I’ve been shopping around for a car recently.

After 10 years of getting around just fine in Seattle without one, I think it’s finally time.

I have my eye on a Volkswagen - nothing flashy, just a sturdy, sleek, compact SUV.

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I’ve been working with a salesman named Parker at my local VW dealership.

He’s been really great — not pushy, super calm, no false urgency or hard sells.

What’s been striking me as well is that this guy has chosen a niche:

He sells Volkswagens all day, every day.

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And he seemingly loves it.

He effortlessly rattles off the differences between the different tiers of SUV models and trims.

Shares details of the VW warranty and typical maintenance schedules.

It even rolled off his tongue that VW doesn’t have “cloth” seats, they have “CloudTech” seats. 🤷‍♂️

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I started thinking about what keeps Parker so motivated and engaged in such a tight, self-selected niche?

To an outsider, it might seem like a rather rote day job.

But what I see is that he chose to specialize in the 'make', Volkswagens…

But he likely remains energized by things like getting up to speed on the new models every year...

The new trim options and features they offer...

The unique customer personalities walking through the door...

And ultimately, he’s rewarded with the satisfaction of sending people home in a new car he knows intimately and can stand behind. (Ok, and some cash.)

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Last week, we fast-tracked through selecting your ideal client and the problem you’ll help them with.

If you went through the steps, I hope you’ve been energized by your newly identified niche.

But you wouldn’t be alone if you also started feeling a little uneasy or trapped.

Your version of “Do I really want to sell only Volkswagens every day?”

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I’m here to remind you that selecting a niche is not about locking out opportunities.

It’s about unlocking deeper ones.

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Like Parker, you may have chosen the 'make' — i.e. solving xx problem for yy clients….

But don't despair: each new client context will represent a new ‘model’ to get up to speed on — unique market dynamics, client objectives, and stakeholder needs.

New ‘trims’ to offer — customized services, add-ons, follow-ons.

Unique personalities — to listen to, advise, and partner with.

And if that’s not enough to keep you engaged, ultimately you’ll be rewarded with the satisfaction of delivering a transformation you know intimately and can stand behind. (Ok, and some cash.)

Buckle up. It's time to niche down.

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🕵️‍♂️ Launching soon: The ‘Niche Finder’ Sprint

Starting next week, I’ll be piloting The ‘Niche Finder’ Sprint, designed to accelerate your answer to “Who should I serve, and how?”

In three 1:1 sessions over the course of one week, we’ll work together to pinpoint your genius zone, identify a viable niche + ideal client profile, and harness a little AI magic to speed up the process.

Sound familiar? It’s based on the process outlined here in The Lightbulb over the past few weeks, with added 1:1 thought partnership, access, and deeper AI-assist models.

I’ll be sending out details later today to those who signed up for the sneak peek list.

Spots are limited and first-come, first-serve.

If you missed the sneak peek list and want to hear more, just hit ‘reply’ and say ‘NICHE FINDER’ and I’ll forward you the details for you to consider.

Note: this is not a free experiment, but I’m offering a significantly reduced pilot rate in exchange for feedback. Excited to kick this off!

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💡

-Wes