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Merry Christmas. I wish you all the very best and hope you are having a wonderful time with your family.

Feel free to send me a picture of the cake you are having.

One of my clients once told me something that completely changed how I think about niches. He said, Anirban, your market, your audience, or your topic is not your niche. You are the niche.

I spent almost an entire day understanding what he actually meant.

For a long time, I used to say email marketing was my niche. Later, I realised email marketing is not a niche. It is a category. What my client was pointing at was something deeper. Your niche is shaped by who you are, what you choose to talk about, and how you see the world.

Two people can talk about the same topic and still get very different outcomes. One gets more reach, more replies, and more conversations. The difference is perspective. The way something is said matters as much as what is being said.

So when I say you are the niche, I mean people follow you for being you, not because you operate inside a specific category.

If you look at my older posts, you will see that I was very vocal about picking a niche early.

I did not understand that I was hindering my growth.

By picking a niche too rigidly, I started benchmarking myself against people who were already established. I followed email marketers and copywriters, observed what they were talking about, and then tried to produce similar ideas with slightly different framing.

That is why you’ll notice the exact same content from different profiles on LinkedIn and X. It is not because people lack ideas. It is because creators are optimising for categories instead of perspective.

People actually respond to the context behind any topic. Your experience, your failures, and the stage you are at determine how you interpret the same idea differently from someone else. That difference is what creates interest.

That is where I was wrong. I thought picking a niche would give me clarity. In reality, it delayed the part that mattered most, developing and expressing my own point of view.

Instead of chasing a category, start paying attention to yourself.

On social media, you are building a personal brand. That means your thinking, your decisions, and your experiences matter more than any generic advice.

Talk about your journey. Talk about how you approach problems. Talk about what you got wrong and what you are still figuring out. Over time, people follow you because they resonate with how you see things.

You can see this clearly with creators like Justin Welsh, Sahil Bloom, or Mel Robbins. People do not follow them because they fit into a category. They follow them because of how they frame life, work, and success.

That is the actual niche. You’re the niche.

I feel bad that I was limiting myself and encouraging others to do the same. Yes, you need to anchor yourself with a category. But when the category becomes your identity, it starts to limit you.

People do not connect with categories. They connect with people. They follow who you are, what you do, and how you give opinions.

Use a category as a reference point. Over time, your thinking becomes the differentiator.

That is what being ‘the niche’ actually means.

Enjoy your time, I’ll see you. Cheers mate.

— Anirban