You create your way into it your niche. There’s a concept called a personal monopoly that I heard once from davidperell - it’s the unique combination of things you bring together that no one else can replicate. But here’s the part nobody tells you: you don’t figure that out first. You figure it out through the reps. When I started posting online years ago, I had no idea what my lane was. I was throwing stuff at the wall on Twitter, then LinkedIn. It took months, honestly years, before I knew what I wanted to be known for (or what I enjoyed talking about). The move isn’t to plan your niche. It’s to start creating and let the work and reps tell you. From the perspective.podcast the other month