Being "too niche" is actually your competitive advantage in licensing

22 Jun 2026 · 0 min

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In this interview segment, the hosts discuss how highly specialized, niche expertise can become a powerful licensing asset. Speaker A shares a striking example: a Buddhist sex and marriage therapist based in Canada licensed her training program to the Canadian police force. The police were dealing with officer over‑aggression and discovered that improving officers' personal relationships and intimacy could reduce aggressive behavior. While details are limited for confidentiality, the story illustrates how an unconventional, niche skill set—combining Buddhist principles, sexuality, and marriage counseling—was repurposed to address a public‑safety challenge, highlighting the strategic advantage of embracing niche expertise in licensing deals.

Sex therapist who licensed to the Canadian police.
Hello, can you share a licensing story that blew your mind? Something that was a little unexpected that had these outsized results?
I have a client that is— she's actually in Canada, and she licensed her, um, she's a Buddhist sex therapist, and she licensed her training to the Canadian police force.
Okay, like a Buddhist sex therapist who licensed to the Canadian police?
Yes, yes. So, and there are some things obviously I can't share about that, but In a nutshell, the police force was struggling with some over-aggression, and so they found value. And they were dealing with aggression in their police force, and they said, "We need to fix this." And they realized it was gonna come through better marriages. So she's also a marriage therapist, and better intimacy in their lives, and they wouldn't deal with so much aggression.
Get out! That story's gonna live rent-free in my mind. Oh my gosh. Like that licensing, like, wow, okay, amazing. Because we start off the conversation by saying, saying, I, you know, some people will think that it's like so niche, and a Buddhist sex therapist, and then going into a completely different market that would be unexpected.