niche 1. A recess in a wall, as for holding a statue. 2. A cranny, hollow, or crevice, as in a rock. 3. A situation or activity specially suited to a persons abilities or character. 4. Ecol. a. The set of functional relationships of an organism or population to the environment it occupies. b. The area within a habitat occupied by an organism.
The American Heritage Dictionary, Second College Edition
For years I struggled with the concept of niche. I knew that choosing the right niche market was considered essential to business success, yet for me, as for many professionals, choosing a niche felt like the kiss of death.
When we dig in our heels against choosing a niche, we are probably responding to the first two definitions above. After all, who wants to do business in a hole in a wall or in a tiny, rocky place? If you believe that defining your niche market means choosing a hard, cramped, and confining space, no wonder you resist.
People who bring their heart and soul to their work will resist niche marketing that tells them they must restrict the ways in which they offer value to the world. The good news is that choosing your niche...
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