“We had to learn common denominators in math class—why not in business too?”
There’s a reason niching can feel hard: we’re often looking for surface similarities—industry, title, niche-specific language—when the real answer lives deeper.
It lives in the work that lit you up.
In the people you still think about.
In the clients who became collaborators—or even friends.
The response to the Niche Down to Rise Up article showed me that a deeper dive into niching—exploring each thread in detail—is exactly what's needed. So over the next few issues, we're going to follow those threads and see where they lead.
The Real Niche? It’s the Golden Thread.
You might enjoy working with:
- A married couple
- A solopreneur
- A three-person startup
They may look unrelated on the surface. But when you dig in, there’s a thread—one that runs through each project that made you say,
"This is what I was meant to do."
This is what I now call your Essential Niche—and it takes time to find.
Fourteen years ago, I couldn’t articulate it. I didn’t have enough reps. I didn’t have enough contrast. But now? I can tell you exactly who I want to work with—and just as clearly, who I don’t.
Florence People vs. Times Square Energy
When I’m in Florence, Italy, I feel at home.
When I’m in Times Square, New York City, I feel drained.
That same metaphor applies to your business.
There are people and projects that give you energy—quiet, rich, soulful. And there are others that leave you feeling like you have to perform, be loud, or burn yourself out just to be seen.
You don’t have to be Times Square to succeed.
You can build a business that feels like Florence.
One that’s substantial, not just flashy.
One that draws people in with resonance—not volume.
Tamsen Horton in front of Florence's Duomo after the rain
What If It’s Evolving?
Here’s your permission slip:
✨ It’s okay for your niche to evolve.
✨ It’s normal to need more data to describe your people clearly.
✨ It’s expected that you’ll refine as you go.
If you’re juggling multiple audiences, but they wouldn’t all hang out in the same Facebook group, that’s your clue.
Start describing each group—not by surface labels, but by qualities:
- Are they proactive?
- Are they intentional?
- Are they problem-solvers?
- Do they light up when systems click?
Look for the thread that weaves those qualities together.
It’s Just Like Learning Fractions
Remember when you had to learn how to find the common denominator between 1/4 and 3/5?
It wasn’t intuitive.
You had to be taught.
You had to practice.
This is no different.
Finding your business’s common denominator doesn’t mean you’ve been doing it wrong. It means you’re ready to do it deeper. To build something that truly lasts.
And that’s what we do inside boltaìa.
Your Turn:
What’s one thread that runs through your favorite client relationships?
Leave a comment—I’d love to hear it.
Next FLIGHT Plan:
We’ll be talking about Ferragamo, feet, and obsession—and how your love of the details is what makes you unforgettable.
✈️ Still just reading the FLIGHT Plan? Watching from the YouTube sidelines? The real transformation happens inside.
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