Hi Reader,
Last summer, we had to cancel our holiday due to a family member's health concerns. We decided to stay at home, so we would be close to the hospital, just in case.
I could have filled the time with work. But instead, I decided to try something else: working only half days, four days a week. Just for a couple of weeks, to see how it goes.
By the end of those two weeks, I didn't want to stop. So I kept going: nearly two months of slower work, aka my first slow summer.
With less time spent pushing through tasks, I started actually thinking about the work itself. What was keeping me busy? How much of it did I want to keep? What would I change if I could?
Somewhere in that thinking, I found clarity on who I want to help and how, which set off a chain reaction.
Knowing who I'm talking to sharpened my content. That content started reaching people who actually needed my services. Better-matched clients led to projects where I do my best work. And all of that made running my business fun and fulfilling.
My slow summer also planted the seed for something else: Slow Summer Club
At the Slow Summer Club, we start with defining who you're for — because once that's clear, your content, marketing, and sales will follow.
If you want a clearer direction in your business, this is a good place to start. We're opening the doors tomorrow. Watch your inbox for details.
I'll see you then,
Merve
The Solo Boss perspective
Here's what the Solo Boss team members think about niching down...
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As a marketer, I knew niching down was essential. But I also knew I needed to work with a range of clients first, to see which projects genuinely lit me up – and how my way of working made a bigger difference for them than anyone else’s.
You can imagine your ideal client all you like when starting your own business. But you’ll need to test that assumption in the real world and be prepared to tweak it as you go.
— Denise
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Realising that being a ‘generalist’ was the reason I was stuck in a referral rut. When you serve everyone, you aren't ‘the expert’ for anyone; you’re just a pair of hands.
Relocating to Istanbul forced the issue. If I wanted to work with clients across several time zones, I needed to choose a niche I was passionate about. So, the work would feel as energising as the travel.
— Jonathan
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