The biggest debate in the creator business world:

“Should I go broad or niche down?”

Here’s the truth: both extremes will sabotage your growth.

When you go too broad, you disappear into the noise.

When you niche down, you build a cage around yourself.

Let me show you why:

1. The Trap of Going Broad (Breadth)

Most creators start here because it feels safe.

The logic is simple:

“If I appeal to more people, I’ll grow faster.”

But here’s the problem: when you try to connect with everyone, you connect with no one.

Think about those motivational pages or meme accounts with millions of followers. They get tons of likes and shares, but how many of them are making consistent $10K months, let alone $100K?

Almost none.

Why?

Because broad doesn’t build trust.

Motivational quotes and funny memes are entertaining, but they’re disposable. People scroll, smile, and move on.

Breadth makes you visible, but it doesn’t make you profitable.

2. The Trap of Niching Down (Depth)

You focus on a specific audience, solve their exact problem, and dominate that space. This is where you’ll find those 5K-10K follower accounts making $10K-$50K months.

They’ve built trust.
They’ve established authority.
They’ve carved out a unique identity.

But this path has its own dangers:

• It’s harder to reach bigger audiences because your message isn’t broad enough to resonate outside your niche.
• It limits your ability to evolve. You lock yourself into one thing, and when your interests or the market shifts, you’re stuck.
• It shuts down bigger opportunities. When you only focus to a small group, you miss out on the chance to reach and inspire more people.
• It devours your passion. Without room for creativity and curiosity, doing the same thing repeatedly becomes exhausting, even if it’s profitable.

Neither extreme is the answer.

Go too broad, and you dilute your message.

Go too narrow, and you destroy your potential.

So, what’s the answer?

Balance Depth & Breadth (The Key To Building a Profitable Niche)

Depth and breadth form the foundation that allows you to grow without feeling boxed in.

You stay grounded in your expertise while remaining flexible enough to evolve, adapt, and reach bigger audiences.

Now, let me show you how to combine both (using a creator example) to create a profitable niche from your expertise and interests.

Later in the letter, I’ll guide you on how to create your own unique “niche of one” and stand out in the age of AI and copycats.

So, keep reading.

1) Depth of Expertise

Depth is what earns you authority and trust.

It comes from experience. From solving real problems. From the hours you’ve put in to improve your craft. It’s what makes people think… this person knows what they’re talking about. I want to learn from them.

This could come from your profession (e.g., working as a fitness coach, attorney, or software engineer) or developing a specialized skill (like copywriting, design, coding, or video editing).

If you’re a doctor, that’s expertise.

If you graduated as a prompt engineer, that’s expertise.

If you’re helping SaaS companies get more sales through email marketing, that’s expertise.

But depth alone won’t take you far in the creator business.

Without connecting your skills to the world, you stay isolated. No matter how brilliant you are.

You become a lighthouse in the middle of a forest: bright, but unseen.

2) Breadth of Knowledge

Breadth fuels creativity and connection.

It’s about applying your depth of expertise in ways that resonate with a broader audience.

This comes from what you’re naturally drawn to:

• The books you read
• The videos you watch
• The conversations you have

A digital marketer could write about how spirituality connects with entrepreneurship, the importance of a personal brand, how to build sales funnels, etc.

A fitness coach could write about how to lose weight, build muscle, develop strong habits, eliminate bad ones, the impact of Stoic philosophy on people’s lives, etc.

Now, let me paint a picture for you.

Jefferson Fischer is a great example of combining his deep expertise in a specific area (depth) with creativity, interests, and curiosity (breadth):

He’s a trial lawyer.

That’s his depth of expertise.

But here’s where it gets interesting: Jeremy doesn’t create content about how lawyers can win more cases and communicate their value better.

He got creative and thought:

“Clear communication isn’t just for lawyers. It’s for everyone!”

And that’s when things clicked.

He started making content about all the ways people struggle with communication:

• Turning “no” into “yes”
• Arguing less, talking more
• Commanding attention in any room
• Speaking up in meetings without freezing
• Anything related to communicating yourself better

He simplifies complex ideas about communication and makes them easy enough for even a child to understand.

It’s no wonder he gets millions of views every time he posts a video:

Here’s the best part: he’s doing it all from his car.

No fancy setup. Just a smartphone and a clear message.

It’s proof that combining deep expertise (like a lawyer mastering communication) with creativity and curiosity (solving universal problems around communication) can create powerful impact.

Why People Trust Him?

They trust him because he’s proven.

He’s a lawyer who’s won cases. Someone who knows what high-stakes communication actually looks like.

He leverages his deep expertise, which gives his advice weight.

And when he combines that with his creativity and ability to speak to a larger market, he’s got the recipe for leverage, profitability, and viral success.

If he focused only on depth (teaching lawyers how to win cases), he wouldn’t have such a significant impact or be able to grow both his law firm and personal brand.

Breadth makes your depth universal.

It turns a niche skill into something everyone can relate to and benefit from.

It makes you human.

It’s what makes people want to engage with you, because they see themselves in your work.

Now, let me guide you on how to create your own unique “niche of one” (and stand out in the age of AI and copycats):

How To Build Your Profitable Niche Of One

By now, you should be aware of the following:

The key to building a profitable niche lies in balancing depth and breadth.

• Depth establishes your authority by showcasing your expertise and solving specific problems.
• Breadth allows you to connect with a wider audience through creativity and universal appeal.

When you combine deep expertise with curiosity and the ability to address broader needs, you become irreplaceable.

So, let’s break down how you can create your own “niche of one”:

1) Find Your Why

If you don’t have a “why,” you won’t achieve anything in life.

Knowing your “why” ensures that your actions align with who you are and where you want to go.

It gives you a reason to:

• Reflect before you sleep
• Push yourself to grow daily
• Wake up and fight for your dreams

So, here are 4 questions that helped me find my why back in 2023:

1) What is the most painful thing you want to escape?

A toxic job?
Feeling stuck?
Financial stress?

For me, it was:

• A 9-to-5 I hated
• Living with 8 strangers
• Being 1,300+ miles away from my family, friends, and home

It’s critical to get clear on what you want to escape. That’s your reality. It exists now. That pain drains your energy and well-being daily.

The sooner you face that pain and acknowledge it, the sooner you can take action to destroy it once and for all.

2) What would break you if it stayed the same for 5 more years?

Picture your life unchanged:

• Same job
• Same stress
• Same emptiness

Does it scare you?

Good. Use that fear as fuel for urgency.

Urgency is the secret ingredient to transformation, and imagining your life in its worst scenario can sometimes be the wake-up call you need.

3) What’s your deepest goal that adds the most meaning to your life?

For me, it’s having the 5W’s:

• What I do.
• When I do it.
• Where I do it.
• Who I do it with.
• Without having to report to anyone.

That’s what I’ve always wanted. To have options. To spend more time with the people I love. To work with the people I choose. To not take orders from a boss I hate.

It might look different for you, but for me, freedom has always been my deepest goal.

4) How do you want to impact the world?

Ask yourself:

• Who do I want to inspire through my actions?
• How will my work make someone else’s life better?
• What kind of life would make me proud when I look back?

For me, it’s about creating something meaningful. In short, work that helps others break free from what holds them back and live authentically.

Whatever impact you want to make, get clear on it.

Here’s what I want you to do:

Grab a notebook and dedicate one page to each question.

Be brutally honest. This is your action plan.

Back in the UK, when I was lost and depressed, I did this exercise, and it changed my life. 

When your “why” combines pain and purpose, it becomes obstacle-proof.

Your pain shows you what to run away from (that’s your starting point).

Your purpose shows you what to run toward (that’s your North Star).

2) Outline Your Brand

Your brand is your story.

And I use the G.P.P. framework to outline it.

Goals. Problems. Path.

Remember: outline from your own experience.

You are the goals, the problems, and the path.

Here’s what you do:

1) Goals

Paint the dream life they want but don’t yet know how to achieve.

Or paint the dream life you’re striving for (if you haven’t achieved it):

• Turn creativity into income
• Travel while earning online
• Get fit with simple daily habits
• Quit the 9-to-5 and work remotely
• Build authentic, lasting relationships

Use your ”why” to fuel this.

2) Problems

List the struggles and fears they have but don’t yet know how to fix.

Or, if you’re just starting your journey, list the struggles and fears you’re experiencing right now:

• Lack of clarity: Overwhelmed and unsure where to start, they fear choosing the wrong path.
• Fear of failure: What if it doesn’t work? Fear paralyzes them in jobs and lives they don’t want.
• Outdated advice: “Go to college. Get a good job. Retire happy.” They want tailored, modern solutions. Not one-size-fits-all plans.

3) Path

Give the tools people need but don’t yet know where to find:

• Your unique steps: Share your real stories, actions, and lessons.
• Processes and systems: What frameworks, skills, or mindset shifts worked for you?
• Inspire confidence: Your guidance empowers them to believe in their ability to overcome challenges and succeed.

Just remember to be authentic and document your journey.

Even if you’re just starting, with no deep expertise, build your “why” in Step 1 and let it outline your brand.

Write online about how you’re working a 9-to-5 while building a business in copywriting (or any field). Share your learnings. Share your aha moments. Share the problems you face.

By doing this:

1. You’ll carve a path others can follow.
2. You’ll stand out as one of the few who dared to speak online without expertise and built their success by putting themselves out there.

It’s crucial to write these things down because they will become the foundation of your content and other mediums.

3) Pick Your Mentors

My voice, my style, and my brand are all a collection of influences, shaped by the mentors, creators, and ideas that resonate with me.

But don’t misunderstand me. I’m not talking about copying. Copying will make you look like an imitation.

Instead, extract principles from their work and make them your own.

Here’s what to do:

• Write down the books that impacted you the most.
• List the creators, authors, or public figures whose style, tone, or ideas you admire.
• Consume their content deeply. Videos, blogs, books, products, even their landing pages.
• Condition your mind to think in their style by analyzing what makes their work effective.
• Research their products, income streams, and the systems they use to scale their business.

Borrow a colour here, content idea there, text font somewhere else. It’s not about taking big, obvious elements but integrating countless minor distinctions that, over time, compound into something uniquely yours.

This way, you’re not copying. You’re transforming their ideas through your own lens. Your subconscious will piece together these influences into an original creation.

If you make it a habit to study the creators you love in detail + get comfortable sharing your story, good ideas will become automatic (and you will grow faster).

4) Share Your Story

Your story (your ”why” and brand outline) is your ultimate leverage in a world full of copycats.

Start by finding your depth:

• What are you good at?
• What’s your profession?
• What skills have you mastered?

Then explore your breadth:

• What are you interested in?
• What books or videos do you love consuming?
• What do you love talking about with your friends or family?

Then find ways to combine both (like Jefferson Fischer did).

I’d recommend doing two things:

1. Study Jeff and how he combines depth and breadth so effectively that it makes him the best in his niche.
2. Use your “why” and the outline of your brand (Goals, Problems, Path) to create your first pieces of long and short form content.

Here’s a piece of advice: If you’re unsure what to write about, always start with a story.

5) Test Publicly

Once you have your story (your ”why” & brand outline) and ideas (mentors & resources), start putting them out there.

It doesn’t matter whether you choose video or text. I chose text because it’s easier for me to write than to talk. Plus, I can write something and post it on the go. With video, I have to sit down, mentally prepare, hit record, re-record multiple times if I say something wrong, edit, post.

Just build a posting routine and stick to it. If three times a day works for you, do that. Once a day? Do that. Focus on what you can do (instead of what you can’t do), and you’ll make it, my friend.

Also, here’s why testing publicly is critical:

• You refine your voice and messaging over time.
• You start building trust and authority as you learn.
• You get instant feedback on what resonates and what doesn’t.

Don’t worry about being perfect.

Don’t worry if people will criticize you.

Your goal is to make progress, build authority, and establish trust as quickly as possible so you can monetize your project faster.

Progress-thinking is key in a world where everyone is trying to be perfect.

”Branding requires accountability. To build a great personal brand, you must take on the risk of being publicly wrong.”- Naval Ravikant

6) Iterate & Evolve

Your niche isn’t static.

As you grow, so should your niche.

Use feedback, analytics, and personal reflection to refine your approach.

Ask yourself regularly:

• What’s working? What’s not?
• Are my goals still aligned with my actions?
• How can I expand my breadth while staying true to my depth?

Take notes from Jefferson. 

He’s not limited to one specific aspect of communication. He addresses problems related to family, friendships, business communication, and even how to communicate better with yourself to become a better person.

His competition can’t catch up because he’s always experimenting with new angles and evolving.

Most people are scared to evolve. They’re afraid to try new things, be unconventional, or speak their truth online.

In a market where everyone is saying the same things over and over, dare to be different.

That’s how you win.

J