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.

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!

The post My Unconventional Advice: You Don’t Have to Niche Down in Your Business appeared first on Janine Defontaine.

Through my personal experience as a business owner with ADHD and Sensory Processing Challenges, I’ve discovered that thriving in entrepreneurship doesn’t mean subscribing to hustle culture or burning yourself out to “keep up.”

It means creating a business and a life that works with your brain, not against it.

Here are some tips that have helped me run my business in a way that aligns with my values, energy levels, and strengths:

1. Say No to Hustle Culture

Hustle culture might work for some, but for neurodivergent folks, it can quickly lead to burnout. Instead of working endless hours, I’ve found that focusing on quality over quantity has made all the difference. Boundaries are not just important—they’re essential.

Set clear work hours, create space for rest, and don’t be afraid to say “no” to projects that don’t align with your values or capacity. Remember, you’re building a business that works for you, not the other way around.

2. Work with Values-Aligned Clients and Purposeful Projects

Dopamine is a big motivator for neurodivergent brains, so working on projects that truly excite you is key. Collaborate with clients who share your values and invest in purpose-driven work that sparks your passion.

When you’re engaged and connected to what you’re doing, it’s easier to stay motivated, focused, and productive. Plus, working with aligned clients means building authentic relationships that make work feel less like “work.”

3. Design a Schedule That Aligns with Your Energy Levels

Traditional 9-to-5 Monday to Friday schedules don’t work for everyone—especially if you’re neurodivergent. Learning how and when your brain works best can transform your productivity.

For example, I schedule focused work during my “peak brain hours,” usually mornings, and save less intensive tasks for the afternoons when my energy dips. I also build in transition times between meetings or tasks to help avoid overwhelm – which could include a quick walk with the dog around the block.

Flexibility is your friend. Find what works for you, and don’t be afraid to experiment with your routine.

4. Prioritise Movement and Breaks

Movement isn’t just good for your body—it’s great for your mind. Whether it’s a quick walk, stretching, or even dancing in your living room, movement throughout your day can help reset your brain and boost creativity.

And don’t underestimate the power of breaks. Stepping away from your work—even for just 10 minutes—can help you come back with fresh eyes and renewed focus.

5. Take Holidays (Yes, You Deserve Them!)

As a business owner, it can feel impossible to take time off. But rest and recharge are critical for sustainable success.

Plan holidays or even short breaks to reset, recharge, and come back to your business with more energy and perspective.

Trust me—your business will thank you. (I learnt this the hard way recently after a long-needed holiday to Vietnam where I left my laptop at home! I felt so refreshed and recharged returning home).

6. Ask for Help

We can’t do it all, and we don’t have to. Identify tasks that don’t align with your strengths or drain your energy, and find ways to delegate or outsource them.

For example, if admin tasks or bookkeeping aren’t your thing, hire someone who thrives in those areas. If you’re stuck with marketing yourself, consider using an AI tool like Chat GPT to flesh out some ideas and to design a plan.

Asking for help isn’t a weakness—it’s a smart way to focus your energy on what you’re great at and passionate about.

7. Self-Care is Non-Negotiable

Running your own business is hard enough without neglecting your well-being. Build self-care into your routine.

For me, this means practicing mindfulness, keeping a “self-soothe kit” on hand, and maintaining boundaries that protect my mental health.

When you take care of yourself, you show up as your best self—not just for your business, but for your clients and loved ones too.

Your Business, Your Way

At the end of the day, there’s no one-size-fits-all approach to running a business—especially as a neurodivergent entrepreneur.

What matters most is creating a system that works for you and aligns with your values, energy, and goals.

If you’re a neurodivergent business owner, I’d love to hear your tips for thriving in entrepreneurship. What’s one thing you’ve done to build a business that works for your brain?

Want Support in Building a Business That Works for You?

If you’re a neurodivergent entrepreneur or professional looking for personalized guidance, I offer one-on-one mentoring designed to help you navigate the challenges, embrace your strengths, and create a business or career that aligns with who you are.

Together, we can work on strategies tailored to your unique brain, develop systems that support your success, and find ways to balance your work and well-being.

Learn more about my mentoring services here or reach out for a chat—I’d love to help you thrive!

The post Thriving as a Neurodivergent Business Owner: Tips for Success Without the Hustle appeared first on Janine Defontaine.