✈️ Mastering the Art of Unsexy Entrepreneurship

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Mastering the Art of Unsexy Entrepreneurship with Hold Co-Owner Nick Huber, Founder of Bolt Storage & The Sweaty Startup

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Each week, I reflect on lessons learned growing my newsletter & podcast — the good, the ugly, and everything in-between in raw, unfiltered, free-form writing.

How I Found My “Niche”

Last week, I gained 3,641 followers on X in 48 hours.

That's 15% of all my followers, ever.

It’s insane.

Don’t want to jinx it but… I think I finally found my “niche"!

After almost a full year, I started posting more about my Personal Holding Company and the content really started popping.

Case in point, my most viral Post (Xeet?) ever:

This got me thinking… what took me so long?

I pondered what makes a great “niche” for content creators.

And I’ve come up with 3 key ingredients to find YOUR niche.

Let’s dive in…

Expertise

This one is pretty straightforward.

The question you should ask yourself is:

“Could I become the go-to expert in this field?”

Ideally, you specialize in a niche that you’re already experienced in.

You don’t need to be the best expert in the world on the subject.

But you should definitely be experienced enough to call your shots.

In other words, if your niche is teaching basketball skills, you don’t need to be LeBron James but you should have played some level of professional basketball.

Authority

Even if you have the expertise, the sad truth is, that won’t matter unless you position yourself as an authority.

So the question to ask yourself is:

“Am I a perceived expert in this field?”

I learned this lesson the hard way.

When I started tweeting into the void last year with no audience, I was frustrated. Why?

Others who had no business experience would tweet the same thing and their post would go viral, while mine would fall flat.

Aside from having no audience, I hadn’t built my authority yet.

You can think of authority as “perception” directly related to your area of expertise.

You need both expertise and authority to attract an audience.

Supply / Demand

This is the trickiest component to nail, in my opinion. Why?

If you took Economics in college, you know prices go up with either:

• High Demand

• Low Supply

What you want is both high demand and low supply.

In other words, your niche is in high demand, yet not a lot of people have positioned themselves within it.

That’s your high ticket market.

Want an example? There was a gold rush of AI content creators when ChatGPT made waves earlier last year… high demand, low supply.

Those who mastered prompt engineering early made the big bucks with courses because AI was the hottest thing since sliced bread, and no one knew anything about it.

Now, take ghostwriting, for example. Twitter / X is filled with ghostwriters teaching others how to make money by becoming ghostwriters.

Unless you’re in the top 0.1%, it’ll be hard to differentiate yourself from other ghostwriters.

In other words, while demand might be there, supply is high.

It’ll be hard to stand out within this niche.

When you evaluate a potential niche, ask yourself:

• How much do people care about this? (Demand)

• Who are the other big players? (Supply)

Thanks for reading!

See you next week.

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