When I first launched my Coffee with Colin series, the idea was simple: bring on inspiring guests and have real, meaningful conversations. Over time, though, I realized something was missing. The show didn’t have a defined focus. The conversations were valuable, but they weren’t always leading people somewhere specific. That’s when I started thinking differently about my message—and my audience.
That evolution led to the creation of The Beyond Impact Podcast, which is all about helping speakers, entrepreneurs, and leaders communicate with purpose and clarity. The transition came from a deeper understanding of something my guest Jeff Hayzlett reinforced during our conversation: “Riches are in the niches.”
Jeff has scaled companies, run billion-dollar marketing departments, and built a global business network. He’s seen what works—and vague, unfocused messaging isn’t it.
Why Going Broad Feels Safe—but Fails
When you’re first starting out in business, it can be tempting to try and appeal to everyone. You want to keep your options open. You don’t want to alienate anyone. I get it. I used to worry about being “too specific,” especially with a diverse background like mine.
But as Jeff explained, “If you’re the only one doing it, typically it’s not a big issue. It’s not a big problem.”
In other words, if there’s no competition, it might be because there’s no demand.
The businesses that grow fastest aren’t trying to solve every problem. They’re focused. They solve one clear problem for one clear audience—and they do it well.
Niches Create Connection
When your message is dialed in, it does two important things: it becomes more memorable, and it builds trust faster.
Jeff and I talked about the importance of creating a brand that solves real problems. “Figure out what problem you’re solving,” he said. “And then go out and show me you can sell it.”
That kind of clarity doesn’t come from being everything to everyone. It comes from owning your lane. Whether you’re a leadership coach, a wellness speaker, or a marketing consultant, your strength comes from specificity.
- Who are you serving?
- What are they struggling with?
- How do you help them solve it?
That’s your niche. That’s your edge.
From Small Town to Global Business
Jeff shared how this mindset helped him expand beyond his early career. “I thought I was a big deal in Sioux Falls,” he said. “Then I realized I could do this in Chicago. Then London. Then Tokyo.”
The key wasn’t being bigger. It was thinking more clearly.
Niche thinking doesn’t limit you. It sets the foundation. Once people know what you’re known for, then you can scale. But it starts with clarity. It starts with choosing a niche and owning it.
Coffee with Colin vs. Beyond Impact
This is something I’ve experienced personally. Coffee with Colin gave me a platform. But Beyond Impact gave me a purpose.
Now, the show has a clear identity. The audience knows what to expect. The content speaks directly to speakers, entrepreneurs, and leaders who are looking to grow with authenticity and strategy. That’s the niche. And leaning into that focus has made all the difference.
Hear the Full Conversation with Jeff Hayzlett
Jeff and I dug into the strategy behind brand building, market positioning, and why specificity wins in the long run.
If you’ve been trying to do too much—or speak to too many people—maybe it’s time to narrow your focus. Don’t be afraid of the niche. That’s where the trust lives. And as Jeff reminded us, riches really are in the niches.
