13.1 — The Sins #

By this point in the book, you’ve seen why niching feels impossible for most people: they’re working with the wrong definition of “niche” and the wrong mental model of how humans recognise relevance.

But before we move forward, we need to shine a light on the seven biggest mistakes — the “deadly sins” — that destroy niches long before trust ever becomes possible.

Every struggling business, every vague brand, every underperforming creator, and every “I’ve tried niching but nothing feels right” situation comes back to one or more of these sins.

This chapter is a mirror.
It will show you exactly where your messaging has been collapsing.

Let’s walk through each one clearly.