The path of least resistance
Despite the Henry David Thoreau quote, “The path of least resistance leads to crooked rivers and crooked men,” sometimes the path of least resistance is a good thing when it comes to marketing.
For example, when selecting a niche, it’s difficult to reach people you don’t have access to. The path of least resistance would be to select a niche you can reach through your network.
The same thing goes for new income streams. If you’re interested in paid speaking or consulting gigs, is there someone in your network you could reach out to and explore opportunities?
Sometimes the easiest way is the best way.