M02.02 Niche Perfect – NOT!

Some of you know your niche – you've been doing it all your life, and it led you to Alexander Technique. Musicians, performers of all kinds, hobbyists/enthusiasts already have a passion burning within to then leverage as part of an Alexander Technique biz development process. If you fall into that category, there is still a lot of work to be done, but a critical part is done. What if you don't have such a passion? What if it is not obvious to you at all what your niche is? I know that many of you are still struggling with this question, and first I want to assure you that this is normal. Knowing your niche is a process, a journey. You must match it closely to your passion/success drivers (Step One) because Alexander Technique is an industrial business which requires a long lead in time to secure reliable, long-term results. When you finally arrive as an expert and celebrity in your niche, you can then expect to be an epoch-making character, an industry changer – so you won't want to be leaving in a hurry. This is a life-time decision, not something your jot down on the back of a napkin. I have heard some Alexander Technique teachers talk in a wide-eyed fashion about golfing – how much money there is to make in this niche, how keen these people are. Yes, this is a rabid group of people who will spend money on just about anything if they think it will improve their game… But do you play golf? Do you like the kind of people who play golf? You better, because these people will accompany you for years if you choose this as your niche. Choosing your niche is a multi-faceted challenge for Alexander Technique teachers. When you are selling a physical product, then choosing your niche gets simpler. You will not be glued to these people all your life, just for one product cycle. They do not become the source of your friendships and community. So choosing inappropriately has less consequences. Not so in an Alexander Technique niche. That's virtually for life, so you need to thoroughly research it. One of the things I recommend is working through the worksheet I have uploaded: CTWS02 Niches-A#en (link will work when you log in as a Full or Pro Member.) For everyone, here is another useful exercise: List down every "who" you are, or have ever been. For example, I have been a father, son, industrial cleaner, waiter, theatre director, alcoholic, Alexander Technique teacher, lawnmower, business coach, lighting designer, stage manager, singer, CEO, usher, office worker, publisher, uncle, editor, graphic designer etc. etc. It's a fun journey through your life, and you end up with a list that may deliver some patterns of behaviour not immediately evident to you. Another way to approach this is to think about every "community" you have belonged to: political organizations, businesses, career circles, magazines you love reading, sports, religious groups, environmental/cause groups, what subjects did you enjoy in school? What does your mother say you loved doing when you were 5? It's called gathering information. Looking for a pattern. Finding the you that knows your niche. It's there, we all have one. Finding it is necessary – you have a month now to muse and wonder. So today – do the worksheet or process I suggested. You can also listen to my interview with Brazil Kritzer, and his interview of me, on the Niche topic. You will find that in the audio directory. (Full and Pro Members only) Let me know what you find...