Elina Jutelyte - 11 february 2026
Niche or not to niche
a simple way to look at it
Are you a pro-niche or anti-niche freelancer?
To niche or not to niche: opinions are all over the place.
Some say: “You don’t need to limit yourself.” As if choosing a niche is somehow putting yourself in a corner.
Just recently, I came across an ad by a business coach selling her services by tapping into that exact mindset. Her message? You don’t need to niche, you can do anything and everything… as long as you attend her class.
Curious, I joined to see what she had to say.
Here’s the twist: According to her, you don’t need to niche, but you do need positioning.
Damn. 💥
Finding your niche is about your positioning. (Face-palm!)
Others argue you should absolutely focus on one thing.
Many freelancers think this means picking a single task from their list and doing only that.
Sure, that’s a possibility, but it’s not the path to growing your expertise.
A single-task offer reminds me of those LinkedIn DMs I get from people selling “leads lists.” Just one offer.
But most of us come to clients to solve problems, which often means we have a portfolio of services, packaged or hourly, it doesn’t matter.
Even in this context, picking one focus still comes down to… positioning.
I’ll dive deeper into positioning in my next newsletter.
Meanwhile, you can join the Freelance Business Academy, where I explain the 8Ps framework, critical for any solo business.
Inside our private community, we recently had several discussions about niching.
The resistance is real. Why?
Here’s the truth: Niching is not limiting yourself.
Niching is finally understanding your uniqueness, and identifying the ideal client who will value the combination of your skills, uniqueness, and the outcomes you deliver.
When we talk about niching, here are some criteria you might consider:
Regards,
Elina
To niche or not to niche: opinions are all over the place.
Some say: “You don’t need to limit yourself.” As if choosing a niche is somehow putting yourself in a corner.
Just recently, I came across an ad by a business coach selling her services by tapping into that exact mindset. Her message? You don’t need to niche, you can do anything and everything… as long as you attend her class.
Curious, I joined to see what she had to say.
Here’s the twist: According to her, you don’t need to niche, but you do need positioning.
Damn. 💥
Finding your niche is about your positioning. (Face-palm!)
Others argue you should absolutely focus on one thing.
Many freelancers think this means picking a single task from their list and doing only that.
Sure, that’s a possibility, but it’s not the path to growing your expertise.
A single-task offer reminds me of those LinkedIn DMs I get from people selling “leads lists.” Just one offer.
But most of us come to clients to solve problems, which often means we have a portfolio of services, packaged or hourly, it doesn’t matter.
Even in this context, picking one focus still comes down to… positioning.
I’ll dive deeper into positioning in my next newsletter.
Meanwhile, you can join the Freelance Business Academy, where I explain the 8Ps framework, critical for any solo business.
Inside our private community, we recently had several discussions about niching.
The resistance is real. Why?
- A lack of understanding about what niching or positioning really means
- Fear of giving focus to finally start seeing results
- Reluctance to embrace change
Here’s the truth: Niching is not limiting yourself.
Niching is finally understanding your uniqueness, and identifying the ideal client who will value the combination of your skills, uniqueness, and the outcomes you deliver.
When we talk about niching, here are some criteria you might consider:
- Geography / Location
- Industry
- Industry maturity / stage
- Business model
- Values and culture
- Size of business (revenue)
- Size of business (number of employees)
- Tech stack in use
- Customer persona
- …and more
Regards,
Elina