Before Finding His Unique Approach

Mark didn’t want to be a consultant anymore. He didn’t want to implement EOS, six geniuses, or any of the other programs he was certified in. Too many people were doing it.

On top of that, he was bored with it. In our first meeting, I honestly thought he fell asleep while telling me what he did for a living. He was walking dead, driven only by a habit of discipline.

In our first niche discovery meeting, I asked about his perspectives. Were there any hunches developed over 25 years in business? There were. He’d always believed there was a connection between strategy and culture. He said, “When that connection is healthy, employees are accountable, vulnerable, and willing to engage in healthy conflict.”

OK, I’ll admit it was a little rough around the edges, but interesting. I knew in time we could develop the idea.

In three weeks, we had turned that raw perspective into a niche product that was incredibly compelling. We had a unique customer experience, a competitive analysis, and a clear picture of his market. And Mark was ready to launch like a cannonball.

After Finding His Unique Approach

Now, he walks into a business and explains that there is connective tissue between strategy and culture, just like tendons between muscles and bones. If that connection is strong, the company wins. If not, the company will be in the doghouse. He’s got data, stories, and simple logic that make it easy to understand. When his audience hears his unique idea, they say, “I’ve never heard that before, but it makes complete sense.”

As you might imagine, things are going well for Mark.

Several personal benefits also showed up:

  • He looks 10 years younger. I’m not kidding. The guy who looked like a zombie in our first meeting now looks engaged and energetic.
  • He talks to anyone he can get in front of. He’s got a 30-second, 3-minute, and 30-minute pitch and uses each several times a week.
  • He is confident with his new direction, which is better than a bucket of gold. He’s found his true path.

Soon after we found his niche, Mark asked his marketer to update his sales funnel. She asked me what kind of voodoo juice Mark had been served. She had never seen him so excited.

You would think this took months. But start to finish, we spent 10 hours together over three weeks.

Mark’s business will never be the same.

In the end, your niche will give you motivation and direction. He couldn’t accomplish that by implementing EOS. He just didn’t want to do it anymore. He wanted to implement his own ideas. Now he can. And at this point in Mark’s life, that matters a whole lot.

Ready to explore your unique approach to business?
I’ve got a free guide where you’ll find in-depth information on what a niche is (and isn’t) and insightful self-assessment questions to gauge if niching down is your golden ticket.