How To Grow Your Business By Niching Down! With Lindsay Johnson

Episode Summary

Lindsay Johnson is all about the truths of being an entrepreneur and why niching down is so important. 

Learn
-how to accelerate your business by niching down.
-how to grow your business quickly and make more money
-the biggest myths and pitfalls about niche markets.

Lindsay Johnson, aka The Radical Connector, is a business strategist and community builder. She’s here to demystify and simplify how new entrepreneurs start and grow their businesses. She puts YOU at the centre of your business vision and teaches you how to build a profitable business doing what you love. Lindsay teaches feel-good, attraction sales and marketing strategies and has online programs designed for the biz newbie. Her community, Rad Connectors, on Facebook is a big family where new entrepreneurs come to network, learn, and share their own entrepreneurial journey. For more super simple business advice from Lindsay be sure to follow her on YouTube.

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You can find Lindsay Johnson at:
Website: https://www.theradicalconnector.com
Rad Connectors Community of Facebook: https://www.facebook.com/groups/radconnectors YouTube channel: https://www.youtube.com/c/TheRadicalConnector/videos

Check out the Outsourcing Playbook For Busy Entrepreneurs here: https://winthehourwintheday.com/outsourcing-playbook

Lindsay Johnson Podcast Interview

[00:21:18] Kris Ward: Hey, everyone. Welcome to win the hour, win the day I am your host, Chris ward.  And today I am, as you know, always excited about our next guest, but you’re going to love her energy.

[00:21:39] She people tell me all the time they like. My energy and this woman matches me hands down, Lindsay Johnson, AKA the radical connector is a business strategist and she is here to talk to us about sales. Again, the radical connector. She’s all about sales. And marketing and different things that really help the new business.

[00:22:00] I’m all over the place for that one. Hold on. I don’t want to do say I don’t want to see sales and marketing because they’re so different if that’s okay.

[00:22:06] Lindsay Johnson: That’s totally fine. And you’re talking about niching today anyways. And so I’m just talking about business development. That’s what I do is business development.

[00:22:13] Okay.

[00:22:13] Kris Ward: Perfect.

[00:22:14] Lindsay Johnson: Most people don’t know what that means though. And so like, remember if he doesn’t know what business development means.

[00:22:19] Kris Ward: Okay. Here we go.

[00:22:22] Lindsay Johnson: Right. But I liked it so far.

[00:22:28] Kris Ward: Hey bro show. I am your host, Chris Ford. And this is when the hour, when the day podcast. I am super excited to have our next guest. Yes, I know. I always say I’m excited, but I’m excited every week for a different reason this week, you are just going to love Lindsey’s Johnsons. Energy people tell me all the time they like mine, but this woman matches it hands down.

[00:22:49] So she’s known as the radical connector. And she’s all about business development for, you know, the new entrepreneur starting this journey that has some bumps and lumps and surprises along the road. So welcome to the show, Lindsay.

[00:23:05] Lindsay Johnson: Thank you so much. It was so hard not to interrupt you. I’m so excited here.

[00:23:11] Can I just say I’m the exact same? Everything is the best. I’m always excited about everything and everyone and yeah, no, our energies. We, we might blow up this podcast between you and me right now.

[00:23:22] Kris Ward: I know people always it’s big compliment first. I didn’t get it. They would tell I love your energy. And I thought they just meant like I’m hyped up.

[00:23:28] And I have a lot of energy, like whatever. Then I really understood. They meant it in a different way, a bigger compliment energy, but you know, that’s all well and good. And it sounds great that I always have energy, but that also has some limitations when you try to go to sleep at night and you’re

[00:23:42] Lindsay Johnson: like, Oh, I’m so excited about tomorrow.

[00:23:44] Right?

[00:23:44] Kris Ward: So anyhow, I digress. Welcome to the show today, we’re going to talk about sales, right? Yes or niching? No, you know, you said, you said we were going to talk about, Oh yes, we are Nishi. Oh my God, I’m sorry.

[00:24:02] Lindsay Johnson: I not, so today we’re going to talk about

[00:24:07] Kris Ward: never had a worse thing, ever. Effort thing, you know

[00:24:12] Lindsay Johnson: what I think at the end of the day,

[00:24:15] Kris Ward: this reminds me, I think I’m so comfortable with you.

[00:24:18] I’m like just do whatever, right? It kind of reminds me. I usually used to explain to people when you’re waitressing, I was waitressing all through university. You could have 10 tables. You were like this, and if you had one, you were confused because you’re like, Oh, I can go over there again. So then you’d wait.

[00:24:34] And then all of a sudden somebody’s like, they’re looking for you and you only have one table. You’re like, I can’t function on one table. So niching down. Okay. Hold on. Niching by problem. Okay. All right.

[00:24:44] Lindsay Johnson: Yeah. So that’s it. Just start right there today. We’re talking about no, let’s

[00:24:47] Kris Ward: start over. That was a hot mess.

[00:24:48] Okay. Yeah. Yeah, that’s fine. All right. Okay. There we go. Alcohol, clearly you are right, because I can’t do this. I’ve never had to start over before now. I was like, take 12. Okay. Here we go.

[00:25:10] Hey, everyone. Welcome to win the hour. Win the day I am your host, Chris ward, and I am thrilled to have today’s guest. I know, I always say I’m excited, but listen, I’m excited for a different reason. Nancy Johnson brings dynamic energy to everything she does. She’s also known as the radical connector. And today we are going to talk about niching down and maybe, maybe at first, that doesn’t sound too sexy or interesting, but hold onto your hats.

[00:25:38] I think you are going to find this fascinating, no pressure at all. Welcome to the show, Lindsay.

[00:25:44] Lindsay Johnson: Okay. It’s okay. I thrive under pressure. Come on. I want to .

[00:25:49] Kris Ward: All right. So what,

[00:25:51] Lindsay Johnson: what,

[00:25:52] Kris Ward: what, where do we start, Lindsay? Where do we, what do you mean niching down and why does it matter? It mattered. And what do you mean?

[00:25:58] We might be doing that wrong?

[00:25:59] Lindsay Johnson: Okay. So I love this topic, first of all, I think because, uh, as soon as people hear the word niching, they tend to panic and freak out and beat themselves up because there’s this whole thing that everybody is, is kind of pounded into your, into your mindset. You need to niche, niche, niche, niche to niche, but there’s a.

[00:26:20] Fear around that. First of all, because that, there’s that first fear of if I’m not targeting everybody. Yeah,

[00:26:28] Kris Ward: yeah,

[00:26:29] Lindsay Johnson: yeah. Relate to that. And I will talk to people who have been in business for years and they still won’t let themselves niche all the way down to their true, true market because that fear is still there.

[00:26:39] The other thing is that. In my opinion, controversial opinion. People are niching and correctly and wasting time and not helping them understand their market and develop products and services that their market actually cares about.

[00:26:55] Kris Ward: Okay, now that right away, I always think of this fascinating story where I know we all think that you’re like, Oh my gosh, like, I can’t be, Oh, I’m not making enough money to be eliminating people.

[00:27:06] But what you’re doing is you’re really zoning in. And I think of two examples, one like that little magnifying glass, when you look through it, and then you just focus, focus in it, you can start a fire with it. Bright blade of grass. Like that’s really zoning in. Right. And it reminds me of, Oh, I have to look this up, forgive me.

[00:27:21] I forgot her name, but she’s a fitness guru. And she was doing a video. And in the middle of that video, I’m ashamed. I forgot her name, but in the middle of the video, she actually wet herself. She peed her pants and it was because she had crushed her pelvic. Or during birth. Okay. So her being a brave human being way braver than I would ever be, she continued the video and explain what happened.

[00:27:42] And then she really niched down to be a fitness person for women who had had difficult bursts and had a followup because of that for whatever reason. Right. So that’s a super specific niche and she really does extremely crazy well. And so instead of just being a fitness instructor for anyone or just women, or even just women, You know, over 30 or whatever, she really, really niched down.

[00:28:05] And then it made her the only one in that like, you know, then you’re dealing with people that go, Oh, you know, Oh, if I have this problem, she’s, she’s the option because it’s not vague anymore. It’s clear. It’s like going to your GP or, you know, a really specific surgeon who do you want operating on you?

[00:28:24] Right. So that, that is really super important. Now, talk to me about niching incorrectly. What does that look like?

[00:28:33] Lindsay Johnson: Where I see a lot of people go wrong, so, okay. I work with new entrepreneurs and I’ve been working for them for 18 years. Okay.

[00:28:41] Kris Ward: God bless you. Okay.

[00:28:42] Lindsay Johnson: You know what? Hey, it’s my niece, baby. I love that beginning stage when you’re full of ideas and creativity and gumption, and you have no clue what the heck you’re doing.

[00:28:54] Kris Ward: Yeah, I call that, you know what I call it, I call it like entrepreneurs that are new and no disrespect because, Oh my gosh, I’m only talking mostly from my own experience is I felt like it was being a teenager where like, you know, at 16 you’re like, listen, you don’t understand. I am so clear on who I am and what I’m going to be.

[00:29:10] And then you find out at 26, I think I was a little off the Mark.

[00:29:14] Lindsay Johnson: It’s a little bit,

[00:29:15] Kris Ward: not quite as my path was not as direct as I thought it was going to be. And so when I think of all the bumps and bumps that I experienced as new entrepreneur, I wouldn’t wish that on anyone to work with me. So I think it’s really wonderful that you do that because it’s, it’s a, it’s a hard time because you’re not self-aware, you don’t have, you don’t have enough years or experience underneath your belt to figure out who you are as this entrepreneur really.

[00:29:40] There’s just so much happening at once. So hats off to you. That’s amazing.

[00:29:45] Lindsay Johnson: Well, and I think too, and we’re going to come back to the niece nation question. Don’t worry. I’m going to kind of get us back there. But the other thing too, is that there is this immense pressure for entrepreneurs to be overnight successes.

[00:29:56] Kris Ward: Um,

[00:29:56] Lindsay Johnson: we see all the time, you know, I went from zero to a hundred K in stuff, which by the way, anybody that. It has seen that. It’s not true. They’re not showing you the five years of work they put in behind the scenes. Um, but you know, or, or three years or whatever, but, um,

[00:30:14] Kris Ward: sorry to interrupt. Can I jump in?

[00:30:16] Cause that’s something really important and I don’t think we’ve addressed on the show yet. That is like, when you see on TV where you’re like, Oh, this band is overnight success. They sold whatever quadrillion albums. Okay. Hello. I sound like I’m from the 18 hundreds, but so, so now all of a sudden they’re like this, whatever right?

[00:30:32] But, but they don’t talk about the 15 years that they were singing in dives and got the momentum. So even if you did make that money in a month, you did not yawn and stretch and get up that first day and, you know, shine your shoes. And 30 days later you made that money. That’s just, there is a misrepresentation.

[00:30:50] And I think it’s really important that we unpack that for a minute, because then it’s very disheartening when you’re not experiencing that going. Oh my gosh. Uh, what am I doing wrong? But even if they acquired those sales in that period of time, the education, the leveraging of their talent, their all the set up the set up to the show was done before those 30 days.

[00:31:12] So yes. Really important that you brought that up. Thank you so much.

[00:31:15] Lindsay Johnson: You’re so welcome. This is, you know, I talk to people all the time. You can expect the first two years of your business, the first two solid years, are you doing everything wrong? And guessing as you go and figuring it out and it’ll be a hot mess.

[00:31:27] You just need to accept that, you know,

[00:31:30] Kris Ward: a little bit of crying,

[00:31:32] Lindsay Johnson: crying. Are you even an entrepreneur?

[00:31:36] Kris Ward: If you have not cried over a keyboard,

[00:31:38] Lindsay Johnson: you are not an entrepreneur. You don’t think of quitting at least, you know, once, once or twice a year, like really are you really pushing yourself that reality? And it takes, you know, three years before most people really start to figure it out.

[00:31:53] It takes five years before most people are actually able to pay themselves and even consider leaving their jobs. You know, we’re looking at 10 years before you got something really significant. Now that’s just in general that. You can change depending on how fast you learn, how fast you hire people to help you and teach you and support you in growing.

[00:32:12] Um, yeah, but

[00:32:16] Kris Ward: jump in. I count myself. I’m tall. I apologize because we’re all about the wind team, but what is next team? And that’s the biggest thing that stops you from growth? I always say, you know, Steve jobs, where would we be if he was still in the garage, you know, trying to figure it out himself. So now with outsourcing and all the tools that we have, you literally can hire somebody, you know, for the cost of a coffee to get you to the next level, and then to the next level.

[00:32:38] So I just want to jump in there. I can’t help it. I’m really passionate about people understanding that, like, you don’t have to sweat it out for years. We now have resources. We just did not have 10 years ago. So my apologies. No,

[00:32:49] Lindsay Johnson: cause I’m going to give a shout out to what you do, because I will tell you that for folks that, that.

[00:32:55] Are worried they’re too new or not ready to bring on their first person. You will never, never feel ready. Ever when you bring that person on there is going to be that moment of, Oh gosh, can I afford them this and that, but it is worth it because you will grow faster. So getting support and help outsourcing, and then also your own learning, investing in people who can genuinely help you get to where you want to go.

[00:33:19] Um, otherwise you’re just fumbling in the dark for years and that’s no fun who wants to do that?

[00:33:24] Kris Ward: It’s expensive. Because it’s damaging overhead delayed income, diminished opportunities. It’s huge. Okay. My apologies. So now we’re back to incorrectly niching down.

[00:33:33] Lindsay Johnson: Well, so the Nisha gotta remember how we got on this tangent, but let’s talk about niching.

[00:33:37] So, Oh, that’s right. We were talking about the pressure for people to grow fast and, and. You know this thing with, with niching, but I see, you know, I’ll ask somebody like, who’s your market, who’s your client, who’s your customer. And they’re starting to tell me things like their age and where they live and what they order at Starbucks and their color, their hair, and their favorite muffin.

[00:33:56] And none of that matters. None of it. I don’t know why that’s taught because literally that doesn’t matter. What matters is the problem your market has. Do they see it as a problem and will they pay you to fix that problem? That’s all that matters. And you know, you’re coming in strong. Okay. I’m going to turn it down, turning it down.

[00:34:19] But I get really riled up at this when people will spend like weeks figuring out their, their ideal customers. Starbucks order. Like it literally doesn’t matter. And spending that time doing is getting to know your market, the people who grow the quickest and that make the most money. They’re the ones that truly understand their market, what they want, where their problems are and their symptoms are, and then how to solve it.

[00:34:45] Kris Ward: Yeah. And that, you know what, that sounds simple enough and you’re right. We’ve been misled for a really long time and have a picture of this person named her Jane and all this other stuff. So I find those things just kind of like distractions, right? Like they give you busy work and you feel good and you’re doing all that.

[00:35:03] And, and I’m not picking on anyone or judging anyone, but there’s a lot of courses out there where, okay. You know what? That is important information. But it’s not going to get you to AA to be like, so I was dealing with somebody last week. Somebody wanted to do long story, short, potential coaching client with us.

[00:35:20] And she’s new in business, not our ideal client. And she had spent something like she’s been in business eight months, she’d spent something like $20,000 to learn how to be a keynote speaker. And I was like, Oh my gosh. Why? Why? And she’s like, Well, I was told I could build my email list. Well, yes it could, but that’s not where you’re at within the first eight months, because you don’t even know what the real pain is, is you’re solving.

[00:35:44] And also what I find the, the language and the, the little subtleties that your ideal client speaks to you about like, Even for me, there was a big difference between a small business owner and entrepreneur, like those were light years apart. And I didn’t learn that until I was out doing a lot of podcasts and doing more and more with my book and stuff.

[00:36:02] Right. So even just the words that they associate themselves with huge and creating a wind team, cause a lot of, you know, for my. Private coaching clients. Those are people that have a team, but they’re spending too much money on it and it’s not a good ROI. And it’s really problematic. And it’s, they’re like wearing their manager hat.

[00:36:20] It’s a pain in the butt. Whereas, you know, somebody else newer in business, they may not have a team. And they’re good for the outsourcing playbook, the info product that we have. So those things really distinguished that. So. Now, how do we, we go, okay, you want me to niche down and supposed to know all of that?

[00:36:37] How do we find that out quickly versus just fumbling through the next five years?

[00:36:42] Lindsay Johnson: Such a great question. I’m like so excited. I have so many things in my head I want to talk about right now. So, so I want to back it up for one second as well. Cause I didn’t, I didn’t mention this the first time, but you know, uh, where people struggle to niche.

[00:36:55] Because they think they have to pick an age or they have to pick a gender and whatever, you will find that if you niche by problem, you actually will niche easier. It’ll help you niche down easier. Okay. So the first question you have to ask yourself is what is the problem that I

[00:37:13] Kris Ward: solve? Okay.

[00:37:15] Lindsay Johnson: That’s the very first question.

[00:37:16] And so then what you need to do is ask

[00:37:19] Kris Ward: yourself, Does

[00:37:22] Lindsay Johnson: the, okay. I guess the second question would be who do I want to work with? And again, that’s kind of a roundabout way of saying, what does she look like and where does she shop? But, but not really. It’s like, who do I want to work with? So for me, I really want to work with new entrepreneurs.

[00:37:36] But when I first started my company, I started as a networking company. I wanted to teach entrepreneurs how to grow their businesses, to networking. I had a whole slew of products and courses, and, you know, I was doing events every month around networking to grow your business. I was getting tons of corporate work, corporate workshops up the wazoo.

[00:37:57] People wanted me to come in and talk to them about how to network at a corporate level, but the nurse couldn’t care

[00:38:03] Kris Ward: less. Right. Not connect

[00:38:06] Lindsay Johnson: to what I was talking about because they thought that they were networking. Well, they weren’t, they thought they didn’t need to network to grow their business and they did, but they didn’t connect to that.

[00:38:16] Right. And so I was neither working with who I wanted to work with nor was I solving the right problem because for them, the problem wasn’t networking. So I had to go, okay. So if I want to work with new entrepreneurs, what is the real problem? Well guess what they were coming to me because they needed help with their copy and their marketing and their sales process and how to build a community and how to public speak.

[00:38:39] They were coming to me with all these things around business development. And I was like, okay. So the real problem is business development. They’ve got an idea, but they don’t know how to develop new business, but now here’s where for folks listening. I want you to notice the slight nuance here is a bit of a difference because there’s the problem.

[00:38:55] Business development, but then there’s the symptoms because most new entrepreneurs don’t even know what business development means. And if I said I’m a business strategist and I focused on business development, that doesn’t mean anything.

[00:39:08] Kris Ward: And it sounds expensive and I’m a new entrepreneur. I don’t have enough items.

[00:39:12] I don’t have enough business for you to develop. Yeah.

[00:39:15] Lindsay Johnson: Yeah, exactly.

[00:39:16] Kris Ward: Right. Yeah.

[00:39:17] Lindsay Johnson: But so I had to connect to this symptom. And so that’s your thing is when you’re niching by problem, you also have to understand the symptom. So the symptoms were what they weren’t getting new business. They weren’t getting new clients and customers.

[00:39:28] They weren’t making money. They were spinning their wheels and burning out and nothing was happening. So then I had to start using that in my messaging and not on my website. How would you reduce myself? You know, I use this example a lot. If you ever watch me on YouTube, I use example all the time. If you think about Tylenol, Right.

[00:39:45] Tell is used to treat things like a headache. For example, now there’s many reasons you might have a headache. You could be dehydrated, didn’t get enough sleep. Maybe it’s hormones, maybe you’re hungry, right? Maybe your neck is tight. It could be a million different reasons. Right. But Tylenol, doesn’t go in and say, we have a pill that sh that helps with the pain that, you know, deal with dehydration.

[00:40:06] Like they’re not, they’re not coming at the core problem. They’re coming at you with a symphony new experience. You paint. There you go. Right. So you got to think about that. You got to think what’s the problem, but does my market understand the problem? Do they relate to it or they relate more to the symptoms?

[00:40:21] So you need,

[00:40:23] Kris Ward: and that’s really powerful because so many of us, whether you’re new in business or not. I mean, I ideally most of our audience are, have been in business about five years service-based entrepreneurs, but even then five years goes by really quickly. And all of a sudden you realize that. Huh, like I thought I knew, and then I thought I knew, and then I thought I knew, and it just gets really confusing really quickly.

[00:40:44] And you get locked into this and then you just say, Oh, this is where my target is. And so you get stuck on the language like, Oh, you know what? I just need to explain it better instead of switching the nuances, right. It’s like, Oh, I just, I need more time in front of them. I need. Talk more. And when it is is you are just not, you haven’t niched down enough.

[00:41:03] Lindsay Johnson: Yeah. You got to know your niche and to know your niche, you gotta know your market. If you want to know their language, you don’t wanna know what they’re saying. You gotta get to know them. You got to network, you know, right now these days it’s mostly online, but you got to network online. You got to get on some phone calls with people, you know, you gotta go into some groups and see what they’re saying and what they’re.

[00:41:21] But they’re asking

[00:41:21] Kris Ward: for help around

[00:41:22] Lindsay Johnson: right. Go watch some YouTube videos. Like you got it. You’ve got to get to know your market and understand what they’re asking for.

[00:41:29] Kris Ward: Do you know what this also reminds me? And even to this day, sometimes I struggle with this. They’re always saying, you know, think of one person, like when you’re talking, you speak to one person and sometimes I still catch myself because.

[00:41:43] We do serve, you know, a different, the people with dealing with the outsourcing playbook for busy entrepreneurs are often someone starting with their first hire. Whereas when you’re doing group coaching with us at private coaching, you have at least one person and we’re helping you create a win team.

[00:41:59] And sometimes the Leb, even in a video. And I realized, Oh, if you’re starting your team, or you already have one, boom, I’m splitting it. Right. And I’m watering down my message and I’m being wordy. And again, you, you know, I know this. I noticed in my head. And then you think, ah, I’m doing it again. So it’s really easy to just get lazy or get distracted or, or want to make sure you don’t.

[00:42:21] Oh, I shouldn’t eliminate these people cause we’re launching that product in a couple of weeks. So I’ll mentioned both of them, you know, you can’t well, I was going to say you can’t date two guys effectively at the same time, but I don’t know. I haven’t tried. Maybe you can. So anyhow. Yeah. Yeah. Yeah. So those are really good, really good

[00:42:37] Lindsay Johnson: point.

[00:42:37] Even if you know those

[00:42:38] Kris Ward: points, I tell you for me, anyhow, I can’t be reminded enough. Yeah.

[00:42:43] Lindsay Johnson: Well, I mean, that’s the other thing with entrepreneurship. And I think everyone listening to this podcast can, can attest to that. Like we forget more than we remember, like, this is why we listen to podcasts and we, and we go to conferences and read books because a lot of it, yeah, sure.

[00:42:57] We know, but we just need that reminder or who I am now is different than who I was, you know, five years ago in business. So I have more context so I can apply what I’m learning, even, even deeper. 

[00:43:08] Kris Ward: Yeah. What got you to the party will not keep you in the party 50 cents. Okay. Tell us, give us another area that we should probably be aware of when we’re trying to be really clear with our market niching down.

[00:43:26] Lindsay Johnson: So you want to make sure that you not only know the problem, but you also know what’s on the other side of that problem with the desire is what did they look on? Uh, any, any Lucifer fans listening? What is your true desire? Um, you wanna, you want to know what they do. Um, and this is where we get now into the marketing side of things.

[00:43:48] If anyone ever has had to craft marketing messages, you know, we want to got the pain point and then we have the promise, right? And so you want to know what that is, but again, Don’t assume that you know what it is. And I see this all the time. People assume they know what the other person wants and you really do need to do you really do need to understand that and know that, um, because how would you solve a problem if you’re not taking them where they want to go and, and the same rules apply, you know, the same things I just said, networking, getting into groups, getting on calls, really understanding and getting to know your market so that you can understand what the heck they want.

[00:44:22] Kris Ward: Yeah, that’s a really good point too, because we have like, when I’m helping people create their win teams sometimes with outsourcing playbook, for busy entrepreneurs, we have videos in there that I could say to my group clients or my private coaching clients say, okay, well, here’s the link to that because I’m trying to save them time when they’re meeting with me, watch this beforehand, and then I’ll expand on it and show you how it fits into what you’re doing.

[00:44:42] And sometimes they just don’t watch a 10 minute video and I’m thinking, Oh my gosh, you did that for them. Yeah. And they’re like, like, just explain to me, I don’t even want to do the homework. Just like I want, I want to be spoonfed by you in front of me during this hour, these extra resources are of no interest to me.

[00:44:57] And I’m like, Oh, okay. I had to learn because I thought I knew what was best here. Show it. Let me show you how to be most efficient with your time. I’m trying to help you and save you time and money. And if that’s not what they want, my husband used to say, it’s, it’s only helpful. You’re only helping. If it’s helpful, you think you’re helping, but if they don’t find it helpful, you’re not right.

[00:45:21] Lindsay Johnson: One of the biggest lessons for me, um, Which is funny because I’m a community builder. I love to build, I love having people around in community, but when it came to delivering results with my clients or, or students or community, whatever, I was so focused on getting them profitable and teaching them skills, netting, I completely overlooking how important the community was to them. We did a, we did a retreat and again, it was, it was, it was transformation that everyone’s saying it’s so transformational I have is breakthroughs. Yes. They learned a lot in business, but it was the personal transformation that had the biggest impact and same within my Academy, you know, it it’s it’s, it’s like the it’s, the, the lessons are great, but like I w where I really noticed this is when, when things were really hitting the fan in the spring here, you know, people were showing up.

[00:46:13] Having not done any work they just need, they wanted that support. They want to feel uplifted and connected and supported and feel good. And so, again, it’s one of those things where watch for the surprise desires that maybe come out of the work that you do, that you hadn’t even considered before that maybe even your, your, I call them your PPC, your perfect potential client that maybe your PPC didn’t even know they want it.

[00:46:37] So there’s that side of it to know their desires, but watch for the surprise desires

[00:46:41] Kris Ward: too. Yeah. Th th those are very wise words. I see that all the time, my clients as well, and even in myself, when I’m, you know, I I’ve got some amazing mentors and I think, huh, I thought I was signing up for this and I got this, but what I really got was that, and now it’s changed the whole direction or the, the landscape of how I want to run my business.

[00:47:00] So you’re right. Absolutely. Okay. So we’ve got a few minutes left. What are some final thoughts that we should really be mindful about when it comes to niching down?

[00:47:10] Lindsay Johnson: So final thoughts I’m going to summarize and then see what comes out of that. So, number one, don’t be afraid to niche. You will actually grow faster with the people you want to work with, solving the problems that you want to solve.

[00:47:23] When you, when you allow yourself, give yourself permission to let go of what isn’t you and what you don’t want to do. And just go ahead and make to what you want to do and who you want to work with.

[00:47:34] Kris Ward: Yeah. Cause you know, we see this in our own, day-to-day living like, you know, how much does a dentist versus the orthodontist?

[00:47:41] Like one’s a specialist one’s niche down when hasn’t right. So it’s like, we know this all the time when you go somewhere. Oh my heavens I in, in Toronto, I, my sister, I don’t, I swear she must be adopted cause she’s got gorgeous. Curly curly, curly hair. She’s got more here than the rest of the family put together.

[00:47:59] Right. And, you know, she used to complain cause it was hot where like whatever you got to find new people to complain to because our hair is really straightened thin. So there is a curly hair Institute in Toronto and I thought, Oh, well, I’ll call up. And as a gift, uh, get that for a well mother of heavens.

[00:48:14] Do how much it cost to get your hair cut there. Like, because it was. Especially, it’s like, Oh no, we’re the curly hair Institute. And we know curly hair. And when I did see the hair and Oh, curly hair, people were doing it wrong. There’s all this special things and stuff. But at my heavens, they’re charging arm and leg, and they’re doing a wonderful business.

[00:48:33] Cause you know, Specialize in that. So we see it day in and day out when we want something for our own needs to be met. Well, you know, but yet as it, I guess maybe it comes down to confidence or you just, you know, again, you think, Oh, I have to get a little bit of money from everybody versus, you know, a lot of money from a few people that will see me as a, as a specialist.

[00:48:53] So yeah, I think those are just really good reminders. Yeah, go ahead. I’m

[00:48:57] Lindsay Johnson: going to it’s happening. I just interrupted the host of this podcast. You have. So, so what you just said, it’s a confidence thing.

[00:49:06] Kris Ward: Yeah.

[00:49:07] Lindsay Johnson: That’s really what it is because I can logically tell you that it will make you more money, that you will grow faster

[00:49:13] Kris Ward: than

[00:49:14] Lindsay Johnson: your to market and sell.

[00:49:15] I can tell you all that and logic, you might know it, but there is something about giving ourselves. Her mission to have the nerve to say, this is what I want. This is what I don’t want. And then there is something about trying to save the whole world versus saying, I’m going to put me first. And even though you’re still probably helping in some way in your business, you’re putting yourself first when you niche.

[00:49:42] You were saying, this is what I want to do all day every day and who I want to do it with. And that, to me, it is one of the, one of there’s many, one of the many bold steps that you will make as an entrepreneur that moves you from entrepreneur into business owner.

[00:49:58] Kris Ward: You know what you’re so right. Because I know even when I went to write my book, well, let me rephrase that.

[00:50:03] Somebody taught me. Yeah. She writing my book. I had this idea for the book and I wanted to help more people business should support your life, not consume it. And they said, why don’t you write the book? And I’m like, well, I’m going to, I had this idea in my head. I should have been another 10 years in, or I had a certain figure in my head.

[00:50:16] It should be making them this amount of money before I declare myself, put my flag on the land and say, I am the director. Expert or the leading authority in this, you should pay attention to me. And they’re like, well, why don’t you just write the book now? And I’m like, huh? I don’t know. I can’t think so.

[00:50:30] Now it seems so ridiculous. Write a book, you know, write a book, write a book, write a book. You know, I help my clients when they. Get all this clutter out, away from their desk. I helped them get their book out of their podcasts because now they’ve got a win team intact and they can do all these things.

[00:50:44] But I did that. I was thinking, well, who am I to write a book? Right. And I think by most people’s standards, I think I’m a confident person, but I think it’s a declaration to say, Oh, I, you, I I’m for lack of better word, an expert on this and I’m going to niche down. So I think that’s a really good. Point about confidence.

[00:51:03] All right. This has been spectacular. We touched on some things that I thought were important and then we just, we need to sit down and we talked about confidence.

[00:51:15] Yeah. We’re Nisha down. Okay. Where can people find more of your face? Fantastic energy and just eat your stuff up.

[00:51:23] Lindsay Johnson: Well, come to my website, the radicle connector.com. Uh, and you will see everything there. You’ll get access into my, uh, Facebook community for new entrepreneurs. You will get access to my YouTube channel, where I put lots of videos out around business development, entrepreneurial mindset.

[00:51:41] You know, sales skills, uh, you’ll get access to all that. And if you want to contact me, guess what? There’s a contact me, uh, link right on there

[00:51:48] Kris Ward: and let her know if you heard her on our show. We’d love to know that that’s really great. Tag me. Just throw it all in there. Let us know, let us know, let us know.

[00:51:56] Right. That’s uh, uh, the entrepreneur version of let us know,

[00:52:01] Lindsay Johnson: let us know, let us know.

[00:52:04] Kris Ward: All right. Thank you so much for your time, your energy and giving us all your wise wisdom. We do appreciate, and everybody else until the next show, I hope you get to your next win as fast as possible and signing off from when the hour, when the day.

[00:52:15] Thanks so much.