Fractional CMO Show

Niching Down (Inside versus Outside the Car)

Sep 17, 2025
Discover the art of choosing the right clients with a unique analogy: the 'inside the car' versus 'outside the car' approach. Focus on clear criteria like industry and revenue before diving into personal traits. Learn why seeking the 'perfect client' can backfire and the benefits of testing clients with 30-90 day trial periods. Gain insights into how nonprofits thrive on donations rather than contracts. Set boundaries with clients (and kids!) to build respect and trust while finding reliable, values-driven partners.
Ask episode
AI Snips
Chapters
Transcript
Episode notes
INSIGHT

Start With Visible Business Traits

  • Niches based on visible business attributes are more useful than identity-only niches.
  • Industry, sales model, revenue, and ticket price determine real marketing problems.
INSIGHT

Broad Labels Hide Crucial Differences

  • Broad categories like 'SaaS' hide vast differences in problems and buyers.
  • Niching must consider product types and go-to-market realities, not labels.
ADVICE

Define The 'Outside Of The Car'

  • Define the 'outside of the car' by industry, buyer, ticket price, and sales cycle.
  • Use those external traits to target clients whose business models match your skillset.
Get the Snipd Podcast app to discover more snips from this episode
Get the app