.
Because here’s the thing: you are more than just one skill.
You bring a unique blend of experiences, passions, and insights to your work. And that blend is often what makes your approach so effective.
Trying to box yourself in just to fit the niching formula can end up creating a brand that feels flat, confusing, or worse, not like you at all.
Multi-passionate isn’t confusing
There’s a myth that being multi-passionate is messy or unclear. That offering more than one thing means you lack focus or direction.
Not true.
If your offers serve different stages of a similar journey, or are connected by a common philosophy or goal, you’re not all over the place, you’re just comprehensive.
And your clients? They’re not confused. They’re often relieved to find someone who ‘gets’ the whole picture, not just one piece of the puzzle.
So… what can we do instead?
Instead of obsessing over what to cut, start by looking for the common thread.
What ties your offers together? What’s the bigger transformation you help people achieve?
This could be your approach, your values, your audience, or even your origin story.
The thread is what makes your message clear, even when your services are varied.
When your brand is built around that deeper purpose or outcome, your audience will understand it, whether they need step 1, step 3, or the whole 5-step shebang.
Real clarity comes from integration, not elimination
You don’t need to choose a ‘favourite child’ and abandon the rest of your skills. You just need to present them in a way that makes sense to the people you want to help.
That’s not confusion. That’s clarity, with personality.
Final thoughts: you don’t have to niche down—you just have to make sense
If you’re a multi-passionate entrepreneur, don’t let the pressure to niche down force you into a box that doesn’t fit. Instead, focus on unifying your message and clarifying your offers in a way that reflects the full scope of what you bring to the table.
You’re not too much. You’re just a lot of brilliant things at the same time.