Generalists get compared, specialists get asked

If you book anything for anyone, the only thing a client can compare is price. If you are the person who does one thing properly, there is nothing to compare you to.

Pick something you can credibly claim

A niche you have traveled, worked in or genuinely studied. Clients can tell within one conversation whether you know a destination or have read about it.

Small enough to own, big enough to feed you

Too broad and you are a generalist again. Too narrow and there is not enough work. The test is whether you can name the kind of person who books it and where they already are.

Owning it means saying no

The advisors who own a niche turn away work outside it. That is uncomfortable in year one and it is what makes year three easy.