How to find your Niche with Kelsey Makaiwi

How to find your niche…the BIG question for coaches & entrepreneurs

Are you in the right niche? Connecting to the RIGHT people in a way that lights you up?

In this episode of Her First Three Years, we talk with Kelsey Makaiwi, a connection strategist who turned her natural gift for building relationships into a business. She shares her personal journey and dives deep into how to find your niche—even if you don’t feel like you fit into the typical boxes.

Kelsey has gone through many pivots in her career and this latest one shows the power of putting yourself in alignment with the work that flows easiest for you, your skills and your vision.

Through Kelsey’s story, you’ll learn:

• How to uncover your hidden strengths and leverage them (your niche!)
• The power of “soul skills” and why they matter more
• When it’s time to create your own market
• The steps to reverse-engineering your dream job
• What niche marketing means for you

This episode is for anyone ready to create more meaningful connections and follow their true path!

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“It’s about finding the avatar of the people that I wanted to work with and keeping that vision… knowing when it was time to say yes, take the leap and jump in.” – Kelsey Maikiwi

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• Why is niche marketing important for growing my business?
• How do I create a market for my unique skills?
• What are the benefits of podcasting for building my personal brand?

If you’ve been wondering how to find your niche in business or life, you’re not alone. For many entrepreneurs, especially those just starting, the challenge is not only identifying what they’re passionate about but also figuring out how to align that passion with a successful business model.
In a recent conversation with Kelsey Makaiwi, a connection strategist who’s built her own business around her natural ability to create meaningful relationships, we explored these exact questions. Kelsey’s journey shows us that finding your niche isn’t about forcing yourself into a mold but about recognizing the strengths you already have and crafting something unique around them.

Why Finding Your Niche Matters

In today’s fast-paced world, where everyone seems to have a personal brand, standing out can feel overwhelming. But here’s the thing—knowing how to find your niche is the key to not only differentiating yourself but also to growing a business that feels true to who you are.
As Kelsey points out, many people don’t start out with a clear niche. “Opportunities really presented itself and here I am as a connection strategist, helping other people connect to their audiences and build their brands,” she shares. Her story highlights that niches often emerge through the process of discovery, by staying open to possibilities and recognizing your own strengths.
So, why does it matter? Because without a niche, your message gets lost. The clearer your focus, the easier it is for your audience to connect with you, and the more powerful your impact becomes.

Discovering Your Zone of Genius

If you’re still asking yourself how to find a niche that feels right, Kelsey’s story provides a valuable lesson: sometimes the answers are already within you, waiting to be recognized. We often underestimate the skills that come naturally to us because they feel so familiar. But those are exactly the skills that can set you apart.

“I think it’s one of those cases where you have to do the work yourself to really figure out what is my strength? What do I see it as?” Kelsey explains. That self-reflection is key. Start by identifying what lights you up. Is it coaching, creating, building relationships, or solving problems? Once you recognize your zone of genius, the next step is figuring out how to build a business around it.
Kelsey didn’t always know she was going to be a connection strategist, but through experience, she realized her ability to connect people was a gift. Your zone of genius might not be obvious right now, but it’s there—waiting to be tapped into.

Aligning Your Business with Your Passion

One of the most powerful insights Kelsey shared during our conversation was about the role of alignment in both personal and business success. When your work is aligned with who you are, everything starts to flow. The challenges feel less like obstacles and more like opportunities for growth.
“Ever since I’ve made those moves and with the clients that I’m working with, it’s unbelievable how different you can feel when it comes to your work life,” she says, speaking to the sense of fulfillment that comes from doing work that’s truly aligned with your values.

If you’re a coach or entrepreneur, the concept of alignment is crucial. It’s not just about making money—although that’s important—it’s about building a business that fuels you, that makes you want to get up in the morning excited for the day ahead. When you find that alignment, everything else falls into place.

Reverse Engineering Your Dream Business

Sometimes, the best way to find your niche is to start with the end in mind. Instead of trying to fit yourself into the available options, Kelsey suggests reverse-engineering your business based on the life you want to live.

She shares, “I was starting to almost reverse engineer my life. How did I want to work? What did I want my days to look like?” This approach is about more than just career goals—it’s about lifestyle. If you want flexibility, creativity, or the ability to work closely with clients in a meaningful way, your business needs to reflect that.

Coaching, in particular, is a field where this approach works well. As a coach, you have the power to structure your work around your life, not the other way around. Take the time to envision your ideal day-to-day, and then build your niche business around that vision.

Starting a Podcast to Build Connections

Kelsey’s first major step in discovering her niche and building her brand came through podcasting. Starting Greater Connection wasn’t just a passion project; it was the first time she began taking ownership of her unique voice. “I remember starting Greater Connection… it was the first little thing I ever did for me,” she recalls. Through podcasting, Kelsey learned how to direct, produce, and refine her message while building relationships with her audience and guests.
For coaches and entrepreneurs looking to expand their reach, podcasting offers a powerful platform to connect with your audience on a deeper level. It allows you to showcase your expertise, tell your story, and invite others into meaningful conversations. Whether you’re looking to find your niche or deepen relationships with your clients, podcasting can help you carve out a space that feels true to your purpose.

The Power of Soul Skills in Niche Marketing

One of the most refreshing parts of our conversation with Kelsey was her take on what she calls “soul skills.” We often hear about soft skills—empathy, communication, collaboration—but Kelsey takes it a step further, highlighting how these “soul skills” are what truly set you apart in niche marketing.

“It’s not just sales, it’s not marketing. Yes, it’s relationship building… bringing it into the workplace, giving it a bit more structure,” she says. In today’s world, people don’t just want products or services—they want connection. Whether you’re a coach or an entrepreneur, your ability to build authentic relationships can become your greatest strength.

This is especially true in niche markets. The more specialized your offering, the more your clients or customers want to feel a personal connection with you. It’s about finding the overlap between what you offer and what they need, creating a bond that goes beyond the transactional.

Embrace Your Unique Path

Kelsey’s story is a powerful reminder that finding your niche isn’t a one-size-fits-all journey. It’s about embracing your unique path, discovering your strengths, and building a business that aligns with your values. Whether you’re just starting out or looking to pivot, the process of self-discovery is where it all begins.

So, take a moment to reflect: What are your soul skills? How do you want your business to feel? Once you find those answers, your niche will reveal itself. And when it does, the growth, the fulfillment, and the success will naturally follow.

Ready to dive deeper? Listen to the full interview with Kelsey Makaiwi for more insights on how to find your niche and build an aligned business that fuels your passion.

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