I’m going to complicate things for you and tell you that right off the bat a niche isn’t a topic or a subject.

A niche is a person.

Yep, a niche is a person. It’s not whatever else you think it might be.

This is going to be a complicated idea to wrap your head around, but hopefully, by the end of this section I’ll have done a good enough job to convince you of that.

Personas Are Bullshit

If you don’t know what a persona is, the general idea is that you think of a person that is in your audience and then you assign them a ton of traits.

  • gender
  • age
  • income level
  • occupation
  • education level
  • relationship status

And a bunch of other shit. People tell you to do this because they want you to better communicate with this person.

It makes perfect sense but it’s bullshit.

The reason why it is bullshit is that if you look at the traits above how many of them apply to the people I’m writing this guide for?


It doesn’t matter if you’re a man or a woman. It doesn’t matter what job you have. It doesn’t matter if you’re married or single.

I don’t care about those things at all.

I simply care about your worldview.

Worldviews Are Awesome

A lot of people when they sit down and start to work on their business they do everything that they think their audience wants. They do so because they view the world a certain way so they believe their audience views it the same way.

They are correct in that their audience does see the world like them but this approach rarely works for them because their execution is off.

You’ll understand why later, no worries.

Big shout out to AndrĂ© Chaperon who helped me clarify this stuff in my head.


Instead of demographics, you need to look at psychographics.

Instead of choosing your audience based on who they are you need to choose them based on their dreams, beliefs, and wants.

Instead of filling out the attribute list above answer these questions instead:

  • What do they believe?
  • Who do they trust?
  • Who do they look up to?
  • What are they hungry for?
  • What do they yearn for?
  • What are they afraid of?

Notice, none of these questions have anything to do with the demographics of an individual.

A 23-year old Black man can have the exact same psychographics as a 59-year old Asian woman. It’s not going to matter to you or your business.

Now, there are businesses that cater specifically to gender so I’m not saying every single demographic should be ignored. For example, I’m working a men’s lifestyle business that obviously applies to men.

However, I know the brand is going to appeal to some women as well because of what it stands for.


While some people only associate with people that look exactly like them, do what they do for a living and other similar things, many of us have groups of diverse people.

The demographics don’t matter. We associate with people that have a similar worldview.

There are thousands of people that have over 100,000 subscribers on YouTube.

That’s crazy and when you look at their videos you can easily wonder why.

It’s not because they are always doing awesome things. It’s because their videos present a worldview that their audience can associate with. Many of these channels don’t have a niche in the traditional sense.

You can’t classify them because their niche is their audience.

We will continue to talk about worldviews and your audience as we progress through this guide.