The riches are in the niches. When you narrow your focus, you expand your reach.
In this solo talk, Andy Neary argues that the more a business narrows its niche, the broader its market potential becomes. He illustrates the point with a client that provides commercial insurance exclusively to the final‑mile delivery sector (companies like Amazon and FedEx). Because the client is highly specialized, it can serve customers nationwide despite a seemingly narrow focus. Neary contrasts this with generic advisors who market themselves broadly (“come one, come all”) and remain confined to local markets. He advises entrepreneurs to identify the activity they excel at, combine it with the reputation they wish to own, and align their brand story at the intersection of uniqueness and desired perception, so prospects instantly associate the niche with the business.
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