Process & Strategy

There’s a difference between a flutter and a freeze. Let me explain.

The flutter is that feeling you get when an idea makes your heart beat a little faster. It’s when you read a word like sublunary and immediately want to wrap a whole piece of content around it. (Hey, that’s me 🙋‍♀️)

It’s that moment you screenshot a Pinterest photo or scribble down a quote because something in it moved you.

The freeze is what happens when you start Googling “how to find a niche” and end up feeling like there’s a correct answer you’re supposed to memorize! (Haha, is that how you found this blog post?)

It’s when you open Instagram to post something you loved from your weekend… and then close the app because it “doesn’t fit your brand.”

It’s when content creation feels like you’re auditioning for your own business.

So let’s talk about how to find a niche that doesn’t put you in a box — in fact, one that helps you fall back in love with your life and business in the process!

Related: How to Handcraft a Feel-Good Social Media and Content Strategy

Why Traditional Niche Advice Doesn’t Work for Heart-Centered Business Owners

It Prioritizes Content Pillars + Labels Over Lived Experiences

You’ve probably heard things like “pick 3 content pillars” or “choose a profitable niche.” And maybe you even tried. Maybe you chose “mindset,” “marketing,” and “morning routines” and thought, okay, I did the thing!

But every time you sat down to post, you kept thinking about that client conversation that gave you goosebumps or that dream you had that wouldn’t leave you alone.

And suddenly, those pillars felt more like walls, boxing you into something that you want desperately to break out from.

Because — dare I say?! — what if your business is about people, energy, or transformation — things that don’t fit neatly into a category? What if your story includes spirituality and spreadsheets, astrology and analytics, the moon phases and mortgage advice?

(If it’s well-branded, pretty much all of this can go together. I promise. And if you need help with that part, I’m here for you!)

These formulas forget that your lived experiences are the actual content. Not the label. Not the title. Not the overly curated grid.

And your people? They don’t follow you for your “pillars.” They follow you because of the way your posts feel!

It Assumes You’re Putting Your Audience’s Passions Over Your Own

So much of traditional niche advice is built around market research:

What are people searching for? What’s trending? What gets clicks?

But here’s the thing: if you’re constantly curating your content based on what you think your audience wants, you lose the very thing that makes your work magnetic — you! You’re not here to become a Pinterest board of “valuable” tips. You’re not a vending machine of bite-sized, algorithm-pleasing wisdom.

You’re a storyteller. A mirror. A world-builder. 🪞

Your dream clients aren’t looking for a walking tutorial. They’re looking for someone who feels familiar. Who’s gone through something they’ve gone through. Who shares something that moves them. And that only happens when you share from your own heart, not from a strategy doc.

Your passions are what magnetize your people, not a spreadsheet of optimized search terms.

Related: Why Social Media Anxiety Is Your Superpower as a Biz Owner

It Creates Analysis Paralysis

You create a Trello board. You color-code your content calendar. You even plan out an entire month’s worth of posts in Notion. And then… nothing.

Because when your niche isn’t grounded in you, every post becomes a forced performance.

You start second-guessing every caption. You ask yourself if this fits your “brand voice.” You wonder if people will be confused if you post about something outside your pillars. You start thinking, Maybe I should wait until I figure it out more.

And so you freeze. And your feed goes silent.

Not because you’re lazy or inconsistent, but because the system you were handed wasn’t built for someone like you. Someone who feels deeply. Someone who wants to share truth, not templates.

The problem isn’t you. The problem is trying to build a business rooted in someone else’s version of what’s “profitable” or “on-brand.”

How to Find a Niche by Looking Inward, Not Outward

Start with Stories

Start small. What made you cry last week? What made you laugh until your stomach hurt? What moment from this month do you keep replaying in your head like a favorite song? These are parts of your business. These are your stories, and your stories are where your niche lives.

Maybe it’s a Tuesday afternoon at the park where you overheard your kiddo say something hilariously profound. Maybe it’s the late-night voice memo you recorded when you couldn’t sleep because your brain was spiraling with ideas. Maybe it’s the scent of your mother’s recipe when she was over last week that reminded you why you love nourishing others.

These are your building blocks.

They’re the breadcrumbs leading you to your beautifully imperfect niche — the one that can only be found by turning inward and asking, “What’s alive in me right now?”

Don’t Use Content Calendars, Trends, or Content Pillars

I said what I said. Those tools have their place—but not at the start.

When you’re trying to figure out how to find a niche, the last thing you need is a rigid spreadsheet telling you to post about “mindset” on Mondays and “value” on Fridays.

Start with the “I can’t stop thinking about this” moment. The little thoughts that tug at your sleeve like a toddler needing attention. The voice inside you that says, Ugh, I wish more people talked about this.

That’s the stuff!!!

You can organize it later. But first, let it live. Let it be wild and non-linear and full of feeling.

Let Your Lifestyle Lead the Way

Like I mentioned earlier, your lifestyle is the texture of your brand. Maybe you always have three books half-read and a pile of laundry on the chair. Maybe you light a candle before every client call. Maybe your camera roll is filled with sky photos, or tea cups, or your dog in different lighting.

That’s allllllll content.

And more than that, it’s pattern. And that’s exactly what content is branding is. Patterns in your work.

When you let your lifestyle lead, your niche becomes a world people want to step into. Your cozy little corner of the internet becomes a reflection of how you live and what you love. And that’s when the magic happens, when your dream clients feel invited into your space

You don’t need to go viral. You need to get vivid.

ivid about who you are, how you live, and what makes you light up.

That’s the niche. It was never out there. It was inside of you, all along. ✨

Ready to Fall Back in Love With Your Business and Your Life? Let’s Build a Content System Inspired by Your Life — Book a Fit Call!

If the idea of content still makes your stomach flip (in the not-so-good way), let’s build your to build your perfectly niched, but fun-loving feeling business that feels like play — a grounded, lifestyle-inspired way to work.

We’ll pull from your everyday magic.

We’ll create content that feels like self-discovery.

And we’ll make your business feel like your — and your dream client’s! — favorite corner of the internet.

Book a fit call and let’s start from the inside out.