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Don’t Find A Niche. Become The Niche.

Dan Koe
20 min readJan 29, 2025

The most authentic, profitable, and unique niche is you.

I realized this after years of pain.

Excruciating pain caused by the first piece of advice you’ll hear when you first embark on your journey to become a free individual:

“Niche down.”

Just like the social matrix, there is a business matrix.

The social matrix is a web of beliefs and ideas that act as anchors for your mind to make sense of the world.

The government and culture influence the school system. The school system creates resources for students to learn from. The students don’t question what they’re taught. The students go on to be parents. The parents teach their children what they know and send them to school. The children make friends and conform further to fit in. The children grow up, get jobs, become teachers, become parents, become politicians, and create the knowledge and resources online and offline that influence culture. The parents, students, and children vote. The cycle continues to create the society we live in.

This isn’t bad, it’s just how we learn to survive. But if we don’t question what we learned, we end up a clone like everyone else.

The business matrix is a similar web of beliefs and ideas that illustrate how businesses are “supposed” to operate.

Pick a skill.

Pick a niche.

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Dan Koe
Dan Koe

Written by Dan Koe

Building Kortex, the future of writing apps. Find me everywhere @thedankoe

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