Every creator wants a unique niche.

But today, we’ll discuss why most niching advice is bullshit.

If you’ve ever felt like you're going round and round in circles trying to find your 'unique angle'…

Or if you want to use writing to escape your 9-5 and start a new career…

This email is for you.

It’s a 6-minute read.

Working out your niche

Let’s start by clearing up 3 things.

First, you don’t ‘find’ your niche.

You create it.

Trust me, stop 'searching'.

I’ve filled books worth of notes trying to work out what makes me unique.

I’ve taken every course I could get my grubby ink-stained hands on.

Guess what?

Complete waste of time.

The problem is that most advice is practically useless as soon as you start writing. As the saying goes, no contact survives first contact with the enemy.

Which is why today will be pretty simple.

Second, you’re probably wondering what niche will make you the most money.

If you’re asking that question, you’ve got a long way to go.

The most profitable niche is the one you’re excited to write about every day.

The creator who loves their topic regardless of the result will always rise to the top on a long enough timeframe.

Third, there’s a secret to standing out in your niche.

… But I don’t wanna blow my load too early.

So today I'm gonna give you 4 quick ideas to help you decide what to write about.

And then we'll wrap up with the secret (and what to do next).

Niche idea #1: Where are you most curious?

Note.

Not 'most passionate.'

We’ll leave that shit for the Instagram influencers.

Passion isn’t something you follow. It comes after the fact.

It’s a result of hard work and persistence.

If you rely on emotion, you’ll quit at the first hurdle (and trust me, there're a lot).

Curiosity, on the other hand, is something you can follow.

It's the topic you can't stop thinking about. The question you feel needs to be answered. The idea that keeps bubbling up to the surface of your mind, dying to be explored.

The paradox of curiosity is that it's often a selfish pursuit - but it's the one that will help the most people.

Why?

Because by scratching your own itch, you'll reach people just like you.

Pay attention to what gets your attention.

Niche idea #2: Where have you transformed your life?

Your content will change dramatically when you realise everyone is telling themselves a story.

And if you look at every hero and heroine of your favourite movies, what happens?

They overcome their doubts and demons to become someone better.

So if you can help someone experience a transformation you’ve had - the transformation they need - they'll love you for it.

And because you've actually felt the pain your audience feels, you'll have genuine empathy.

That goes a long way when most people just want to make a quick buck.

And if you don't have a transformation worth writing about?

Perfect.

Think about the craziest, coolest shit you'd love to achieve...

Then go make it happen.

Document the journey and in 2 year's time, you'll be laughing.

Niche idea #3: Follow your talent

Let's clear up the difference between skill and talent.

Skill is what you learn.

If I gave you a month to paint a portrait of me (clothes optional), you’ll probably do ok. Or, if you’re as artistic as I am, it’ll look like a melted potato.

Either way, you’ve picked up some skill.

But talent?

Talent is what comes naturally to you yet feels like work to others.

Sure, you can build a name in any niche.

But there’s a power law at play.

If you go from the top 10% to 1%, it’s not a 10x result in revenue or reputation.

It’s often 100-1000x.

When you find something that’s effortless to you but tough to others, double down. Your work will feel like play.

Niche idea #4: Specific Knowledge

When I first heard Naval speak about specific knowledge, it shat me up.

The only specific knowledge I had was teeth. And I sure as hell wasn't gonna write scaling plaque.

But here’s what I know now my friend.

Specific knowledge is often buried in the blur of modern life.

When you explore your curiosity, find your talent, and help people transform, you’ll realise there is something you know better than most.

But here's a quick way to find it faster:

Ask your parents.

When I told my mum I was going to quit dentistry, I thought she’d be shocked.

But after persuading her I wasn't having a midlife crisis, guess what she said?

I’m not surprised.

Turns out my favourite hobby as a kid would be to write fantasy stories.

Aside from explaining why I barely spoke to a female until adulthood, it was a light bulb moment.

I've always loved writing and storytelling - I just forgot.

We often neglect our specific knowledge because we’re ‘too busy’ or we’ve been told to ‘be realistic’.

Well, screw that.

Online, the script is flipped.

Often, the best performing people are the most unrealistic.

Standing out

The internet's a bloody big place.

So when you start writing, it might feel lonely. You worry there're few people interested in the same topic. But the law of large numbers applies here. There're thousands of people just like you - you just haven't attracted them yet.

That will only happen if you lean into who you are - what makes you unique.

But the secret to standing out?

It's not about picking the best topics.

It's about embracing uncertainty.

The ideas we discussed today will give you a direction to point. But the rest is about letting go and seeing where you end up.

Your niche isn't a one time decision.

It’s an evolution.

A series of iterations as you bounce around ideas and infuse your content with your personality, writing style, and life philosophy.

So don’t worry about where you’ll be in 3 years.

It’s not important to define the end.

It’s important you decide to start.

The rest is about repetition. Volume destroys any doubts.