Finding A Niche is Overrated

And why sharing your own perspective is your best niche

Good morning everyone,

I know, I know… long time no see, but life happens when you’re trying to build something. But… I’m back.

I used the last few weeks of my absence to think a lot about niches: how to find my niche and how to position my content. With 9+ years in marketing and a brain that’s trained to analyze everything through a marketing lens, I always thought it was clear - I had two options:

• Find a niche that’s not too saturated

• or, if you’re in a saturated niche, do something different to stand out.

That’s it. I thought that’s how it worked.

Then a friend of mine told me: “Write about things you’re excited about. Don’t try to create content for algorithms or narrow yourself down. The moment you start hating what you post, it’s game over.”

Boom - my whole marketing mindset was shattered because he was right.

I started this newsletter in November 2024 by analyzing and deep-diving into sales funnels, which was my attempt to do something different in a saturated market… more detailed than every other article about funnels. At first, it was exciting, but after 2–3 months, it started to feel like work. And if you have to work next to work, you start hating it. So I paused.

I started again in 2025 with a different concept. I had many ideas, tried to monetize, but a couple of months later, the same thing happened. So I paused again.

This time, I’m doing something different. Instead of trying to force myself into a specific topic or stick with something just because it’s “different”, I’m simply sharing my thoughts, raw, honest and creating content I actually enjoy.

I already know my niche very well: growth, AI, and the startup ecosystem. And the thing that makes my content different is my perspective - I guess that’s what the word “personal” in personal branding means.

So.. off to new horizons.

AJ

---

Subscribe to The Growth Diary

By Andreas Just

---