It’s funny how being a coach causes me to turn inward and examine my business practices. I regularly have to ask myself if I’m taking the advice I give to my clients. Unfortunately, the answer is “not always,” particularly with regard to niche markets.
You see, I’m doing a lot of work with clients (and in Boot Camp) around niche markets. We are discussing how going after the “everybody” market is less than hopeless, the importance of identifying niche markets, how to overcome our fears about selecting niche markets and finally, how to select one. It’s pretty powerful stuff. In fact, today, one of my clients had a major breakthrough in determining what her niche market should be. We figured it out and it was awesome to hear her regain her excitement about her business! I live for these moments with clients.
When I first started tweeting (February 2009) I followed the people who I knew and loved most – Human Resources (HR) professionals. Coming from a 15 year stint as an HR Leader, it was (and still is) important for me to keep a pulse on what is happening in that industry. What HR brings to organizations is vital and can often make the difference between a company making their budget or needing to do layoffs. These folks have my greatest respect.
So here I am, 1 year later, blessed to have 5,700+ followers, most of whom are in HR and recruiting. And this is where (forgive the over-used expression) “The Cobbler’s children have no shoes.” I love HR, admire HR pros and enjoy watching all the improvements happening in HR. In the last year I have developed life-long friendships with HR and recruiting professionals I met strictly via Twitter: @meghanmbiro, @mikevandervort, @chareeklimek, @valueintowords, @kevinwgrossman, @anitasantiago, @stephaniealloyd and @stelzner (and others I’m sure I’m forgetting – forgive me). I’m blessed to be friends with a hundred more I tweet with regularly. I was even a sponsor for the first annual HRevolution unconference last year.
However, in the last two months, people I respect and admire have asked me whether I’m in HR, in small businesses or a combination of both. That was a big red flag. As much as I hate to say it, the reality is that I’m not a corporate HR person any longer and Sanera is not an HR company. I’m a business coach and corporate trainer. That is what I do and what I love.
What does all this mean? I need to make sure that my core message about coaching and training isn’t confused with my love for HR. You will probably see me tweet less about Human Resources issues and more about small business issues. But I will be DMing my HR friends more often and will regularly comment on their blogs, even if I’m not retweeting them as much as I used to. Along with other small business owners, I will continue to look for opportunities to blog, coach and speak to HR consultants and recruiters about how to grow and improve their businesses. And, by the way, there are a lot of similarities in how small business owners and HR pros need to brand themselves. Thereare also similarities in how business owners and job seekers sell themselves.
I usually blog about things that have practical application for you, so I appreciate you indulging me in a little self-reflection.
If I can admit I’m not always focusing on my niche, what would you say about your focus?
Special thanks to Matthew Egan (@imagefreedom) for his post which inspired me to write mine.
{ 8 comments… read them below or add one }
Alicia — I think this is a terrific post and a timely reminder to always spend some time (daily I think) in reflection. We are too easily distracted in doing so by our day-to-day tasks and responsibilities. Often times our ability to help others rests in our ability to turn the mirror on ourselves and practice what we preach. I think it’s always an eye opener when we do. Thanks again.
Honored to be your friend + colleague Alicia. Our conversations offline are so much fun. It’s very important to have an outside voice(s) to soundboard new ideas. This is one function of a thoughtful community.
As an entrepreneur with an eclectic range of interests + core skills, I can certainly relate to your quest for discovering the right niche focus. Distinction is a key ingredient for developing an authentic + lasting brand. You can be certain I will be following your exciting updates!
Honored to be your friend and colleague as well, Alicia!
What a thoughtful post that resonates with virtually ANY of us who’ve navigated the high seas of business ownership and entrepreneurialism.
Your eclectic range of interests + core skills are keys to what punctuate your style; as you say, discovering the right niche focus is a quest, and one that will intuitively weave in those diverse and immeasurable other interests.
Looking forward to your exciting future updates!
What’s ironic is that when you’re an “business” influencer in the broader HR marketplace — and honey, you are — then it actually helps to enhance the niche business model. It makes you a more potent force when evolving your own business model.
I have many interests outside of HR supplier marketing and PR, and the fact that I’m not afraid to share that via social media and networking has given me an authenticity edge (maybe to the chagrin of others in the HR marketplace).
But it’s because I’m the real deal — like yourself and the others you mentioned — not because I’m a marketing schmoozer selling you schlock.
I’ve never worked in corporate HR but I’ve recruited, hired and fired as it relates to the “growing of business” and have learned a helluva lot about the HR marketplace in the past decade I’ve been in it.
Being multi-faceted in your learning helps you to better train and coach your clients. Going back to niche marketing — fact is an HR consultant doing business in Santa Cruz, CA is going to vary (quite dramatically maybe) from doing business in Yuma, AZ — or wherever.
The more you network and experience, the more you learn about subtlety and cultural innuendo. Broad learning leads to broad appeal (brand) leads to better niche analysis and execution.
You rock and I got your back any day of the week.
Miguel, your statement: “our ability to help others rests in our ability to turn the mirror on ourselves” is profound. If we want to be authentic in our business dealings we must be able to face the truth and act on it. Welcome to the blog!
Meghan, the feeling is mutual! You make a good point about developing a brand that lasts. That is what we’re shooting for isn’t it? To be firmly planted in people’s memories and they associate positive emotions with those memories.
Jacqui, I think people with eclectic tastes are very interesting! The danger comes in when we make our branding message and target market an eclectic mix. Thank you!
Kevin, you are definitely an influencer! And I appreciate your comments. I think you have terrific insight and I will definitely chew on your thoughts. I’ll give you a call once I’ve digested them.
Pattie, it is definitely time for reflection. I agree, fear can be a good motivator as long as we aren’t sucked into fear to the point that we become paralyzed. I’ll be chewing on your comment too!
I think you answered your own question Alicia, the value the variety of your experiences have given you, have also helped you as a coach. I don’t think as a business owner I am looking for you to have this mathematical “this is how to not suck at business” formula.
It is so much more complicated than that, and the power added to your voice by spending time in HR and in staying up on HR topics gives you an edge as a speaker and as someone who has attended your workshop it definitely shows.
From a marketing perspective, I can absolutely see your concern about staying focused on the small business, on your niche, but you are the Otaku in so many areas, and I’d wave that flag before I’d ever put it away.
You’ve earned the right to wave it, so wave it proudly. I’m really glad that my run on burst of honesty triggered something like this. Thank you for sharing.
Matthew, thank you for your comment and support! Wave the flag? I love it!
When I wrote about you as a sponsor for HRevolution, I made sure to focus on your business coaching, because from our previous conversations, I could easily tell that it was what you enjoy doing.
And you’re good at it. Ain’t that fun?