095 Niche on the Problem, Not the Demographic

Hey everyone, today is another solocast for you.

Most agencies pick a vertical and call it positioning. "We serve dentists." "We work with SaaS companies." But that's a filter, not a position — it tells people who you work with, not why they should hire you.

In this episode, I break down the three layers of niching that most agencies collapse into one — and show you why leading with the problem changes everything about how clients find and choose you.

In this episode, I cover:

• The difference between vertical niching (industry), horizontal niching (job function), and problem-based niching
• Why vertical-only positioning turns you into a generalist inside an industry — competing on price instead of expertise
• How the three layers work together: vertical and horizontal are for targeting, the problem is for positioning
• The cross-industry bonus — why problem-based positioning attracts clients outside your vertical
• How to find your problem: look at what your best clients had in common — not in industry, but in situation
• The positioning formula: "We help [horizontal] at [vertical] companies solve [problem]"

If your current positioning statement only describes who you serve, this episode will show you what's missing.

Also, here's the article on how to differentiate your agency I mentioned in the show. 

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