Systems Saved Me® Why “Pick a Niche” Is Stale Advice (And What to Do Instead)
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Jan 5, 2026 In this insightful discussion, Jordan Gill challenges the outdated advice of picking a niche. She emphasizes the power of contrast over clarity to capture attention in a saturated market. Exploring her unique Norm → Tension → Angle framework, she reveals three positioning levers: adjusting format for freshness, balancing memorable micro-positioning with safe macro-positioning, and creatively pairing unrelated concepts. Through practical examples and exercises, listeners are equipped to rethink their approach to branding and attract curiosity without the need for gimmicks.
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Contrast Beats Clarity
- Clarity alone stops the scroll; contrast creates the pause that drives curiosity and deeper engagement.
- Jordan Gill argues contrast is the primary positioning skill to earn attention in crowded markets.
Use Norm → Tension → Angle
- Identify the audience's norm, then create tension and an angle that breaks that expectation.
- Jordan Gill frames positioning as Norm → Tension → Angle to structure how you stand out.
Repackage Format, Not The Outcome
- Repackage delivery or format of an existing offer to create novelty without inventing new outcomes.
- Jordan Gill recommends shifting how content is produced, like speaking instead of typing, to better align with creators' strengths.