In the world of entrepreneurship, the standard advice for starting or growing a business is to ‘niche down.’
But in my business, I’ve come to a rebellious conclusion: you don’t always have to.
Embracing versatility and adaptability.
While many experts advocate finding a specific niche, I’ve found value in embracing a broader approach. An approach that serves my ADHD brain so I have the flexibility and diversity I need in my days, weeks and months. This has helped maintain my interest and motivation in what I do while allowing me the space to explore my interests and strengths.
Here’s the thing:
Instead of narrowing my focus, I choose to focus on the versatility and adaptability of my service offerings.
This allows me to work with a broader range of clients with varying needs and preferences, from individuals to not-for-profits and corporates. It has kept me open to new opportunities and areas of expertise while my business and I remain dynamic, adaptable to evolving trends, and ready for what comes next.
Of course, niching down isn’t wrong.
Niching down works for a lot of businesses.
By focusing on a specific niche, you can differentiate yourself from other businesses, position yourself as an expert in your field, and streamline your marketing to attract your ideal clients more easily.
Instead of trying to reach everyone in a broader market, finding your niche allows you to cater to the needs of a very specific group of potential customers. Even the largest brands today didn’t get started by trying to please everyone. It’s OK to start small and work your way up.
Entrepreneurs’ Organization
For a while there, I had a ‘niche.’
I specialised in supporting not-for-profits in the mental health and disability space with their digital media marketing.
And I loved it!
I loved building engaged online and offline communities, and I thrived on designing and coordinating impactful awareness campaigns. I was so energised!
That is, until I wasn’t.
Call it compassion fatigue combined with the changing nature of digital media marketing, which has shifted away from community building to a few unsavoury experiences.
The truth was, I was also bored and burnt out from giving my all to that one thing, and I needed a change as I yearned for a break from ‘all things mental health’ and just wanted to do something different.
I’m here to challenge the idea that niching is the only path to success.
Embracing a broader approach in your business offers advantages and can lead to unexpected opportunities.
A few years later, and after a lot of experimentation, trial and error, I have two streams in my business, which I navigate fairly comfortably (aside from the times I say ‘yes’ to too many things or fail to time block my calendar appropriately):
Strategic Marketing, Communications and Project Management for corporates and not-for-profits in Australia
Okay, that may seem like a lot; however, I have several retainers and recurring clients across corporate and not-for-profits that I work with consistently. That provides stability and diversity, as I use my key strengths to support them in numerous ways. As the relationships develop, there generally tend to be other projects and opportunities that arise that I may choose to tackle (or not).
I also have the balance of working with purpose-driven not-for-profits and corporates – satisfying my need to do something purposeful.
Side note: I’ve gotta say, after initially being reluctant, I’ve enjoyed dipping my toe back into the corporate world. It’s awesome having a marketing budget, I tell ya!). The experience has both challenged and invigorated me!
ADHD Coaching, Mentoring & Consulting
I initially started providing coaching services as a consultant to adults with ADHD and Autism through an organisation. Then, I went out independently, offering ADHD coaching and life coaching to anyone anywhere.
As I started to find my groove and recognised who I enjoyed coaching, I narrowed my focus to women with ADHD and lived experience of mental health challenges like myself. I also completed a health and wellness coaching course, thinking I could become a health and wellness coach; however, I quickly abandoned that for reasons I won’t go into here.
Recently, I’ve hit what I call my ‘sweet spot’ where I feel I am in my element, coaching and mentoring late-diagnosed women with ADHD, AuDHD and Autism who live in Australia.
Side note: I don’t turn away any gender. I’ve also worked with blokes of various ages. Consulting is a reasonably recent addition, and I’ll explore it more in 2025.
Find what works best for you.
Ultimately, the decision to niche down (or not) should be based on what works for you—your goals, strengths, and long-term vision (which can change!).
There’s no one-size-fits-all strategy.
Exploring different paths can lead to surprising growth.
Not conforming to the niche narrative has helped me thrive in my career and business. By staying broad, I’ve tapped into diverse markets, reached a wider audience, and kept myself open to new opportunities. It’s
It’s about finding what works best for you—even if that means going against the grain.
Want Support in Building a Business That Works for You?
If you’re a neurodivergent business owner or looking to start a business or side hustle, I offer personalized one-on-one mentoring. My mentoring is designed to help you navigate challenges, embrace your strengths, and create a business or career that aligns with your true self.
Reach out for a chat—I’d love to learn more about you!
