Intimacy of Niching down - Is the massy game relevant?

"Build something 100 people love, not something 1 million people kind of like." ~ Paul Graham (Co-Founder → Y-Combinator) to Brian Chesky (Co-Founder → AirBnB)

It's scary; I know, to let go of the “entire world is our oyster” mindset.

We fear putting our all into one direction, and that comes from our innate herd mentality bias.

As humans, our brains tend to take mental shortcuts that cause us to rely on the opinions and habits of others rather than thinking independently. Confirmation bias is an example of cognitive bias contributing to herd mentality, in which you seek information supporting your existing viewpoints.

The average person has an inbuilt instinct to belong and conform to social standards. This creates a sense of safety and inclusion. Even if they do not always agree with their neighbors' opinions and habits, people will sometimes embrace them out of fear of missing out.

When businesses monitor other businesses’ strategies and behaviors and conclude they are based on precise understanding, they may follow suit. This in turn causes a domino effect and market clutter.

And in marketing, the common approach to combating clutter is to add more: more products, features, messages, personas, categories, and channels. However, this often fuels to the problem instead of solving it. It's like trying to create a gourmet dish by piling on countless ingredients; the flavors become muddled, and the dish loses its appeal.

But, think about it…

Consider a scenario where you're a personal chef offering exclusive home cooking services. Your potential clients might be someone like Max, a health-conscious yoga instructor, and Emily, a fast-paced startup CEO.

Max, the yoga instructor, likely seeks a chef who specializes in organic, plant-based meals, rich in nutrients and prepared with mindfulness and care. In his view, a chef who uses processed ingredients or lacks a holistic approach to cooking would be unprofessional.

On the other hand, Emily, the startup CEO, might prefer a chef who can whip up high-energy, protein-rich meals, possibly with a flair for international cuisine, to keep up with her hectic schedule. To her, a chef who focuses solely on healthy foods and lacks versatility in high-energy meals might seem unprofessional.

In summary...

You can't be perceived as the ideal personal chef by both Max and Emily simultaneously. If you try to cater to both, you might end up not fully satisfying either.

You need to choose a direction and excel in it.

By doing so, you become distinctly specialized. Depending on your choice, either Max or Emily will consider you the epitome of professionalism and perfectly suited for their needs.

Understanding your clients' worldviews is essential.

What are their lifestyle preferences, dietary needs, and personal values? Are they seeking convenience, health, or a blend of both? What are their constraints and expectations?

The fear of choosing a specific path is real...

We worry about alienating potential clients or being misunderstood. "What if they think my cooking style is too niche? What if they want more variety?"

However, by specializing and aligning with a specific client's needs and worldview, you're more likely to attract and satisfy clients like Emily or Max, who value and seek your particular expertise and style.

Even from my personal experience, that is what we have been doing at Wednesday. Quoting a section from our founder Ali Hafizji’s Year-In Review for Wednesday, “...not being influenced by something is rather difficult in today's time. Agencies that have a focus are better suited to tide through.”

To carve out your own space in the overwhelming sea of choices, avoid adding more clutter and concentrate on capturing attention, fostering understanding, influencing purchase decisions, and encouraging sharing.

So the choice is always yours, either you could lean into your fear and go all-in, into one direction, or have a sword of obscurity hanging above your head at all times.

P.S. I'll try and maintain a cadence of publishing one edition every week. So see ya'll this time around next week. :)