Your Generalist Nature is Killing Your Business

Navigate Your Business Path with Psychological Clarity, Not Just Market Data

Let's talk about that knot in your stomach. The one that tightens when someone asks, "So, what exactly do you do?“ Or that quiet anxiety creeping in whenever you scroll past all those hyper-focused creators who seem to have it all figured out.

You're smart. You're capable. You have a dozen interests, a unique perspective, and a genuine desire to build something meaningful, something yours. Online gurus keep shouting about the "passion economy." They tell you to "just be authentic!" and promise that "you are your own niche."

It sounds liberating. A permission slip to finally stop trying to cram your multifaceted self into a tiny, predefined box designed by someone else. And there's deep truth there. Your uniqueness is your most valuable asset.

But let's cut the crap for a second.

If it's really that easy, why do you feel so overwhelmed? Why does embracing every possibility leave you scattered, directionless, and spinning your wheels while everyone else speeds ahead?

The truth is, while authenticity is crucial, simply "being yourself" isn't a complete business strategy, especially when you're starting out or seeking real momentum. There's a crucial, often neglected phase required. This is a period of intentional exploration designed not just to express your passions, but to figure out where they intersect most powerfully with what the world needs and what truly energizes you. This isn't about finding the "one perfect thing" forever. It's about charting your course with clarity, starting from the inside out.

The Authenticity Hangover & The Niching Nightmare

So you reject the boxes. Good for you. You decide the passion economy hype might be onto something. You commit to building something real, something authentic, something you. It feels powerful. Necessary, even.

But then comes the hangover. The reality check after the initial rush of liberation.

Because "just being yourself" online usually looks like a messy explosion of randomness that nobody quite understands. Are you a coach? A writer? A strategist? A philosopher of artisanal cheese? When you try to be everything, you risk becoming nothing specific in the eyes of the people you need to reach. Your message gets diluted. Your energy gets scattered thin trying to serve too many ideas, too many potential audiences.

And then there’s the flip side. The endless pressure to niche down. This feels like the corporate world invading your creative sanctuary. Pick a tiny, hyper-specific label. Squeeze yourself back into a box, just a different one this time. It promises focus, authority, maybe even money. But often, especially when you choose too soon, based on fear or guesswork instead of deep self-knowledge, it feels like slow suffocation. You build something focused, yes, but it drains your soul because it's not truly aligned with the core of who you are. You end up playing a role, not living your purpose.

See the trap? One path leads to passionate obscurity. The other risks profitable misery. Both can lead straight to burnout, leaving you wondering why your talent and authenticity aren't translating into the traction or impact you crave.

The real issue isn't choosing between being authentic or strategic. The real issue is achieving Match Quality. That elusive sweet spot where what you must do (because it's authentically you) aligns powerfully with a problem people need solved and are willing to engage with.

High match quality feels like flow. Low match quality feels like friction. It's the difference between paddling with the current and paddling against it. And achieving it rarely happens by accident or by blindly following either the "be everything" or "pick one box" dogma. It requires a smarter, more intentional approach to figuring out both yourself and the market.

That's why a propose a "Niche Wide" phase of exploration in my framework. This is necessary to gather real-world intelligence about yourself and the market so you can eventually navigate towards that high match quality sweet spot with confidence, not guesswork.

A Word Of Caution

Before diving into the steps, understand this: Making significant money during this phase is often difficult and shouldn't be the primary goal. Exploration prioritizes learning (about yourself, potential problems you can solve, market resonance) over immediate optimization for profit. This feels counterintuitive in a world screaming for quick wins.

The duration of this phase also varies wildly. If you already possess deep self-knowledge from prior life experience or introspection, you might move through it relatively quickly, primarily using it to validate your internal hunches against market reality. If you're starting with less clarity, you'll need more time and more diverse experiments to gather the necessary data.

This is where pragmatism enters. Ideally, you undertake this exploration with some runway: savings that allow dedicated focus, income from a part-time job, or carving out exploration time alongside an existing business. Without this buffer, the financial pressure can be immense, tempting you to grab the first viable-looking niche rather than the most aligned one. This temptation to skip exploration for quick cash is the single biggest threat to finding long-term match quality and building something truly sustainable and impactful. Acknowledge the pressure, but resist sacrificing deep learning for short-term relief if you can possibly avoid it.

The Niche Wide Framework

Alright, so you recognize the traps of premature niching and unfocused authenticity. How do you actually navigate this messy, vital exploration phase? Forget wandering aimlessly hoping for an epiphany. This is about purposeful exploration, a strategic reconnaissance mission into your own potential and the world's needs. Here’s a 5-step framework to guide you:

1. Map Your Inner Compass:

The Work: Before you analyze markets or competitors, do the crucial inner work. Get radically honest. What problems genuinely ignite your curiosity, even when they're frustrating? What activities consistently give you energy, making you feel alive and engaged? Forget external validation for a moment. What are your core, non-negotiable values? What unique life experiences grant you a perspective others lack? Tools like identifying your core archetype can be incredibly clarifying here.

Why It Matters: Success built on a foundation that clashes with your core self leads to burnout. Starting with this deep self-awareness ensures your explorations are aimed towards areas with high match quality. This maximizes your chances of finding a path that's not only potentially profitable but deeply sustainable and fulfilling for you.

Actually doing this deep self-assessment can feel like the hardest part, the kind of work we tend to put off. So, to help kickstart I've developed a free assessment. It's designed to give you immediate insights into your dominant approach, potential blind spots, and an actionable focus for this exploration phase, all grounded in psychology. You can take the assessment quiz here:

2. Test Your Ideas Broadly:

The Work: Give yourself permission to explore different types of problems and audiences connected to your core interests. Don't just try ten variations of the same coaching offer. Maybe test a written format, a workshop, a consulting call. Explore how your core skill applies to different industries or solves slightly different problems. Try to push the boundaries.

Why It Matters: The world changes quickly. Sticking to only what you know makes you rigid. Exposing yourself to diverse contexts builds mental flexibility. You start seeing patterns and connections others miss (that's lateral thinking in action). This prevents getting stuck in a rut and makes you far more adaptable and innovative when facing challenges that don’t have easy answers.

3. Conduct Fast, Lean Experiments:

The Work: Translate your potential avenues into small, concrete actions you can launch quickly to get real feedback. Offer that one-off 90-minute workshop. Write and publish those three focused articles. Create a simple one-page outline for a mini-course. Volunteer for a short-term project that stretches you. The goal is rapid learning, not perfection.

Why It Matters: Planning paralysis is real. We often overthink because we fear failure. Business is a complex field where feedback is often delayed or unclear. Small experiments are far more effective than trying to predict the perfect path. Struggling with a small, real-world test teaches you infinitely more about yourself, the market, and actual match quality than months of theoretical planning.

4. Prioritize Energy and Deep Connection:

The Work: Evaluate your experiments not just on clicks or income, but on deeper signals of fit. Ask: Did this work energize me or drain me? Did I feel authentic doing it? Did it leverage my unique strengths? Did it resonate deeply with a specific group of people (your potential audience)? What feedback, positive or negative, felt most insightful or surprising? Prioritize learning and energy management over short-term optimization.

Why It Matters: High match quality isn't just about market demand. It’s about sustainable energy and authentic connection. Chasing opportunities that drain you or force you into an inauthentic persona is a recipe for burnout. Focusing on what energizes you and deeply resonates with the right people identifies paths you can pursue with passion and conviction long-term.

5. Your Unique Angle (Connecting the Dots):

The Work: You don’t want to mindlessly collect experiences. The goal is to connect them together. Regularly step back and ask: What's the common thread? How does my seemingly unrelated background give me a unique lens on this problem? How can I combine my skills and insights in a way only I can? Find the intersection of the specific problem you solve for a specific group, fueled by your unique perspective and psychological drivers.

Why It Matters: Like an outsider bringing fresh eyes you frame problems in ways others might miss. By drawing on your unique range of experiences and connecting distinct ideas, you can often see solutions or in novel ways. This synthesis transforms you from someone exploring possibilities into someone owning a unique, valuable perspective. This clearly defined unique angle is the powerful output of your Niche Wide phase, ready to guide your strategic focus.

The Goal Isn't the Niche, It's the Clarity

Following this framework, running these experiments, gathering this feedback... it might feel messy. It will feel messy. It won't always yield immediate financial breakthroughs or viral success. And that's okay. Because the primary goal of the Niche Wide phase isn't necessarily to land on your final, perfect, lifelong niche right now.

The real prize is clarity.

It's the clarity that comes from doing rather than just thinking. It's the clarity about what truly energizes you versus what you merely tolerate. It's the clarity about which specific problems you're uniquely equipped and motivated to solve. It's the clarity about who you most naturally connect with and serve effectively. It's the clarity on how your unique psychological makeup translates into tangible value in the real world.

This exploration phase, done strategically, transforms you. You move from being overwhelmed by infinite possibilities to having a smaller set of validated, aligned directions. You shift from guesswork based on external „shoulds“ to conviction rooted in personal experience and resonance. You build not just ideas, but self-awareness and adaptability. That might be the most crucial assets for any solopreneur navigating today's unpredictable landscape.

Think of it less like searching for a fixed destination on a map, and more like calibrating your internal compass. That compass points clearly when it’s informed by both deep self-knowledge and real-world testing. It allows you to choose a direction with confidence. Building a business that feels authentic and makes an impact is about building the internal clarity to confidently choose your path forward.