Derek Sivers

Entrepreneur, programmer, avid student of life. I make useful things, and share what I learn.

If you target sharp enough, you will own your niche

Let's say you've decided that your style of music should be proudly called “powerpop”.

If you say, “We're powerpop!” in the very first sentence or paragraph all of your marketing.
If your email address is “powerpop@yahoo.com”
If your album title is “Powerpop Drip and Drop”
If the license plate on your band van is “POWRPOP”

Well then... when someone comes into my record store and says they like powerpop, guess who I'm going to tell them to buy?

Have the confidence to find your niche, define who you are, then declare it again and again and again and again.

If you do it persistently enough, you will OWN that niche. People will not be able to imagine that niche without you.

(You can try to make your own, if you're brave. You might be “the best techno-opera artist in the world”.)

If you target sharp enough, you will own your niche