Why common "find your niche" advice is failing creators (and what to do instead)

The creator economy is facing a silent crisis. Algorithms are disrupting creator-fan connections, and traditional "find your niche" advice is failing. Learn about the 5 phases of niche development, debunk common myths, and learn how to build true fan connections in this new era. It's time to create your Niche of One.

Every day, thousands of creators wake up to a harsh reality:

Their passion isn't paying the bills.

Their "niche" feels more like a prison than a path to success. And the online platforms they once relied on now seem to work against them.

This isn't just frustration. It's a crisis (let me explain why).

I've spent the last decade building over 10 businesses online. Some failed spectacularly. Others scaled to 6, 7 and 8-figures. Through it all, I've witnessed firsthand the massive shifts reshaping our digital landscape.

And let me tell you: the game has changed. The rules you learned even a few years ago? They're probably obsolete.

But don't worry too much just yet. There is a way forward. It starts with understanding the true phases of niche development and debunking the big lies we've all been sold about success in the creator economy.

What you'll find today:

• The 5 phases every successful niche goes through (and why most creators get stuck in phase 2)
• 3 massive lies about "finding your niche" that are holding you back
• A new framework for building true fan connections in today's digital world

This is a bit of a long one, but every word is important and can help you not just find your niche, but create your Niche of One.

The silent crisis nobody's talking about

Jack Conte, co-founder of Patreon (a platform that helps creators earn recurring income from fans), recently shared a message that made me feel so many things.

He described how the internet evolved from simple websites to social media to what he calls "the decade of ranking" – where recommendation systems determine what content gets seen.

Social media has fundamentally changed how creators connect with audiences.

This shift has broken the promise of direct creator-to-fan connections. It's made it harder for creators to reach their audience, build community, and sustain their businesses.

From my conversations with hundreds of creators and my own research, I've observed some telling patterns:

• Most creators believe finding the right niche is vital for long-term success
• Yet very few feel confident they've found a sustainable long-term niche
• Almost all creators I meet are confused by conflicting "find your niche" advice

The result?

Many creators who follow generic "find your passion" advice end up unsatisfied with their chosen niche. Those who try to "niche down" based on standard advice often feel stuck in a box.

And traditional niche advice rarely accounts for the fast-changing online world.

This isn't just a problem. It's an existential threat to the entire creator economy.

But before we can solve it, we need to understand the true phases of niche development.

The 5 phases of niche development

Every successful creator grows in phases.

You might have noticed this if you've followed creators like Ali Abdaal. He started as a doctor making study videos for medical students, then expanded to productivity content, then to broader topics including entrepreneurship and creativity. Each phase built on the previous one, allowing him to grow his audience while staying true to his core interests and strengths.

But growth phases are harder to spot when you're in the middle of your own journey.

It's too easy to get lost in the details, trying to do everything all by yourself. And before you know it, you're burned out, disillusioned, and ready to quit.

That's why it's important for creators to understand these phases and focus their limited time and energy on the right tasks for each stage.

These phases often overlap and you may cycle between them as you evolve, but understanding where you are helps prioritize your efforts.

Let's dig into the 5 phases of niche development.

Phase 1: Self discovery

This is where you explore your interests, skills, and unique perspective. It's exciting as hell, but terrifying at the same time.

You learn so much about yourself at this stage. And I'd argue this phase is where 80% of people fail because they rush through it or skip it entirely.

So here are two simple tips for navigating the Self discovery phase:

1. Embrace an explorer mindset. Don't pressure yourself to have it all figured out. This phase is about experimentation and learning (especially about yourself)
2. Document your journey. Start creating content about your process of discovery. This vulnerability can be incredibly attractive to potential fans.

When I was starting Viceroy Group (the company that would go on to generate $16 million in revenue across seven brands), I spent weeks figuring out what actually mattered to me.

Your values, personality, passions, interests, experiences, personal background, strengths, and weaknesses all need to be considered if you want to create your life's work around something that truly matters to you and brings value to others.

Action you can take today: Set aside 30 minutes to write down your unique combination of skills, experiences, and interests. What patterns do you see? What topics light you up when you talk about them?

Phase 2: Audience discovery & market research

Once you have a clearer understanding of yourself, it's time to turn your attention outward. This phase is all about understanding your potential audience and the market landscape.

Think of this phase as becoming a detective. You're not just looking for any audience, but the right audience that aligns with your unique strengths and interests.

Here's how you can take action in Phase 2:

• Conduct thorough market research. Spot trends, gaps, and opportunities in your area of interest.
• Talk with potential audience members. Use social media, forums, or in-person events to understand their pain points and desires.
• See what others in your space are doing. What are they doing well? Where are they falling short?

I remember when I was researching the market for Nicheology.

I spent countless hours talking to creators, analyzing successful niches, and identifying the common struggles that weren't being addressed. This research became the foundation for everything that followed.

One pattern I noticed was that most niche advice stops at "find a profitable niche" without addressing how to create a niche that's sustainable and aligned with your authentic self.

This gap became central to my approach with Nicheology.

Action you can take today: Find 3-5 online communities where your potential audience hangs out. Spend time observing the questions they ask and challenges they face. What patterns do you notice?

Phase 3: Category design (Creating your Niche of One)

Now that you understand yourself and your potential audience, it's time to carve out your unique space. This is where you start to define your niche more clearly.

Think of category design as sculpting.

You're not creating something from nothing, you're chipping away at the excess to reveal the core of what makes you unique.

Category design is a concept popularized by Christopher Lochhead in his book "Play Bigger." It's about creating a new category that you can dominate, rather than competing in an existing one. For creators, this means defining a space that's uniquely yours.

Here's where the structure of your niche begins to form:

• Develop your unique point of view (POV). This isn't just about what you do, but why you do it and how you see the world.
• Create your "Niche of One". This is the unique category that only you can occupy, based on your self-discovery and market research.
• Create your messaging and positioning. How will you communicate your unique value to your audience?

I remember when I was defining the niche for Teserea - a productivity brand I helped build within the Viceroy Group portfolio. Most productivity brands focused on getting more done in less time, but I noticed a gap.

I realized that Teserea's unique angle wasn't just about getting more done, but about aligning productivity with personal fulfillment. That POV became the foundation of the entire brand. We created planning tools that helped people identify what truly mattered to them, not just get more tasks checked off.

With Nicheology, I realized my unique angle isn't just about finding a niche, but about creating a "Niche of One" - a space that only you can occupy. This POV became the foundation of the entire brand.

Part of category design is identifying what I call your audience's "enemy." This isn't a person, but a problem, belief, or system that's holding them back.

My enemy is 'shallow "find your niche" advice'. That messaging appears throughout my content. I've positioned myself against surface-level advice and silently suggest that my philosophy and methodology is all about depth and practicality.

The enemy concept helps create clarity and unity among your audience. When they know what you're fighting against, it's easier for them to rally behind you.

Action you can take today: Write down the conventional wisdom in your field, then write how your perspective differs. What unique angle can only you provide based on your background and experiences?

Phase 4: Customer discovery process & crossing the chasm

With your niche defined, it's time to validate it with real customers and start building momentum. This phase is about turning your ideas into reality and finding your first true fans.

"Crossing the chasm" is a concept from Geoffrey Moore's book of the same name. It describes the gap between early adopters (who'll try new things) and the early majority (who want proven solutions).

Many creators get stuck with a small group of early adopters and struggle to reach the larger market.

Some actions to consider for Phase 4:

• Create a minimum viable product (MVP) or content series.
• Have direct conversations with early adopters.
• Improve based on feedback.
• Find and use your "crossing the chasm" moment - when you move from early adopters to a wider audience.

I learned this lesson with The Fragile Club - a mental health awareness apparel brand I helped build at Viceroy Group.

At first, we had a small but passionate group of early supporters who loved our mission of destigmatizing mental health conversations.

The challenge was moving beyond this initial group. Trying to do everything perfectly from the start led to paralysis. It wasn't until we started putting out "good enough" products, then improving based on real feedback, that we started to see real growth.

Our bridge across the chasm came when we created our ambassador program. Our early supporters became evangelists, helping us reach a much wider audience. This created the momentum we needed to grow the brand significantly.

Action you can take today: Identify your early adopters and reach out to 3-5 of them for direct feedback. What do they love about what you're doing? What would make it even better?

Phase 5: Growth & continued evolution

When you've found your initial success, you've likely reached Phase 5. This is where you start to scale your niche, push boundaries, and continuously evolve.

How will you grow without losing what makes you unique? This is where innovation, experimentation, and calculated risk-taking come in.

I'm currently in phase five with Nicheology, and here are some examples of how I'm planning to evolve:

• Experiment with new content topics and angles.
• Expand into connected niches and collaborating with complementary creators.
• Develop more advanced offerings for creators who have mastered the basics.
• Continue to adapt to changes in the creator economy.

Keep in mind, this phase never really ends. The most successful creators are those who continue to experiment, pivot when necessary, and adapt to changing circumstances.

Looking at successful creators who've mastered this phase, like Marie Forleo or Seth Godin, you'll notice they maintain their core message while continuously expanding into new formats, topics, and offerings.

Action you can take today: Identify one area where you could experiment or expand your current niche. What's a small step you could take to test this new direction?

Ultimately, your niche journey is unique to you. These phases are a guide, not a strict rulebook. The key is to stay true to yourself, remain curious about your audience, and always be willing to evolve.

And of course, as I continue to navigate these phases with Nicheology, I'll be sharing everything I learn with you along the way.

3 big lies about finding your niche (And the actual truth)

Lie #1: "Just follow your passion!"

This advice sounds great, doesn't it? Just do what you love, and the money will follow. But here's the truth: passion alone isn't enough.

I've seen countless creators pour their hearts into projects they're passionate about, only to struggle to find an audience or make a living.

The Truth: Successful niches exist at the intersection of passion, skill, and market demand.

Your niche needs to be something you care about, yes. But it also needs to be something you're good at and something people are willing to pay for.

When I started with The Fragile Club, I wasn't just passionate about mental health awareness. I had built skills in business operations during my time at Shopify and Viceroy Group.

I understood how to translate a mission into products people would buy. And we had done extensive market research to confirm that there was a real need for this kind of brand - one that made conversations about mental health more accessible through thoughtful products.

Action you can take: Map your passions, skills, and areas of market demand. Look for where they overlap - that's your sweet spot.

Lie #2: "Riches are in the niches – just niche down!"

This is the flip side of the "follow your passion" coin. The idea is that the more specific your niche, the less competition you'll have and the easier it will be to stand out.

But here's the problem: niche too far, and you might find yourself in a market too small to sustain your business.

The Truth: The goal is to be specific enough to be an expert, but broad enough to capture significant market share.

It's not about finding the smallest possible niche. It's about finding the right balance between specificity and market size.

For example, instead of niching down to "productivity tips for left-handed guitarists," I focused on helping creators find their unique niche. It's specific enough to differentiate me, but broad enough to appeal to a wide range of creators.

I experienced this firsthand with several of the Viceroy Group brands. When we got too specific with our targeting, we hit a ceiling on growth. The most successful brands found that balance between specificity and broader appeal.

Action you can take: Research the market size of your potential niche. Is it big enough to support your goals? If not, how might you broaden it while still maintaining your unique angle?

Lie #3: "Once you find your niche, stick to it no matter what!"

This lie assumes that your niche is a static thing, something you find once and cling to forever. But in our rapidly changing digital landscape, this kind of rigidity is a recipe for obsolescence.

The Truth: Your niche should evolve as you and your audience grow.

Your niche isn't a final destination. It's a journey. As you progress through the phases we discussed earlier, your niche should adapt and expand.

When I started in the creator economy at Shopify, my focus was purely on helping individuals sell their products. But as I grew and learned, my niche evolved to encompass broader questions of creator empowerment and sustainable business models. This natural evolution has kept my work exciting and relevant.

Look at any long-lasting creator - they evolve over time. Tim Ferriss started with "The 4-Hour Workweek" but has expanded far beyond that initial topic. His core themes remain consistent, but his niche has evolved significantly.

Action you can take: Review how your interests and audience have changed over the past year. What new directions might be natural evolutions of your current niche?

Now that we've debunked these lies, let's talk about how to actually build true fan connections in this new era.

Building true fan connections in today's digital world

Kevin Kelly, founding executive editor of Wired magazine, introduced the concept of "1000 true fans" in a seminal 2008 essay (updated in 2016).

The idea is simple but powerful: you don't need millions of casual fans to succeed as a creator. You need a modest number of true fans who are deeply connected to your work and willing to support everything you do.

As Jack Conte of Patreon often discusses, these true fans - the 5% of your audience that drives 90% of your engagement and revenue - are more important than ever in today's digital world.

Here's how to build these connections:

Focus on depth over reach

Stop chasing follower counts or views. Instead, focus on creating deeper connections with your existing audience.

When I was building The Fragile Club, we focused intensely on connecting with our early customers, asking for their stories, and featuring them in our content. This created a bond that turned customers into advocates.

Action you can take: Identify your 20 most engaged followers and create special content just for them. This could be a private Discord channel, exclusive livestreams, or personalized feedback on their work.

Own your distribution

Don't rely solely on social media to reach your audience. Build direct communication channels that you control.

At Viceroy Group, email marketing consistently outperformed social media in terms of conversions. While our social accounts had larger reach, our email list was where the real connection happened.

Action you can take: Start an email newsletter. It might seem old school, but email is still one of the most effective ways to reach your true fans directly. Set a sustainable cadence (weekly, bi-weekly) and stick to it.

Create a unique experience

In a world of endless content, what makes your niche truly unique? It's not just about the information you provide, but the experience of engaging with you and your brand.

With Popup (my e-commerce software company), we created a unique onboarding experience that included personalized welcome videos for new customers. This small touch made a huge difference in customer satisfaction and retention.

Action you can take: Develop a signature framework or methodology that's unique to your niche. For Nicheology, this is our "Niche of One" concept. What's yours? How can you package your ideas in a way that's immediately recognizable as yours?

Build community

Your true fans don't just want to connect with you – they want to connect with each other. Help create these connections to spark a vibrant ecosystem around your niche.

The Fragile Club became more than a brand - it became a community of people supporting each other through mental health challenges. We created spaces for these interactions, and they became the heart of the brand.

Action you can take: Create opportunities for your audience to interact, whether through online forums, in-person events, or collaborative projects. Start simple - a weekly thread where people can share their work or a monthly virtual meetup.

Continuously evolve

Remember, your niche isn't static. Stay tuned to your audience's changing needs and be willing to adapt.

With every business I've built, regular customer surveys have been invaluable. They've helped us spot shifts in needs and interests before they become obvious.

Action you can take: Set up a simple quarterly survey for your audience. Ask what they're struggling with, what they'd like to learn more about, and how their goals have changed. Use this data to guide your evolution.

The way forward

We're at a critical point in the creator economy. The old rules no longer apply, but the opportunities for those who adapt are greater than ever.

As Jack Conte says, "Don't forget what matters to you as an artist. Don't forget what fills you with pride to make. Don't forget your purpose for making things in the first place."

Your authentic niche – your "Niche of One" – is waiting to be created and shared with the world. It's not about fitting into a pre-existing category or chasing the latest trend. It's about creating a category that only you can fill.

This is what Nicheology is all about. I'm not here to give you a one-size-fits-all formula for success. I'm here to guide you through the process of finding, defining, and evolving your unique niche.

If you're ready to stop chasing algorithms and start building true fan connections, I've created Nicheology Academy to help you do just that.

Feel free to learn more about the Nicheology Academy here: nicheology.co

In this new era of creation, it's not about being everything to everyone. It's about being everything to someone.

Your true fans are out there, waiting for the unique value only you can provide.

Thanks for reading.

- Cait