I’m five years into this career and still haven’t found my niche. Everyone says you need one, but it feels like every lane is already taken by someone with a 20-year head start. I’ve tried experimenting, but I can’t tell if I’m diversifying or just diluting my efforts. Did you intentionally carve out your niche from day one, or did it happen by accident through trial and error? How do you even know when you’ve truly found it?

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I would dare to say most advisors don’t have a niche. Over time you may find that your book has a lot of similarities by the type of people you attract.

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There are advantages to having a niche. Keeps you focused, minimizes diversions, makes work seem less like work. The best way to find one is to decide what you’re passionate about. Don’t try to fake it. Then decide whether there’s an intersection where your passion and people with money meet. If you can find that, it won’t matter how many others with more experience are there’s. There will be room for you.

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