Identifying Your Professional Niche

I never set out to build a career in AI. As a kid, I was covered in paint splatters and glued to craft projects. I thought I’d grow up to be an artist. There’s a story behind why I never pursued art professionally (maybe I’ll share that one day). Then, in middle school, I discovered the PC Logo tool 🐢 (IYKYK): making crazy patterns with LT and RT commands, felt just as magical as painting. That creative spark led me to notice something else: I was inherently drawn to physics and math, balancing equations and unraveling logical puzzles- while chemistry and biology never held my attention. My brain craved analytical challenges, and every time I debugged a code or solved a tricky math problems, I felt that same thrill I once got from painting. One of my mentors put it perfectly: “Your superpower lies in what sets you apart. With limited time that all of us have, channel your energy into what makes you unique.” For me, that meant leaning into my love for math and computational thinking, and the joy of discovering how machines learn. Here’s how those pieces came together, and how they might help you find your own path: → Embrace your first sparks. Remember the activities that lit you up, whether that was painting watercolor landscapes or guiding a Logo turtle to draw circles. → Notice your natural inclinations. Which subjects or tasks pull you in? For me, physics equations and algorithmic puzzles were irresistible; biology diagrams, not so much. → Celebrate small wins. Every time you solve a problem, automate a task, or complete a creative project, you build confidence, and momentum. → Lean into what makes you unique. Your blend of strengths, like creativity plus analytics, or storytelling plus data, can become your superpower. → Keep experimenting. Passion often emerges at the intersection of unexpected interests. Try new tools, challenge yourself, and pay attention to where you lose track of time. Your journey won’t look like anyone else’s- and THAT'S the point. Whether you’re mixing paints or writing your first lines of code, those early curiosities can point you toward work you love. ❤️

Most founders quit between years two and five. Not because the idea was bad or because the market wasn't there. But because they couldn't sustain interest in working on the same problem for a decade. What if the conventional wisdom about "finding your passion" is actually what's burning founders out? There's a Japanese concept called “Ikigai” that means “reason for being.” It's the intersection of what you love, what you're good at, what the world needs, and what you can be paid for. This is what separates founders who last from those who burn out. Unsuccessful founders usually have three out of four elements, but not all four. Here are the three patterns I see most often: 1. The "Passion Project" Founder They have something they love, something they're good at, and something the world needs - but can't figure out how to get paid for it. These startups die slowly and sadly, usually after the founders drain their savings and can't raise money. 2. The "Mercenary" Founder They see a market opportunity (something people will pay for), and they're good at execution, but they don't actually care about the problem. These founders make it further because they have revenue. But they usually quit after a few years because making money turns out not to be enough of a reason to work 80-hour weeks. 3. The "In Denial" Founder They love something and think the world needs it, but aren't actually good at building it. These founders keep pivoting, keep trying different approaches, but the fundamental problem is they lack the skills for what they're attempting. The best founders have all four. But most successful founders didn't start with all four elements. They found them over time. Instagram started as Burbn, a location-based social network. But Kevin Systrom and Mike Krieger noticed people mainly used it to share photos. They were good at building photo-sharing features, people loved it, it was something the world wanted, and they could monetize it. So they followed their ikigai and pivoted. Here's the strategy: start with the three elements you can know for certain (what you're good at, what people will pay for, and what the world needs), and search within that space for something you love. The Silicon Valley advice of "follow your passion" gets this backwards. Passion isn't the starting point - it's the destination. A startup is a years-long relationship with a problem. And like any long relationship, it only works if it's the right fit. That's when starting a company stops feeling like work and starts feeling like coming home.

"I can't apply for THAT job - my background is all wrong!" I hear this excuse almost daily from brilliant women who are talking themselves out of life-changing opportunities. Like earlier this week, I spoke to a brilliant lady who believed that with her entirely medical background, she would never make it in tech without a ton of certifications. But let me give it to you straight: that's BS. What everyone calls your "random" or "irrelevant" experience isn't baggage - it's your secret weapon that nobody else has. Take my own "messy" career path: Started as a lawyer (hello, advocating and negotiating for a living). Jumped into HR (plot twist!) where those same convincing skills helped me build a department from scratch in markets where leaders were... let's say "sceptical" of HQ and HR And now? I've mixed that negotiation experience and corporate career-building and career-developing know-how (and, okay, also my raging feminist spirit!), into something entirely new: helping brilliant women navigate corporate BS and get paid what they deserve So: 1 (legal background) + 1 (HR experience) = 10 (the pure magic that is WIN) See what happened there? Each "random" piece of my background created something way more powerful than the sum of its parts. My WINners are leveraging their "wrong" backgrounds for massive salary jumps: - The engineer who created an EUR 180K product manager role BECAUSE she speaks technical language other PMs can't - The former teacher who negotiated 42% raise for an L&D role when the hiring manager realized she actually understands how humans learn - The consultant who revolutionized operations because she saw patterns others missed The truth about your career that nobody tells you: Your unique combination of experiences isn't making you "unqualified" - it's making you irreplaceable and worth significantly more money in the right role. So what career move are you talking yourself out of right now because of your supposedly "wrong" background?

I grew my LinkedIn from 0 to 123k followers—and became a LinkedIn Top Voice. Let’s be real. It wasn’t by posting generic tips or chasing virality. Here’s how I actually built a community that brought in clients and opportunities: 1️⃣Find your niche, own it, and stay laser-focused. Early on, I realized LinkedIn is full of generalists.  The ones who win? Specialists. I narrowed my focus to branding and scaling, speaking directly to founders and businesses looking for specific solutions.  This clarity attracted my ideal audience. 2️⃣Content depth matters more than frequency. Everyone talks about ‘posting every day.’  But here’s the catch: If your content lacks substance, posting daily is just noise. I focused on posting content that hits home—detailed insights, actionable strategies, and lessons from real experience.  I don’t just post fluff—I post value. 3️⃣Leverage data to optimize what works. The mistake many make is not paying attention to what resonates.  I studied my posts—what was working, what wasn’t. Then I doubled down on topics and formats that got results.  If a post about scaling a startup hit 10k views, I’d dive deeper into that topic for the next one. It’s not about ‘luck’—it’s about smart analysis. 4️⃣Position yourself as the go-to expert with authority and empathy. Being an authority isn’t just about flaunting expertise.  It’s about showing you understand the struggles your audience faces. I didn’t just talk about my wins—I shared the messy, unfiltered challenges behind building a business. That relatability brought me both credibility and clients. 5️⃣Network in DMs with intention. Don’t wait for clients to come to you.  I strategically reached out to people whose profiles aligned with my ideal client—not with a sales pitch, but by offering value and starting real conversations. Building relationships in the DMs led to collaborations, referrals, and clients. 123k followers wasn’t an accident—it was built on strategy, intentionality, and staying true to my brand. So, if you're tired of posting into the void and want to actually turn your LinkedIn into a client magnet, DM me "GROWTH" and let’s talk about getting you results. #LinkedInGrowth #LinkedInStrategy

For years, the rule of growth was simple: “Pick a niche.” “Stick to one thing.” “Don’t confuse the algorithm.” And for a long time that worked. But something fundamental has shifted. Today, people don’t follow you because you are: – A marketer – A coach – A founder – A strategist They follow you because they recognise a point of view. This is the silent problem most creators and founders are running into right now: You can be perfectly niched… And still be completely forgettable. Because niches organise topics. But narratives organise trust. And trust is the real currency now. Here’s the shift almost nobody is naming yet: People are no longer bonding with what you do. They are bonding with how you see the world. Your beliefs. Your patterns. Your lived lens. Your contradictions. That’s the new entry point. A niche tells me: “Where you operate.” A narrative tells me: “How you think when things break.” And in uncertain markets, people don’t follow categories. They follow clarity. So the new growth plan doesn’t look like: “One niche. One offer. One identity.” It looks like this: ✦ One core worldview ✦ Many expressions of it ✦ One consistent signal ✦ Multiple surfaces of relevance That’s how modern authority compounds. Now here’s the real failure most people will experience over the next 12–18 months: They’ll protect their niche so tightly… that they’ll become too small for the opportunities that want to find them. They’ll be perfectly positioned and quietly bypassed. But success will look very different: 💡 You’ll be known for your thinking, not your title. 💡 Your audience will follow your evolution, not just your service. 💡 Your relevance will stretch across markets without you rebranding every year. So no niches aren’t disappearing. They’re being subordinated. By 2026, the brands that scale fastest won’t be the most specialised. They’ll be the ones with the strongest narrative gravity. So the real question is: Are you building a niche people can understand… or a narrative people can grow with? Because the second one is what carries you into the next decade. P.S. I’ve already shifted my strategies.

Niche audiences aren’t small; they’re specific, and specificity sells. Chasing broad audiences in digital publishing? You might as well shout into a crowded room. While generic content attracts clicks, it rarely builds loyalty or revenue. Niche audiences, however, like urban gardeners, retro gaming enthusiasts, or indie filmmakers, crave tailored expertise. By focusing on specificity, you turn casual readers into invested communities ready to engage, subscribe, and pay. A food blog targeting gluten-free vegan bakers might have a smaller audience than a general recipe site, but its readers are 3x more likely to buy recommended products. Why? ↳Distinct needs: They seek solutions that generic content can’t provide (e.g., “How to make vegan croissants without gluten”). ↳Trust: Specialised content positions you as the go-to expert (e.g., a newsletter for indie filmmakers reviewing budget 4K cameras). ↳Monetisation leverage: Advertisers and sponsors pay premiums to reach hyper-engaged audiences. Monetising Specificity: Real-world tactics ✅ Subscription models: An example is a newsletter for urban gardeners offering seasonal planting guides and exclusive seed discounts, which saw a 200% YoY subscriber increase. ✅ Affiliate marketing: Partner with brands your niche already loves (e.g., eco-friendly potting soil for organic gardeners). ✅ Sponsored content: A podcast for remote workers secured sponsorships from ergonomic chair brands and local coffee roasters. How to build a Niche-first strategy 1. Identify the niche: Uncover gaps using surveys or social listening tools. For example, a travel publisher discovered demand for “solo female travel in Southeast Asia” via Reddit forums. 2. Develop specialised content: Solve one problem exceptionally. For example, a YouTube channel for indie filmmakers creates budget lighting tutorials with under-$100 gear. 3. Engage the community: Host live Q&As or members-only forums. For example, a sustainability blog built a 5,000-member Discord group for sharing zero-waste hacks. 4. Test monetisation channels: Offer a paid webinar or niche affiliate guide before launching subscriptions. Here are the key takeaways for publishers 💡 Specialised content builds loyalty: Readers return because they can’t find your depth elsewhere. 💡 Diversified revenue follows engagement: Micro-audiences support subscriptions, affiliates, and ads. 💡 Competitive edge: Generic publishers can’t replicate your authority in a focused niche. Specificity isn’t a limitation; it’s your monetisation superpower. Is your content strategy niche-focused? Share your wins (or lessons learned) below. #DigitalPublishing #NicheMarketing #AudienceEngagement #ContentStrategy #Monetisation 

Gone are the days of a linear career path. Not long ago, the idea of a successful career followed a simple formula: Choose a study field > land a job > climb the ladder > retire. But today, career paths are anything but linear. More professionals are weaving between industries, blending their passions and redefining success. I went from climbing the corporate ladder as an Accountant, to taking a leap into tech and creativity — aligning my career with my passions and purpose. At school, I gravitated towards structure and logic, which led me to study accounting. It seemed like a practical and stable choice — one that promised job security and a clear trajectory. But at the same time, I craved the creativity I found through studying art, IT and photography. So I decided to pursue a double degree in business and design. While studying at uni I kickstarted my career at an accounting firm, getting a head start in the corporate world. Meanwhile on the design side, a Fine Arts assignment led me to launch my photography side hustle. I soon found myself fitting creativity into the margins of my finance career and defying the belief that Accountants couldn’t be creative. I knew I had more to give beyond a traditional corporate career, but I wasn’t sure how to blend my skills and passions in a way that felt authentic. Then came the opportunity to work at Canva. This was one of those sliding doors moments. I found my sweet spot at a company that is values-driven and where I could contribute to doing good in the world, while seamlessly merging my analytical and creative skillsets. The transition from corporate to tech was huge, but it unlocked a whole new level of growth. I now apply my financial expertise while being surrounded by creativity, innovation and a culture that encourages out-of-the-box thinking. If you’re feeling stuck or considering a career pivot, here is some advice: — Your passions matter. If you feel pulled in multiple directions, explore your intuition. Unexpected opportunities may follow. — Skills are transferable.  The analytical thinking I developed in public practice helped me thrive in tech, just as my creative background has shaped my approach to problem-solving. — Side hustles can open doors.  My photography business isn’t just a creative outlet — it has built entrepreneurial skills, connections, and confidence. — Growth happens outside your comfort zone.  The world of tech was unknown, but taking the leap led to profound learning and career development. — You don’t have to have it all figured out.  Each challenge offers learning and adds to your story. You know I love a unique personal brand! Your career doesn’t have to fit into a box — there’s value in taking the unconventional path. If you’re currently navigating a career change or thinking about one, I’d love to hear your story and help unblock your next step. Photo taken on my third day at Canva — which seems like a lifetime ago!

Embrace Your Unique Career Journey As I look back over my career, I’m struck by how the twists and turns—often unplanned—have shaped the path to where I am today. From my early days building systems at Acclaim Entertainment to leading security initiatives at AWS, each step taught me something invaluable. When I started as a developer, I could never have imagined that years later, I’d be working in national defence, cybercrime, and eventually cloud security. Each role, from my time at Microsoft to my work with the RAF Reserves and the National Crime Agency, added to my understanding of technology, security, and people. The key wasn’t about having a perfect plan but about building deep domain knowledge in areas I found fascinating. Over time, combining these diverse skills unlocked new opportunities I couldn’t have foreseen. Your career doesn’t need to follow a straight line. Each experience—whether it’s a lateral move, a change of industry, or a seemingly small project—contributes to your expertise. Sometimes, the most unexpected skills become the ones that set you apart. If there’s one piece of advice I’d share, it’s this: follow what excites you. Take time to dig deep into your interests, even if they seem niche or unrelated to your current role. Over time, these areas of expertise often overlap in surprising ways, giving you a unique perspective and opening doors to opportunities others can’t see. Success isn’t about fitting into someone else’s mould; it’s about building your own. Don’t be afraid to carve out your path. Embrace change, learn continuously, and have confidence in the value of your experiences. If you’re on your own winding career journey, share the crazy path you’ve been on and inspire others. #careers #aws #Security

We used to only worry about showing up on Google and social media. Now we also have to think about how we appear in machine learning tools like ChatGPT. People are already asking these tools who they should hire for legal work and which law firms lead in certain practice areas. If your name or firm does not appear in those answers you are missing a quiet but growing channel of influence. Here are steps you can take right now: ✔️Get clear on what you are known for. If your bio, website and social profiles are vague the technology will not know how to categorize you. Use direct language that reflects how clients describe their needs. Make it obvious what you do and who you serve. ✔️Align your digital presence across platforms. Machine learning tools look for patterns. When your LinkedIn posts, articles, speaking bios and website all reinforce the same niche you strengthen the signal. Consistency is not optional anymore. It is how you get found. ✔️Publish content that leaves a trail. LinkedIn carries strong authority because of its size and ownership. Posting regularly builds a library of proof about your expertise. The more relevant content you produce the easier it is for these tools to connect you with the topics you want to own. ✔️Earn mentions on credible platforms. Being quoted in articles or listed in rankings increases your authority. These websites have strong reputations and their mentions help validate you. Every reference acts like a vote of confidence. ✔️Create backlinks to your site. If another platform links to your website it sends a strong trust signal. Add your website link to every profile, podcast appearance and article where it makes sense. It shows these tools that you are a legitimate resource. We are still at the start of this shift. No one has mastered it yet. But those who take it seriously now will be well positioned as machine learning becomes part of how clients make decisions. Are you thinking about AI in your digital presence yet?