In today’s episode of Creative Business Mindset™, I’m talking about niche and why your niche is not enough to make real money.
You’ve heard it before: the riches are in the niches. And yes, that’s true. But what’s often missing from that conversation is how you actually get there.
I start with this idea: doing multiple things doesn’t mean you lack focus. More often, it means you’re still gathering data. You’re testing, learning and paying attention to what people are actually responding to, because you can’t confidently define something you haven’t experienced in real time.
I share what this looked like in my own business - saying yes to everything in the beginning. Not because it was part of some polished strategy, but because I needed to learn and I needed to make money. And in that process, patterns started to show. Certain services were requested more often, brought in more money and felt more aligned.
That phase can feel messy, but it’s also where your niche starts to reveal itself.
Here’s what I break down in this episode:
✅ Why your niche is discovered through action, not overthinking
✅ How to use what’s selling (and what’s not) as real data
✅ The difference between the “drama” in your head and the actual math in your business
✅ Why relying on one offer can limit you long-term
✅ How to recognize when your niche is starting to click
✅ Why your niche is the beginning, not the end, of your growth
At some point, things start to become clear. People keep coming to you for the same thing and you’re getting paid consistently for it. That’s your signal.
If things feel a little all over the place right now, you’re not behind. You’re in the phase that actually creates clarity.
And if you take one thing from this episode, let it be this: you don’t need to rush your niche. Let your work show you.
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If you’re ready to build a business that operates from clarity instead of fear, this is where we do that work. Inside Business Therapy™, we help creative women separate the math from the drama and build businesses that grow through better decisions, stronger systems and clear leadership. Learn more at
www.jokedurojaiye.me
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What is Business Therapy™ With Joké?
BUSINESS Therapy™ is the podcast for creative entrepreneurs, women business owners, founders, and high capacity women who are ready to build a business that works without losing themselves in the process.
Hosted by Joké Durojaiye, Life Coach + Business Strategist and creator of BUSINESS Therapy™, the podcast brings together the personal and professional sides of entrepreneurship.
Joké brings more than two decades of experience turning creativity into business. But she didn't start with all the answers.
She did what most creative women do.
She worked harder when she should have thought clearer.
The shift from creative to CEO mindset was real.
Joké fumbled her way through turning her love for design into a real business that pays the bills.
Now, she helps creative women make that same shift, because building a business is never just about the business. The person running it matters too.
BUSINESS Therapy™ explores the strategy, mindset, and emotional realities of entrepreneurship, including the moments that don't make it into the business plan. The difficult client. The slow sales month. The negative review. The decision you've been avoiding. The comparison that makes you question your progress. The business that has grown, but somehow feels harder to run.
Joké brings these conversations back to one central idea: Separate the math from the drama.
Because you can be brilliant at what you do and still struggle with the business of doing it.
Expect practical business strategy, honest conversations, fresh perspective, and the questions that help you see what is really happening in your business so you can decide what to do next.
BUSINESS Therapy™ is business education and emotional intelligence for creative minds, designed to help you build with greater clarity, intention, and business intelligence.
BUSINESS Therapy™ With Joké is ranked among the top 10% of podcasts globally, according to Listen Notes, based on its Listen Score.
Listen when you need clarity under pressure, a better way to think about the business, or simply need someone to talk business with.