There’s a small chain of shoe stores in my area called Wide Shoes Only.

I bet you can imagine what they sell there.

It’s a strong enough example of a niche strategy that I could honestly stop right here.

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But interestingly, I found out about them on a random r/Seattle Reddit thread called “Name That Place”.

The prompt was a meme asking “What’s that one shop in your city that’s a money laundering scheme but you can’t quite prove it.”

Someone chimed in quickly:

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Then, sure enough, loads of people started chiming in that they knew and loved the store:

“The one in Edmonds is legit. They are lovely ladies who always help me pick out shoes for my mom who wears a 6 F.”

“Do you have the name? I struggle hard to find good shoes and will be in Seattle in a week!”

“Wide Shoes Only is legit. While it doesn’t often look busy, I’ve been there a half dozen times and never been the only customer.”

“We’re underestimating both the amount of people with wide feet and the extreme lack of other options. it is the only store you can go into and try on some of these wide sizes in person.”

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Turns out, they’re a beloved institution, thriving by serving a need that no one else bothered to.

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So, if you’re wrestling with the question “how niche is too niche for my consulting business?”…

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Ask yourself:

Does it sound so obscure that people might think I’m running a front?

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Even going that narrow, you’ll likely find a loyal following.

As long as you’re crystal clear about what you do.

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💡

-Wes

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P.S. What's that store in your town? I'd love to hear 😂