As entrepreneurs, we have to ask ourselves the big questions so that we can focus our business. Here are a few of the core questions:

  • What’s my niche?
  • Where do I find clients?
  • What problem do I solve?
  • And the most important question: What’s my ONE thing

I can already hear you saying, “I like doing a lot of things!” “I’m interested in a lot of things!” “I don’t want to limit myself!”

When you do “a lot of things,” it’s hard for people to know what to hire you for.

You can be interested in a lot of things, but focusing on ONE thing (at a time) makes it easier to grow your business.

Nobody’s suggesting you “limit yourself.” This may sound counteruintive, but owning your ONE thing creates expansiveness.

Doing a lot of things is not the same as being known for ONE thing

I have a client who’s a doctor, an artist, and an author. She wants to be known as the expert for her book’s topic. 

For branding purposes, the book is the dog; everything else is the tail. 

When you’re known for ONE thing, the people who need you can find you, others will know who to refer to you, and your marketing content will connect with your audience.

When you’re known for ONE thing, you’ll get invited to be a guest speaker, a podcast guest, deliver keynote talks at conferences. 

Why? Because you’re known for ONE thing.

Your ONE thing is the essence of your brand

Your ONE thing is like the trunk of a tree for your business. There can be many branches, but there’s no tree if there’s no trunk. 

Effective brands are known for ONE thing.

You’ll get referrals when people can understand the essence, the ONE-thingness, of what you do. 

Even the Buddha just did one thing

Early in his life as a teacher, he said: “I teach one thing only: suffering and the end of suffering.” Then he taught a course to the people who wanted an end to their suffering.

That’s a brand. 

I teach one thing only: how to know, own, and express your brilliance. 

What’s your ONE thing?

What’s the essence of what you do, the trunk of your tree, the dog not the tail?

Need help to discover your niche, to find your ONE thing? Let’s talk.



Branding, Niche