Creative people can't niche down.

 

 

Pick a niche. Own it. Stay in it. 

Two years ago, I would have written that too.

But I've watched something shift on Instagram and inside the Residency, and I'm done pretending this works the way we used to teach it.

Your offering? Your positioning? Your avatar? These can all be replicated. That's how we end up with twelve yoga teachers all selling the same $47 meditation courses to the same exact audience.

But your lens — how you see the world, the questions you ask, the connections you make that nobody else makes :: that's impossible to copy.

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I've been thinking about design and communication for a long time now. But underneath that work was always a bigger obsession:    1) Why do some ideas stick and others disappear?    2) Why are some accounts growing at exponential rates while the rest are decreasing?    3) What makes a brand feel like something before you even read a word?

I believe it lives in what you've come to believe about your work and about who you serve.

 

How to find your actual lens. Real examples from Residents who are making money because of how they see, not what they teach. And the three questions that will make your positioning unmistakable.