Technology today allows us to zero in on the exact location of our customer base.  Instead of casting huge nets with expensive commercials, we can be efficient with our limited time and money and communicate directly with our potential clients and customers.  I’m a huge fan of writing ebooks for a targeted audience.  If your readers find it useful, they’ll help you out by sharing it with friends.  The shotgun approach of being universally appealing no longer works.

Take Flying Dog for example.  Flying Dog, a popular craft brewery based out of Maryland, has no chance of competing against Budweiser.  They’re too small, too new, too unknown, and lack the resources.  But they can still service a particular niche of craft enthusiasts and operate a fantastic business.  They’ve recently released a Pale Ale called “Raging Bitch.”  I know, it’s an odd name.  Budweiser, Coors, or Miller (the “big three”) would never title one of their beers in this fashion, nor do they need to.   However, in a competitive market where the top spots are already reserved, craft brands can be truly remarkable and focus on satisfying a smaller segment while charging premium prices.

When the top spots are occupied, you’ve got a choice: you can do what everyone else is doing and get what everyone else is getting, or you can be remarkable and own a particular niche.  What’s your niche?

Bruce Lee was never the world’s best actor. But he was without a doubt the world’s best Kung Fu actor. Identify your niche, and then own it.

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