Splintering markets for fun and profit

If your friend’s left foot hurts, who are you telling them to go see for help?

The choice is clear.

Imagine you’re a new foot doctor — or even that you’re just trying to get established in a new city, would it not serve you to specialize?

“But what about right feet?”

Fuck right feet. You can get them after you’ve established yourself as the premier Left Foot person.

How much more recommendable would you make yourself by focusing on one foot?

“You hurt your left foot? I got a girl you gotta see”
— your patients to everyone they know with a left foot injury.

If you work with both feet, you’re automatically competing against every other podiatrist. Many have more experience, more money, and a greater reputation.

But if you focus on Left Feet, you’re instantly a better choice for 50% of the cases. And because you specialize, you can charge more. So any Right Foot business you may “lose” can be recouped through increased Left Foot revenue.

Eventually, you can use the reputation you built in the Left Foot game to open a Right Foot Office.

Then you know what comes next… a unified Left & Right Foot Super Kingdom with you at the helm.

Be exclusive. Be patient. Splinter the market. First, dominate .0001% and then expand methodically.

PS — I know you’re on “nonichenoproblem.com.” Yes, I know I’ve made the case that you don’t need to confine yourself to a niche. You don’t. You can choose to open a regular Foot Doctor office and treat both feet. With enough time — and good marketing — you’ll get where you want to go. But if you want to go faster, the Left Foot niche just might be your answer.