Hey There Worthy Folks,

If you read my last article, you may have seen that I struggle with picking a lane. Today I'm sharing something that has frustrated me for years - the idea that when starting a business or building a brand (personal or not) you need to pick a damn niche!

I👉 [Dive into the full post here]

In my days of marketing and helping cult brands expand into Asia, I noticed something fascinating: the brands that truly captivated people didn't succeed because they had a perfect niche. They succeeded because they stood for something more. Yes, Simon Sinek talks about finding your WHY, but I've come to realise it's not just about your why - it's about finding your premise.

While your 'why' speaks to your personal motivation, your premise is the lens through which you see your entire field, the unique perspective you bring that transcends categories and boxes.

It's the difference between "I teach productivity techniques for business owner." to "Productivity isn't about doing more – it's about creating space for what truly matters."

See how that shifts everything?

I always cringe when someone tells me to niche down, and I never use this advice when working with individuals or brands who are just starting out. I've never prescribed to the idea of niching because I've seen firsthand how it can stifle the very magic that makes someone or something unique.

I truly believe premise trumps niches because it opens up a world of possibility. It isn't confined to a single industry or category - instead, it allows you to naturally and organically attract the right folks who resonate with your way of seeing things.

In today's deep dive I've written more about moving beyond niching and touch on:

• What exactly a premise is (and why it's more powerful than just a 'why')
• The problem with niching (and why it might be holding you back)
• Examples of niches vs premises (that will make you think differently about your work)
• My own journey and how I ended up finding natural niches from that, including the evolution and pivots
• How to find your own premise (as an individual, founder or business looking to build your brand narrative with a power of pull vs power of push marketing)

This premise-first approach has allowed me to stay true to my core beliefs while building deeply meaningful connections with exactly the right people, and it's given me the freedom to pivot and evolve over the years without losing my centre.

I👉 [Dive into the full post here]

To standing for something bigger,

Grace

P.S. If you've ever felt that knot in your stomach when someone asks about your niche, this one's for you. 💫

P.P.S. I also dropped a new article around Reimagining Value Creation in Business in case your interested!​