095 Niche on the Problem, Not the Demographic

Hey everyone, today is another solocast for you.Most agencies pick a vertical and call it positioning. "We serve dentists." "We work with SaaS companies." But that's a filter, not a position — it tells people who you work with, not why they should hire you.In this episode, I break down the three layers of niching that most agencies collapse into one — and show you why leading with the problem changes everything about how clients find and choose you.In this episode, I cover:The difference between vertical niching (industry), horizontal niching (job function), and problem-based nichingWhy vertical-only positioning turns you into a generalist inside an industry — competing on price instead of expertiseHow the three layers work together: vertical and horizontal are for targeting, the problem is for positioningThe cross-industry bonus — why problem-based positioning attracts clients outside your verticalHow to find your problem: look at what your best clients had in common — not in industry, but in situationThe positioning formula: "We help [horizontal] at [vertical] companies solve [problem]"If your current positioning statement only describes who you serve, this episode will show you what's missing.Also, here's the article on how to differentiate your agency I mentioned in the show. -----------Lead Gen is the hardest part of running an agency.For most, it's unpredictable, it's slow, and it's usually expensive.Gia flips that.It's the all-in-one growth platform that turns your existing relationships and client work into a steady pipeline.Gia automates lead gen follow-up and content, and it's all from the work you're already doing.You can check it out and get some free bonuses at getgia.ai/dynamicagency-----------No one was asking for another community. But I've made one anyway.So what's different?The Dynamic Agency Community is designed around access rather than content.Access to peers who've done it before.Access to experts who've designed solutions.Access to resources that have been battle-tested.And right now, the price for founding members is only $97/year.Join today so your agency has immediate access to everything you need to grow.You can join at DynamicAgency.Community.-----------Subscribe to the Agency Forward blog on Substack.We have weekly blog content with practical advice to help you advance your agency.-----------And if you're ready for 1-on-1 help to create some mind-blowing offers for your agency, visit DynamicAgencyOS.com to schedule a free consultation. Running an agency is tough, but you don't need to go it alone.