I beg you, don't pick a niche until you read this | STFO 🤘

Six years ago, I published a series of interviews with people I admired and turned it into a little podcast called Everyone Hates Marketers.

I was still in love with the startupy-techy sector back then.

I wanted to help marketers in the technology sector grow without using shady, aggressive marketing tactics. I'd been working in that industry for a while, so it seemed like the obvious niche to go for.

But then, something weird happened…

Most of the emails I received came from marketing creators (copywriters, consultants, agency owners, ...) but also CMOs in retail, Broadway producers, photographers, lawyers, real estate agents…

"What the actual f*ck?"

At first, I thought, "They have nothing in common." Their industries seem all over the place. It made me nervous. I knew I was supposed to "pick a specific niche."

But!

After a few days, I realized something. Something rather important.

My listeners might not share the same industry, but they had the same worldview. They believed that marketing didn't have to be shady or aggressive. They didn't connect with the bullshit that most "growth hacking gurus" shared. They wanted to grow ethically by serving people.

Boom!

I simplified Everyone Hates Marketers' positioning as the only marketing podcast for people sick of marketing bullshit.

And it continued to grow.

The lesson?

When it comes to picking a niche, it's much easier to start with people who BELIEVE in the same thing and want to achieve the same thing... than serving a group of people with the same job title (or any other demographics/firmographics).

Worldviews > Demographics.