Joanna Lott Coaching

What if I choose the wrong niche?

find your niche

Choose a Niche and Overcome the Fear of Choosing the Wrong One – A Mindset Shift for Coaches

Table of Contents:

  1. Introduction
  2. The Female Coach Mindset Shift
  3. How to Pick a Target Audience
  4. The Power of Pivoting 4.1 My Coaching Business Journey
  5. Decisions + Pivoting = Success and Happiness
  6. Key Takeaways
  7. Final Thoughts


As a female coach, you likely have numerous passions and diverse groups you’d love to serve. However, with endless options comes uncertainty, leaving you wondering, “What if I choose a niche and it’s wrong?” This fear can create a gap between you and your success. The good news is, you can overcome this fear and bridge that gap through a simple mindset shift.

The Coach Mindset Shift:

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To be a successful coach, it’s crucial to master the idea that there is no such thing as a “wrong” decision. The fear of making a bad decision is what’s holding you back. Instead of viewing potential missteps as failures, reframe them as learning opportunities. Remember Thomas Edison’s famous quote: “I haven’t failed, I’ve just found 10,000 ways that won’t work.”

Adopt the mindset that every decision, regardless of the outcome, will either lead to a win or a valuable lesson. This shift in perspective will empower you to take action and move closer to your goals.

How to Choose a Niche and Identify Your Target Audience:

If you’re unsure about which audience to target, a simple approach is to ask yourself: Which group will resonate with me the most? Do you prefer working with organizations, professionals, entrepreneurs, or another specific demographic? Whichever option comes to mind first, start with that audience. Don’t worry about making the “wrong” choice; if you’re not enjoying it or achieving the desired results, pivot to another audience you considered.

The key is to choose a niche, give it your all, and if you start to feel “stuck,” pivot. The same principle applies to niches. If you have multiple passions and interests, choose the niche you’re most excited about initially. If it doesn’t turn out as you hoped, pivot to another option you had in mind.

The Power of Pivoting:

Pivoting in your business may sound daunting, but it’s an essential aspect of finding the right fit. Let me share how I’ve pivoted in my own coaching business journey.

My Coaching Business Journey:

In 2019, after completing an Executive Coaching and Mentoring certification, my aim was to become an Executive Coach. It seemed lucrative and rewarding.

Six months later, despite securing some Executive Coaching clients, I realized this path didn’t align with my values. Many clients were primarily motivated by money and office politics – the very environment I had escaped.

So, I shifted my audience to career changers, aligning better with my purpose.

Twelve months later, while I loved career change coaching, I found my true passion was working with those starting their own businesses.

Eighteen months in, I spent at least four hours a week providing free advice to aspiring coaches, and they expressed a desire for more structured support. The decision to niche down to female coaches was practically made for me.

Today, I’m a coach and mentor for female coaches, helping countless women worldwide achieve their business goals – all because I took that initial “wrong” step and pivoted along the way.

Decisions + Pivoting = Success and Happiness:

As my story illustrates, the path I started on is not the one I ultimately ended up following – or will continue to follow. However, I wouldn’t have achieved success without making that first “wrong” decision. The only way to succeed is by taking action, learning from the experience, and pivoting as needed.

Key Takeaways:

  • Reframe potential missteps as learning opportunities, not failures.
  • Start with the audience or niche that resonates most with you initially.
  • If you feel stuck or unfulfilled, don’t hesitate to pivot to another option.
  • Taking action, even if it’s not perfect, is the only way to find your ideal path.

Final Thoughts:

I understand the fear of choosing the wrong niche as a female coach. However, by adopting a growth mindset and embracing pivoting, you’ll be empowered to take action, learn from your experiences, and ultimately find the fulfilling path that aligns with your values and goals.

Remember, the fear of making the wrong decision is creating a gap between you and your success. Close that gap by making a choice and understanding that you’ll either win or learn. As the saying goes, “self-made or never made!”

If you need further guidance on finding clients or growing your coaching business, feel free to reach out. I’m here to support you on your journey.

Prefer Audio?

You can also listen to my new content on my podcast Women in the Coaching Arena

Whenever you’re ready, here’s how I can help you grow your coaching business:

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Interested to know more about my ‘Business of Coaching’ program? Click here to learn more.

Hi, I’m Jo, and I’d love to help you on your coaching journey. I spent 20 years in corporate HR but faced challenges balancing work and family. Refusing to settle, I ventured into coaching, seeking financial success aligned with my values. Overcoming limiting beliefs, I developed strategies to attract clients, leading to the creation of my Reliable Results Path. Now, I support coaches in achieving their goals through my Business of Coaching program. My values of honesty, personalization, and courage guide me, fostering a community of impactful coaches who believe in inclusivity and making a difference. More about me




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Hello and welcome! I’m Joanna Lott, and I’m passionate about empowering qualified coaches like you to build brilliant businesses.