If You Have Multiple Interests, Please Don’t Pick A Niche.

The first course I bought was a Dropshipping course. That was 10 ago.

I immediately understood why people didn’t trust courses right after I bought one. Because essentially a course won’t get you rich quick, but it will guide you in the right way.

The hard work is for you to do. It’s always been that way.

The more I invested in self-education, the more I discovered that people aren’t against courses, they’re against effort.

The opposite of this is:

• Choosing a subject to learn

• Getting into debt

• Paying off that debt with a cushy job

Makes sense why people would choose the default option. There’s absolutely nothing on the line.

Whereas, with following your own curiosities (you know exactly what I’m talking about), with that my friend, there’s a lot of psychology involved.

And don’t act as if you’re immune to this. Nobody is.

I click on things mindlessly and end up watching a video 5 minutes or 10 minutes in, until I think to myself why the fu*k am I even watching this.

I tried almost everything you can think of.

• Dropshipping

• Learning how to code

• Short-form virality

• Selling merch

• Scaling brand partnerships

In 2024, with all the multiple failed attempts, I was fed up. But like all ambitious people, I wanted to give myself “one last try”.

I knew that there was still something there for me.

So around that time, I searched for the best courses. I found people that have a good reputation. I paid $150 on a social media course. And as things started to click, I bought another course right after it.

I was dead serious on getting all of this stuff to work.

I was also working a 9-5 which I quit.

In order to become this “new me”, I was determined to go somewhere else. Somewhere new. Out of all places, I chose Malaysia.

Apparently “The number one chosen place for expats.” And it was.

I flied there. Lived my dream. Wrote ever morning. Made YouTube videos. Paid thumbnail designers. You know how it goes.

But as I did that, all of my savings were also starting to die out.

It lasted about two months until I had an actual, real problem. My laptop died on me. Yes, the thing that I needed the most to make this plan work completely stopped working.

So, as any normal person would, I took it to a computer shop to fix it. To my luck, they said they couldn’t do anything about it. They recomended that I took it to an Apple store. When I asked where the nearest one was, they mentioned there wasn’t one in Kuala Lumpur (the city I was based in).

But it gets even worse.

They went on to say there isn’t an Apple store in the WHOLE of Malaysia.

Not a single one.

All I could think about in that moment was one, how much of a hit my savings is going to take from my laptop dying on me and two, how the hell am I going to continue this content thing in a foreign country with my laptop dying on me?

It was too much pressure.

So, I got the first flight back to London. Got a new job as my old one wouldn’t take me back. Luckily, this one paid £10k more annually.

I thought to myself although everything is going wrong, some things are going right.

The courses I bought were great, don’t get me wrong. They taught me more than my 4-year business degree ever could. It taught me the applicability of marketing, sales, persuasion etc. That’s important because those are the fundamentals. Learning the fundamentals is essential for any business model. And luckily, I’ve put them in a free guide that you can check out.

Creator Business Essentials (Free)

Let’s talk about where I went wrong in my attempts at this whole doing my own, business thing. Both in 2024 when I quit my job to go solo travelling in Malaysia and all of the failed attempts before that.

There were two things that destroyed my chance at success:

1. I didn’t care about running a store that I didn’t care about.

With my first Dropshipping course 10 years ago, there was no meaning attached to it. Doing something that has no meaning to you won’t work.

I didn’t actually want to “work” on my business and that’s not a good way to start any business.

Setting up a store, choosing someone else’s products to sell, and then trying to get people to care about products that weren’t even mine never made much sense to me.

Even now, it doesn’t make sense at all.

Personal brand is the future. This means having an authoritative profile so that leads and opportunities come to you.

Just ask yourself, why are you afraid of creating content for free? Because that’s what it comes down to. It’s free. And there is nothing to lose. You have to start posting and delivering the value through what you’re learning.

The lessons are yours. The failures have value in them.

Failure is the thing most people avoid, yet it’s often what gives you something worth teaching.

Failure is a permission from the universe to start doing your own thing.

It’s crazy. Sometimes we have to get out of our own head to see the big picture.

2. I was never confident in my “niche” and that led to a lot of friction and shiny object syndrome.

My entire journey with posting content online identified a common problem that would repeat time and time again. I would always come back and question, “what is my niche?”

I’m pissed with this one because “picking a niche” actually came from a different era where platforms were built on search.

YouTube SEO, blog, key words, hash tags etc.

If you wanted to be found you had to fit inside a category. The algorithm looked at your content and put you in a box and showed it to people searching for that box. Back then, niching down made total sense and it helped get you found.

None of that matter now.

Now, the algorithm doesn’t put your content in a category. It doesn’t wait for someone to search it. It looks for content and matches it for someone who might have liked similar content before it.

Content is getting harder because you’re not only just competing with other creators, but you’re now competing with AI. It can give an answer to someone’s problem in 3 seconds rather than a 12-minute video.

I don’t want to scare you off with AI because there is something AI can’t give people.

It can’t give people you. Your experiences. Your perspective. Your story. Your worldview.

All of that is unique to you.

But that now makes choosing a niche an even bigger problem. Why? Because people don’t know much about themselves. They aren’t aware of their personal experiences that make their story unique. That build THEIR perspective and worldview. Or they haven’t immersed themselves deeply into them yet.

Which is another solid reason as to why you should be a creator and start posting content online.

This path teaches you deep lessons you couldn’t learn anywhere else.

Most of it is like a slap across the face.

Then again, I can’t blame a single person. We don’t know ourselves because we weren’t taught to know ourselves. The system isn’t screaming “KNOW YOURSELF”. It’s screaming the opposite.

Don’t be you.

Be like everyone else.

It’s only goal is for you to act as a cog in one machine amongst many others so that the bigger wheel can continue doing what it needs to.

I had to go through the hardship of that problem, and it’s been on my mind time and time again to deliver a solution.

That’s the entire point of this content thing. It’s what you do as a creator. Take problems, think about them, research them, write your own stuff by pulling from your own direct experiences etc.

It’s why it must come from you.

If you try to talk to everyone, I promise you will end up talking to no one.

“Your niche is the intersection of your unique skills, your deep passions, and what the world is willing to pay for.”

— Naval Ravikant

In that case, let’s make this whole one-person business thing simple:

1. Write to yourself

2. Build for yourself

3. Sell to yourself

There are millions of people around the world who share your interests, problems, and desires. You don’t need to reach all of them—just a fraction (and thanks to the internet, you can).

The Dropshipping course I bought 10 years ago wasn’t my first attempt at business and it won’t be my last. From 2020-2025 I went on to build a fairly decent-sized audience and sold physical merch.

That was a big part of my life. I learned so much. Not just business, but personal lessons also.

The one thing that makes me stand out above all else is that I don’t have a static niche. My content changes with me. Not the other way around.

I started getting DMs from people who wanted to do the same thing. Maybe not film content, but whatever they wanted to. You see, what they choose is unique to them.

So, I did.

I helped other creators who wanted to do what I did. Even my own family and colleagues from work wanted my help.

That’s why as long as you’re doing your own thing, you will be in business because there is no one else doing what you fuc*ing do.

It only makes sense that I worked with people who are inspired by me and I bought from those I am inspired by. That’s the creator economy.

That’s why the first step in this game is to introduce people to the importance of the topic that you want to talk about in order for them to understand.

People don’t care about what they don’t know.

As a creator, your responsibly is to make them aware. Whether they choose to care is ultimately up to them.

80% of my content on social media do not revolve around the thing I’m selling, and it doesn’t matter, why would it?

Self- awareness is the biggest hack. You have to think about how you view content.

Let me ask you this, do you follow only businesspeople or fitness people?

No, you don’t.

That’s why your offer itself doesn’t matter. What matters more is the question of how you would introduce people to the importance of the topics that you’re intersted in.

If you’re starting out new, your brand is at beginner level which is top of funnel. It’s how you grow. Once you get them into your lead magnet or newsletter, that part of your funnel educates them in alignment with your product or service. That’s where your offer lies.

Don’t promote in all of your content. It doesn’t make sense. Instead, build a system that bakes in promotion. That creates free space in your mind to talk about whatever you want.

Before I move on to how to sell a product or service, let’s talk a bit more about niche.

There are 5 layers to this whole niche thing. The more you move up, the better you get.

The 5 Layers Of “Niche”

**Layer 1: choosing a domain—**finance, fitness, motivation etc. Everyone starts here. On its own it means nothing because a million people are also doing it. The domain is the starting point, not the answer.

**Layer 2: perspective—**the lens that you see your domain. Two people can talk about the same topic and feel completely different about it. This is shaped by your background, beliefs, experiences, and the things you’ve struggled with. This layer makes people feel something when they watch you.

Layer 3: parallel interests—the topics your audience deeply cares about that nobody in your niche is covering. You need to understand that your audience is a real person. They care more about the label you’ve put on them. AI can’t generate this. AI doesn’t know what your specific audience cares about beyond their label, you do. Pain point content answers questions your audience is already asking. Parallel to interest content shows them things they didn’t know they needed.

**Layer 4: method—**how you create, teach, and communicate. This is your creative identity. The reason why people recognise your content before they even see your name. Your format, energy, delivery etc. Do you use storytelling? Do you use a lot of data? Do you use humour? Are you calm and thoughtful or are you fast and confrontational?

**Layer 5: story—**the thing that ties everything together. Your story is the reason people follow the journey not just watch the video. It gives people a reason to care about you beyond the information you deliver.

We’re living in the age of trust.

The people who win from here are not the ones who pick the tightest niche. They’re the ones who stack so many layers that they’ve become the only person who do what they do.

Everyone has access to knowledge now. Same with the specific topics that you talk on, millions of people share it. But your layers, perspective, interests, methods, story, nobody has that. Nobody can copy them and nobody can prompt them.

Now, if you want to sell a product or service, here’s exactly what I would do:

1. Talk about whatever the f*ck I want in an interesting way that leads to growth

Craft a 6-month long strategy based on topics in the product or service you’re offering that builds authority. It’s what I’m doing right now with business, marketing, and spirituality.

2. Start with beginner-level content for the sake of customer awareness and increase it to a more advanced level as it gets closer to launch.

Write long, medium, and short-form content from top down. The promotions will write themselves.

3. Systematise what worked and incorporate promotions throughout the week to keep sales high.

For example, bi-weekly carousels on a topic that pairs well with the offer. I personally talk about whatever I want throughout the week.

Fitness. Spirituality. Philosophy. Business. Whatever.

Every single Tuesday and Thursday I write a specific carousel and at the bottom, I promote my offer. That’s a system I can milk endlessly. If long-form and medium-form content are written well, tackle common problems, give value, and you understand persuasion, that is how you create sales.

You’re working towards your ideal future. Your ideal future is not marketing, sales, or a hyper specific niche. It’s big and broad. It resembles the good life. It is unique to each individual and the “how to” achieve it is unique to you.

All of my past endeavours didn’t work because I didn’t choose the business model that was unique to me.

From a spiritual or philosophical lens, your brand is yourself. It’s a concept. It’s the outcome of a series of repetitive ideologies.

Create your brand as something unique that is you.

Here’s my 5-step process on how to recreate yourself as a brand:

1. Map Your Ideal Future (How Will It All End?)

Will it result in peace, health, and fulfilling work? Or do you even have an idea of the end destination? Your story is what separates your personal brand apart because every story is niche, individual, and unique.

2. Creative Imitation

“It’s not where you take things from — it’s where you take them to”

- Jean-Luc Godard

My voice, tone or message is a combination of the voice, tone, or message that I like from other people.

If I’m reading a book or watching a podcast, and I like how the author or speaker said a certain thing, I’ll make note of it.

Don’t only think about your voice, but your brand too.

What colours do you like? What specific shaped buttons do you prefer on your website? That’s what creativity is. It’s taking one thing and deconstructing it into parts and then reconstructing it like a set of mental Legos. Taking parts from other people and then reconstructing them into your own.

Write down which books impacted you the most. Write down the creator, author or public figure who’s style you admire the most. Immerse yourself in their work to condition yourself to think in that style. Write down what makes them great. Research their products, landing pages and every method on how they make an income. Create a tribe of mentors and exclusively combine their content.

You don’t have to directly copy them.

When you’re fully immersed in their work, your subconscious will burst our similar original ideas for you.

3. Story To Brand Content

Every story has an ideal outcome or goal.

With that goal come a bunch of highs, lows, emotions, battles, mistakes, and solutions to the problems that need to be systemised.

If you’ve read this far, here’s the bonus.

How to turn your brand into a niche that houses your content, products, and services:

• Treat your ideal future as the end goal of the story.

• Make a note of your past, there are a select few pivotal moments that can be the starting point of the story.

• Write an outline of the story, what are the chapters that must be included to each end goal?

• Outline key points for each of those chapters.

The chapters and sub chapters act as your content ideas.

You fill them in by writing newsletters, condense those into carousels, condense carousels into Notes, Tweets, Reels, TikTok’s etc.

Overtime, if you want to write a book, you can.

4. Write Your Story

Your story is what makes you unique and relatable.

As from the very beginning of this letter, I started with a personal experience which I’m sure was relatable with a lot of you.

Stories give people hope and makes them aware that it is possible to overcome the low point in life.

Write the sections each chapter of your story as an article or newsletter. Repurpose that article into a YouTube video. Condense the main points of the article and video into medium-form content such as an Instagram carousel, a thread on Twitter, or a LinkedIn post. Rewrite the main points as engaging Substack Notes, Tweets etc. Then you can turn those into TikToks, Reels, and posts for other platforms.

This approach gives you a multidimensional understanding of the topic you are writing about. It will change your life over the next 6-12 months.

A creator is not a business model. It’s a life philosophy. Apply that philosophy to the internet.

I wish I knew this earlier, but the best way to learn is to teach. It’s how you actually learn things you didn’t know in the first place.

You don’t have to lie, just be honest. No one’s stopping you but yourself.

5. When In Doubt, Zoom Out

Your solution to struggle is your perspective.

And you will struggle. And it won’t make sense. But that’s only because you’re missing the dots that connect.

Start anyway.

Immerse yourself in information that has the potential to solve your problem.

Read books, buy courses, listen to podcasts.

Drawn yourself in information to the point when you step back and do fu*k all, ideas will start coming to your brain and things will start to make sense because your subconscious mind is working to solve the problem.

That’s all for this week.

Thanks for tuning in!

If you had fun reading this, you can check out thee free guide on branding, persuasion, content and marketing below.

Creator Business Essentials (free)

Talk to you on the next one.

-Serkan