20 Lessons in 20 Years: Lesson 4 – Know Your Niche and Stay True to It

Early in my career, I read The 22 Immutable Laws of Marketing. One lesson from that book has stayed with me to this day: know your niche—and stay true to it.

The message was simple but powerful: know what you’re good at, know what you’re not, and focus on being the best in your area of expertise.

When I founded Channel Impact, that principle became our foundation. From day one, we specialized in being a channel partner–focused consulting firm. While many consulting or staffing companies promise to do “everything for everyone,” I knew we wanted to be different. We chose to be the go-to experts in the channel partner space—because that’s where our experience and passion truly lived.

Over time, our focus sharpened even further. We built deep expertise in partner programs, managed services, partner events, and channel-specific content. And because everyone at Channel Impact has walked in our clients’ shoes—running channel programs and managing partnerships—we were able to deliver with credibility and real-world knowledge.

This niche focus gave us clarity in every part of the business:

• Clients: We knew exactly who we served (and who we didn’t).
• Hiring: We brought in people who understood the channel inside and out.
• Marketing: Every message was designed for our target market, not for a broad audience.
• Execution: We only took on projects we were confident we could succeed at—avoiding costly missteps for both our clients and ourselves.

The result? A strong, trusted brand, loyal customers, and a clear identity in the marketplace.

My lesson: Know who you are. Know who you’re not. Stay true to your niche. When you focus, you build credibility, deliver consistent results, and create a brand that lasts.