The GaryVee Audio Experience Why “And” is the Answer: How to Create Content Outside of Your “Niche”
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Jan 20, 2026 
In this discussion, Kayla Itsines, founder of the female-focused fitness app Sweat and a renowned personal trainer, seeks guidance on evolving her brand as a mother. She explores why sticking to a single niche is outdated and learns about the power of the 'and' concept—merging her passions in fitness, business, and parenting. Gary offers insights on treating her brand as a premium entity and encourages her to prioritize happiness over metrics, while emphasizing the growing demand for female entrepreneurs.
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Trade Short-Term Metrics For Narrative Shifts
- Give up short-term view of content performance and the precious Instagram grid when changing your narrative.
- Start making content that may get fewer views initially so your audience can follow your new interests.
Persist Through Initial Performance Drops
- When expanding topics, create content even if early performance dips and you feel vulnerable.
- Keep showing up consistently while you rebuild interest in your new narrative.
Self-Esteem Silences Outside Noise
- Strong self-esteem lets you ignore outside noise and critics telling you to "stay in your lane."
- Authenticity and competence make critics irrelevant as you expand your narrative.