212. Does Your Niche Have to Match Your Purpose?

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May 5, 2024 • 36 mins

My guest today is Matt Winters who recently changed his niche away from helping gay men go from feeling stuck and lonely to having the authentic connections they want in all areas of life. Now, Matt plans to leverage a career full of experience toI help leaders relate to people as humans instead of as simply resources.

Matt came to the conversation feeling conflicted and murky.

Was he taking the easy road and neglecting truly meaningful work?
What does it say about him if abandons a community of people he cares about?
And is he even sure that his new niche is a viable one?

So many questions muddied the waters that caused Matt to just feel stuck. The two of us started by just questioning the idea that if you are indeed values driven, every aspect of your work must be filled to the brim with purpose. From there, we just explored Matt’s new niche and addressed each fear he had around it.

Then, we wrapped things up by identifying three clear steps Matt can take to complete some marketing research and start bringing in new clients. Matt showed up with so much authenticity and care throughout the episode. You’ll hear it right away. And as coaches, there’s nothing better than working with an open hearted, truly coachable client, which was 100% Matt. By the end of our conversation, I think we both felt grounded and clear about how purpose and meaning show up everywhere when you are a person who cares about purpose and meaning.

Key Takeaways:

Alignment over Palatability
Refine Your Deep Niche
Target Ready Clients
Embrace Fluidity
Practice Self-Compassion

Key Topics & Timestamps

[03:00] Matt shares his desire for clarity in his niche transition
[03:57] Matt discusses his guilt and feelings surrounding the niche change
[04:41] Dallas clarifies the root of Matt's challenges and offers a perspective shift
[06:03] Dallas shares a story about aligning purpose with work
[08:15] Matt reflects on his past experiences and expectations of purposeful work
[11:00] Distinction between narrow and deep niches
[12:52] Matt explores the need for refining his deep niche.
[14:48] Dallas and Matt discuss communicating authentically without worrying about palatability
[16:00] Explanation of awareness ladder and the readiness of potential clients
[19:22] Importance of targeting the right audience for referral marketing
[20:17] Dallas and Matt summarize the ideal client profile and how to identify potential clients
[23:33] Dallas highlights the value of engaging with individuals who may not be ready clients, as they provide valuable insights for refining Matt's message
[25:02] Dallas and Matt discuss a “Getting Started Action Plan” around market research
[25:48] Dallas proposes integrating market research into Matt's existing Client Surge process
[28:17] Dallas shares a personal story illustrating the power of mindset in navigating challenges
[30:25] Matt shares how he would relate to his work, progress and the building of his business if he could choose the way
[34:57] Dallas summarizes the next steps for Matt