Why Most Businesses Stay Too Broad (And What to Do About It)
The biggest mistake in business is not a lack of effort. It is a lack of focus. Here is why most businesses stay too broad and how to fix it.
24 May 2026
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Choosing a niche is not about guessing. It is about applying a clear framework to find where demand, fit, and profitability overlap.
Most founders choose their market by accident. They stumble into a customer segment, or they pick whatever feels comfortable. Neither approach is reliable.
A good niche decision requires three things:
I use a simple four-filter approach when helping founders and operators choose a niche:
Not all problems are created equal. You want to serve people whose problem is urgent, expensive, or recurring.
Ask:
A niche only works if you can actually reach the people in it.
Some markets have severe problems but no budget. Others have budget but low urgency.
"The best niches are where pain meets purchasing power."
Can you build a moat? This could be:
Run your top three candidate niches through all four filters. Score each one honestly. The winner is rarely the most exciting option - it is the most practical one.
The goal is not to find the perfect niche. It is to find one that is good enough to commit to and build from.
For the full framework and case studies, read How to Niche Down (And Actually Make Money).
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