Don't Niche Too Soon: Let Your Customers Build Your Business

Free TrialIn this episode, Paul challenges one of the most common pieces of business advice: "Find your niche." While niching down is important eventually, he argues that many makers do it far too early—before they've collected enough real-world data about what customers actually want.Drawing from his own experience building Philadelphia Table Company, Paul explains how saying "yes" to a wide variety of projects in the early years allowed the business to discover its true specialty naturally. Rather than forcing a niche based on assumptions, successful businesses often evolve toward the products and services customers repeatedly request.Paul also discusses the value of building a team that allows you to step away from the shop, the importance of community and mentorship, and why flexibility—not stubbornness—is often what separates thriving businesses from struggling ones. Key TakeawaysDon't niche before your customers tell you what your niche is.Early in business, say "yes" more often to discover where true demand exists.Your geographic location and local market heavily influence what products will succeed.Many iconic furniture brands began as custom job shops before launching product collections.Build collections around proven customer demand—not personal assumptions.Stay adaptable. The market changes, and your business should evolve with it.Hiring employees isn't just about growth—it's about creating freedom and sustainability.Surround yourself with a community of other makers who openly share knowledge and hold you accountable.Every business owner should create their own "recipe" rather than blindly following someone else's advice. Memorable Quote"Don't niche too soon. Let your customers tell you what your business should become."Join the Network