Ep#121 Why Niching Down Isn't Working for You...And What to Do Instead!

If you've been feeling like you're doing marketing "wrong," this episode is your permission slip to stop shrinking.

Kristen gets brutally honest  recording on the move  about why content has started to feel heavy, why so much Instagram advice is exhausting, and why a lot of what you've been told to do is already out of date. The pace of change is real, and multi-passionate entrepreneurs feel it first because we move fast, pivot fast, and refuse to stay in a box.

In this episode, Kristen breaks down why the pressure to niche down can actually work against you when you're building a dynamic personal brand  and introduces the concept that changes everything: you can be the niche.

You'll learn how to find your "through line"  the core story that runs through everything you've ever built, created, or been obsessed with by digging into old content, past passion projects, hyper-focus seasons, and the stories you keep telling. There's even a simple prompt you can use today: ask your friends what they associate with you, then keep building the list until the pattern becomes impossible to ignore.

From there, Kristen walks you through the "eye of the storm" approach to content strategy: you stay grounded in your values, mission, and voice, while your different interests swirl around you as connection points that pull the right people into your world.

Understanding why you do what you do isn't just meaningful. It's the key to sustainable marketing, real community, and a pivot-proof path to six figures and beyond.

This episode is for you if:

• You feel like "too much" for one niche
• You've been told to pick a lane and it makes you want to quit
• You're a multi-passionate woman who's done playing small

Key Takeaways:

• You don't need to niche down your unique through line is your brand
• Authenticity and storytelling create deeper audience connection than any strategy
• Your "deep why" is the foundation of a business that can evolve with you

If this hit home, subscribe, share it with a fellow multi-brilliant mate, and leave a review with your through line. We want to hear it.

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Transcript

Why Marketing Rules Feel Outdated

Niching Down Versus Being The Niche

Find Your Through Line

The Eye Of The Storm Content Model

Deep Why Work For A Sustainable Business

One Step Confidence And Closing

SPEAKER_00 0:01

Well hello you multi brilliant Well hello you multi brilliant motherfuckers Today we are driving we are jiving we are chatting Yes that's right welcome to the podcast where I just chuck the headphones in I'm driving home in the car from the shops I've got information at my fingertips slash tip of my tongue and I don't want to sit in the car and do a TikTok. I'm actually gonna be brutally honest. First of all, welcome to the podcast. This is the podcast session where today I'm just gonna riff a little bit on a couple of things that I've noticed people are struggling with in our community, and I thought let's let's shake it up, let's talk about it, and let's not do it in a formal sit-down, make the whole podcast way because here's the thing, first and foremost, for some reason I am really turned off by content at the moment, and that is consuming content, creating content, and I mean content in the form of TikToks and Instagrams, which is so foreign for me because I love the platforms, I love that we have a free place that you can advertise yourself. Like, how fucking lucky are we? So the fact that I'm kind of at the moment just not repulsed by it, but I can't consume it. I'm not enjoying it. I don't know whether it's you know, the world is a heavy place at the moment, there's a lot of shit going down. I'm not even gonna talk about it here because it's just not worth it. It's not, it's not what I can bring into my energy today, but I think maybe that's part of it is we're bombarded with that, and then we're bombarded on social media, and probably more I find for myself on Instagram. I'm constantly bombarded with this is what you should do, five ways to do this. If you're not doing this, this won't work. You need to do this, you have to do this, we should do this, get your pillars, do your content. Like, duh, just chill the fuck out. Because in 2026, we are marketing differently. We have to. The last six months alone have completely flipped upside down, turned inside out and going in a different direction. And if we are not keeping up with it, we are so fucking far behind. And I suppose that's the absolute blessing of being a multi brilliant entrepreneur is that we we know how to move fast. We like, we like, we like liquidy, liquidy love. We just slip right out the bottle. Grossest and weirdest metaphor, just I'm sorry everyone, but what I'm trying to say is we are so easily um swayed and moved, and I think malleable if if you will. And I think that's the coolest thing about being multi-brilliant is that we are able to move quickly, we move fast, we move in it with intent, we trial, we fail. Not everybody, but I know myself and Mia certainly do, absolutely do. And in doing that, it allows us to learn quickly, and we've learned quickly, very quickly, in the last few months how marketing has changed. And I come back come from a marketing background, so my background is in brand and marketing. I spent 10 years in a corporate career in the brand and marketing campaigns team, had a huge passion for marketing, social media marketing, and in that alone, I have kind of just gone bird's eye view and looked down, and can't believe how quickly it's moved, and can't believe that the people that are not keeping up and some of the people that are giving you all these you should, uh, why have you not? Do it this way, do it that way, this is how it needs to be done, are telling you how to do things that are 12, 18, 24 months old, and we can't move like that. And I suppose what I wanted to touch on this podcast in particular, really quickly on my drive home from the shopping, is around the fact that you may have seen it. I know there's a lot of comments when you say you don't need a niche. I know a lot of people like, yeah, yeah, I don't need a niche, I don't want to fit in a niche, especially us spicy motherfuckers. We over here like, do not put me in a box. Mm-mm, no sorry, I won't fit in a box, and that's amazing. But then we kind of go, well, if I don't fit in a box, and all the neurotypical people are telling me I should stay in a box, I should stay in one lane, I should talk to one person, I should deliver one thing, and we're over here like, ah damn, that's uncomfortable, I don't like it, I don't want to do it. So if I don't do that, I'm gonna fail. And I wanted to probably just clear up this whole idea of what a niche is in terms of when we speak to our clients, when we speak to our community that's inside evolution, where we're building six-figure businesses that are pivot-proof, that are engineered to move with us, we can't have one niche. We can't be put in a fucking box because it's uncomfortable. And so, what we really strive to do, and what I wanted to explain to you on the podcast today, is if you've ever felt like like if you're listening to this right now, you're doing a little walkie-walkie, a little cleaning of the house, or doing whatever you're doing, you're like, I have been told by so many people I need to niche down, I need to talk to one person and do one thing, and you're sitting there listening right now, going, Yeah, that's uncomfortable, Kristen. Any yeah, uncomfortable as fuck. Well, I just want to let you know that you don't have to. If you're a multi-passionate, multi-brilliant, spicy little motherfucker, welcome. Because our greatest gift is that we can be the niche. Now I know I've heard Gary Vee talk about this, I've heard of a lot of people now pull this to light and actually claim that you are the niche, and it is correct. I have forever been the cheerleader for you are your greatest asset, and the things that you bring to the table as a personal brand, as a dynamic personal brand, you are not one thing. And I hope to hell you don't try to be one thing. You can be a lot of things, you can do one thing really fucking well, or you can do five things really fucking well, or you can do one thing really well and four things average, but you like them, and that's okay. And when it comes to you being the niche, what that ultimately means is that you as the human being, you bring a spice, a source, something unique to this world, and that is usually in your interests, in your passions, in how you go about your day, in how you've been raised. So we've all been raised with values and opinions, and in a way that has shaped us, sometimes for good, sometimes for bad, sometimes for both. But in this environment, when you are sharing yourself and becoming the niche, if you will, building that dynamic personal brand, what you are doing is allowing yourself to share all facets of you that light you up. Now, we talk about inside our coaching container, we talk about building your through line and looking what that is. And if you will imagine with me for a little second that you're wearing a beautiful knitted jumper and it's just absolutely stunning, and then you notice this little thread, this little poking thread out on your arm, and it's just sticking out, waving around in the wind, and you think, oh, oh, I might I might see if I can pull that off. And so, what you do is you pull it, and all of a sudden, this thread just keeps coming and coming and coming, and it kind of bunches up your arm, and you're like, oh dear, look what I've done here. But you keep pulling that thread and it keeps going. That is your through line. That is something that you stand for, something that you talk about often, something that if somebody says, Oh yeah, yeah, that's that's so Kristen. Oh yeah, that's so Sue. She's always talking about that. Now, this could be anything. This could be what you stand for, this could be a multitude of things, this might be what makes you you. This is the through line, and and the way that we I want to help you identify that is if you're not an absolute fucking psycho like me that has been doing voice memos on your phone since about 2014 when you were made redundant from your corporate job, and so you've been documenting your life ever since because you thought that was a good idea and you didn't realise that you could make a podcast out of all that shit. Um, if you're not psycho like that, that's okay, it's cool. If you are, great, even better. But if you've ever created pieces of content from whenever you started your journey thinking, you know what? I want to create something online, I want to make something bigger than myself. I I don't want to just do this nine to five, there's something in me, you know. If you look back at the passion projects that you've started, the hyper-focus sessions that you've started, go and do that look back. Go and do that research on your fucking self. And I'm gonna give you another idea in a minute, but go and do that research and just look back and just kind of look at it and go, oh yeah, oh yeah, that's me. Yeah, I always talk about that. That's a story I share. Yes, that's part of who I am. Yeah, I've done that since a child. Wow, I didn't realize that that was what I ask your friends. What is it about me that you know if you see something what reminds you of me, ask them, it might be an energy, a feeling, a vibe. I guarantee what I want you to do with this is is compile a list of things, and what you are going to start to see is this little tiny thread, this little thread, this through line. They're gonna be like, oh, like for example, I constantly talk about you you can do it. I hate the word can't, and I'm not saying the word can't, I'm saying the word can't. C-A-N-T. Uh not C U next Tuesday, C-A-N-T. I also say the C next Tuesday, but anyway. I I don't appreciate or like the word can't. I can't do that. Well you fucking can, you're choosing not to, and that's okay, they're just two different things. Neither of them are wrong, but don't tell me you can't do something when really what you want to say is I don't want to do that. Cool, I don't care. So for me, a through line for me is I've I love sport, I'm incredibly passionate and determined, I'm competitive as fuck with myself, but I was a rowing coach, I was a hockey coach, I was a leader in the corporate world, and I used to run sessions and workshops, and they were all around determination, mindset, shifting mindsets, changing that can't thought into absolutely I can, and proving and showing to people that they can do something. I love fitness, obsessed with it. Became a certified fitness coach. I'm not the fittest human being ever, uh not me, but I love it. Love, love, love it. Um and that's my through line is is that part of determination and courage and confidence, and all of that comes through with what I wear, dress how you need to feel, what I talk about when it comes to being confident, and all that comes back to when people say I can't do that video. No, you fucking can, you're just choosing not to. So let's figure out why, what the problem is, and then let's work through that. And so that's just one part of my through line. The other part is I am a country girl by heart. I grew up in the city, but my family had um country farm, and so I used to go and spend my entire school holidays on the farm, and then I manifested my husband who has a vineyard, we bought a vineyard, um, definitely manifested him in my life. That's a podcast for another day. But I've always had this um passion and desire to marry and um live on a farm, love the rural lifestyle. So now I am I live rurally on a vineyard. Um, it's still close to town, so I've got the best of both worlds because I still love being close to the city and having the best of both worlds. But that's something that is part of who I am. That's my through line, that's been with me forever. That also I think um backs up my determination, courage, and challenges to do things on my own. Like I'm very, very stubborn and I will do things on my own, and do not tell me I can't, because I will. So that's my through line: style, colour, um, entrepreneurship, I'm dyslexic, so that ability to just bump up against these are all my through line. I created a business, the owner project, based purely on this through line. The podcast, the voice notes that I've got in my phone are exactly what I'm telling you now, but was me 10 years ago, and probably if I'd done it when I was bloody five, that many years ago. So, what I would love you to do now is compile that list. You know, when um I get messages from people and my girlfriends, if not if I've ever asked them, but you know, when they talk about me or they introduce me to people, they'll often say, Oh, this is Kristen. She's just she's amazing, she's always wearing colour, she's so happy, like that's the thing. She's happy, she brings energy, you're always so positive, you always make me smile, you've you you know, you've got this huge laugh, your energy just introduces you before you enter the room. They are all part of my through line, and that all becomes part of my niche. I am the niche because I am unique as fuck, and nobody else can tell the stories of determination, courage, challenges with dyslexia, and how I've worked through that and how I personally love to coach and inspire other people to get shit done. Nobody can do that like me. Can other people do it better than me? Fucking probably, absolutely, but no one does it like me, and nobody does those things like you. But in order to understand you as the niche, you need to understand your through line. What makes you you, what makes you exciting, and by exciting I mean what stories in your life can you share that allow somebody else to create a connection with you? And so when we're building our dynamic personal brand and when we're shaping our niche because we are the niche, what we are doing is sharing stories around who we are in order to catch people in our world. And so we like to think about it inside um evolution, inside our coaching container, we talk about being the eye of the storm. So, right now, if you imagine a tornado, you may have never seen one, but I'm sure you've seen the pictures of it. There's the eye of the storm, and that bad boy's in the middle. Now, in the middle of that eye of the storm, it is calm, it is quiet. I don't know if it's quiet, but it's calm, it's still, and everything around it is whirling and whirling and whirling and whirling, and when that whirling happens, things get grabbed. So, you know, parts of your uniqueness, parts of your personal brand, parts of you as the niche, they get picked up. So the fitness, the farm, the food, the colours, the dressing, the lifestyle, the humour, the um language, the where you were educated, your family, your friends, all of those things are whirling around you, right? And as they're whirling around you, they are the things you share. And so you're sharing things around your passion for food, for example. You know, that's part of your niche, that's a part of who you are. You're sharing that part of you. So you're the eye of the storm, and you're just sharing why you love food, what it is about food, where you go shopping, why you go shopping there, why you eat there, why you love to cook for your family, right? That's the content you're sharing. So that's whirling around you. And somebody in your orbit catches that. Oh, amazing! Wow, oh my god, that's like me. I love food too. I love cooking. Oh, I love to shop there, I love, I love to build a budget around that. There, all of a sudden, they're caught in your tornado. And while I am saying this, Pierce, I'm sitting in my car and my hand is whirling around like a fucking tornado. And as you share that story about why you love food and what it means to you, whether it's where you buy it, where you cook it, how you cook it, what you cook it with, while you share that story, and you're the eye of the storm, in your audience scrolling on social media, somebody has flipped and they've caught that storm. They're in your tornado now. They're in there. And then they go to your page, oh, who is this person? What is she doing? What and then they find out that there's other interests and connections. So if you imagine that when you put out a piece of content, you are throwing out something into your tornado, and the tornado is social media because let me tell you, it's a fucking tornado out there. Anyway, as it's as it's swirling around there, somebody is scrolling their tornado, and they catch you, like, oh wow, I like what she does, I like her energy, I like who she is, I connect with her, all of a sudden they're on your page, they're in your content, and they're making that connection, and that is how you are building your niche by throwing out your content around who you are, what you enjoy, what you stand for, the stories of your life, the stories of your past, the stories of your future, the people that you've helped, the stories that you've got, you put them out into the tornado, and somebody is gonna catch them. So that that is where it's important to understand when you're building the niche, you can chuck out a story around cooking food and um why you love it. And then you might make another piece of content that is around family holidays, celebrations, and then you might throw out another piece of content where you're talking about um peri-menopause, menopause, and strength training. And then you throw out another piece of content about um the book you're reading. And what's happening is if you kind of step back from that and we go back to that through line, I have a funny feeling that all of those stories will have a connection piece, and all of those stories will lead back to who you are and what you stand for, your vision, your mission, your values. And so it might be that the cooking one is because you genuinely love cooking, because your mum used to cook for you, and it was a beautiful kind of feeling, but you're also somebody that's on a budget because you're really conscious of money. So you're you're sharing that because it's nurturing for you, and you're able to share that with your audience because they also get a huge amount from that. You might be sharing about um your family values and and being a mum and what that's like, and that all comes back to that nurturing feeling in your values, your vision, your mission for yourself and your family. You might be sharing about the perimetopause and the menopause because that too is about who you are and where you are in your life right now and how you're handling that because you're a nurturing, loving person and you want to ensure that you understand yourself enough to nurture your family and send yourself through that. And then the last thing which I can't even remember now um no, I can't even remember now, but I should go and edit this, but I'm not going to because I'm revenue in the car. But all of those things, even though they are in completely different fields, they would still have a through line of some kind. And for this particular example, it's that nurturing, caring, family values, what matters to me, and how I want to support other people through that. So there is a tie, that thread is so important to understand because if you can understand that thread, every piece of content that you create that might feel absolutely off topic and off point, has a through line that comes back to your vision, your mission, and your values of who you are. And so that will hopefully help you understand if you go and get that back catalogue of all the things that you have done and all of the things that you are, and figure out that through line and say, Oh, I do often talk about this, this, this, this, and oh my gosh, the reason I talk about this, this, this, this is because I am somebody that is so connected to wanting to give. Giving is my value, um, giving is my mission, giving is my vision, because as a child, that is how I was grown up. To I was nurtured so incredibly well by my family and my family members, and I value giving so much because it has allowed me to do X, Y, and Z in my life. And so it's very hard for me to know what yours will be, and this is why creating that bank is so important. And then once you've created that bank, don't just look at it and be like, okay, there's some weird stuff going on here that's all kind of a bit over the shop. But this is why we do um the deep Y work inside of our program. And this is so important because this deep Y work is all it's all interconnected, and when you're growing a business online and when you're wanting to scale to six figures and beyond, this stuff that a lot of coaches skip over because they just want to give you the fucking funnels and the swipe this and the and all the technical stuff that you can just plug and play, that's great. We've got plug and play stuff inside of evolution, of course we've got that, but the stuff that I really give a shit about, the stuff that I need you to do the hard work on, and I said hard because it is hard, is understanding this stuff. Because if you can dig into your deep why and understand truly, madly, fucking deeply savage garden, I know that song just went through your head. If you can understand that stuff and resonate with that, that is what is going to build you a sustainable business here. That is what is going to help you create a community that will ride or fucking die with you. Because you understand the fundamental parts of why you're actually doing this. Because let me tell you, it ain't a job you just think, geez, I'd love to work 24, 7, 7 days a week, 365 days a year. Because even though that is not what we preach, we like to help our women work kind of 10 hours or less but still make$10,000 reoccurring revenue a month, fine. But your brain as a multi-passionate psycho like we are, it's ticking all the time, right? And so you're technically always working, but it's fulfillment. It's oh I personally absolutely love it. I there are some times where I'm like, brain clichesh, we're done here, but I wouldn't change it for the world. Oh god, I wouldn't change it for the world. And so doing this work to understand your deep why is important, but understanding that you are the niche and figuring out what that through line is, is going to allow every single story you share, memory you share, core value you share with your community, it all comes back to that through line. And that is what makes you the niche. And therefore, you do not have to stick to one thing. You do not have to talk to one thing, one person forever. That is where it gets exciting because now you get to talk to whomever you want. However, you want, you get to choose that because you're the niche and your through line is so strong that all the stories you talk about, they all come back to that connection. And it might be there's three or four points of connection that are a bit different, but I guarantee you there is one deep rooted something in there that is the through line, and I know for me, the through line for me is this determination to just fucking do it. And everything that I do comes back to if somebody says to me I can't do that, it's like a red flag to a bull. All I want to do is show you, prove to you, give you the tools to take one fucking step. Because if you can take one step, you can take two, you can take three, you can run a fucking marathon. So if you can take one step, you can build a little business, a bit bigger business, a massive business, an enormous business. And so for me, everything I do, even when I'm talking to my kids and they go, I can't do it, I'm like, bullshit. I don't say that to my kids. I say, okay, you can't do it, then alright. Just run to that post or just go pick that up. And they do it. I'm like, see, you did it. Wasn't that hard? And for me, that through line, that determination of, and I think that comes from, no, I know because I've done my DY, that comes from my dyslexia. From always being finding it really hard and finding a struggle and being up against the world and feeling like everything is so goddamn complicated, and everybody wants you to do it this way. And if you don't do it this way, then that's wrong. No, it's not wrong. I'll just do it a different way. I'll try a different way. It's not broken, I'm gonna fix it. And so for me, that through line, all the content I create, I know comes back to me just wanting to positively impact you with a thought or a feeling I have to make you do something that day that inspires you, makes you feel better, puts a smile on your face, puts a pep in your step. I don't care if all my content does or all a piece of something I put out to the world makes you smile a little bit or makes you go, that's nice. That's fine. My job is done. I've had a positive impact on you and I've made your day just a little wee bit brighter. If I've had a huge impact and you've taken leaps and bounds because of something, I've said, Jesus Christ, high fives around. But my through line is that I just want to have that positive impact because I know what it's like. So it's this determination and struggle that I always come back to. How do you become more confident? How can I instill more confidence in you to do the goddamn thing? So that's a massive ramble. I'm home, I better go inside and unpack my shopping. But I hope that has helped in some way for you to understand what you being the niche is, and then how you build that through line. And if you want more information inside evolution, we go deep, deep, deep, deep on this stuff, and we make sure that you truly understand this so you can build that sustainable six plus figure business that you want in a way that lights you up, that's engineered to pivot with you because you are not here to stay in one straight line, you are here to evolve, to move, to grow. So that is me for today. That is my very quick, now, very long podcast. Have a ripple day. Bye.