How to Find Your Niche

By Andres Tovar

the first question is, "What do you want?"

Step 2: Find your Zone of Genius

In his book, The Big Leap, author Gay Hendricks shared the concept of what he calls your "Zone of Genius." This is the area of focus in which the combination of our experience, skills, knowledge and interests allow us to do amazing things — things that appear magical to others. To find your zone of genius, start by listing all the things you're at least halfway good at. Then, look for combinations that are unique to you.

For example, there are tens of thousands of marketers out there, potentially hundreds of thousands, so when starting my digital marketing agency, it made a lot of sense to focus our efforts on the higher education industry to differentiate ourselves a bit more. The fact that I worked within the higher education industry as a digital advertisement manager made us a bit more unique. My genius zone has allowed us to work with colleges and universities across North America.

You can also take into consideration your personal interests. For example, a dream client for me would be chess.com since I use their platform on a weekly basis. If they were to choose a marketing agency, it would make sense for them to hire someone exceptional with digital marketing, but also work with someone who is an avid chess player, as opposed to someone who doesn't know how the game works.

What is your zone of genius? Where can you leverage your knowledge, skills and experience to make the biggest impact?

Step 3: Identify your Ideal Audience

Who is your ideal customer? If you could have an unlimited number of customers, but only one