Niche

A narrow slice of the market defended by fit, not size. Better to be essential to few than optional to many.

A niche is defended by fit: shaped so precisely to a narrow need that a general competitor cannot serve it without deforming themselves. Its economics run on depth, fewer people, more essential, better retold. In a niche, word of mouth has short distances to travel.

Essential to few beats optional to many because essential is a position and optional is a lottery. The fear is smallness; the reality is that well-held niches widen, adjacent needs arrive on the strength of the first. The discipline is refusing to generalise before the niche is truly won.