Since I started my business, the whole idea of niching always grated on me. Still, I followed the expert advice as it was my first rodeo, after all.
My brand looked polished, my copy converted, yet, I still felt invisible. While reflecting on the moment I finally admitted something felt off, it hit me: I hadn’t built a business around me. I’d built one that made sense on paper, but didn’t feel like home.
That’s when I realised I couldn’t niche my way into alignment. I had to come home to myself.
We’ve all heard it: “Pick a niche. Speak to one person. Know their age, their pain points, their coffee order.”
On paper, it sounds like clarity. Strategy. Success.
But for spiritually conscious entrepreneurs, coaches and creatives, it often feels like a distortion; like squeezing depth into a marketing formula that flattens the very essence of your work.
And hey, if niching has genuinely worked for you, good.
But if it’s felt confusing, constricting or just off, maybe that discomfort is pointing to a different kind of clarity.
One that doesn’t start with strategy, but with self.
Why corporate marketing logic doesn’t work for soul work
The mainstream coaching industry absorbed corporate marketing logic and applied it to a deeply relational, intuitive profession.
As a result, coaches feel pressured to manufacture clarity through ideal client avatars; fictional personas standing in for real people. And what often happens? You:
- Spend more time “figuring out your niche” than deepening your own message.
- Shape your content around what you think people want, instead of what you truly need to say.
- Dilute your essence chasing clarity that sells… but doesn’t reflect who you are.
In trying to get it “right,” you slowly walk away from your own truth. The more I niched (in the-boxing-in-kind-of-way), the more I disappeared.
The myth of the niche in a profession built on universality
Coaching, at its core, supports human beings through shared experiences: Fear. Doubt. Purpose. Longing. Transition. Expression (amongst others).
These are not niche problems, they are human ones.
Which begs the question: what if it’s not your niche that makes you relatable, but your resonance? From that place, you can still choose who you want to walk with: not from a script, but from soul recognition.
The truth is: You are the niche because your:
- perspective
- healing journey
- emotional range
- way of walking someone through the fire
…can’t be duplicated. That’s your differentiation. It’s your way of seeing, your stories, your truth and the texture of your message that magnetises the right people.
I’m not suggesting you fly blindly. You can absolutely have a preferred audience without shrinking yourself into a box. The distinction is that you’re choosing from alignment, not constraining yourself to fit a formula (matching the inner with the outer).
When niching becomes a performance, aliveness withers
Let’s be real: something starts to die when niching becomes performative.
You focus more on what they might be thinking than what you are here to say. Instead, you trade creativity for copywriting frameworks and tweak your truth to make it more “palatable.” I’ve fallen into this trap and believed the experts providing vanilla advice out there, forgetting my essence in the process.
Early in my business journey, I created a client avatar and refined my pitch. But the more I tried to be clear, the less I felt connected. I stopped saying what I really wanted to say and used phrases I’d never use in conversation. My body felt tense, my content flat. It looked good… but felt empty.
I remember sitting at my desk, rewriting a caption for the umpteenth time because it didn’t sound “expert” enough. Gradually, I felt like I was disappearing the more I edited.
In trying to get it “right,” I was slowly walking further and further away from my inner compass. I realised clarity wasn’t missing, it was buried.
So, I stopped performing someone else’s version of strategy and started listening inward.
Flip the frame: Know your essence, then let it speak
This isn’t about abandoning clarity or being vague. It’s about flipping the process.
So rather than asking, “Who’s my niche?”, instead, I flipped the frame and got curious:
- What do I deeply stand for?
- What fires me up and breaks my heart?
- What am I here to embody, live, transmit?
When you orient from the inside out, you don’t need to niche to be clear; your energy sharpens the message.
Your lived experience carries the signal, your truth does the filtering, and your resonance does the attracting. But what does it really mean to “know yourself” in this context?
What it really means when you are the niche
Being the niche isn’t just a vibe or aesthetic. It’s a deep recognition of what you’ve lived, what you’ve healed, and how that forms the bridge to your ideal clients.
Here’s what that can look like:
Your personal transformation: The big challenge you’ve moved through, the one that changed you, is often the same journey your ideal clients are now facing. They need someone who’s been there, knows the fire and now walks with clarity.
For me, that transformation was learning to trust my own rhythm in business and in life: slowing down, softening and still finding momentum. I used to believe structure meant force and control. Now I teach from a place of embodied structure rooted in intuition.
- Your core wound: That repeating struggle you’ve had to outgrow? It becomes your superpower. It gives you language, empathy and depth that your clients feel immediately. You’re not solving problems from theory, you’re offering the medicine you’ve earned.
I’ve always felt a tension between wanting to be deeply seen and the fear of exposure. My old pattern was overexplaining or proving. Now, I speak from stillness and let my truth land without needing to defend it. That shift has become medicine for my clients who carry that same fear.
- Your difference: There’s something about how you see the world, how you do things, how you be that doesn’t fit the mould. And that’s the point. It’s the very thing that helps your people recognise you as the guide they’ve been waiting for.
I don’t do hype, but I work with women who’ve outgrown formulaic success and want a deeper, truer way. That’s why I create spaces where clarity comes through feeling, not force and control.
- Your emotional magnetism: People feel you. Whether it’s your softness, your fire, your clarity or your quiet power. There’s a specific emotional energy you hold that speaks louder than strategy. That energy is your attraction field, and it’s what draws in the right clients without trying to “get it right.”
The energy my clients often reflect back is safety, depth and stillness. It’s not loud, not the words, but the feeling; it’s steady. And it gives them permission to hear themselves again.
Choose who you want to serve from a place of alignment, not performance
Being the niche doesn’t mean you speak to everyone. It means you bring your full self to the work and let that self naturally resonate with a specific group, the ones who are most aligned with your essence, message and way of being.
For me, that resonance naturally draws in spiritually conscious entrepreneurs, creatives and coaches who crave depth, sustainability and truth in their work. I didn’t select them from a niche template; I recognised them as reflections of parts of myself.
This isn’t about flying blind or avoiding focus. It’s about allowing your clarity to emerge from within, and letting your message call in the people it’s truly meant for. You don’t have to narrow your truth to fit a niche. But you can bring your whole self to a chosen space and in doing so, transform it.
If you’re feeling the nudge to begin reconnecting with that inner alignment, consider joining Coffee & Inspiration. It’s a gentle, idea-friendly space where you can start exploring what your unique expression might look and feel like without pressure, performance or polish.
You become the niche when you name the box you broke out of
This is the work:
- Speaking from your emotional truth.
- Trusting your lived experience.
- Letting your inner fire lead.
In other words, that’s how you become the clearest message in your brand.
And that’s how your people find you. Why?
Because you are the niche when you name the box you broke out of… the same one your clients are still stuck in.
Unlike conventional advice, that clarity doesn’t come from market research, it comes from living it. And when you speak from that place: embodied, earned, unapologetically yours, the right people don’t need convincing.
They just know.
Resonance over relevance
The deepest client attraction isn’t strategic, it’s energetic.
Let’s be clear: you don’t attract clients because you nailed their demographic profile.
You attract them because they feel you. They feel your:
- clarity
- courage to speak differently
- lived resonance with the thing they’re walking through
That can’t be taught in a 5-step niching workshop or mirroring your audience in your content when you “speak like them”. That’s manipulation, not alignment.
And the cost of that narrowing? A slow erosion of creative power, intuition and real connection, the very source of your magic.
Above all, strategy should support your truth, not override it.
Why letting yourself be the niche changes everything
To the ones who’ve struggled to fit into a neat little box: maybe you weren’t meant to.
When you stop trying to fit into someone else’s version of clarity, your voice softens and strengthens. Your words carry weight because they’re rooted in your truth. People find you, not because you nailed the pitch, but because you became undeniable.
So instead of asking “Who am I for?” try asking: “Who do I become when I speak from my whole self?”
Let’s flip the script and build businesses rooted in soul, not strategy alone. Because your uniqueness is your greatest asset, and that will speak for itself.
That said, this shift from fitting a niche to becoming my essence didn’t happen overnight. It took unlearning. Pausing. Letting go of strategies that sounded good but drained my spirit. And learning to trust that my story, my way and my energy were enough.
I invite you to pause and take a step inward with these questions. Let them be a soft landing, not for answers, but rather for deeper noticing:
- What shifts when you stop trying to make your message “fit” a niche… and start letting your essence lead?
- What are you here to embody, live, share, transmit?
- What might you discover when you stop narrowing… and start deepening?
Until next time,
And if you’d like support or company on that journey, you’re warmly invited to join Coffee and Inspiration.
A free, soulful space where spiritually conscious entrepreneurs, professionals, coaches and creatives gather to ground your next steps, refine your direction and reconnect with the joy of creating.
You have two ways to join the experience: Group or 1:1.
Both are rich, real and designed to meet you where you are.
Here we drop the masks, play with ideas and start uncovering your secret sauce.
Think of it as a low-pressure, high-alignment creative lab for essence-led expression.