4.2 — Misconception #2: Niching Isn’t Choosing a Job Title

If misconception #1 is the belief that niching means narrowing, misconception #2 is the belief that niching means picking a job title.

This mistake is everywhere.

People say:

And then they wonder why their content doesn’t land, why nobody responds, and why their niche never “clicks” into place.

The answer is simple:

Job titles are dead niches.

They don’t convert.
They don’t resonate.
They don’t create trust.
They don’t trigger recognition.

And the reason is brutally obvious once you finally see it:

People don’t think of themselves in job titles.

Not in real life.
Not in their internal world.
Not when they scroll.
Not when they’re stressed.
Not when they’re looking for help.
Not when they’re choosing who to trust.

Nobody wakes up and thinks:

“I am a high achiever consuming high achiever content.”

Nobody gets into an argument with their partner and thinks:

“As a busy professional, I should improve my communication.”

Nobody stares at the ceiling at midnight and thinks:

“Wow, as an executive, I’m really struggling with overwhelm.”

That’s not how the human brain organises itself.

Job titles are surface labels.
Identity is the lived world underneath the label.

When you say “I help founders,” you are trying to speak to people who:

“Founder” means nothing.
It describes everything and nothing at the same time.

The same is true for:

These labels flatten everyone into one group…
when in reality, their lives couldn’t be more different.

And if you flatten everyone,
nobody can recognise themselves.

The only way a niche works is if the reader feels:

“That is literally my world.”

Job titles can’t do that.
Identity can.

People resonate with:

These are real worlds.
Real lives.
Real identities.

Not job titles.
Not industries.
Not demographics.

Job titles create categories.
Identity creates connection.

Job titles tell me what you do on paper.
Identity tells me who you are in reality.

Job titles:

Identity captures all of it.

This is why niching by job title feels hollow.

It’s too broad to be accurate.
Too general to trigger emotion.
Too disconnected to feel true.
Too generic to be trusted.
Too bland to feel like recognition.

Recognition doesn’t happen at the title level.
It happens at the identity level.

And until your niche speaks to a lived identity — not a professional label — the people you want to reach will scroll right past you.

Not because they don’t need you.
Not because your work isn’t good.
But because nothing in your words tells their brain:

“This is my world.”

That is the difference.

Job titles describe a box.
Identity describes a universe.

And people don’t live in boxes.