Problem up or niche down?
I was scrolling on LinkedIn the other day and this comment from Katelyn Bourgoin stopped me in my tracks.
I’m a big fan of niching down. I’ve written about it a lot. I did a whole podcast episode on it with Allison Puryear.
But I also love the idea of “problem up.” As Katelyn explains, people buy to solve problems.
This is especially true for people seeking therapy. Maybe they want to manage their anxiety better, feel more comfortable at work, or stop fighting so much with their spouse.
So instead of “niching down” by targeting "millennial women” or “busy moms,” start with the problem they’re trying to solve and build up from there.