1.3 — Job Titles Aren’t Identity #

This is the second truth.

Most people niche around job titles:

• founders
  
• executives
  
• entrepreneurs
  
• high achievers
  
• stressed professionals
  

But job titles are not identity.
Job titles are labels.

Identity lives in subcultures and lived experience.

Identity sounds like:

• Northern Beaches tradies who surf before work
  
• CrossFit dads who still want to lift heavy
  
• Parramatta mortgage brokers drowning in dogshit leads
  
• SaaS engineers coding at 1am with a brain that won’t switch off
  
• new dads who used to be athletes
  
• FIFO workers who gain 10kg every rotation
  
• Muslim mums building side businesses during nap time
  

These are worlds.
These are microcultures.
These are actual lived realities.

The brain recognises worlds — not titles.

This means niching feels hard because you’ve probably been aiming at the wrong level of description entirely.

When you aim at job titles, nobody feels seen.
When you aim at identity, everybody who belongs to that identity feels seen instantly.

That’s niching.