For a small firm with limited resources the niche question can mean some hard decisions - which market will you choose to serve? If you focus too narrowly will you miss out on opportunities? Seeking general appeal in large markets is seen as the safer option, but you run the risk of trying to be everything to everybody and failing to be remembered. The more precisely you can identify your customers, address their issues and deepen your knowledge the more relevant and valuable your content will be and the more success you will have. Also having a niche makes your story so much easier to tell, and much easier for people to understand and retell. Answer these questions: Who are your dream clients and customers? Go as niche as you dare. What do they need? What issues and challenges do you solve for each group? When should they pick up the phone to you?