Find Your Cult Customer—and Scale Without Losing Your Soul - Episode 64

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How business coach Nikhil Paul helps companies grow by going narrow, not wide

Most business owners think scaling means reaching more people.
Nikhil Paul says it’s the opposite.

In this week’s Outside Insights, my longtime friend and small business growth coach shares why the fastest path to growth is going narrow, not wide—and how identifying your cult customer can transform your business.

“You don’t need everyone to get to the top. You just need a small, cultish base that loves you, forgives you, and tells everyone about you.” – Nikhil Paul

Your cult customer is the one who:

• Pays you the most
• Forgives you when you mess up
• Loves your product so much they can’t stop talking about it

When you know exactly who they are—and build your business around them—you stop chasing everyone, and start leading someone.

We explore:

• What CrossFit, Costco, and Patagonia can teach us about niche obsession
• Why embracing your “weirdos” can turn a company into a movement
• The pen-and-paper exercise that reveals your cult customers in 10 minutes
• How doubling down on your core audience can let you break industry rules and still win

Along the way, Nikhil shares real-world stories—from Death Wish Coffee’s “too strong” gamble to Solé Bicycles’ pivot from exercise gear to lifestyle brand—that show how focus fuels profit, loyalty, and freedom.

If you’re trying to scale beyond $5M, reconnect with your company’s heart, or cut through the noise, this episode will give you the clarity—and courage—you’ve been looking for.

🎧 Listen to Episode 63 now
📩 Share this with a founder or leader who’s ready to grow by going narrow.

Until next time,
Chris

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